E-Commerce Content Marketing Strategy

One of my favorite movie dialogues has been “I'll make him an offer he can't refuse.” By Don Corleone in The God Father. However, when viewed in the current context of e-commerce, I doubt that!

We can never come up with an offer that can act as a blanket to everyone’s needs. However, with the proliferation of the right content strategy, we can get to the most suitable and give the offer that they can’t refuse!!

So when we think of the content marketing strategy for E-Comm, here are the three axes, that everything revolves around.

1. User-The Identification & Experience.

2. Brand- The offering, relevancy & re-invention

3.?Medium-Engagement, Optimisation.

Have you wondered about your affinity and inclination toward a few specific brands, or websites? We all have that inherent liking, or some may say community value or feeling or attachment with them or their offering. Let’s dive deep into it.

“User”, the English meaning of the word, is a person who uses. So how do I define the set of target customers for our product, which in turn will become the users of our offering?

Well, ICP can be a way, to begin with. It stands for the Ideal customer profile, which includes the basic information such as

A.???Demographic Details

B.???Firmographic Details

C.??Technographic Details

Demography offers insight into the targeted user's age, gender, location, nationality, religious orientation, and interests.

Firmographic details are applicable mostly to the b2b users that highlight their presence, industry type, revenue, overall head counts, etc.

Technographic reveals the technological status or abreastness of our prospective clients, beginning with their devices, CRM, OS, etc.

The other half of the user axes is defined as the experience that the user has had with our website or platform or the offerings. This implies we are on our toes and keep a watch on how our users are behaving throughout the journey. That warrants us to track all the major milestones, be it the conversion-the sale, the rejection-abandonment, or the other stages in the sales cycle.

As the phrase goes “Nothing fails like success”, which stresses the significance of continuously revisiting and re-inventing all the crucial nodes. So as to offer a streamlined and user-centric buying experience.

Brand- the unique identifier.

In the context of crafting the strategy, the brand is one of those levers that, when pressed correctly, can create a consistent stream of revenue alongside an edge of loyalty, ensuring positive traction and organic growth in the times to come.

Nonetheless, the brand has to be backed with an offering, be it a product or service, and be disciplined to check with the buyers, acting as a monitor, ensuring optimal utilization and a fulfilling customer experience. ?followed by the willingness to work on the aspects of the overall ecosystem unfolding the product or service amplification or enhancement while simultaneously phasing out the subset from the existing framework as well.

Lastly, the brand has to forge ways and means to mark itself in its contemporary and day-to-day existence. Without a doubt, the Nike: Find Your Greatness commercial is something we can all relate to.

Similarly, the Adidas-Ready for Sport , commercial in the wake of COVID-19 gave us hope to look for a brighter future. The days of normalcy are to follow.

So to conclude, the brand has to be represented and curated, as to be something to look up to, something to live by, and something to relate to. At times, actions and measures to define, disintegrate, and re-innovate with passion and purpose at the circumference and customers' experience at the core.

Medium- Engagement, &Optimisation

With the identification of the potential buyer and the structured definition of the brand and objectives in place, lies the medium that connects these two existing yet isolated ends.

In this current day & age and with the digitization of the medium, we need to have a grasp of the stream and the one that drives the revenue home. However, it should not be fixated only on the revenue. Instead, it's being applied to newsletters, video ads, display ads, and etc.

With the intent to get the maximum bang for our buck, we need to realize the medium with the highest skin in the game and the one that can have the maximum meat. However, this can only be done with the performance parameters in place for all the channels. alongside the desired outcome for all the channels, be it email or call, or ads(organic + paid).

So to conclude, we need to create a happy and sustainable marriage between the brand and the users through the deployment of the best medium for engagement.