Content Marketing

Carefully crafted, purposeful content that creates impact and builds brand recognition. Our approach to content marketing is plain and simple: create content that users will use.

What is content marketing?

We think this defines it nicely:

“Content marketing is relevant and useful storytelling that captures the interest of your specific audience and helps them solve their problems.”
Search Engine Journal

Content marketing works. And it’s being used by everyone from small business owners to the largest eCommerce retailers. In a world of spam emails and disruptive ads, content marketing can provide consumers with valuable content—content that makes them stop, think, and take action.

Think of it this way; 80% of searches on Google are from real people seeking answers to real questions. Understanding how to connect those questions to your business and then create content that provides the answers is crucial to any successful content marketing strategy. increase their brand recognition and impact their overall web presence The end result? More visibility in search and more inbound traffic feeding into your sales funnel.

Why content marketing matters for eCommerce

→ Educate your potential customers and prospects about the products and services you offer

→ Convert more one-off purchasers into loyal customers

→ Connect with your audience to show them how your products and services solve their challenges

→ Create a sense of community around your brand

→ Increase conversions – enquiries, sign-ups, sales

Content marketing and SEO

Content and SEO go hand-in-hand. Without one, your efforts on the other are seriously diminished.

E-A-T (Expertise, Authority & Trustworthiness) To rank well on Google, you need to nurture your brand by building its expertise, authority, and trustworthiness — exactly what E-A-T stands for.

This means focusing on quality, relevancy and shareability so search engines see you as providing value for your audience.

Search engines love high quality, well-targeted content that offers value to your audience and will reward you for it with better rankings on search engine results pages.

Let’s talk content

A good content strategy delivers great results and improves your SEO:

→ Brings new visitors to the site, increasing traffic and boosting conversions
→ Improves your search engine performance by signalling to Google that your website is relevant to your target audience, and has trust and authority
→ Creates evergreen content that can be updated and reused
→ Increases brand awareness to broaden your audience reach
→ Gets more relevant, authoritative backlinks to your website through social sharing and outreach
→ Creates engagement from relevant influencers in your industry across multiple digital channels

Example: Tile Giant

Our client Tile Giant sell tiles directly to consumers. Which means a DIY guide to tiling your bathroom in blog and video format is a good way of providing genuinely useful information to potential and existing customers alike. 

By creating one guide, we made it work hard to create value for their eCommerce store:

→ Captures potential customers searching for help in Google or YouTube

→ Included in email to customers who’ve purchased bathroom tiles or ordered tile samples 

→ Earnt backlinks from industry blogs & influencers who wanted to direct their own followers to good, useful content 

Our content marketing process

1. Audit & objectives

We’ll take a look at your current content marketing strategy (we won’t judge if you don’t have one!) and compare with it what we know works in our experience. We can then start setting objectives as we plan the ongoing strategy.

2. Competitor analysis

It’s always a good idea to take a look at what your main competitors are doing – good or bad. This includes looking at who they’re targeting, what type of content is or isn’t working for them and opportunities for you to gain a competitive advantage.

3. Content strategy

Once we’ve agreed our objectives, we can start to craft an engaging content strategy that boosts brand advocacy and reaches new audiences.

4. SEO research

Our content team works hand-in-hand with our SEO specialist to understand searcher intent, find the right keyphrases and ensure that each piece of content is built on solid SEO foundations to give it the best possible chance of ranking in search engines.

5. Content creation

Then we get down to producing the actual content, writing and designing purposeful content with clear calls to actions. This can take many forms from videos and GIFs to infographics and blog posts.

6. Content promotion

Now you’ve got some great content, we need to give it wings and make sure people actually see it. This can include both paid and non-paid promotions across your website, social, influencers, email and third-party content publishers.

7. Measuring success

Creating monthly reports allows us all to see how our strategy is performing and where we can afford to dial up or down certain tactics to improve results. We also report year on year to see how well we are doing compared to the same period last year.

Why work with Kanuka Digital?

Kanuka Digital are a straight-talking digital marketing and web development agency who specialise in making eCommerce businesses flourish online.

✓ 10+ team of marketers, designers & developers with a passion for eCommerce

✓ Proven experience growing eCommerce companies from startups through to FTSE 100s

✓ Backed by iWeb, an award-winning eCommerce agency, with 20+ years experience

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