Retailers have so much competition for most products that simply having low prices or great service isn’t enough to guarantee success. Since shoppers can struggle with having too many options, though, reaching them with compelling marketing will help them dodge difficult decisions — but creating marketing materials of that quality is a significant undertaking. In short, being a modern content marketer takes a lot of effort, and you need to pull out all the stops.
If you’re seeking to get your products out there and drive conversions, you need to have a solid idea of what content assets will suit your purposes. So what should you focus on? Let’s take a look at some types of content assets that you should be adding to your strategy.
Explanatory Blog Posts
Blogging is essentially the default option when it comes to informational content, being the first thing mentioned time and time again — but that isn’t a fluke. It fully warrants that position. Why? Because it’s so versatile and approachable. Running a blog for your business allows you to achieve several things simultaneously. You can boost your overall SEO, convey high-value information about your products, and show vital personality through tone and creativity.
And since it costs very little to start writing some blog posts (nothing aside from your time if your site already has a blog), there’s really no reason not to work on it. You can write about how you came up with the ideas for a product, how you think it should be used, how it’s changed over time– you can even blog about your brand as a whole, because growing your brand will leave people more likely to trust you and subsequently buy from you.
It’s important to provide clear instructions when you have products you’ve designed, but it’s even more important when you’re selling products that can also be bought elsewhere. You’re looking for something to make your product pages stand out from the crowd. Offering information to address common doubts is a fantastic way to do this.
A great guide will cover not just how to use a product but also what you can achieve with it. Consider that people are slow to trust when dealing with online stores and brands. They know that it’s all too possible to make a payment for something that never shows up. And while social proof is the biggest factor for earning trust (more on that later), being completely transparent about how your products work will clearly demonstrate that you have some integrity.
Advertising works, which is why big companies put so much money into it — and when you run through the various advertising types, it’s clear that video advertising is by far the most consistently effective. It simply gets more attention than any other form of media, and you can use that to your advantage by coming up with ideas for promoting your products.
You do need creativity here, so give your marketing team the go-ahead to pitch some off-the-wall concepts. You also need the right equipment and skills to shoot some videos that look professional, though this isn’t as hard as you might think. These days, even a smartphone camera is enough to record high-quality video. Even so, to get the best possible results, consider outsourcing at least some of the parts of the creative process.
Customer Case Studies
Lastly, an effective way to win prospective customers over is to clearly highlight just how happy your existing customers are. You can feature plenty of customer reviews, but you can also reach out to those customers and create some customer case studies that go into more detail about why exactly they’re so satisfied with their purchases.
You can then prominently feature those case studies on your store website, ensuring that anyone who visits will see just how impressive your products can be. All the things you say about quality will be taken with a pinch of salt, so being able to point to glowing comments from someone with no major bias in your favor will really help your case.