This document provides guidance on creating effective e-commerce content marketing. It recommends focusing content on four key steps: 1) Attracting and inspiring customers with fun, visual content related to their interests; 2) Helping customers choose products with guides, reviews and demonstrations; 3) Helping customers buy with detailed product information and calls-to-action; and 4) Continuing to help customers after the sale with setup guides, maintenance advice, and community building. The document stresses listening to customers and answering their needs and questions at each step of the buying process to build trust and loyalty over time.

2. Source: National Center for Biotechnology Information, U.S. National Library of Medicine,The Associated Press
The a&ention span of a
goldfish is 9 seconds…
Today, we humans … 8 seconds

3. Changing Buying BehaviorAd overload Channel overload
Source : Qmee
This is our world today.

4. Google is ge&ing between you
and your customer…

5. With Google
rich snippets…

6. With Google shopping
“recommendations”…

7. And buying ‘through’
Google on mobile…

8. Google’s search algorithms
are changing…
* the algorithms are called Panda &
Hummingbird, in case you wondered
about the panda-­‐‑bears…

9. Google now “filters” content
on Relevance and Quality…
What does this means?
Crappy content won’t make it to the
search anymore, even if you know
about SEO…

10. Facebook is doing the
same, and reducing
organic reach for
irrelevant and crappy
content.

11. MANY ECOMMERCE SITES ARE
JUST STATIC CATALOGS OR
E-BROCHURES, NOT
“SHOPPING ASSISTANTS”.
Robert Rose, CMI

12. And static catalogs won’t make
it through the “filters”…

13. Let’s make e-commerce content
relevant to shoppers, shall we…
Ready ?

14. STEP 1 :
ATTRACT & INSPIRE

15. Blendtec, yep the blender
guys, a&ract with fun
content…

16. But also with recipes on
Youtube on how to make
smoothies…

17. Together with an
inspiring and fun blog …

18. This music gear shop helps
with selecting your guitar
amplifier…

19. You can even virtually walk
around in their physical shop…
* If only I could relax in that
deliciously comfy looking armchair…

20. This travel gear shop a&racts by
inspiring travellers…

21. CREATE A CONTENT HUB THAT
RESONATES WITH YOUR
SHOPPERS’ INTERESTS
Do not sell
Around interests
Visual
Show next step

22. STEP 2:
HELP THEM CHOOSE

23. Need a new bed,
but don’t know
which one ? This
step-­‐‑by-­‐‑step online
guide will help you
pick the right one…

25. Real employees in video’s talk
about products, the good AND
the bad things about the products
they sell…

26. STEP 3:
HELP THEM BUY

27. Content
Product Specs / Info
Performance demonstrations
Comparisons
Elaborate product descriptions
Advantages
Frequently asked questions
Enough general info
Related products & accessories
Reviews
Longer videos
Customer reviews & ratings
A li+le push
Free trials
Consultations
Coupons
Discounts
Flash sales

28. STEP 4:
AFTER THE SALE, KEEP
HELPING

29. Content
Installation and setup guides
In-­‐‑depth videos showing how the
product works
Maintenance advice & upselling
advice
BUILDING YOUR BRAND, AFTER THE ONLINE SALE
Follow Up Emails
Blog article on how to setup
Social Community Email
Net Promoter Survey
Accessories Blog Article
Accessories Guest Blog
“Need help” phone call

30. WHAT CONTENT DO I NEED?

32. CONTENT ALONG THE BUYING CYCLE
New Customers Growing Customers
WHAT
HOW
WHY
Awareness Consideration Buying Impress Enthuse Advocate
© HappiFish
Call-­‐‑to-­‐‑action
Call-­‐‑to-­‐‑action
Call-­‐‑to-­‐‑action
Call-­‐‑to-­‐‑action
Call-­‐‑to-­‐‑action
MEANINGFUL
Strangers Visitors Leads Customers Promoters Advocates
TRAFFIC
DEMAND
SALES

33. CREATE YOUR CONTENT STRATEGY
LISTEN
process
ANSWER
process
EDITORIAL PLAN
CREATION
PROJECT MGMT
PUBLISH &
PROMOTE
CONVERSATION
MGMT
MEASURE
Business Objectives
Marketing Strategy
Brand DNA
Roadmap
SOCIAL MEDIA
STRATEGY
“themes”
Content
marketing
strategy
Content
strategy
© HappiFish

34. THANKS FOR THE CONTENT…
BUT I’LL BUY ELSEWHERE ON
PRICE

35. • Give people a reason NOT to shop on price (but you will always have price-­‐‑
buyers)
• Customer service
• Packaging
• Shipping
• Returning
• Follow-­‐‑up
• Work your competitors weaknesses
• See complaints about logistics ? show you deliver
• Notice complaints about faulty products ? show your no-­‐‑hassle return
• Heard complaints about customer services ? show your employee’s
dedication
• Build your brand
• This takes time
• Show, don’t tell
CUSTOMERS BUY SOMEWHERE ELSE ON PRICE….

36. 1. ATTRACT & INSPIRE
2. HELP CHOOSE
3. HELP BUY
4. AFTER SALE, KEEP HELPING

37. www.happifish.be

38. www.happifish.be
We are HappiFish. From Belgium.
(You know, the land of chocolate and beer?)
We help companies to create marketing that
people actually want.
Because we believe marketing should be
relevant to customers.
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