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ECOMMERCE	
  CONTENT	
  MARKETING	
  
How	
  to	
  Develop	
  a	
  Winning	
  	
  
Content	
  Marke4ng	
  Strategy	
  
1	
...
About	
  Darren	
  DeMatas	
  
Darren	
  DeMatas	
  has	
  an	
  MBA	
  in	
  Internet	
  Marke4ng,	
  but	
  
hangs	
  hi...
The	
  First	
  Step…	
  
Understand	
  Your	
  Target	
  Audiences	
  
3	
  Content	
  Marke4ng	
  101	
  
Understanding	
  Your	
  Audiences	
  and	
  Outcomes	
  
Content	
  Marke4ng	
  101	
   4	
  
Customer	
  Centric	
  Content	
  	
  
•  70%	
  -­‐	
  80%	
  Of	
  Your	
  Content	
  Mix	
  
•  Connect,	
  Inform,	
  ...
VALUE	
  PROPOSITION	
  
How	
  To	
  Convey	
  Trust	
  and	
  Self-­‐Expression	
  In	
  50ms	
  
6	
  Content	
  Marke4...
What	
  Is	
  A	
  Value	
  Proposi4on?	
  
①  Tells	
  Visitors	
  Why	
  They	
  Should	
  Buy	
  From	
  You	
  
and	
 ...
What	
  Does	
  A	
  Value	
  Proposi4on	
  Look	
  
Like	
  
Content	
  Marke4ng	
  101	
   8	
  
Headline:	
  
Appeals	
...
The	
  Quickstart	
  Guide	
  To	
  Developing	
  A	
  Value	
  Proposi4on	
  
①  Develop	
  A	
  Persona	
  (Married	
  G...
How	
  To	
  Turn	
  A	
  Google	
  Search	
  Into	
  a	
  Persona	
  
Content	
  Marke4ng	
  101	
   10	
  
Persona	
  #1:	
  Shirly	
  
Content	
  Marke4ng	
  101	
   11	
  
①  Headline:	
  Take	
  The	
  First	
  Step	
  
Toward...
Persona	
  #2:	
  Fiona	
  
①  Headline:	
  Restore	
  A	
  Healthy	
  Balance,	
  No	
  Die4cian	
  Needed	
  
②  Sub:tle...
Customer	
  Survey	
  
①  Tell	
  us	
  about	
  yourself	
  Your	
  hobbies,	
  job,	
  age,	
  gender,	
  anything	
  
e...
How	
  To	
  Turn	
  Feedback	
  Into	
  A	
  Persuasive	
  Value	
  Proposi4on	
  
•  MEMORABLE	
  PHRASES	
  	
  
•  WHA...
PRODUCT	
  DESCRIPTIONS	
  
How	
  To	
  Get	
  Your	
  Products	
  Found	
  On	
  Google	
  and	
  
Loved	
  By	
  Custom...
5	
  Steps	
  For	
  Geung	
  Found	
  On	
  Google	
  
①  Content	
  Needs	
  To	
  Be	
  Original	
  
②  Content	
  Need...
Blaze	
  Through	
  Your	
  Inventory	
  With	
  
Product	
  Descrip4ons	
  That	
  Sell	
  
①  Write	
  For	
  A	
  Perso...
3	
  Proven	
  Blog	
  Content	
  Ideas	
  That	
  
Customers	
  Love	
  
18	
  Content	
  Marke4ng	
  101	
  
1.	
  Add	
  A	
  Recently	
  Purchased	
  Page	
  
Content	
  Marke4ng	
  101	
   19	
  
•  Most	
  Shared	
  Page	
  On	...
2.	
  Create	
  A	
  Buying	
  Guide	
  Focused	
  On	
  Customer	
  Ques4ons	
  
Content	
  Marke4ng	
  101	
   20	
  
• ...
3.	
  Create	
  A	
  Monthly	
  Giveaway	
  Page	
  
Content	
  Marke4ng	
  101	
   21	
  
•  Over	
  16K	
  Shares	
  
• ...
ECOMMERCE	
  BLOG	
  
How	
  To	
  Turn	
  Your	
  Blog	
  Into	
  A	
  Link	
  Magnet	
  
22	
  Content	
  Marke4ng	
  10...
A	
  Typical	
  (Sucky)	
  Ecommerce	
  Blog	
  
①  No	
  One	
  Is	
  Sharing	
  or	
  Commen4ng	
  
②  Every	
  Post	
  ...
What	
  About	
  Your	
  Other	
  Audience?	
  
Content	
  Marke4ng	
  101	
   24	
  
Why	
  You	
  Really	
  Need	
  A	
  Blog	
  
Content	
  Marke4ng	
  101	
   25	
  
How	
  To	
  Funnel	
  Link	
  Juice	
  To	
  Your	
  Products	
  
Content	
  Marke4ng	
  101	
   26	
  
A	
  Proven	
  4	
  Step	
  Process	
  To	
  Create	
  Highly	
  Shareable	
  
Content	
  
①  Type	
  Your	
  Niche/Keywor...
3	
  Ways	
  To	
  Generate	
  Traffic	
  and	
  Shares	
  Before	
  You	
  Hit	
  Publish	
  
①  Influencer	
  Pre-­‐Outreac...
How	
  To	
  Get	
  Your	
  Content	
  In	
  Front	
  Of	
  Influencers	
  
Without	
  Being	
  Pushy	
  
①  Before	
  You	...
Influencer	
  Permission	
  Email	
  
Email	
  Subject:	
  Quick	
  heads	
  up	
  on	
  [Topic]	
  
	
  
Hey	
  [Name],	
 ...
Influencer	
  Follow	
  Up	
  Email	
  
Email	
  Subject:	
  re:	
  Quick	
  heads	
  up	
  on	
  [Topic]	
  
	
  
Hey	
  [...
How	
  To	
  Get	
  Your	
  Content	
  In	
  Front	
  Of	
  
Bloggers	
  
①  A}er	
  You	
  Publish,	
  Enter	
  Your	
  T...
Blogger	
  Heads	
  Up	
  Email	
  
Email	
  Subject:	
  Ques4on	
  about	
  [YOUR	
  ARTICLE]	
  
	
  
Hey	
  [Name],	
  ...
Niche	
  Expert	
  Interviews:	
  Create	
  Incredible	
  Content	
  Without	
  Wri4ng	
  a	
  Word	
  
①  Use	
  Google	
...
Niche	
  Expert	
  Interview	
  Email	
  
Subject:	
  Group	
  interview,	
  you	
  in?	
  
	
  
Hey	
  [Name]	
  
	
  
I	...
Niche	
  Expert	
  Follow	
  Up	
  Email	
  
Subject:	
  We’re	
  live,	
  [Name]!	
  
	
  
Hey	
  [Name],	
  
	
  
Just	
...
Resource	
  Guide	
  
1.  Use	
  Google	
  Search	
  Queries	
  To	
  Find	
  Industry	
  
Resources	
  
2.  Aggregate	
  ...
Round	
  Up	
  Email	
  
Subject:	
  You're	
  in	
  our	
  [TOPIC]	
  resource	
  guide!	
  
	
  
Hey	
  [Name]	
  
	
  
...
Ques4ons?	
  
Hit	
  me	
  up	
  at	
  darren@selfstartr.com	
  
39	
  Content	
  Marke4ng	
  101	
  
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Ecommerce content marketing 101

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Ecommerce content marketing 101

  1. 1. ECOMMERCE  CONTENT  MARKETING   How  to  Develop  a  Winning     Content  Marke4ng  Strategy   1  
  2. 2. About  Darren  DeMatas   Darren  DeMatas  has  an  MBA  in  Internet  Marke4ng,  but   hangs  his  hat  on  a  decade  of  experience  making  retail   brands  profitable.  He’s  marketed  global  Fortune  500   companies  and  small  1-­‐man  ecommerce  niche  brands.   He  is  a  Chris4an  that  some4mes  mixes  business  with   pleasure  :)   •  Copyblogger  Cer4fied  Content  Marketer     •  Google  AdWord  Cer4fied.     Keyword  Research  101   2  
  3. 3. The  First  Step…   Understand  Your  Target  Audiences   3  Content  Marke4ng  101  
  4. 4. Understanding  Your  Audiences  and  Outcomes   Content  Marke4ng  101   4  
  5. 5. Customer  Centric  Content     •  70%  -­‐  80%  Of  Your  Content  Mix   •  Connect,  Inform,  Build  Trust,  and  Persuade   •  Clear  Value  Proposi4on   •  Product  Descrip4ons  That  Use  Their  Language   •  Engaging  Blog  Content  That  Appeals  To  Lifestyle   Content  Marke4ng  101   5  
  6. 6. VALUE  PROPOSITION   How  To  Convey  Trust  and  Self-­‐Expression  In  50ms   6  Content  Marke4ng  101  
  7. 7. What  Is  A  Value  Proposi4on?   ①  Tells  Visitors  Why  They  Should  Buy  From  You   and  Not  Your  Compe4tor   ②  Value  Prop  Should  Quickly  Connect  To  Your   Customer’s  Self  Interest   ③  Needs  to  Be  Clear,  Credible,  and  Concise   Content  Marke4ng  101   7  
  8. 8. What  Does  A  Value  Proposi4on  Look   Like   Content  Marke4ng  101   8   Headline:   Appeals  To  Self   Interest   Sub4tle:   Clear,  Concise,   Credible.     Visual:   Highly  Specific  
  9. 9. The  Quickstart  Guide  To  Developing  A  Value  Proposi4on   ①  Develop  A  Persona  (Married  Guy,  Stylish,   Outdoorsy)   ②  Turn  Features  Into  Benefits   ③  Find  Why  Customers  Buy  (Ideally  Yours)   ④  Use  That  Language  (Verba4m)   Content  Marke4ng  101   9  
  10. 10. How  To  Turn  A  Google  Search  Into  a  Persona   Content  Marke4ng  101   10  
  11. 11. Persona  #1:  Shirly   Content  Marke4ng  101   11   ①  Headline:  Take  The  First  Step   Towards  A  More  Healthy  Home   ②  Sub:tle:  Organic  food  delivery  is   cheaper  than  you  think.  You   can’t  afford  not  to  eat  healthy.     ③  Image:  Mom  In  Simple  Kitchen   Emptying  Bag  Of  Groceries   While  Looking  at  Alen4ve   Child,  While  Husband  Helps  Kid   With  Homework  In  Background   ④  CTA:  START  LIVING  HEALTHY   ⑤  Business  Test:  Deliver  Slower,   Price  Lower?  
  12. 12. Persona  #2:  Fiona   ①  Headline:  Restore  A  Healthy  Balance,  No  Die4cian  Needed   ②  Sub:tle:  Enjoy  The  Power  of  Healing  Organic  Food  Delivered   Directly  To  Your  Doorstep  Every  Few  Days   ③  Image:  Fit  Woman  With  Box  Of  Food  Walking  Inside  Nice   Apartment   ④  CTA:  FIND  THE  FOOD  YOU  LOVE     ⑤  Business:  Deliver  Faster,  Price  Higher?   Content  Marke4ng  101   12  
  13. 13. Customer  Survey   ①  Tell  us  about  yourself  Your  hobbies,  job,  age,  gender,  anything   else  you  want  to  share   ②  What  did  you  buy?   ③  What  was  the  reason  you  bought  it?   ④  What  maters  most  to  you  when  shopping  for  products  like  this?   ⑤  Did  you  check  any  other  website  for  this/similar  item?  What  made   you  choose  XXX?  (over  other  online  stores)   ⑥  What  doubts  or  hesita4ons  did  you  have  before  buying  from  XXX?   Was  there  something  that  nearly  stopped  you  from  buying?   ⑦  Did  you  have  any  ques4ons  you  couldn't  find  answers  to  on  our   website?  What  were  they?   Content  Marke4ng  101   13  
  14. 14. How  To  Turn  Feedback  Into  A  Persuasive  Value  Proposi4on   •  MEMORABLE  PHRASES     •  WHAT  PEOPLE  WANT   •  WHAT  PEOPLE  ARE  IN  PAIN  OR   EMOTIONALLY  REACTING  TO   •  COMMON  QUESTIONS     •  Those  Become  Your  Headline,  Features,  CTA     Content  Marke4ng  101   14  
  15. 15. PRODUCT  DESCRIPTIONS   How  To  Get  Your  Products  Found  On  Google  and   Loved  By  Customers   15  Content  Marke4ng  101  
  16. 16. 5  Steps  For  Geung  Found  On  Google   ①  Content  Needs  To  Be  Original   ②  Content  Needs  To  Be  Substan4al   ③  User  Generated  Content  Helps…A  lot   ④  Op4mize  For  Core,  Related  Keywords   ⑤  Sneak  Medium  Head  Keyword  In  Page  Title   Content  Marke4ng  101   16  
  17. 17. Blaze  Through  Your  Inventory  With   Product  Descrip4ons  That  Sell   ①  Write  For  A  Persona   ②  Turn  Features  Into  Self  Interest  Fulfillment   ③  Use  Tone  From  Your  Persona   ④  Layer  Cri4cal  Informa4on   Content  Marke4ng  101   17  
  18. 18. 3  Proven  Blog  Content  Ideas  That   Customers  Love   18  Content  Marke4ng  101  
  19. 19. 1.  Add  A  Recently  Purchased  Page   Content  Marke4ng  101   19   •  Most  Shared  Page  On  Site   •  Over  121K  Shares   •  Ideal  For  Custom    
  20. 20. 2.  Create  A  Buying  Guide  Focused  On  Customer  Ques4ons   Content  Marke4ng  101   20   •  Almost  6K  Backlinks   •  Photos,  Video  and  Long  Form   Content  
  21. 21. 3.  Create  A  Monthly  Giveaway  Page   Content  Marke4ng  101   21   •  Over  16K  Shares   •  200  Backlinks  
  22. 22. ECOMMERCE  BLOG   How  To  Turn  Your  Blog  Into  A  Link  Magnet   22  Content  Marke4ng  101  
  23. 23. A  Typical  (Sucky)  Ecommerce  Blog   ①  No  One  Is  Sharing  or  Commen4ng   ②  Every  Post  Looks  Like  A  Product  Pitch   ③  It  is  Mostly  About  You   ④  Your  Content  Only  Adds  Value  To  Buyers   Content  Marke4ng  101   23  
  24. 24. What  About  Your  Other  Audience?   Content  Marke4ng  101   24  
  25. 25. Why  You  Really  Need  A  Blog   Content  Marke4ng  101   25  
  26. 26. How  To  Funnel  Link  Juice  To  Your  Products   Content  Marke4ng  101   26  
  27. 27. A  Proven  4  Step  Process  To  Create  Highly  Shareable   Content   ①  Type  Your  Niche/Keyword  Into  Buzzsumo   ②  Find  A  Shareable  Topic   ③  Analyze  Ar4cles  With  A  Lot  Of  Shares   ④  Produce  An  Epic  Piece  of  Content  (Long   Form,  With  Custom  Graphics)   Content  Marke4ng  101   27  
  28. 28. 3  Ways  To  Generate  Traffic  and  Shares  Before  You  Hit  Publish   ①  Influencer  Pre-­‐Outreach   ②  Expert  Interviews   ③  Resource  Guides   Content  Marke4ng  101   28  
  29. 29. How  To  Get  Your  Content  In  Front  Of  Influencers   Without  Being  Pushy   ①  Before  You  Publish  Enter  Your  Topic  Into   Buzzsumo   ②  Find  Influencers  That  Shared  Similar  Content   ③  Export  Influencers  and  Edit  Spreadsheet   ④  Import  Into  Buzzstream   ⑤  Send  The  Heads  Up  Email   Content  Marke4ng  101   29  
  30. 30. Influencer  Permission  Email   Email  Subject:  Quick  heads  up  on  [Topic]     Hey  [Name],     I’m  emailing  you  because  I  no4ced  that  you  Tweeted  [SHARED  ARTICLE   TOPIC]  the  other  day.    [SOMETHING  PERSONAL  ex.  Not  sure  if  you  no4ced,   but  I  actually  dropped  a  comment  on  it.]     Anyways,  I  have  an  ar4cle  about  [TOPIC]  coming  out  in  a  few  days  that  I  think   you’ll  like.     Want  a  heads  up  when  it  goes  live?   Content  Marke4ng  101   30  
  31. 31. Influencer  Follow  Up  Email   Email  Subject:  re:  Quick  heads  up  on  [Topic]     Hey  [Name],     Just  wanted  to  give  you  a  quick  heads  up  that  my  ar4cle  on  [TOPIC]  is  live:     [MY  ARTICLE  TITLE]  (hyperlink)     If  you  have  a  minute,  I’d  love  for  you  to  drop  a  comment  to  tell  me  what  you  think.     Thanks  for  checking  it  out!     [SIGNATURE]   Content  Marke4ng  101   31  
  32. 32. How  To  Get  Your  Content  In  Front  Of   Bloggers   ①  A}er  You  Publish,  Enter  Your  Topic  Into   Buzzsumo   ②  Find  Popular  Ar4cles   ③  Export  Ar4cle  Title,  Author,  URL  Into   Spreadsheet     ④  Import  Into  Buzzstream   ⑤  Send  The  You’d  Like  This  Email   Content  Marke4ng  101   32  
  33. 33. Blogger  Heads  Up  Email   Email  Subject:  Ques4on  about  [YOUR  ARTICLE]     Hey  [Name],     I  was  researching  [TOPIC]  today  and  I  came  across  your  ar4cle:  [YOUR  ARTICLE].     Nice  work!  I  added  it  to  my  buffer  queue  J     Anyways,  I  just  published  something  about  [TOPIC]  the  other  day:     [MY  PAGE  URL]     Let  me  know  what  you  think!     [Signature]   Content  Marke4ng  101   33  
  34. 34. Niche  Expert  Interviews:  Create  Incredible  Content  Without  Wri4ng  a  Word   ①  Use  Google  Search  Queries  To  Find  Industry   Experts   ②  Follow  Them  On  Social  Media,  Sign  Up  For  Their   Newsleler,  Comment  On  Their  Blog,  Stalk  Them   On  Disqus   ③  Ask  Them  If  They  Are  Willing  To  Do  An  Interview   ④  Publish  Post   ⑤  Let  Them  Know   Content  Marke4ng  101   34  
  35. 35. Niche  Expert  Interview  Email   Subject:  Group  interview,  you  in?     Hey  [Name]     I  am  reaching  out  to  [NICHE]  experts  for  a  post  about  [TOPIC].    I  would  love  get  some  thoughts  from  you   regarding  any  of  the  following  topics:   1.  Short  Response  Subtopic  Ques4on   2.  Short  Response  Subtopic  Ques4on   3.  Short  Response  Subtopic  Ques4on     If  any  of  those  ques4ons  jump  at  you,  feel  free  to  fire  back  with  a  short  response.  I  know  you’re  busy,   so  a  short  response  (50  words)  is  more  than  enough.  If  appropriate,  feel  free  to  provide  links  to  any   blog  posts  that  you've  done.     To  be  included  in  the  interview  I  will  need  your  sugges4ons  by  [DATE].   Thanks!!!   Name   Content  Marke4ng  101   35  
  36. 36. Niche  Expert  Follow  Up  Email   Subject:  We’re  live,  [Name]!     Hey  [Name],     Just  wanted  to  give  you  a  quick  heads  up  that  our  expert  roundup  is  live:     [MY  ARTICLE  TITLE]  (hyperlink)     Thanks  again  for  your  contribu4on.       Please  give  it  a  share  if  your  followers  would  enjoy  it!     Thanks  again!   [SIGNATURE]   Content  Marke4ng  101   36  
  37. 37. Resource  Guide   1.  Use  Google  Search  Queries  To  Find  Industry   Resources   2.  Aggregate  them  In  An  Epic  Blog  Post     3.  Publish  Post   4.  Reach  Out  To  People  You  Included   Content  Marke4ng  101   37  
  38. 38. Round  Up  Email   Subject:  You're  in  our  [TOPIC]  resource  guide!     Hey  [Name]     Just  a  quick  note  to  let  you  know  that  we  included  your  ar4cle,  XXXX  in  our  latest  post:     [MY  ARTICLE  TITLE]  (hyperlink)     If  you  think  this  is  a  helpful  resource,  will  you  help  us  spread  the  word  about  it?     Thanks!   Content  Marke4ng  101   38  
  39. 39. Ques4ons?   Hit  me  up  at  darren@selfstartr.com   39  Content  Marke4ng  101  

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