12- Apr2018
Posted By: DPadmin
32 Views

7 marketing and promotion tactics to get your content discovered 

Contributor Kristopher Jones outlines seven tried-and-true content promotion strategies that will drive traffic to your content and website.

It’s no secret a well-executed content marketing campaign can deliver a solid return on investment.

According to Demand Metric, content marketing generates three times more leads than most outbound marketing strategies at 62 percent less cost.

As marketers pad their budgets with more money to invest in content marketing this year, one strategy that often gets overlooked is content promotion.

According to a survey by the Content Marketing Institute, 55 percent of B2B marketers were not even sure what a successful content marketing campaign looked like!

Content without promotion is like link building without links or creating a landing page without a call to action. That’s why promotion should take equal focus with creation.

Let’s look at seven tried-and-true content promotion strategies that will drive traffic to your content and website.

1. Paid social promotion

Paid social promotion can be one of the most precise strategies available to market your content to people who are interested in and most likely to engage with your content.

For example, by using Facebook’s Audience Insights, businesses can segment audience lists by select boundaries, such as demographics, psychographics and intent. This allows marketers to create audience segments that are more in line with their brand and specific topics of content on their website.  There are several benefits of paid social promotion:

  • Increase website traffic with relevant visitors.
  • Generate more conversions by marketing to people with high purchasing intent.
  • Familiarize users with your brand.

Even advertising content over native or display ads can help to increase brand recall for customers who come across your website in future searches. Only now, they’ll think of your brand as a bit of an authority because they’re already familiar with your brand.

Paying to promote your content over advertising channels is a good way to cut through the noise and the competition.

Paid promotion is also an excellent strategy to target users who have interacted with your website or blog in the past month. Remarketing not only increases your chance of reclaiming a missed conversion, but it also helps to foster brand loyalty by providing them useful content based on their past consumption.

Before undergoing a paid promotion strategy, it’s key to have your goals outlined. These can include increasing readership for your content or generating more conversions on your website. With these in mind, you can quantify the impact of these strategies and assess their success.

2. Targeted sharing

Facebook is no longer the business to consumer (B2C) marketing giant it once was; after its last algorithm update, it limited organic reach for business posts on the platform.

One way to reach more people over social media platforms like Facebook and Instagram is through targeted sharing.

Targeted sharing is essentially tagging someone in a post in hopes that they will share your content with their audience. Here are some ways to do that:

  • Link to people in the snippet who would be interested in your article.
  • Link to sources featured in the article directly in the snippet.
  • Directly engage industry peers with a question or point of debate in the snippet to curate conversation over a topic.

Twitter’s advanced search tool allows you to find people in your niche who are close to you geographically, using certain hashtags and more:

Instagram recently introduced a “follow” hashtag that allows users to view content in their newsfeed using a certain hashtag. This has opened up an entirely new platform for businesses to reach more customers over Instagram who are already interested in your industry.

3. Use videos over social media

Another proven method to cut through the noise on social media channels is to include videos in your content.

The statistics around video marketing are truly staggering:

  • Google states that half of internet users “search for a video related to a product or service before visiting a store.”
  • Views on sponsored videos on Facebook increased 258 percent between June 2016 and June 2017.

From my experience, including a video on a landing page can significantly increase your conversion rate. In my opinion, the demand for video content over social media far outpaces the demand for written content.

Video can also be more engaging than written content. A compounding or viral video is the definition of a gift that keeps on giving.

Of course, there’s always a caveat. Hosting a long, informative video on your content can discourage click-throughs to your landing page, especially if it’s used to promote written content. I suggest posting a teaser video, an eye-catching image or a graphics interchange format (GIF) in your content to entice users to navigate to the landing page.

4. Influencer marketing

I believe influencer marketing is one of the most underutilized tools in our industry.

Influencer marketing is powerful in theory. Not only will influencer shares expose your content to a new audience, it confers credibility in the eyes of that audience.

According to a study from MuseFind, 92 percent of people trust influencers more than advertisements or celebrities.

There are many ways to approach this strategy: You can reach out to influencers directly in your industry to share your content or engage in a promotion partnership.

Consider using tools like Followerwonk and Intellifluence to find active influencers in your industry to reach out to.

You can also mention an influencer within your content or link to them in a social media snippet to attract their attention. This increases the likelihood that they will share your content to promote their own brand. In turn, this increases your content’s quantity of shares and link opportunities.

5. Content syndication

Content syndication is not new to search engine optimization (SEO), but it’s not often the focus of many content marketing strategies. Content syndication is a great strategy to instantly expand your audience reach with little effort.

Do your research before identifying a site for syndication. Ask about their analytics to see what their visitor traffic is like and monitor keywords to identify the topics of discussion being held.

If you decide to syndicate content on sites like LinkedIn, Medium or community forums, it’s best to be picky. Only share your best content.

If you do participate in a content community, understand that half of your responsibility is also sharing other people’s content to remain an active member. This will help establish relationships across your industry for potential link opportunities and shares.

6. Link building

Link building remains one of Google’s three most important ranking factors when determining organic rank. It is a good idea to increase your content’s reach and visibility by improving its organic backlink signals.

It’s important to remember that link building needs to be strategic when promoting a specific webpage. I wouldn’t put a lot of effort into building links to a topical blog post, evergreen content or webpages that serve a valuable function in your website’s information and sales funnel.

Here are just a few basic link-building strategies to promote content to a wider audience:

  • Guest post on authoritative publications with a contextual link back to your content.
  • Engage in broken link building using manual outreach to offer more value to existing content.
  • Email industry thought leaders about a piece of your content that would be valuable to their future research.

Ironically, the best link-building strategy out there is to craft high-quality content that people organically link back to on their own. Of course, this requires promotion for people to find this content in the first place, but hopefully, you’ll get some ideas from this post to help with that.

7. Personalized email marketing

Email marketing is a great way to market to customers who are already interested in your brand. Email marketing has the benefit of increasing customer retention while also delivering shares and links right to your content.

Not everyone on your email marketing list will jump at the chance to read your next blog post. Here are some basic strategies to increase email engagement:

  • Design an e-newsletter to promote recent posts to your blog or showcase your most viral content for the month.
  • Segment subscriber lists based on their interaction with your site.
  • Personalize emails to include the name of the recipient, as well as pertinent information related to their engagement on your site.
  • Include interactive content, such as a fun GIF or video, to make emails stand out and warm up subscribers to future emails.
  • Conduct split testing on headlines and messages and measure their impact.

Final thoughts

Content marketing has taken on a life of its own as a buzzword in our industry. With reduced organic reach over both search and many social channels, it’s never been more important to focus on promotion strategies that cut through the noise and get content discovered.

Source: 7 marketing and promotion tactics to get your content discovered – Search Engine Land

06- Apr2018
Posted By: DPadmin
36 Views

How videos generate quick SEO results 

In January 1996, Bill Gates published an essay titled ‘Content is king’. Seeing where content is right now in the online space, you wouldn’t be wrong in calling Bill Gates a soothsayer.

But he couldn’t have foreseen the kind of content that would dominate the online space: video.

Videos have a hegemonic online presence.

But, why video?

People are more inclined to watch a video. Do this little experiment:

Search for Red Bull or Monster Energy or Vice in Bing. You are sure to get video results right at the top. That’s because these brands have focused their branding on video content, and hence are more likely to be popular as more and more people watch videos.

Now search for Lockheed, Gatorade or Bose, in Bing and you’re way less likely to find a first-page video result.

Not to take anything away from these brands and their popularity, but it shows when your content strategy isn’t as video focused or oriented towards emerging internet consumer trends.

Red Bull and Monster Energy have become inescapable names because they have tapped the potential of video content and published an innumerable variety of content not related to sports and other fields.

What’s in it for you?

You might not be a media and content-oriented company, but you should still consider the perks of having videos for your products and services. According to MWP, online video now accounts for half of all traffic on mobile alone, and 59% of senior executives say that they will opt for video when given the choice between video and text.

Incidentally, in understanding the ‘why’ of video popularity, we’ll also get the answer to how videos generate great SERP rankings.

Why are videos so popular?

Strong emotional connection

A video is very accessible, easy to consume and engages the audience’s attention for longer periods of time. A video contains much more information than text and images.

It conveys emotions, actions and can explain concepts and idea very easily. No wonder videos have 41% higher click-through rate than plain text, and high conversion rates and ROI on top of that.

How does it help SEO? 

The ease, accessibility, and immersion of video means that people spend a longer time watching content that you produce.

If you can make an engaging video, people spend more time on your webpage, increasing the what is called the ‘dwell time’. Dwell time was mentioned in a Bing blog way back in 2011.

Source: Bing blogs

More dwell time directly translates to Google recognizing your video and the page it’s featured on as something of value. The more dwell time you have, the better your pages will be ranked. Sweet!

According to Martech.zone, a well-optimized video can increase your chances of getting featured on the front page of Google by as much as factor of 53.

The inherent engaging qualities of video also means that it has an astounding worldwide audience penetration.

Which brings us to:

The inescapable reach of video

Source: YouTube for Press

YouTube alone has over a billion users across continents consuming content in 76 different languages. Its reach is enormous.

Video is the go-to, easy to consume, preferred form of content for many people. According to research by Hubspot, 62% of people thoroughly consume videos, and 53% people expect more video content from any platform.

Internet video traffic is expected to grow four times and constitute 81% of ALL consumer traffic by 2021.

There is a natural inclination for search engines to favor videos due to the consumer trends in video consumption.

With so many people watching videos all the time, aided by mobile phones and ever-developing tech and techniques, video content is bound to surge your overall brand image to the top of the search results page.

Video advertising was started in Yahoo and Bing as far back as in 2015, and has been massively effective for them and their clients. But you don’t have to spend money on video ads. Simply having a market-relevant video means that your name is more likely to get featured in a top search listing.

How videos are featured in the SERPs

Google has been rolling out and beta testing many video-related features. A mere 7 months back I started noticing Google showing ‘suggested clips’ for various search results. Now, it’s an all-out feature to list relevant snippets of videos in SERPs.

A great way to feature in ‘suggested clips’ results is to make how-to videos. Your brand can be a hundred different things, but there is always room for making how-to videos.

Don’t know what to record?

Make a behind the scenes video of an event or your daily office happenings. Get some groovy editing and publish it with a ‘How to run an (industry name) office’. Whip in some humor and you’re sure to get your name thrown around SERPs.

Google’s image content readability is scarily good, and now it’s in for videos as well.

Still in beta, Google has been experimenting with identifying elements of video content to show relevant search results. It’s sure that this will be a part of their regular algorithm.

Source: The Verge

Your video content will have an immense impact on what the end user gets in their search results. This is perhaps the next peak time for getting your video content published regularly.

You might have seen a variation of this image identifying feature in other places.

If you own an Android phone, you might have come across the Google Photos app grouping together similar faces, places, and things. Or you might have seen various CAPTCHAs across the web asking you to identify sign boards, cars, buses and what have you.

Expect similar machine learning to be applied to video content, if more sophisticated. One single video can carry thousands of image elements. When Google’s Video Intelligence API catalogs all those keywords, that would give your video a huge SEO advantage. Just make sure to include elements in your video catering to the industry or keyword you are targeting.

Source

There are reasons aplenty and means uncountable to get better in video marketing and to get featured in top results. There are many nitty-gritty details to take care of, but through it all, there are some very basic rubrics that establish the foundation for good video publishing.

Up next are some simple ways to phenomenally increase the chances of getting your video content to the top of the SERPs.

Best practices for getting your video higher up the SERP

Make short videos 

Aim for 1-2 minute videos. You can easily shoot up to 4 minutes, but anything after that means you will start losing significant viewership.

Source: Wistia 

Transcribe your video script

Even though Google is getting pretty darn good at parsing video content for context-based searches, transcribed text helps its bots crawl your content with more accuracy. Means you are more likely to get featured for a much broader variety of internet searches.

Social shareability and multi-platform hosting

More platforms mean more reach. Make sure your content is omnipresent. Upload your videos to YouTube, Wistia, Facebook, Twitter, your own hosting platform, or cross-share between all the other platforms to ensure your video content is always there when needed.

Source: YouTube

Cross-share only if you can’t natively upload to other social media platforms. You will gain phenomenal relevance, recognition, organic traffic, and SEO from native uploads and virality.

One study actually showed native videos in Facebook getting ten times more shares than YouTube video links.

Optimizing videos

Keep your video metadata relevant and updated. Add relevant titles, subtext, add descriptions, tags, make transcriptions and subtitles so your video is efficiently crawled by search engine bots.

XML sitemaps

Submit a video sitemap to Google along with some information using webmaster tool. It helps you to index your page better.

Custom, high-quality thumbnails

Make custom, high-quality, topical thumbnails that catch the eye. Click-bait thumbnail images might net you immediate views, but are bad for your reputation in the long run. You can even include text to give some context for the viewer.

Conclusion

Great immersion, endless capabilities, conveys emotions, global reach, occasionally no language barriers: videos are your cornerstone for a great marketing strategy. They give you front page results, get more conversions and are rising to be the most consumed online content.

You see, in many ways, a video is much like a trebuchet.

You might have a capable marketing force that gives results, but a trebuchet enhances your tactical abilities. It lets you mount a market assault with ease, from a safe distance and gives great results. Besides, a well-made trebuchet looks pretty, much like a well-made video.

Videos are your trebuchets. They look good, carry huge SEO value and make your brand a force to reckon with. Get them.

Source: How videos generate quick SEO results | Search Engine Watch

26- Sep2017
Posted By: DPadmin
165 Views

5 easy-to-miss SEO mistakes blogs make

The digital marketing landscape has evolved significantly over the last two decades. And between Google’s ever-changing algorithm and the deluge of misinformation floating through the digital marketing sphere, it’s easy to lose sight of basic practices we should be employing in our own SEO and content marketing strategies.

With every new algorithm update and technological shift in search, we become obsessed with how the field of SEO will enter a wholly new paradigm, and we shift our focus to reflect this. Yet as much as the medium may change, the core principles remain the same — and it’s time to get back to the basics.

We all understand the secrets and best practices of SEO, so why do we often fail to leverage these tactics? Let’s explore five common blogging mistakes you may be making right now.

Unoptimized keyword structure

Despite the rise of semantic search and machine learning technology, keyword research should still take precedence when modeling an internal content marketing campaign. All on-site content should be thematically linked by topics and keywords to your overall business objectives.

If our content is simply covering topics and not keywords, how do we know what users really demand? Without keyword research, how can you truly know who your audience is and who you are writing for?

Keywords serve as the bridge between user intent and informational/transactional content. Keyword-optimized content helps to position individual web pages to rank higher organically and drive impressions for targeted searches. This effectively makes blog content a lead generator.

For on-site blogs, the focus should remain on informational long-tail keyword phrases. Common examples include question phrases beginning with how, what, when, where and why.

Other keyword ideas could include actionable phrases that are often searched for, such as the top “tips” and “hacks” to improve upon some process.

Bloggers often fail to optimize their headers, meta tags and content with targeted keyword phrases. Consider the fact that specific keyword phrases will often be bolded within the meta description of a SERP listing, potentially increasing your click-through rate.

Inadequate keyword research runs deeper than failing to optimize your header structure (e.g., title, meta description). Many bloggers fail to leverage semantic SEO, or similar keyword phrases with the same meaning. Semantic SEO allows bloggers to create more thorough and readable content that can drive impressions for multiple keyword phrases, answer more user questions and qualify your content to be a featured snippet — think of the rise of voice search.

On the other hand, over-optimized content could cross a dangerous line as well. Keyword stuffing, or possessing a high keyword density, will qualify your content as spam. Keyword stuffing also obstructs your content’s readability, which results in poor user signals.

Following SEO best practices, it’s still important to optimize all relevant site elements, such as URLs and meta tags, with targeted keywords to categorize and rank individual web pages. And aside from signaling to search engines the main focus of your on-site content, keywords also serve an important function for your site architecture.

Inconsistent internal links

Internal linking is probably one of the most overlooked aspects of SEO optimization, and issues with internal links frequently occur on SEO agency websites themselves!

There are many functions of proper internal linking for SEO:

  • Establishes paths for users to navigate your website.
  • Opens up crawling to deep linked web pages and increases crawl rate.
  • Defines site architecture and your most important web pages to search engines.
  • Distributes “link juice,” or authority, throughout your website.
  • Indexes linked-to web pages by the keywords used in the hyperlink anchor text.

While backlinks remain the gold standard of search engine ranking factors, their magic can be amplified through strategic internal linking.

Ideally, you’ll want at least three to five internal links per blog post, and a drop-down or navigation menu on your home page to provide deep links to inaccessible web pages. Just because a piece of content is posted to your blog, it doesn’t mean Google or Bing can automatically access it.

Conduct a thorough internal link audit and record which web pages have the most authority. Simply insert internal links on these pages to other high-value internal pages to distribute authority evenly throughout your domain.

Many websites display featured posts in a drop-down menu or on the home page to distribute authority to their blog posts. A blogger’s home page will be his/her most authoritative. Limit the number of links between each blog post and your home page to evenly distribute link juice throughout your domain.

Don’t overlook the importance of a sitemap, either. This will ensure all web pages are properly crawled and indexed — assuming URL structures are clean and keyword-optimized.

Finally, optimize all anchor text to categorize and drive impressions for linked web pages. Be sure to use varying anchor text phrases for each link so that you can rank your web pages for multiple search queries.

Poor page copy

As we often say in digital marketing, it’s important to write for readers and not search engines. Keep content light, don’t try to show off knowledge with excessive jargon, and write for readers on an eighth-grade reading level.

In most cases, on-site content is not about publishing, but building awareness around a need. I always suggest placing actionable tips in informational content to provide value.

Content marketing is as much a branding exercise as it is a marketing tactic. Consistent content production establishes your brand’s ethos and also creates your voice as an author. In turn, this establishes you as an authority in your niche.

Don’t sacrifice this authority with poor body copy.

Look over your blog post as a whole. What does a reader experience when they first encounter your web page? Consider the fact that the average attention span is estimated to be eight seconds. Optimize your header structure and meta tags to encourage easy scanability and communicate a clear purpose.

Leverage a powerful headline to pique reader interest, and nurture this interest with a strong introductory paragraph. Always insert clear transition phrases, and consider using animated GIFs and videos to give users a mental break between long chunks of paragraphs. These will also increase your average user dwell time.

Make your content visually appealing by utilizing white space properly and inserting images after every 400 words or so. This essentially chunks content and prevents information overload.

Finally, edit fiercely. Many writers live by the rule that about two-thirds of writing should be editing and reworking. Use tools such as Grammarly and the Hemingway App to create concise and clean body copy.

Unoptimized images and videos

Speaking of poor page copy, most bloggers still ignore image and video optimization. Unoptimized image file formats and sizes are the most common load time mistakes that deteriorate SEO performance.

All on-site images should be formatted as .jpg, and all vector images as .png.

Always optimize image alt text to position it to rank in a targeted keyword image search. The alternative text is what’s displayed when a browser fails to actually display the image and tells search engines the content of your image. (It’s also used to describe images to those with screen readers.)

When optimizing video files, host all of your video files in a single folder and create a video site map for search engines to index your videos. You should optimize the meta description of all video pages with targeted keywords for indexation. Leverage a call to action in your meta description and video annotations.

Video marketing can be distributed from multiple channels, as well as your blog. According to a recent survey by HubSpot, 43 percent of consumers want to see more video from content marketers.

Poor content promotion

This leads us to probably the greatest error that plagues bloggers and stumps small businesses. We’re told that a good piece of content should serve as a natural link magnet and even rank highly based on the merits of the writing itself. To be candid, from experience we’ve discovered this isn’t always true.

Consider the idea that a 10-hour project totaling 3,245 words, featuring exquisite content and imagery, is just as useless as a poorly written 400-word listicle if it doesn’t drive conversions or traffic. This is what I refer to as potential energy. Without a proper technical structure or any content promotion strategy at work, your awe-inspiring content is a dud.

What if, after writing his Theory of Relativity, Einstein had simply posted his theory on his front door and waited for someone to discover it? Content distributed over a blog on a young domain won’t gather backlinks or social shares without promotion.

Leverage your connections, and follow these strategies to promote content and allow it to compound over social media:

  1. Have influential members of your organization share and promote a piece of content.
  2. Contact influencers over social media to share content.
  3. Request a quote from an industry thought leader to place in your content; advertise this in your rich snippet on social media channels.
  4. Repurpose content into a video or infographic for greater shareability.
  5. Contact websites that have linked to similar content in the past.
  6. Submit your content to replace relevant broken links on authoritative sites.
  7. Run a paid advertisement campaign over social media to place content directly in front of targeted audience members.

Content promotion involves thorough audience analysis. Segment audience members into one of three boundaries based on habits, demographics and psychographics. Investigate what social media channels each audience segment uses the most and the points of time when they are most active.

Understand which pieces of content perform best over specific social media channels. The most viral content examples include:

  • “How-to” tutorials
  • Infographics
  • Videos
  • Listicles
  • “Why” articles

Content serves as an effective pull marketing tactic and inbound lead generator. Yet, if content is simply sitting on the shelf and gathering dust, it’s a lost investment.

Social and user signals factor greatly into organic ranking. Essentially, social promotion will draw users to your content, which will determine — based on their engagement — the efficacy of your content.

Conclusion

SEO agencies and content marketers often tell clients about technical and onsite errors they may be making. But sometimes it takes a little realism to take a step back and analyze our own campaigns for greater success in the long run.

Hopefully, you’ll take the news that your SEO content strategy is imperfect in the right way. It’s an opportunity to refine and improve.

Source: 5 easy-to-miss SEO mistakes blogs make

11- Aug2017
Posted By: DPadmin
662 Views

10 Awesome Evergreen Content Ideas for E-Commerce Websites

Beef up your e-commerce website with evergreen content. Here are some great evergreen content ideas and inspiring examples to grow your traffic and sales.

E-commerce websites depend on conversions (lead and revenue generation) to survive. That’s why pushing out evergreen content is crucial for staying relevant today.

What is Evergreen Content?

Evergreen content is basically a piece of content that doesn’t rely on current trends to be helpful or be of interest to its intended audience. Simply put, evergreen content is informational or reference material that remains useful and relevant long after it’s been published on a site.

This kind of content is vital, especially for e-commerce websites that rely heavily on business sales to stay on top.

Take, for example, a site selling clothing and accessories. Shirt styles and dress designs may come and go, but product size charts and care instructions remain standard.

Related: Why You Need to Create Long, Evergreen Content

Investing in creating a pool of evergreen digital assets for any e-commerce website almost always result in a virtuous cycle of robust traffic generation. Given that these assets cover topic areas that are not time-sensitive, making it easier to scale visibility through organic search and continuously earned social sharing (and linking).

Ultimately, an evergreen content approach can put you in a position wherein your social followers, email subscribers, brand advocates, and sales can grow in number – almost automatically.

How to Create Evergreen Content for E-commerce Websites

Start by creating content based on keywords your target customers generally look for – such as “best bluetooth speakers” or “makeup tutorials.”

Do keyword research using Google’s Keyword Planner and Google Trends to identify topics that your target market constantly wants to learn about.

Google Trends 'Techncial SEO' Screenshot

Avoid presenting viewers with big blocks of pure text. Enrich your content with visualizations, such as infographics, visually appealing product images, and in-use photographs to generate more interest and keep readers scrolling to the end.

Present content in other formats (e.g. slide presentations and videos). People love these because they won’t have to read as much to get the information they need.

Know what your competitors are creating. Offer a better user experience and make your content a better reference for the same information (10x content). Add bonus tips, resourceful links, and other relevant information that will appeal to your audience.

Make sure your content is unique and comprehensive. Be as extensive and in-depth as necessary when providing product or industry knowledge. Make it your professional goal to have the best evergreen content about that topic to genuinely become an authority in your space.

Update your content if necessary, especially if you’re building lists and compiling tips.

Related: Cost-Effective Ways to Create Content and New Content Trends

To paint a better picture of what you can do to beef up your e-commerce website with evergreen content, here are some great evergreen content ideas and inspiring examples.

1. Useful Guides Related to Your Products & Categories

Instructional materials benefit not only users looking for information but also your SEO efforts. Guides provide a venue for you to insert keywords you want to rank for naturally.

EffottlessGent's Guide to Color Combinations

Take a look at this evergreen guide on clothing color combinations from Effortless Gent – see how it can be used all year long for different kinds of clothing?

2. Well-Designed Product Videos & Manuals

Product descriptions are good, but consumers also want to see how things work and look like, and how to use and care for them properly.

Sample Product Illustration

You would do well to include shareable product videos and user manuals in your e-commerce site, such as this video on the feature-filled Baubax travel jacket and this neat manual on the same product.

3. Product Size Charts

Size charts aren’t only useful for shoes, bags, and clothing; they also come highly recommended for sites selling tools, furniture, and other items where dimensions are relevant.

Take for example this size chart and buyer’s guide on choosing a snowboard from online retailer Evo.

4. Actionable Success Stories & Case Studies

“That’s nice, but does it really work?” This is one of the questions consumers usually ask before they get convinced to click that “Buy” or “Add to Cart” button.

To make it easier to convince potential customers, you can include success stories and case studies to your site.

You may have customers who have reviewed your product or shared how your product addressed their need – contact them and ask for details, and ask them for permission to share their story.

When sharing case studies and success stories such as this onefrom Shape.com, make sure to highlight how your product(s) helped in meeting your customers’ needs.

Shape.com Sample Case Study

When people with the same needs read about how others were able to find satisfaction or overcome challenges using your product, there’s a bigger chance that they, too, will purchase and use your product.

5. Industry-Specific Glossary

Niche markets would often have its own jargon or set of concepts, so it’s a big help to interested consumers if you have an industry-specific glossary on your site.

SaleHoo ecommerce Glossary

A prime example is SaleHoo’s glossary of e-commerce, wholesaling, and drop shipping terms.

6. Data-Driven Resources

Users like not having to switch from one website to another to get the information they need, so it’s up to you to research the info and collate it for them so they won’t have to leave your site.

There’s plenty of publicly available data (such as those from government websites) you can use to create content that will resonate well with your target market.

The Fastest Growing Industries in New Zealand per Region [MAP]

One example is this handy resource about working in New Zealand from moving company comparison and quotation site MovingPros.

Visual content – like infographics and other forms of visual guides – is another content format that e-commerce site owners and marketers can explore in sharing timeless stories/tips (take one Bid4Papers’ extensive visual guide to the most common spelling, grammar, and punctuation mistakes).

7. User Tips & Hacks for Products

Product hacks present interesting ways to maximize the use of an item, even something as simple as a binder clip.

Even those people who do not have the item shown in the hack would be enticed to buy one, and recommend the tips and tricks to friends.

Cook's Coffee Maker Hacks

It’s always an amusing and amazing experience to know about the many uses of a certain product, especially if the content comes with images and/or videos. Take a look at this article on coffee maker hacks to see what we mean.

8. Comprehensive Checklists

Traveling, cooking, DIYing? There’s a checklist for that – or there should be one – on your site.

If you sell outdoor gear, create a checklist on what every responsible camper should have.

If you’re offering auto repair services, make an extensive list of what car owners need to check or what should be in every car’s emergency kit.

Eagle Creek's Ultimate Travel Packing Checklist

As an example, here’s an ultimate travel packing checklist from Eagle Creek.

9. Curated Lists of Products, Services & Resources

Another way to add valuable content to your site and share some link love in the process is to curate lists of products, services, and web resources that complement your own offerings.

For example, if you’re selling art materials, make a list of online drawing tutorials, watercolor demos, and other resources.

CreativeLive's List of Photography & Videography Classes

CreativeLive did this by making a page containing various photography and videography topics, classes, and informative blog posts. Check it out here.

10. Be Effective

Be more than just creative, be effective!

LivingSpaces's Product Q&A Section

Even simpler additions to your product pages can turn them into evergreen content assets. Just see how LivingSpaces make each of their product pages helpful by including a Product Q&A section on these transactional pages.

Summary

These are some of the best evergreen content ideas you can use on your e-commerce website.

You can also answer reader FAQs and provide industry advice via how-to articles and lists of tips.

Making evergreen content allows you to essentially automate your sales and marketing efforts months or even years after your content first went live. So create and use it to maximum advantage!

Source: 10 Awesome Evergreen Content Ideas for E-Commerce Websites – Search Engine Journal