Content marketing for eCommerce client
One of our content marketing achievements as a digital strategy agency was getting a Featured Snippet and Rank in Position Zero for our eCommerce DTC bathroom appliances client. Not easy feat for a new brand entering the US market!
How did we achieve this?
We researched questions around the specific luxury appliances products that our client sells online - it was important that the title and the blog post content was addressing a specific question as that is necessary for Google’s Featured Snippet criteria.
We utilised the website , Answer The Public, as it is a great way to find questions your customer segment might be asking. Hence fulfilling user intent.
We knew high quality content was crucial. So we hired a former BuzzFeed writer for this piece of content who understood the importance of writing for readers first, and Google second. The article was entertaining, and both enjoyable and easy to read.
The article was in-depth (just under 800 words), covered the topic and question in detail, yet was also humorous with pop culture references.
We were pleased with our final result and it seems Google agrees! Something to note though, the article started ranking zero only in January 2021 yet it was written and published in July 2020. It takes time to see the results of a smart content strategy.
Another great piece of content we conceptualized & created was a video to utilize on their website and social media. Focus on brand awareness through visual content marketing aimed at their consumer segment (families and parents) .
The premise was simple (the execution not so much!) - little kids talking about why they like warm, dry towels. Filmed in their bathrooms, whilst holding or hugging a dry looking towel.
The psychology behind it was that the brand would be appealing emotionally to mothers who would then be intrigued enough to click through and learn more about the products.
This was the final result - family focused, heart warming, touching content that focused on the showing the benefits of their heated towel racks in a way that would appeal to the target audience.
