Create "findable" content to attract new customers

[Music plays] 81% of shoppers do research before they buy, 81%. We live in the age of the self-educated shopper. That's good news for you. Because when people are ready to buy something new online, they often search for the name of the product, how to use the product, or compare brands to find the best choice for them. Or they simply search for how to solve a problem they're having and look for a product that will make their life easier.

All this data, questions, phrases are collected by search engines. So, you know what to do – you can use this data to your advantage and create content that people are already searching for.

In this video, you'll learn how to expand your content strategy using search data.

Step one, do some research. Start by searching Google to see what types of content are already performing well in your industry. What’s missing? Use tools like Google AdWords, Analytics, Trends, or Answer The Public to find the words and phrases people are using to search for products in your industry. You’ll be able to see the content that’s popping up based on their search.

Does the content match the user's search queries or could you do better? Where can your content fill gaps? If you find keywords and phrases that users search for most often, but not necessarily the most frequently used, check the level of competition for those words. Because you can create content that fills those gaps in the market.

Which brings us to step three – creating your content. Your content pillars are a set of topics, specific sections or descriptions to sell your products that can be broken down into pieces. Each of these can help promote your business. Through blog posts, ebooks, videos, email campaigns. You get the idea.

You can use Shopify as an example of creating content pillars. Publishing entrepreneurial stories and product updates can serve as good business advice for small and medium businesses.

The final step when it comes to topics and content creation is to go big and wide. Think about all the ways you can create content that will help your customers understand why your brands or your products are essential to creating the life they want.

Before I go, I'll give you some tips to make your content easy for search engines to find. Use keywords (the ones you chose to create your content) in your titles, descriptions, metadata, and social signatures.

When you think about a new piece of content, first think about the value you want to convey to the viewer. And how you will deliver the value across different distribution channels. For example, the story of how you built your brand is best told on a blog.

You can create a quick TikTok or Instagram video that reflects your blog post. Write a teaser on Twitter with a link to your blog post. And use your posts in an email marketing campaign.

One topic, three distribution strategies, it’s all very simple, right? Creating a content strategy certainly requires upfront work. But it will pay off in the long run.

By following these steps, you will have a clear course of action to demonstrate the features and benefits of your products in a way that your customers can easily understand.

Thanks for watching.