How to survive in a digital world that allows shoppers to compare pricing, find excellent advice on products, and where Google is calling the shots?
Predictive search and search technology is advancing, with Google and all major social media networks are becoming more and more sophisticated in banning low quality content and classic SEO tactics.
Buyer behavior is changing rapidly. Shoppers consult more and more sources before buying, and they become more educated in how to do that.
How do you make the difference to your buyers?
This slideshare post will run you through some eye opening facts and examples from multiple industries, on how content marketing plays a role in e-commerce strategy today. And it will provide you with some practical insight on how to start building the best e-Commerce Content Marketing Strategy.
E-commerce is constantly evolving alongside the development of new digital media and technologies, yet one aspect has not changed: the importance of search intent in the buyer journey. Consumers continue to use search to find, research and buy the products that they want.
But something is changing. Search algorithms and in particular those by Google are regularly updated to focus more on quality and relevance of content.
On top of that, Google is increasingly adding “rich snippets”, making life of searchers easier, but at the same time controlling more and more aspects of the buying cycle.
As an example, recently I wanted to book a spa close to Brussels, and Google immediately suggest a couple of hotels to choose from in case I wanted to stay the night over, all including pricing and reviews of the hotel. That’s an example of how Google is squeezing itself between the merchant and the buyer.
Another example of Google squeezing itself between the merchant and the buyer is Google Shopping.
Google Shopping is a service from Google which is more and more used by e-commerce sites. It displays the products of e-commerce websites right into the search results. E-commerce sites feed Google Shopping with a so called “Product Feed”, so Google can display the right image, description and price. Basically this is just another form of advertising which Google is offering.
As I write this, Google has announced they are adding “‘buy buttons” in sponsored search results on mobile phones. To me that’s just another example of how Google is getting between the your website and the buyer.
As with SEO, paid search, and these rich snippets, it’s a fight between different e-commerce sites to end-up on the first page. The competition is becoming stronger every day. It is much harder today, because of the incredible growth in the sector, new software, tools and services that allow people to build professional online stores with relatively humble investments.
Continue reading on : http://www.b2bmarketingexperiences.com/2015/05/best-ecommerce-content-marketing-strategy/