Great content should be the focus point of your marketing efforts to ensure the success of your online store. Why? Because customers are information seekers at heart, especially when they buy online. What better way to "feed their need" than to give them what they really want. This presentation covers how to use content marketing in eCommerce, along with some best practices.

1. How to use Content
Marketing in
eCommerce
Shelley Pringle, Polaris
Katie Hudson, Demac Media

2. Introductions
Shelley Pringle
PR and Inbound Marketing Consultant
Polaris Marketing & PR
@shelleypringle
www.polarisprinc.com/blog
Katie Hudson
Marketing Manager
Demac Media
@kt_hudson
www.demacmedia.com/blog

3. Agenda
• 4 Reasons you DON’T need content
• Content’s new role in eCommerce
• Examples
• Discussion

4. 4 Reasons you DON’T
need content

5. 1. Your product is
truly AMAZING!

6. Top of the Funnel
Questions they have:
How do I…?
What’s the best…?
Should I…?
How do I address this
problem?
2. You have LOTS
of money to spend
on marketing

7. Top of the Funnel
Questions they have:
How do I…?
What’s the best…?
Should I…?
How do I address this
problem?
3. Growing your
business is not a
priority

8. Top of the Funnel
Questions they have:
How do I…?
What’s the best…?
Should I…?
How do I address this
problem?
4. You know every
customer
personally

9. Content Marketing:
Its New Role in eCommerce

10. Top of the Funnel
Questions they have:
How do I…?
What’s the best…?
Should I…?
How do I address this
problem?
Get Found,
and be Loved

11. Top of the Funnel
Questions they have:
How do I…?
What’s the best…?
Should I…?
How do I address this
problem?
Low Price
Strategy
=
Non-sustainable

12. Top of the Funnel
Questions they have:
How do I…?
What’s the best…?
Should I…?
How do I address this
problem?
Education is
the key!

13. Top of the Funnel
Questions they have:
How do I…?
What’s the best…?
Should I…?
How do I address this
problem?
More likely to be
shared

14. “To sell in eCommerce is
to sell through a photo”

15. Examples
• Video
• Free Downloads
• Mobile Apps
• Infographics
• Social Media
• Blogs
• E-Newsletters
• User Generated Content
• Content Curation

16. Top of the Funnel
Questions they have:
How do I…?
What’s the best…?
Should I…?
How do I address this
problem?
Video

17. Top of the Funnel
Questions they have:
How do I…?
What’s the best…?
Should I…?
How do I address this
problem?
Free Downloads

18. Top of the Funnel
Questions they have:
How do I…?
What’s the best…?
Should I…?
How do I address this
problem?
Email Marketing

19. Top of the Funnel
Questions they have:
How do I…?
What’s the best…?
Should I…?
How do I address this
problem?
Infographics

20. Top of the Funnel
Questions they have:
How do I…?
What’s the best…?
Should I…?
How do I address this
problem?
Content Curation

21. Social Media
• Your window to show some personality
• Standard:
– Twitter, Facebook, Linkedin
• The Newbies:
– Vine, Instagram Video, Snapchat

22. Top of the Funnel
Questions they have:
How do I…?
What’s the best…?
Should I…?
How do I address this
problem?
Social Media:
Vine

23. Top of the Funnel
Questions they have:
How do I…?
What’s the best…?
Should I…?
How do I address this
problem?
User Generated
Content

24. Discussion