Find your way to Google's and your customer's heart in the content jungle with these tips

Find your way to Google's and your customer's heart in the content jungle with these tips

Navigating the jungle of marketing strategies can be a daunting task if you have a webshop or are employed as an e-commerce manager. There are many pitfalls and treacherous traps that can throw you off course and ultimately cost you dearly if you are overtaken by the competition. Of course, we want to avoid that, which is why we're taking you on a guided tour along the winding and treacherous, but also beautiful, content path. It will be an exciting journey, and at the end of the path awaits the greatest treasure of all - the heart of Google and the customer.

Muster your courage, lace up your boots, put on your hat, grab your machete - and prepare for a unique adventure.

First stop: product and category descriptions

We assume you have some knowledge of the jungle, which is why we'll get straight to the point - still at eye level, of course. If you need to get the basics right, you can read more about content marketing Here.

The first challenge in the jungle is the product and category descriptions. It's an essential part of content marketing, and you need to get it right if you want to convert customers and increase traffic to your site. It's a top priority on your webshop, so the descriptions need to be spot on, which is why we'll give you some concrete advice on how to go about it.

On your webshop, you can't stand face to face with your customers while you tell them about your products. The descriptions of each page are therefore your most important weapon as they have to sell your products for you. Of course, this is easy to say, but it may be difficult to understand, so here are some easy-to-understand tips to help you navigate the content marketing jungle.

Product texts:

Here you need to be specific and concrete. You can't have a chat with your visitors, so you need to feed them the information they need so they aren't left with a lot of questions. That said, it's not actually how you start out.

• The first step is that you need to sell the idea or the value that the product creates - not the product itself. It should sell the journey, but not the plane ticket. Sell the hole in the wall, but not the drill. Sell the cosiness and warmth, but not the stove. In short, you need to recreate the dream, as this will ultimately result in the customer buying the means to get to the goal.
• The next step is about the concrete and specifics of the product. What does the product do, how does it work, how long will it last and what is unique about the product? You need to describe all the features, goals and functions to answer the customer's questions. The descriptions shell also appear in bullet points or in another simple way that makes it easy for the customer to navigate around the site.
• The third step is length. There are several different faiths, but as a starting point, the descriptions should be 50-300 words. It should be such that you get everything explained and it should only be relevant information. However, it is usually said that the longer the descriptions are, the better. We'll get into that below - it's something Google likes.

External categories

The next challenge is a bit bigger and can be more challenging due to its size. Nevertheless, this is where you can truly achieve content marketing excellence.

• The first step is to sell the idea. However, keep it very general, as there will inevitably be changes in your product range. Therefore, be careful not to mention specific products - keep it simple and focus on the needs that are fulfilled.
• Start with a short introductory paragraph. Then save the rest below the fold for customers to scroll out if they want to read more. It can damage the user experience if the text takes up too much space. However, always keep in mind that even below the fold, Google will read it.
• Category texts are scratchy beasts and should ideally be between 300-1000 words, but remember to keep it relevant.

We're almost past the first challenge of our content marketing adventure, but before we pass the milestone, there's one last challenge that many are unaware of - those pesky typos and misspellings. Avoid them at all costs. Consumers are very discerning, and once they find these, they'll drop out faster than they came in. You can read more about this here, where it clearly states that Consumers opt out of webshops with poor descriptions.

Google shows its love for content

In this jungle, content is king - not the lion. Customers recognise good, long-form content, but they're not the only ones. You will also be recognised by Google and the other search engines. They flock to good content, and if you do it well enough, you can quickly look forward to a flood of visitors to your webshop as you will rank significantly higher in the search engines. Google only gives its customers the best, and if you have long texts, they will also be more complete. So think about length when it comes to content marketing. Read more here, where it states that The number of words in content is the most important parameter.

Give those who are not ready to buy good content - why?

We now put the machete away completely. We've come to an unlit and quiet village. The inhabitants aren't ready to buy - they're at the top of the sales funnel, but they need some more knowledge - why should you help?

Content marketing is all about optimising content, and that applies to all parameters. With a blog or knowledge portal, you're not selling much, but you are sharing your knowledge. Google appreciates that. The more traffic you bring to your site, the better your ranking, which can ultimately lead to more buyers.

In short, it's a great idea to set aside time and resources to share your knowledge. You'll be well-liked in the village, they'll speak well of you, and should your funds run short, you'll be top of mind. What's more, you can boast the title of trusted advisor, which is a stamp to fight for in the jungle as it can mean wealth in the long run.

Here are some examples of companies that share their expertise - and not just with customers, but with anyone and everyone.

Møblér is at the forefront of interior design and they have a knowledge portal where they are diligent in giving advice.

 

Cycling experts also informs the uninformed, and it has been very successful as their visitor numbers have increased significantly. This is something that has made Google and customers happy.

Never be afraid to share knowledge, because visitors who have found help are sure to return when they need your product. Of course, make sure you focus on knowledge that is relevant to your site. It's probably not unrealistic that the next bed will be bought from Møblér or the next gear from Cykelexperten - now that they've shared their knowledge.

Use video and increase conversion rates by up to 80 %

The next challenge on the road can be intimidating for some, while it's completely natural for others. It's the famous tourists with their cameras, and they'll do anything to catch you on camera. However, you shouldn't fear it, but instead, you should capitalise on it. An important part of content marketing is the use of video, and it's something that can really increase conversion, traffic and interaction on your site.

You need to straighten your back and position yourself in front of the lens, and then you need to talk about your products. This could be guides, features, presentations or something completely different.

It's easy for me to tell you to get in front of the camera if it means your legs are shaking, you're sweating and you might be having a bad day. However, I'm going to try to convince you of the benefits of the camera lens anyway, so hold on tight.

Source: depositphotos.com

Does the opportunity to increase your conversion rate by 80 % sound tempting? That's not the only thing you can look forward to. There's the added benefit that your visitors will stay on your site for longer, which is something Google will reward you for. Furthermore, 90 % say that videos help determine their decision, and 64 % buy after watching a video. Compared to text, people are four times more likely to buy from a video than text. 80 % of internet traffic comes from videos, so it's no joke that 87 % use video in their marketing. Wow, that's a lot of numbers, but it might give you some courage to meet the tourists.

Courage, get in front of the lens - and action! It should be a key element of your content marketing strategy if, like Tarzan, you want to swing ahead of your competitors. It should also be a core part of your social media content, but don't forget the subtitles - 85 % watch the videos without sound.

Create interactive content and get active visitors

We're almost there when it comes to content marketing, but before you're out of the jungle, you need to know how to get your visitors to be more active on your website or Facebook page. If you succeed, you'll be presented with a wealth of opportunities, and that's something that will really get you excited about content marketing. But what is interactive content and how do you use it?

Some of the most commonly used methods are different types of competitions where the user has to be active, but in order to participate, the user typically has to enter their email. Of course, he or she can always unsubscribe, and giving out prizes for an email might seem like a big investment, but don't underestimate it. The average email marketing campaign delivers an ROI (return of investment) of 38 %. Once you have an email, there is a basis for you to create some great content that the subscribers will love and respond to, as they have already shown some kind of interest.

There are other popular methods for creating interaction: wheel of fortune, Christmas scratch calendar, quiz/test, e-books or similar. It's all about creating an angle on your content that gives the reader an incentive to take action. Below are a few examples that really get visitors to take action.

Source: Q8 Denmark, Facebook.

Q8 and the other petrol stations make ongoing agreements with various sites where customers can win competitions if they provide some of the information that companies can use in their marketing.

Source: babyplan.dk

Here's an example that combines two elements of content marketing. Babyplan has created a solution that requires activity from visitors because they have to enter their email. In addition, they have been labelled as a trusted advisor as they pass on free information to anyone who is interested. They may not be selling anything right now, but if a customer needs baby equipment at some point, Babyplan is probably the first place they will stop by.

Source: Elgiganten, Denmark, Facebook.

Elgiganten are experts in content marketing and have a good handle on competitions. Of course, their budgets are also high, but the above example is just one of many where they try to engage customers.

Interactive content can be used in many ways, but it's important that you have a strategy to know where you want to go with these initiatives, otherwise you'll be drowning in quicksand of wasted resources.

As a side note to this kind of content, it should again be emphasised that the extra traffic and visitor time you gain will be a big plus in Google's eyes.

We are now on the other side of the content marketing jungle. I hope your journey has been a learning experience and that you're now ready to walk the path alone while creating some amazing content that customers and Google will fall in love with.