Create content for ecommerce funnels

Create content for ecommerce funnels

1. Brainstorm blog topic ideas, conduct interviews, and do original research using internal data, first-hand external data and second-hand external data to create blog posts that will attract potential buyers.

For example, for a blog post titled What 99 experts think about Topic X, interview experts and ask them to help share the content when it’s complete.  Internal data includes information on sales, customer habits, marketing intelligence, and internal research. Firsthand external data comes from a source that is not connected to the organization such as surveys or research to find new data. Secondhand external data is obtained by exploring existing secondhand research and data like publicly available data. If you don’t have an internal cache of data or a big budget, secondhand external data is your best bet.

2. Create podcasts or convert your blog posts into podcasts to reach another section of your audience.

You can offer added value in a blog post on the same page as your podcast, such as a corresponding checklist to help podcast listeners put your advice into action. This gives you access to people on other channels, like Spotify or Apple Podcasts.

3. Use tools like Canva, Lucidpress, and Venngage to create branded infographics from templates.

People are always looking for supporting graphics for their content. Create an infographic, with an embed code below, so people can use yours. You’ll get a backlink in return.

4. Brainstorm content ideas for interactive content, videos, and downloadables to drive active participation.

For example, Sephora Visual Artist, which has a web and app version, allows users to test different products virtually. You can use a model photo, upload an image, or try products live by giving the tool access to your webcam. For videos, you can show your users how your product can help solve a problem. For example, ChefSteps give their audience recipes that solve pain points like cooking perfect chicken while showcasing how their product (Joule) is the perfect tool to assist. Downloadables come in many forms, including white papers, ebooks, and checklists. For example,  Evelo put together a Complete Electric Bike Buyer’s Guide to educate buyers while also capturing lead details.

5. Send out surveys to your best customers with questions related to your products.

Your customers are your best source of data; they’ve completed the action you’re asking other people to do. Figure out what questions they had before they converted. What problem were you trying to solve? Why did you choose our company? What measurable changes have you seen since using the product? Can you make content to answer future customers’ similar questions?

6. Package their responses into a case study that you can publish as a video, blog post, or infographic, and send to your leads as nurture emails.

Not everyone wants to read a blog post. Cater to different consumption preferences with alternative formats. For example, take your case study and include it in your email nurture series. Send it to people who’ve shown an interest in the product you’re writing about.

7. Use a tool like CrowdCast, GoToWebinar, or WebinarJam to run webinars that help customers solve a problem, and share the video on your site afterwards.

For example, Deluxe’s audience lacks the design skills to create the materials they need to promote their business. Deluxe ran a webinar that touched on the importance of print marketing, offering its products to help.

8. Brainstorm content ideas that would provide value to customers after they make a purchase, such as user manuals and FAQs.

You can offer value to your existing customers through post-purchase emails and direct mail. For example, Chewy delivers handwritten holiday cards to their customers.