Content Marketing Tips That Drive Commerce

Wednesday, May 1st, 2013
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Let’s face it, push advertisements no longer have the impact they use to. Consumers control the information they want, when they want it, and how they interact with your brand. Merchants and Marketers are constantly trying to find other ways of attracting customers and keep them coming back for more. Enter, Content Marketing: “the creation and sharing of content for a purpose”. Many of us are already doing content marketing, creating and sharing content through search engines, social media, email, word of mouth, and more. We just need a little refinement to get our content marketing campaigns driving more commerce. The following 4 Content Marketing tips should get you on the right track:

1. Find the right content to create and share – Start by analyzing your Top Customers, Products, and Keywords using a Dashboard or Reporting Tools.  Merchants can easily find a listing of top customers, top products, and top keywords with Nexternal’s Dashboard. These tools will provide data and insights that can be used to generate content that is relevant and interesting to your target market.  MH900341886

2. Consistent Content Creation – Content is not always about adding Text and Articles. Keep in mind that the same piece of content will not apply to every customer. It is important to have a consistent  and diverse stream of content generation. Blog posts can be great for some, a new product image might connect better for others, and a new product review might add confidence and credibility for both. Regardless of what type of content it is, make sure it is getting out there on a recurring basis.

3. Select the Right Channel for Your Content-The channel will impact the influence your content has. Sharing/Pinning a product image on Pinterest can be more visually appealing to a consumer then sharing a blog post on Twitter. The same goes for a Product Review, which, might have more influence if shared on Facebook then if it was tweeted about on Twitter. Think about how your customers interact and use each channel you’re sharing content on, then tailor your posts.

4. Find + Monitor Interactions with Your Content– Hootsuite, Google Analytics, Facebook Insights, and Twylah are just a few of the free Analytics, Brand + Social media Monitoring tools that help merchants learn about the Clicks, Views, Likes, ReTweets, Orders, and Engagement their content is receiving. Having metrics like these helps merchants understand the influence specific content has and if they are receiving a return on their investment from it.

These 4 small refinements are not hard to accomplish, so don’t pass up a great opportunity to extend your brand, increase traffic, and drive commerce.


Bobby Cintolo is a Senior Account Executive at Nexternal. Bobby is passionate about wine and he specializes in helping merchants increase their brand awareness using social media and mobile marketing tools.