Content Marketing for Retailers.
Whether you’re in the beginning stages of setting up shop or you’ve been in the retail game for years. Content marketing should be a big focus for you if you want to attract new customers and keep existing customers interested. Retailers have a powerful ability to influence buying behaviour with the content that they distribute. Without further ado, let’s get into the nitty-gritty of content marketing.
What is content marketing?
Simply put, “content marketing is the process of creating and distributing content to attract and retain customers.” By creating captivating content marketing, retailers can entice their audience to visit and buy from their website or physical store.
You may wonder, “what content should I be creating and distributing?” This is entirely up to you and your target audience.
First, ask yourself these questions to get a better understanding of what content to put out there:
- What gender is my target audience?
- What age are my target audience?
- What platforms is my target audience using?
- How can I reach my target audience better?
- What’s the best way to communicate with my target audience?
Focus on the demographic
The demographic of your audience will tell you a lot about what content you should be posting and where. E.g, The Gen Z demographic spends time on TikTok. Versus the Baby Boomers (older generation) who are on Facebook.
So, what are the current ‘on-trend’ forms of content marketing? Let’s dive into it 💥
This form of content marketing involves creating and publishing content on social media platforms to connect with wider audiences.
EDM Marketing:
Otherwise known as Electronic Direct Marketing. This form of marketing allows targeting larger groups of customers by sending direct emails. You can notify customers on your email list when new products, discounts, and other offers are available. You can also educate your audience and keep them engaged through this form of content marketing.
Blog Marketing:
Blog Marketing is another popular content marketing strategy. This marketing strategy uses blogs to reach potential customers through curating click-worthy readable content. Keywords are also a big focus of blog marketing. Brands can improve their visibility on Google with blogs through the use of internal linking and keywords.
Video Marketing:
Did you know 86% of marketers agree that video content is more important now, more than ever? By creating, producing, and sharing your video content, you can clearly communicate with your audience. The rise of TikTok and Reels has pushed video marketing forward in 2022.
Current retailers who are on top use a mixture of content techniques to reach their audience from varying angles. Let’s take Superette, for example. This is a kiwi brand that everyone is talking about! It’s no wonder; they’re killing their content marketing game! You’ll see Superette actively posting on platforms such as Instagram (both posts, Reels & stories), Facebook and TikTok. They also send X5+ weekly EDMS (email send-outs) to their customers!
Superettes Social Media
Here is a screen grab of Superette's Instagram Account. You can see where they put a lot of time and effort into their content. But what makes it so good?
Superette's target consumer uses the Instagram platform daily. This is why produce a multitude of high-quality content for this platform – and update it with 3 daily posts.
Superette has optimised their Instagram page with categorisations of what they sell, e.g, Fashion | Accessories | Homeware | Lifestyle - these keywords help their ideal customers find them.
Superettes Story Highlights are updated daily.
All stories are added to their categorised highlights.
Important posts are pinned at the top of their feed.
They actively create engaging Reels.
They have an active giveaway: this is so they can reach even more potential customers.
Content on their Instagram has been creatively curated for their audience.
How blog marketing can work for retailers.
Blog marketing is a content marketing strategy that allows you to better connect with your audience. You can use blog marketing to share opinions on various topics, to educate, show what’s on trend, or tell the back story of your brand.
Superette example blog:
As shown here, Superette uses blog marketing as a content marketing strategy to better connect with its target audience. As a powerhouse in the fashion industry, they discuss all things Fashion & Style, touching on the latest fashion trends, hotspots and must-haves. They’ve niched down and are focused on providing content that their ideal customer loves. With links through to their products - It’s like a virtual magazine enticing you to buy the entire time you’re reading it, but tastefully. You too can connect with your audience on a deeper level through blog marketing.
Improve your website's search rankings on Google by using keywords and links on your blogs. This is how you’ll put yourself in a better position online. If that seems like too much work for you? Not to worry, we write carefully crafted blogs on a daily bases here at Daily Digital.
For many small business owners, it can be difficult to decipher which forms of content marketing to delve into – but don’t be discouraged. Social media, EDMs, blogs and videos are just the tip of the iceberg of content marketing. Dip your fingers in all the pies to test what works best for you.
If you’re ready to upscale your business? Let us help you with Paid Social Media Advertising, Google AdWords and Social Media Management. We will help you grow your social media presence and deliver measurable results. We live and breathe creativity and innovation, we see ourselves as an extension of your daily digital marketing needs, helping increase brand awareness, leads, and sales.