Retail competitors is stiff and companies promoting merely on worth or choice will discover themselves in head-to-head competitors with large sellers like Amazon and Walmart.
For a lot of ecommerce companies, one of the simplest ways to promote extra merchandise could also be to offer a greater buyer expertise.
And content material marketing — the act of making, publishing and distributing content material with the purpose of attracting, partaking, and retaining clients — may be top-of-the-line methods to offer a greater buyer expertise.
For October, think about partaking your viewers of consumers with useful and informative articles or movies about Halloween, Christmas present giving, winter preparedness, cookies, and manufacturing.
1. Halloween: Oct. 31
In 2016, about one hundred seventy million People celebrated Halloween, collectively spending $eight.four billion on sweet, costumes, decorations, and extra, based on the Nationwide Retail Federation.
On your 2017 content material marketing, this scariest of holidays is a wonderful alternative to attach with potential clients and supply some useful how-to articles or movies aimed toward Halloween celebrations.
Right here is an instance. Nearly half of American shoppers will adorn their yards for Halloween, once more in line with the NRF. So it makes good sense that residence-provide retailer Lowe’s has 50 Halloween-associated do-it-your self articles on its website, together with one which describes 14 alternative ways to carve a pumpkin.
Your Halloween content material may concentrate on something from do-it-your self costumes for canine to what meals to serve at a Halloween social gathering.
2. Christmas Guides and Ideas
For a lot of retailers, the Christmas vacation season would be the busiest time of the yr, as shoppers collectively spend almost $seven hundred billion in america alone.
A few of these present-giving buyers will know precisely what they need to purchase, however others will welcome your recommendation.
In your October content material marketing campaigns, start to publish particular Christmas present guides that correspond to the merchandise you promote in your retailer.
When potential, attempt to have an editorial hook in your content material relatively than simply publishing an inventory of merchandise. For a considerably unorthodox instance, see TheStreet.com’s “Mistress Present Information.”
three. Winter-is-coming Content material
One other content material-marketing focus for October might be on getting ready for winter. Listed here are some instance article titles or video subjects you may select.
- A males’s clothes retailer might publish “Three Methods to Put on Winter Coats.”
- An internet jewellery store may submit “5 Chilly-climate Jewellery Care Tricks to Hold Your Gems Glowing.”
- A kitchen provide retailer might write “7 Ideas for a Nicely-stocked Winter Pantry.”
Inspiration in your winter-associated content material might come from established publishers, properly-recognized retailers, and even on YouTube.
Lastly, keep in mind to offer your content material just a little “tilt,” that particular one thing that differentiates what you publish from every part else obtainable.
Because the Content material Marketing Institute places it, your tilt shall be your “distinctive perspective in your content material area of interest.” And will probably be your tilt that may hold your viewers coming again.
Watch Eric the Automotive Man clarify the right way to winterize your car and see for those who assume he has a singular tilt. Is he somebody you'd watch once more? Why or why not?
four. Nationwide Do-it-yourself Cookies Day: Oct. 1, 2017
There are a selection of distinctive holidays in October, together with Nationwide Do-it-yourself Cookies Day.
It will appear it isn't sufficient that People will eat truckloads of sweet on Halloween, the final day of October. They need to additionally eat gentle and splendidly chewy cookies on the primary day of the month.
Maybe probably the most direct method to make use of Nationwide Selfmade Cookies Day in your content material marketing is to easily supply your greatest recipe or recommendation.
For instance, Ashley HomeStore, a furnishings and residential decor retailer, revealed “5 Ideas for Nice Do-it-yourself Cookies” to commemorate this vacation in 2015.
5. Nationwide Manufacturing Day: Oct. 6, 2017
My remaining content material advertising concept for October focuses on manufacturing.
Nationwide Manufacturing Day was created with the goal of each informing shoppers concerning the significance of producing of their communities and galvanizing new manufacturing companies.
For retailers, this could possibly be a superb alternative to showcase suppliers and talk about how and the place merchandise are made. The main target could also be on the manufacturing course of, on the individuals who personal or function the manufacturing enterprise, or on why a retailer selected a specific provider. Additionally it is completely acceptable to use a little bit of storytelling flare.
Males’s attire retailer Mr. Porter, for instance, does a masterful job of showcasing its suppliers in fascinating methods.
For different inspiring examples from Mr. Porter, see:
- Constructed to Final, about shoemakers.
- By Walid, up-cycled bombers and sweatpants.
- Mr. Barnaba Fornasetti, a candle maker.
- New to Us: William Lockie, cashmere.