内容营销在电子商务上的运用指南
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If you run an e-commerce site, you know it isn’t for the faint-hearted. Apart from the 900lb e-commerce gorillas who keep muscling in on your patch, you’re desperately trying to keep up with all of the new competitors that seem to spring from nowhere. And you definitely don’t need me to tell you that building links to product pages is hard work. Let’s face it – why would anyone want to link (naturally) to a product page anyway? It’s always been a tough ask. However, there has been a shift in recent years in the way e-commerce sites look. It can probably be traced back to 2012 when Google took the nuclear option. This change isn’t merely to make the site more pleasing to the eye (although that’s a bonus). It’s because savvy e-commerce retailers have realized that in order to sell more they need to engage more. And the best way to achieve that is through the use of e-commerce Content Marketing. What Exactly is E-commerce Content Marketing?
如果你有经营网店，你就知道那有多难。你需要密切留意那些都不知道从哪窜出来的竞争对手，保持行业优势。你当然也不需要我来告诉你让消费者点击商品链接有多难。尽管如此，网站除了变好看以外（这个是额外的好处）还是有很多的变化的。因为精明的网购平台意识到要让消费者有更多的代入感才能让他们买的更多。而增加代入感最好的方式就是通过电子商务内容营销。那究竟什么是电子商务的内容营销呢？
Click here to view the Definitive Guide to E-commerce Content Marketing
The principles of e-commerce don’t change. You just want more folk to buy more of your stuff, more often. Maybe that’s why most e-commerce websites share similar characteristics. You know—heavy on the product, light on the content. After all, that’s what e-commerce websites are supposed to look like aren’t they?
But take a look around you. Some of the top online retailers are moving towards a much more content focused approach.
Compare the 2010 version:
电子商务的核心原则是没变的。你想要更多的人，买更多你的商品。或者这也就是为什么电子商务的网站看起来都差不多，它们有不少共同点。你也应该留意到，点进去都是满屏的商品，很少关于咨询内容类的东西。毕竟这也是电子商务网站原来的样子。但是再仔细看看，逐渐有一些在行业领先的电子商务网站越来越往内容方向发展。
下面是2010网购网站案例，跟2016年的版本进行对比；
2010
2016版本
That hasn’t happened because they want to create a warm, fuzzy feeling. It’s happened because it’s good for business. Creating engaging, fresh content helps them build and maintain relationships with existing clients as well as reaching out to a new audience. The reason? It’s simple.
变成这样的原因不只是因为网购网站想营造轻松愉悦的氛围，这样做的原因是这对生意有帮助。增加代入感，通过新奇的内容使旧用户增加粘性和拉来新用户。
E-commerce Content Marketing hits the sweet spot where link building, blogging, social media and even paid search all meet. It’s about building authority and claiming backlinks naturally and consistently. It’s about engaging more deeply with your target market and amplifying your message via social media.
通过博客、社交媒体、付费搜索来进行内容市场营销，能持续自然的吸引用户并且扩大网购网站的影响力。
So, rather than focusing all of your effort to get your visitor to the checkout page (level of difficulty: hard) it’s more about focusing on your ideal client and their needs so you can invite them into the top of the funnel (level of difficulty: easier). It’s a shift from being a pushy salesperson to a safe pair of hands.
The other really important point to bear in mind is that this type of content has a long afterlife. It can work for you year after year, helping you build authority, backlinks, and an engaged audience on social media. But it doesn’t need to be complicated or expensive. It’s something you can master, and here are the rules of the game.
因此，除了尽力让浏览用户点击查看按钮意外，更多将精力放在你的核心用户傻姑娘，他们的转化会更为简单。这由一个咄咄逼人的销售转变为贴心服务型的网站。
First Up: You Need a Plan
* Some people love plans more than others. If you want to create a 100-page plan with graphs and statistics then don’t let me stand in your way. But if you’re like me and you prefer a more action based plan, then here’s what you’ll need: • Content goals: What are you aiming for? Backlinks, social shares, followers, subscribers? What you’re about to learn covers all these bases. Just think about it up front and identify the long game you want to play.
* Influencer list: You’ll need some help with the heavy lifting. Your influencers are going to be key in this so you’ll need a list of them whether they’re established A players or the up and coming blogging stars of tomorrow.
* Buyer persona: Who is your ideal client? What’s their name, where do they live, what are their interests? Creating a buyer persona is going to dictate the type of content you’ll create. If necessary create several to cover different types of buyers.
* Buyer’s journey: Typically the buyer’s journey covers three phases: I have a problem, need or desire (awareness). What are the options available (consideration)? I’m going to make a purchase (decision). This may not be a linear process, but understanding these steps will help you craft the best content.
* Content calendar: Don’t leave it to chance. Commit yourself to creating content. Put it in a calendar to keep you focused.
* Content distribution (outreach) plan: Posting to your own site is easy. But you’ll also need to have a target list of external sites to get published to. This will keep you focused.
* Content repurposing plan: Content takes time and money to create. Breathe new life into your existing content by repurposing it and getting it in front of a new audience
• Content optimization plan: Regardless of your content goals, EVERY piece of content needs to be optimized for maximum effect Visitors vs. Buyer
第一步：制定计划
你的目标是什么：点击转化？社交分享？更多粉丝更订阅。
影响力定位：网购网站的影响力是有限的。需要用什么类型的大号还是名人来进行发布是需要衡量的。
买家画像：理想的用户是什么样的，爱好生活都是怎么样的？刻画不同的买家画像来囊括不同的消费者。
购物路径：一般购物路径分为三个阶段，消费者有需求或者有什么问题需要解决，然后目前市面上有什么样的选择（考虑过程中）我要买什么（决定）。整个过程可能不是线性的过程，但是理解这些能帮助更好创作内容。
内容创作日历：将一切派上日程
内容发布计划：在自己网站上发布简单，但是你也需要有一些列的目标网站共同发布。
内容重新发布：创作内容是需要时间和花费的，所以可以根据流行资讯对内容进行重新改造然后进行发布，来吸引新的用户。
留意内容营销的转化率：不管内容营销的目的是什么，需要将每次营销利益最大化，优化浏览跟下单的比例。
What’s better—10,000 uninterested visitors or 1,000 motivated and engaged visitors?
Give me the 1,000 motivated visitors any day of the week. The trouble is, people often focus purely on getting more new visitors through the door. Now that’s great and don’t let me stop you from focusing on traffic. It’s just that the type of content we’ll be looking at is great whether you want to increase traffic or increase conversions.
Let’s have a look at them in turn.
1万个不感兴趣的访客和1千个受影响的访客，哪个更好？
Authority Content for Traffic and Backlinks
For these content goals you’ll probably need to spend as much time on your outreach strategy as you do on creating the content in the first place. In fact, if the content is really good and you have a large number of influencers, then the outreach is going to be an ongoing process. Fortunately, there are several proven content formats to choose from. Here they are:
Definitive/Ultimate Guides
Well written, expert insight into a particular area of specialization. Between 5,000 to 20,000 words in length, this type of content is made for one purpose only—to establish you as the voice of authority.
内容营销不是一步到位的，很多时候发布了会有持续影响，如果你的内容够好喝粉丝够多，下面就是几个有效的内容创作模版：
用权威人士的角度进行内容创作和发布，来建立身份的可信度。
You’ll need to steer a course between going too broad (i.e. Definitive Guide to SEO) and too narrow (i.e. Definitive Guide to Anchor Text). Also, don’t limit yourself to just one guide—someone needs to be the authority in your niche and it might as well be you. But when you find that sweet spot you’ll be picking up backlinks with (relative) ease.
One final point before we move on. Don’t be put off thinking it needs to be 100% original, groundbreaking research conducted by you. Think more like a museum or an art gallery. They don’t create the great works on display – they are great curators and that’s what you need to do. That doesn’t mean plagiarizing or copying. It means cross-referencing and linking to authority content.
Guest Blogging
The reports of the death of guest blogging have been greatly exaggerated. Let’s face it; there are two types of guest blogging. One which is spammy and fairly easy to manipulate. An unholy hotchpotch of unrelated posts on a blog with little engagement. Article Marketing 2.0 you could say. The other type involves your influencers. Curated, cared for blogs where there is a common thread running through content which is high quality and which resonates with an engaged audience.
大V博客
一种是很广告的内容营销，直接在网站上放一些与之前内容不相关的内容。另外一种会是更加精细化运营的大V，平时的内容发布就跟营销内容隐性相关，这样的用户给予的反响会更大。
【时间不够，下次待续：P】