Curating content strategies for eCommerce Businesses - I delivered a talk on how eCommerce businesses can curate their content strategies at Meet Magento Indonesia 2021. Find more insights on eCommerce at https://www.ecomkeeda.com/

1. Curating Content Strategies
for eCommerce Businesses
Himani Kankaria

2. Hey #MM21ID!
● Ecommerce Content Strategist,
eComKeeda
● Content-driven Marketing
Consultant for B2B SaaS & IT
Companies
● Featured as the World’s top 202
SEO Experts by SEJ
● Speaker at Semrush, Meet
Magento, BrightonSEO,
Whitespark Local Search @himani_kankaria

3. Let’s discuss the CNG of
content strategy
@himani_Kankaria

4. C - Challenge
N - Need
G - Gap
@himani_Kankaria

5. ___The Challenge
@himani_Kankaria

6. 1. Industry getting niche(er)
100% Pure Cotton Tees Supima Cotton Tees
@himani_Kankaria
Source: Myntra
Source: MarchTee

7. 2. Change in audience’s buying habits,
preferences, and expectations
Discovery Research Compare Convince Convert Delight
Discovery Research Compare
Social
Proof
More
Research
Nurture
Delight Convert Convince
Then
Now
@himani_Kankaria

8. 2. Change in audience’s buying habits,
preferences, and expectations
Discovery Research Compare Convince Convert Delight
Discovery Research Compare
Social
Proof
More
Research
Nurture
Delight Convert Convince
Then
Now
@himani_Kankaria

9. 3. Platforms are
flooded with
too much
content
@himani_Kankaria

10. 3. Platforms are
flooded with
too much
content
@himani_Kankaria

11. 4. Content creation is getting expensive &
challenging
Videos
Blogs
Social
Media
Graphics
Product
Description
Reels
UGC
@himani_Kankaria

12. ___The Need
@himani_Kankaria

13. The Need for Curating Content strategy
01
02
03
04
Vision
What you’re trying to
achieve and by when
Direction
What you’re going to
do to achieve the vision
@himani_Kankaria
Clarity
Who is going to do what,
by when, how, etc.
Discipline
Stick to it and work
hard to achieve it

14. ___The Gaps
@himani_Kankaria

15. 1. Define your ICPs, document them & share
Link to our template:
https://bit.ly/3iBgQ7Q
@himani_Kankaria

16. 2. Map their journey
➔ Product media
➔ Product description
➔ How-tos
➔ Videos
➔ FAQs
➔ Product reviews
➔ Social proof
Attract new audience
➔ Blogs
➔ Word of Mouth
➔ Influencer Marketing
➔ Online Ads
➔ PR
➔ TVC / Radio / Print
Awareness
Audience engagement
Consideration
Turning customers
Purchase
Recommendations
Repeat Purchase
Customer loyalty
Advocacy
➔ Remarketing Ads
➔ Newsletters
➔ Push Notifications
➔ Personalisation
➔ Specialised Guides
➔ Customer appreciation
➔ Social campaigns
➔ Social Shops
➔ Ecommerce store
(website or app)
@himani_Kankaria

17. 3. Analyze competition thoroughly across channels
@himani_Kankaria

18. 4. Bring your unique value proposition (UVP)
Competitor 1
● Ease
● Quality
● Simplicity
Competitor 2
● Trust
● Legacy
● Experience
My Brand
● Personalisation
● Comfort
● Convenience
UVP UVP UVP
Communicate your UVP effectively
@himani_Kankaria

19. 5. Align your sales + marketing + content goals
Aug
Increase unique
conversions by 65%
Boost organic visibility
upto 150%
Blogs
Videos
Product descriptions
Sept
Double the repeat
purchase
Product
recommendations
Newsletters
Remarketing Ads
Boost newsletter
conversions by 100%
Drive sales of newly
launched products
Oct
Maximize the ROI from
influencer marketing
Press Releases
How-to videos
Newsletters
Decrease return rate
by 15%
Nov
Product Guides
GIFs
Infographics
Carousel
Increase the hits on
guides by 200%
@himani_Kankaria

20. 6. Set-up the
content planner
● Channels to target
● Activities to implement
● Things required to implement
● Team you need
● Who will do what and by when
● When to publish
● Where to publish
● After publishing activities
@himani_Kankaria

21. 7. Consider
storytelling
using your UVP
@himani_Kankaria

22. 7. Consider
storytelling
using your UVP
@himani_Kankaria

23. 8. Monitor the performance at macro level
● Behavioral flow
● How much time people spend on category or product detail pages
● Try to understand which thought made them take a certain action
● What made them move within their buying journey
● From which channels, what pages they come again
@himani_Kankaria

24. Eliminate the gaps in processes
● Ideation
● Speed
● Execution
● Resources
● Tools
● Quality
● And more
Image Courtesy: Shutterstock
@himani_Kankaria

25. To overcome the challenges, you
need to eliminate the gaps of
your content strategy.
@himani_Kankaria

26. Thank you! #MM21ID
Content is a game-changer.
Find me at,
Blog: ecomkeeda.com
Twitter: @himani_kankaria
LinkedIn: https://www.linkedin.com/in/himanikankaria
Practice > Evolve > Win