There are many ways to persuade shoppers for purchasing. Comprehensive product pages, high -quality copywriting, targeted social media advertisements, and email -they can complete work.
But some of your potential customers may not be ready to make a promise. They may be unfamiliar with your products or services, or understand the difference between your store and other stores. This is why the content of education is a great supplement because it allows shoppers to understand you in a natural way with their own rhythm.
In WooCommerce, we have added the creation and promotion of content in the past 15 months and our use in marketing. It has become a key part of our sales process, and we can no longer imagine without it.
Today, I will kick off and let you understand how we make and use our content behind the scenes when we consider sales, In this way you can get some ideas for your store content And inspiration .
If you are interested in understanding how companies like us use content marketing, please continue to read!
A little background about our content journey
If you have read this blog for a while, then you may be your name or my name or Face is very familiar. In fact, I already recognized me from my Gravatar on Wooconf and Wordcamps.
In April 2015, I started to play the role of content editing on WOO. Our goal is to make someone responsible for the production of the blog, so that we can :
- Beginning to make high -quality content,
- Someone someone Editing the content (such as posts or news), and
- stopped seriously relying on external authors or freelancers. They may be excellent writers, but they did not produce content that really meets our goals and tone.
After cooperating with our marketing team for several months to define our goals and evaluate our urgent needs, we consciously decided to do two things on this blog:
[
123]
- Use it as part of our sales funnel in order to distribute content through emails, promote it to specific audiences on social media, etc.
- With these two major changes, we started the path we have been following the past year.
, so that we can write what we know most -WOOCOMMERCE -and no longer use blogs as a mixture of comprehensive suggestions and release notifications.
In the process of understanding this information, we have learned a lot of important knowledge about content production, marketing and promotion
. That’s why I share this article with you here today.
To say so much, let us start learning the learning content that may help your own content program.
How do we use content: help, education and sales
Before joining the WOO, I was an e -commerce manager and copywriter, and finally the content strategist. These three jobs have different benefits, but none of them brought me a sense of satisfaction here.
A lot of satisfaction comes from the content of our content: help solve the problem and educate customers to educate customers Operate their stores in a better way . When I posted posts such as landing pages optimization, I felt that I was actually helping Woocommerce customers to make their work easier or more income.
This is a very inflated feeling.
We are notWe educate customers to improve different ways of stores or solve problems, as well as how our paid products provide help.
Each of the content we posted was made by one of our marketing team members to benefit, plan and write, and keep in mind the following key elements:
Audience
-Whi is we helping this content? Is it a post published for the new store builders, developers, and experienced Woocommerce users …?
- Objective -What do we try to solve? What do we want readers to learn or take away at the end of the article?
- Next -Finally, what do we want the audience to do next? If we want them to buy a delay, that willIt is the next step (or call for sexual term).
- For each production, these three things should be considered before and during production
. This prevents you from creating no targeted things, and will not help you achieve your goals in any way.
For example, look at the recent posts on offline stores. Even if you view this article, you should be able to determine immediately:
The audience
is a person who is considering opening an offline store to match with them, [ 123]
- Purpose
- is to let the audience know what they should consider before doing so, and Next
- Similarly, although we have called for action on many posts, and think that our paid expansion is an excellent solution to solve the problems facing the owner, we [we [ 123] Not only
- Why is calling and linking so important
use square. If you want to continue (you want See the banner at the end of the end?)
focusing on sales. To be honest, if we do this, I will not be here.
We have mentioned the role of appealing term and the role they play in the sales process.
But readers of your content may not always be ready to buy -sometimes they need to read or browse for a longer time to trust you
.
We have mention Customers and return customers). But you should also consider what you want to do
, and when when is required to do so.
What learned from WoOblog: Think about what you ask for readers to do and when to do it. Click the tweet
Look at the case research on mini learners recently released by our cute Marina. If you are already a Woocommerce customer, you may think it is a light reading.
However, if you are a novice of Woocommerce, this article can be used as the portal of the page
.
How? Take a closer look at the link scattered everywhere:
Marina links to very attractive content, which will leave novices on our website and click and read for a longer time
. Anyone who is interested in these links can click on them, open them in the new label, and continue. From
these
posts, they can do the same thing. From
next 
, they may just happen to find a link to Woocommerce, or pay attention to an interesting extended call -appeal banner, and then say \”I don’t know you can do this. . \”
We also started adding manual link related posts to the bottom of the content fragment, so as to be more direct Land connect relevant blog posts with help documents:
This post from an automated subscription website. Both links are 100% intentional. Linking your content together and sending a call -oriented term at a specific point can prevent you from asking for sales before the customer trusts you
. It also provides you with a way to stay in your store for a longer time -to keep them interested, and they may eventually start to click to see what you have
.
equal marketing part: email, social media and paid promotionBut it is still important for us, because it should be the case for each store that produces content, using marketing as a way to promote more traffic
.
We have three main channels to directly promote our content to customers (or,,,,,,,, to,,,, to,,,,,,, According to the relevant posts, Potential
Customer):
Email , Social media , and
]
Paid ads (In this case, especially to improve Facebook posts; however, we use PPC ads for overall WooCommerce promotion!)
- Email and us The blog is very simple combination: we will go to different segmented markets every monthThe venue (such as the owner or the developer) sends an email,
- I will select the relevant content from these emails every month to link from these emails .
- The content of the owner was carefully selected and put in this email. middle. These are only three posts in the email in July.
- These emails are responsible for a large amount of traffic of our content
For example, this is some emails sent to the client group determined to be the owner last month:
, which also helps sell newly released expansion or WoOOCOMMERCE updates. Email is a good channel for us because it allows us to easily and quickly distribute our content to our various audiences.
Promotion, improvement and departure!
We also use Buffer and COSCHEDULE many times on Twitter to promote each content on Twitter, which is another large source of traffic. CoscheDule has always been our miracle creator. One of its best features: set their social promotions at the moment of arranging blog articles in WordPress. Save me (with our entire team) a lot of time.
As far as the content promotion, we have learned that it is important to use multiple channels to promote it -it can even spend a little money to increase the number of eyeballs on our post
. Our investment returns are almost always positive!
Even if your post is super high, you
Why we give the old content as much attention as the new post until now So far, we only discuss the process of making new blog articles around us and how we promote them. But you may not know -or expectations -I also spent a lot of time editing and optimizing our
old
content.
One of the worst mistakes that the owner may make is to ignore it after the content is releasedThe content
, whether the content is a product copy, a blog post or a guide. After all, things will change, we need to update, adjust strategies … Sometimes we just want to express better ways. We know this very well -we also pay close attention to the traffic obtained by our personal posts, start -so I will browse and update specific old posts in some way every month. This usually involves: Reset the large number of visits but outdated posts to the updated alternative
—— At the same time,
write
those updates, those updates, those updates, More accurate alternative posts
Posts that will no longer meet our strategy to
to the product page or other suitable destinations, so this blog is completely regarded as an educational center rather than publishing posts. Source
Add links to the relevant content published after the first post was released
- Add to the product or other solutions that did not exist at the time. Links
- Fix 404 and replace them with updated/effective links
- to update style, sound, tone, length, etc. Generally updated ] —— General optimization to ensure when someone sees the post anyway, it reads like what I want to write now
- I use the electronic table to track the required updates. Orientation:
- Just a snapshot of the current worksheet. Don’t look at those old posts now.
As far as the general update of links and replication, whenever I see that I need to repair it instead of putting them in the list of the items to be done, I will try to eliminate it. You can do anything that suits you best, but if you have been on my list for too long, I often forget it (haha).
Summary: What you can learn from our learning
I have provided you with a lot of insights and learning in this article. It is time to summarize all this, so that you can have some clear and concise summary of any content marketing you may be done now or in the future. The following is the summary of the content we learned from our own blog -and the content you can get from the content you might make for your store.
We (re -) define the goals of our blog\”What is the purpose of your content?\” This answer should guide you
everything
.
Considering the next step of the audience, goals and expectations of each content you made
. When you start writing, build these things when you write an article and check them before you publish it.
When necessary, more rely on links to support or related content
- .
- Don’t ignore the \”marketing\” aspect of content marketing! Publication with channels such as email, social media and paid promotions may directly attract the target shoppers into your content. Develop the habit of optimizing the contents of the content previously released,
- In short, this is most of my first and half -learned content I learned in WOO and Automattic!
- … or at least let you see behind the scenes. Do I have any questions about content marketing, how I run blogs on WOO or any other content in this article? As usual, you can comment and I will reply as soon as possible. I look forward to hearing from you!
- Related reading:
- Some content marketing concepts suitable for your industry How to change the content of the store during the holidays
This will not be outdated, so even the oldest blog post can still play a role in your sales process. Set up an electronic meter to track the content, method and time that needs to be edited (as we do) may help.
I hope these insights can help you complete your content production and promotion process
How to promote more conversion through your copy
