Today’s e-commerce space is both competitive and volatile, which only increases the uncertainty for Amazon sellers. To make it in this space, you have to be tactical and build a community that lasts a lifetime. Sellers often lean on content marketing as a last-ditch effort to add just one more sale. But in today’s climate, content marketing can catapult a brand from unknown to universal literally overnight.
Instead of adding content marketing at the end of your Amazon FBA roadmap, it should be the beginning stage of your marketing efforts. “Content is king” isn’t just a common saying. Great content is a must-have to grow your authority and community across the ever-changing digital landscape.
Read on to learn more about content marketing and the benefits of a content marketing strategy in your Amazon FBA business.
What is Content Marketing?
With the right content, you can use content marketing to attract, engage and retain your existing audience. Good content marketing is about creating and sharing relevant content in different forms, including videos, articles, and podcasts. When executed well, content marketing can help you establish authority, promote brand awareness, and keep your business in the minds of potential customers until they are ready to purchase.
In a world where customers have endless options to choose from, reaching out to new clients and maintaining your existing ones should be a top priority.
Content marketing is the development and distribution of valuable and relevant content to current and potential customers. Content in this context includes:
- White papers
- Social media posts
- Videos, and more
It pays to share a mix of content because audiences retain content in split seconds. Marketers need to find interesting digestible ways to attract and keep their ideal audience’s attention. Consistent quality content is the easiest way to establish and nurture relationships with current and prospective customers.
What Are the Benefits of Content Marketing?
According to a 2018 ProfitWell Content Retention Study, 47% of buyers view 3 to 5 content pieces before engaging with a sales representative. Companies with websites and blogs get 67% more leads than companies without a blog.
At the same time, inbound marketing strategies see closing rates 8 to 10% higher than those of outbound marketing efforts. Let’s dive into ways content marketing can help your Amazon FBA business.
#1 Content helps build trust, connection, and authority
Content marketing is vital in brand building and positioning yourself as an authority figure in your field. Don’t just blindly do content marketing because of the SEO benefits. Too many agencies and Amazon sellers rush to increase content rankings, while the quality of content suffers across channels. Invest in a good content marketing strategy to build a solid foundation for ideation, creation, and execution. Having a strategy is the best tool to set you up for short terms and long-term success.
When your audience feels a sense of belonging it’s an emotional response to your content that is the final pull to purchase. Building community, nurturing connections, and creating a safe place for your audience is a massive marketing opportunity but also a great way to take pride in the brand or business you create.
#2 SEO Helps your content get found
SEO is important but quality content should always be the goal. Without quality, your SEO is virtually meaningless as audiences scroll away to a more informative blog or social post.
Keywords are the foundation on which all your SEO efforts are built. By using the right keywords, you rank higher on search engines, increasing your brand visibility.
Using the right keywords also creates a connection with your customers because you give them exactly what they are looking for, and they won’t have a reason to visit competitor blogs.
Finally, when you invest in relevant content and apply SEO, your content appears in front of millions of potential customers every year. While not all will click on that content, at least 25% of them will do.
Assuming that your content creation team puts in the effort to make the content helpful to your readers, a good number of people will view you as a thought leader and a source of credible information.
Most of those people will turn into customers and refer others to your business. 67% of audiences convert after reading a blog post; that’s not a statistic to ignore in any business. Remember that Amazon loves off Amazon traffic. So give that algorithm and others the SEO content it seeks!
#3 Google likes content too!
Everybody wants to rank on the world’s largest search engine. So, while you can’t woo Google with traditional gifts like flowers and candy, you can do one better.
With Google, content is the real winner; but not just any content but quality content. Google’s obsession with providing users with great search experiences means putting more effort into the content you produce.
Even if you incorporate SEO practices, things are changing drastically. SEO has evolved to a point where search success goes beyond incorporating keywords into your content.
Today, search success largely depends on how well content does and how relevant it is. Google reviews content, assesses its relevance and determines whether your content delivers what your headline promises.
For that reason, use keywords effectively in your content copy. Focusing on 1 or 2 keywords and avoiding keyword stuffing are good practices.
Using so many keywords so many times in your content won’t do a thing when it comes to ranking. Such outdated practices might just see your content pushed to the very last end of the line.
And even when using keywords, ensure that you stick to the topic, so your content provides advice related to the headline.
#4 Content can increase sales in your Amazon FBA private label brand
The whole point of content marketing is to increase brand visibility, which increases sales.
But the truth is, a majority of your customers will not be ready to buy from you the moment they hear about your brand. Customers go through a buying process before they can commit to a purchase. The smaller the product, the quicker this process is. The content you create should focus on these stages.
- Awareness stage: The person is aware that a problem exists but isn’t looking for a solution yet. At the awareness stage, your content should focus on their pain points. So, at the awareness stage, your content should mainly be educational or how-to advice. Don’t bombard them with sales pitches early on. Instead, save those for the closing or consideration phrases.
- Consideration stage: The potential customer is already considering finding a solution for the problem. So, the content you produce needs to take a hybrid route where you offer helpful information with bits of marketing. Educate your readers on things like features to look for and how these features will address their current needs. Here’s the thing, though; don’t just produce generic content but let it focus on what your business offers.
- Closing stage: The person has already decided to purchase a product that can address their needs. Your primary goal is to convince them that your product is precisely what they need. At this stage, focus primarily on sales while still trying to drive home why you are not only their best but the only choice. But don’t tell them repeatedly how great your products or services are. Instead, talk about your knowledge, expertise, and the differentiating factors of what you’re selling.
A well-constructed marketing strategy should bring your potential customer a step closer to purchasing your product. So, aim at building a relationship with them the moment they land on your web page.
#5 It helps you grow a social presence
A customer who finds your content valuable becomes a potential advocate for your brand.
Social media marketing helps build a community around your brand that lasts throughout its lifetime. Your readers will ultimately follow you on your available social media platforms if you have great content. This way, they can stay up to date with future content you produce.
Most of these readers will share your content with their friends on social media, exponentially growing your social media following over time.
Why is a Content Strategy Beneficial?
A good content strategy will help you plan and execute compelling content for the right audience. A content strategy involves planning, creating, and executing a content plan of action and distributing the same.
The main goal of content is to help you understand your audience while offering value-packed information. A content strategy essentially helps you map out a consistent plan of action for the content you create.
With a content strategy, you know what information to share, when to share it, and the specific demographic to target.
Here is a basic overview of what’s included in a content strategy:
- Audience Targetting
- Content Audit
- Content Pillar Planning & Organization
- Research & Ideation
- Publication & Management
- KPIs & Assessment
A content strategy can differ slightly, but the overall purchase is to understand your audience, create content specifically targeting that audience and track and measure your results. An added benefit of a content strategy is that it operates like a well-oiled machine where you the business owner can feel less content chaos and develop content clarity that is remembered by people across channels. It’s the strategic development and execution that so many people skip thinking it’s not necessary–but it really is the foundation just like the Amazon lisitng is the foundation to your sales on Amazon.
As of June 2022, 63% of the world’s population are internet users. That’s five billion people around the globe accessing different types of content every day. In today’s digital world, traditional marketing efforts rarely work.
E-commerce businesses have turned to online marketing for brand visibility that pushes their wares. Content marketing is at the top of the marketing strategies you can use as an Amazon FBA seller.
With stiff competition in the e-commerce space, there is an urgent need to re-evaluate your marketing strategy. Holding off on content marketing is doing your brand a massive disservice. Saying content is not important is dismissing the reality that content can take your business from unknown to viral overnight.
Let content marketing be a part of your Amazon FBA marketing plan from the beginning, rather than a last-minute desperate effort to save an already sinking ship.
Are your Amazon sales in a slump? Don’t wait until it’s too late. Get content marketing and strategy help today. Contact us for a free content strategy call.