Content marketing is often overlooked as an effective eCommerce marketing channel. If done right, content marketing has the potential to drive a crazy amount of traffic to your website and brand your business as an expert in your niche. Furthermore, smart content marketing techniques can help you improve brand loyalty and brand recall.
We spoke with Samantha Stone Avneri, Marketing Director at Regpacks, an online registration software, to understand the correlation between content marketing and SEO. Read on!
What inspired you to start Regpack? Tell us the story.
My Ph.D. research focused on how computer languages and computer networks function in a way where there are no constraints, only variables. I wanted to commercialize this research, as I saw a need for this kind of technology across many industries in the market, including trip and tour registration, camp management, event registration, and course management.
Having worked as a consultant for many educational institutions, I understood that they had several unmet technological needs, and my research showed that I could fill that gap for them and build a superior product.
Eshan Pancholi The most sure-fire way to rank higher than your competitors on search engines and drive conversions on your eCommerce store is to master SEO. And if you’re not sure of how to go about mastering eCommerce SEO, then you are in the right place.
What is the relation between content marketing and SEO?
Content Marketing is one of the main marketing areas that we focus on. Our blog is full of helpful, well-researched articles that rank well. This brings in great traffic to our website, which in turns helps boost our SEO. The product pages that we want high intent buyers to visit, rank higher because of this. Bottom line, smartly crafted content can work well for your SEO and help your website to drive more traffic.
Share a few tips on how eCommerce businesses should go about building a content marketing strategy for SEO growth?
I think the first thing to think about is topics and creating a long list of blog topics to begin writing about. This brainstorm helps to set up a schedule and gets you moving. Ask yourself what potential buyers would search for, and then perform a keyword research around those topics.
This activity will help you to create a list of topics and keywords to include in your content. I also recommend stealing ideas from your competitors! See what pieces of content they have written and if they are ranking well, then go ahead and create a better version of it!
How is an audience-focused content strategy different from a keyword-focused content strategy?
Both go hand in hand really. It is imperative to think about what your audience is searching for, and then ensuring you do perform a keyword research so that your content is strategically placed to rank higher on search engines.
If you are a startup or a new business looking for a domain name, you may have found it hard to find a name of your choice on traditional domain extensions such as .com, .net, and .org. However, you can now search for a relevant and brandable name on a new domain extension for your new business.
How important are keywords in content marketing?
Keywords are very important. However, the topic you are writing about holds more value. When it comes to content marketing it all depends on what your goal is. For product pages and your core business, keywords are the most important element.
I think the focus should be more on the long tail keyword game, which will happen almost organically if you are writing to your audience and what they are looking for. Addressing core issues and talking about the industry will help you craft content that people are looking for. Use tools such as SEMrush to search for trending topics and their subsequent keywords.
What are the benefits of Content marketing? Can content marketing help eCommerce businesses to drive conversions?
Content marketing helps big time! Fresh new content on your blog or website can do wonders for your SEO. It will help you drive more traffic and this will help your website to rank higher on search engines. More traffic and higher search engine results mean the probability of conversions also increases.
Depending on what you are selling and where your specialty lies, content marketing can help you establish your brand as an expert in that niche and to show your knowledge in your business space. This will help your brand build credibility and trust for a wary buyer.