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Content plays a crucial role in drawing people into your ecommerce website.
However, it’s not enough to post content promoting your products and services. If you want to generate high-quality website traffic, you need to know the best strategies, use reliable tools, and follow tried and tested tips.
That’s what this guide is all about.
Read on to learn more about five actionable content marketing tips to help skyrocket your website traffic and increase your conversions and sales.
1. Run content audits
If this isn’t your first rodeo with content marketing, you likely have existing content and marketing campaigns.
A good approach to determine your existing content’s performance and returns is by conducting a content audit.
Performing content audits allow you to track, organize, and analyze all your previously produced and existing content.
Start by reviewing your current website content and assess whether to delete, consolidate, update, or redirect content based on their performance. The goal is to establish more high-performing web pages.
For instance, you can review older, outdated, and irrelevant content and determine whether you should delete or improve specific pieces of content.
You can spot content that isn’t driving traffic anymore and remove or update blogs, articles, etc.
Leverage robust Content Management Software (CMS) to centralize and organize your previously published content for seamless auditing.
Essentially, content auditing allows you to determine the pieces of existing content that help you reach your content and overall marketing goals (and those that don’t).
You can take the appropriate actions and make the right adjustments to optimize your content marketing efforts and drive traffic.
2. Use content calendars
Planning, creating, and publishing content takes time and effort.
If you don’t organize everything, you’ll end up missing deadlines and opportunities to engage your target audience and lead them to your website.
The solution? Create a content calendar.
Content and editorial calendars can help you plan your content creation and distribution to implement your content marketing strategies efficiently.
Use a content calendar to strategize the content types you want to create for your campaigns and special events throughout the year.
For instance, popular project management software such as monday.com offers an editorial calendar template you can easily customize to your company’s and team’s needs.
Image source: monday.com.
Let’s say you anticipate creating content for your product launch, semi-annual sale, giveaway, or holiday promotions.
Content and editorial calendars simplify mapping out your content and have them ready to implement on your designated dates.
Your content marketing team can work seamlessly since no one needs to scramble to create content for your campaigns and events.
Leverage a content calendar to help you stay on track, post regularly, save time and effort, and implement your content marketing initiatives seamlessly.
3. Repurpose your top performing content
You can still make the most out of your previously published content.
How? By repurposing them properly.
Plus, coming up with new content ideas can take tons of time and energy, so why not make use of what you already have and turn it into something new and relevant?
Reuse all or essential parts of your existing content into various content formats. You can save precious work hours on producing content to support your marketing efforts.
Focus on your pieces of content, such as blogs and articles, that received the most engagement.
Some of the ways to breathe new life into your old content include:
- Creating case studies out of your collected internal data, such as customer purchasing behavior
- Turning key information from your high-performing blog posts into presentations and visually attractive infographics
- Compiling your popular blog posts with related topics into an ebook, whitepaper, or how-to guide
- Converting your long-form content into easy-to-digest videos
- Turning your narrated videos into podcasts
- Making a Frequently Asked Questions (FAQs) page based on common customer queries from your client care interactions and social media followers’ comments
- Transforming relevant user onboarding content into an email series
Make content marketing work in a world saturated with content and draw more people to your site by repurposing your old yet relevant materials.
Doing so allows you to optimize your resources while driving quality traffic to your ecommerce website.
4. Use relevant keywords based on search volume
Optimizing your content for the right keywords can help you create content tailored to your target audience’s needs while increasing your web page’s visibility and ranking on Search Engine Results Pages (SERPs).
For instance, you can target keywords such as “Purchase articles online” to optimize your content marketing service or landing page.
Doing so increases the chances of your web pages appearing on the first page of SERPs. As such, people searching how to buy online articles can see your web pages easily and visit your site.
Essentially, knowing the right keywords to use across your content can help you drive organic traffic to your site.
All this starts with effective keyword research. The big question is, how do you know which keywords to target and use?
Start by knowing the keywords, topics, or phrases people search for online.
Consider these tips when conducting keyword research.
- Look at the keyword search volume. The higher the search volume, the greater the competition and effort to generate organic traffic and achieve ranking success.
Avoid going for keywords with too low search volumes either since targeting them can fail to draw visitors to your site, and your web page rankings won’t improve.
Most SEO experts recommend targeting highly specific and lower competition search terms instead since you’ll have higher chances of ranking.
- Use a reliable keyword research tool. Leverage keyword research platforms and SEO tools to help you uncover more keyword ideas and insights based on exact match keywords.
For instance, Google Keyword Planner can help you find commercial keywords using top of page bid range. The top of page bid range is generally the estimate according to each keyword’s competition from other advertisers and Quality Score.
Image source: support.google.com.
The tool also provides accurate keyword search volume data directly from Google’s search engine.
5. Leverage multiple distribution channels and approaches
The more channels you display and share your content in, the more people you can reach, increasing your opportunities to draw traffic to your website.
Also, diversifying your content to best suit the channels and audiences help you display the right content to the appropriate audiences at the best time. It lets you lead people to your website and encourage conversions.
Determine the content types your target audience in multiple channels want or best respond to and optimize your content marketing efforts to address those needs.
Avoid depending on one content distribution channel alone, or you’ll miss out on tons of opportunities to engage your audiences and boost traffic and conversions.
Double your traffic through strategic content marketing tactics
Drawing more people to your website gives you loads of opportunities to convert them into paying customers.
Learn from the content marketing tips in this guide to boost your website traffic, and in turn, your conversions and sales.
Community manager at Visual Contenting. Jacqueline loves to talk about social media trends, new technology and how they help businesses accelerate their marketing efforts.
