Content Marketing best practices 2019

When engaging in content marketing to boost your ecommerce business it is important to make sure you are doing it right. Content marketing can be hugely successful if you follow the best practices to maximise your SEO impact. Here we explore ways in which you can make your content marketing most effective. 


Understanding content marketing

Content marketing is the practice of creating original material to be published on your website. The aim is to attract people to your site and encourage them to take action. This means that the content needs to be engaging and interesting, but you also need to optimise the articles. Optimising them for search engines is essential so that they can be found by the right people and help convert leads into sales.


Spend time on keywords 

In order to get the right people to your website you need to find the best keywords to get them there. Keywords are what search engines use to find relevant articles and list them for the potential customer, so you need to identify the terms that they are most likely to search for. You can do this by using online SERPS checkers to determine what the most frequently used keywords are in your industry and develop your keyword list from here. If you promote the wrong keywords then you may be attracting the wrong customers and this will waste your efforts. If you take some time to create a relevant keyword list you will see the results in enhanced traffic to your website and boost your sales.


Add useful and semantically viable keywords

Some keywords fit into a website or article more naturally than others. For example ‘healthy nut butter’ fits into a sentence more easily than ‘high mono unsaturated fat nut butter uk’. However, do not fall into the trap of “keyword stuffing”, or loading your keywords into the text so often that it becomes unpleasant to read. Make sure you also use Semantically Viable Keywords. These are words that help the reader put your keywords into context to better understand their meaning. For example, if you are selling vegetarian nut butters your keywords might be "nut butter” and your semantically viable keywords could be “healthy fats” or “nutritional value”.  In recent years search engine algorithms have become far more sophisticated at both recognising keyword stuffing and using semantic indexing to find content directly relevant to your search. 


Offer useful information in a simple form 

The best kind of content marketing offers useful information to the customer in a simple form that they can understand. If you offer free and useful information then they will be more likely to purchase an item from you or come to you for relevant advice in the future, creating brand awareness and loyalty. Using lists and step-by-step guides will help you to offer this quality advice in a form that will be more easily browsed by the customer. 


Learn from your competitors 

The final important piece of best practice for content marketing is to learn from your competitors. If competitors are offering better content marketing than you and are higher in the rankings then you should learn from their style and tactics. Online marketing is about offering the best of the best so that people engage with it. You should always use your competitors as a benchmark against which you can grow and improve.