Creating Effective Content
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1 Creating Effective Content (Without Hiring a Marketer) WooConf Workshop for Store Owners hosted
2 Hi, I m Nicole Content Creator for Woo Former ecommerce manager Experienced in content strategy & online marketing Pokemon Master (wanna see my badges?)
3 Today s workshop topic: Creating content for your store without hiring a marketer
4 In this workshop, we ll: Review how content can benefit your store Explore how you can use your existing knowledge and experience to create content yourself Go hands-on to brainstorm content ideas first for a sample store, then your own
5 What is content marketing?
6 Two steps = creation & marketing Content can be blog posts, long-form writing, infographics, videos Marketing can be done via , SEO, social media, PR, link building The goal = to inform, educate, and convince potential customers via helpful content
7 How content can benefit your store
8 Attracts potential customers from search engines Adds relevant, search-friendly assets to your store Helps educate potential customers Makes shoppers feel more confident about purchasing from you
9 The content challenge: How do you invest in content marketing without an experienced marketer?
10 Use what you already know
11 You are already an expert on your industry, your products, and your customers. By using the questions you are commonly asked, or thinking about the information that should be more accessible to shoppers, you can come up with content ideas that are feasible to produce.
12 Using questions Publish answers to customer s Turn a FAQ answer into its own piece of content Answer a common how-to question that goes along with your products ( how do I assemble? ) Look for questions on sites like Quora, reddit, industry forums, or other communities that you can answer in detail on your store
13 Using what you know Explain how to accomplish a task involving your products ( how to hang wallpaper ) Provide creative ideas you ve compiled for using your products ( six ways to wear a scarf ) Share product history, inspiration, or details Repurpose customer photos or stories (with permission!)
14 Which ideas should I use for content? Three types of content to create: 1. For those new to your industry who are likely to be using search to find answers 2. For those comparing products/brands and in need of general education on what sets your brand or products apart 3. For those making a purchasing decision and needing a final push Use the ideas that fit into these three groups
15 Group exercise: Tina s Toys
16 Group exercise To start this workshop exercise: 1. Break into three groups 2. Each group will focus on content with a specific purpose/intent: Group 1: Attract from search Group 2: Educate shoppers Group 3: Make the sale!
17 Group exercise The exercise: 1. Each group will have 15 minutes to brainstorm content ideas for Tina s Toys, a fictional online toy store 2. Brainstorm ideas for your group s intent only 3. Using what you know about toys and the knowledge that Tina s Toys markets primarily to first-time parents list as many ideas as possible 4. Ideas can answer questions or be informative
18 Work for 15 minutes Group 1: Attract from search (new to your industry) Group 2: Educate shoppers (comparison shopping) Group 3: Make the sale! (final push)
19 Let s review Group 1: Attract potential customers from search
20 Let s review Group 2: Educate shoppers curious about your products
21 Let s review Group 3: Convince those shoppers to make a purchase
22 Questions?
23 Ready to try this for your own store?
24 Solo exercise: Drop and give me 10! (ideas, that is)
25 Solo exercise For this solo brainstorming session: 1. Using questions you ve been asked or information you know shoppers need, list 10 ideas for content you can create for your store 2. Remember that you should be creating content that attracts from search, educates shoppers, and finally makes the sale 3. You will have 25 minutes to brainstorm, ask for help, or help your fellow store owners
26 Work for 25 minutes Stuck? Need help? Raise your hand or grab a buddy.
27 Let s share some ideas (be brave, you re awesome!)
28 Final tips & thoughts
29 Final tips & thoughts Book recommendations: Everybody Writes by Ann Handley ( how ) & Epic Content Marketing by Joe Pulizzi ( why ) Don t worry about length or SEO to start, focus instead on quality & helpfulness If you run out of ideas, type keywords into Google to get commonly searched questions (and see if the content out there is any good!) It s OK to write in your spare time, but make a schedule/plan and stick to it
30 Final tips & thoughts If you get stuck and run out of ideas, peek at your competitors sites or stores from others in your industry to get inspired Don t forget to promote your content! Social media advertising is a great first step, and you ll get some tips on getting started with that in the very next workshop You can always ask your customers for feedback to find out how you re doing YOU CAN DO THIS!
31 Questions? Comments?
32 If you need help later or think of any questions,
33 Thanks for attending!
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