Retail competition is stiff and businesses selling simply on price or selection will find themselves in head-to-head competition with massive sellers like Amazon and Walmart.
For many ecommerce businesses, the best way to sell more products may be to provide a better customer experience.
And content marketing — the act of creating, publishing and distributing content with the aim of attracting, engaging, and retaining customers — can be one of the best ways to provide a better customer experience.
For October, consider engaging your audience of shoppers with helpful and informative articles or videos about Halloween, Christmas gift giving, winter preparedness, cookies, and manufacturing.
1. Halloween: Oct. 31
In 2016, about 170 million Americans celebrated Halloween, collectively spending $8.4 billion on candy, costumes, decorations, and more, according to the National Retail Federation.
For your 2017 content marketing, this scariest of holidays is an excellent opportunity to connect with potential customers and offer some helpful how-to articles or videos aimed at Halloween celebrations.
Here is an example. Just about half of American consumers will decorate their yards for Halloween, again according to the NRF. So it makes good sense that home-supply store Lowe’s has 50 Halloween-related do-it-yourself articles on its site, including one that describes 14 different ways to carve a pumpkin.
Your Halloween content might focus on anything from do-it-yourself costumes for dogs to what food to serve at a Halloween party.
2. Christmas Guides and Tips
For many retailers, the Christmas holiday season will be the busiest time of the year, as consumers collectively spend nearly $700 billion in the United States alone.
Image: Rodion Kutsaev.
Some of these gift-giving shoppers will know exactly what they want to buy, but others will welcome your advice.
For your October content marketing campaigns, begin to publish specific Christmas gift guides that correspond to the products you sell…