Create a content marketing strategy

Start planning a basic content marketing strategy. Developing and executing on a full-fledged content marketing strategy can take months, but that doesn’t mean there aren’t simple exercises that can help get you started:

  1. Brainstorm customer questions. Consider what questions customers may ask when they’re aware of your product category but aren’t perfectly informed. For example, at Weave Got It, we help customers understand the different grades of hair extensions available and what to consider when deciding between each grade.
  2. Help customers get more value out of products. Have you ever noticed how many stores that sell food products also feature simple recipes to get started? This is a smart approach for many products—often, customers aren’t expert users and may not understand the tips and tricks you know about in order to get the most out of their purchase.
  3. Use keyword research to match questions with search terms. Of course, content ideas should be paired with the actual terms people are searching for.

Helping customers make the most of your product can also lead new customers to your site. Above we see Kettle & Fire ranking for “bone broth soup recipes.”

Informational pages and blog posts should aim for ~500 words. Clear, concise content is valuable, but there’s usually a minimum length needed to fully answer a question and have a chance at appearing in search results. Most questions warrant at least a few hundred words, though keep in mind quality is far more important than quantity.

Write original product descriptions. All content on your website should be original and written just for your store. For example, don’t use product descriptions from manufacturers. Writing your own descriptions also gives you the chance to better sell the features and benefits of your products.

Consider adding product reviews to your product pages. 95% of shoppers read reviews before making a purchase, which makes them essential for building trust. But product reviews also provide additional, related content to your product pages, which can help them rank for long-tail keywords. You can install Product Reviews, a free app developed by Shopify, to add SEO-friendly review scores to your product pages. I use it across all my product pages.See more about SEO.

Set up your business on other platforms, such as Facebook, Twitter, Instagram, and Pinterest. When you’re just creating your brand, registering your name on social accounts will help you protect your identity down the line, but it also gives people a place to find you today. Link to your social accounts from your store, too, but stick to the channels where you plan to reach and sell to potential customers.See more about SEO.