Apply the principles of content promotion

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According to Paul May , these principles are:

Plan. Spend at least as much time planning as you do on the actual promotion.
Segment. Expand the list of people you want to reach by segmenting your “content market.”
Get involved. Get involved in your community before you spread the word.
Automate. Automate those lower value tasks.


18. Build a fan base
Will Critchlow describes himself as a “huge loadrunner protocol list fan of email marketing” and states: “Strategically, I believe that (eCommerce) should build subscription lists : groups of people who are excited to hear what you have to say […] The best way to build these groups is usually a combination of activity (content production and community management) and channel (search, social).”



19. Implement email marketing
Avinash Kaushik is another expert who has joined the email marketing fan club . He himself has written a very comprehensive post on the subject, which includes analysis of email marketing campaigns, metrics and success stories. “If you are not thinking about the transformative nature of mobile in email consumption and engagement, you are making a big mistake,” he says.



You need to measure the effects of your work (or you'll be fooling yourself)
20. Observe the hierarchy of metrics
Dharmesh Shah talks about a “hierarchy of metrics” that should be measured. If you want to know if your content is increasing sales in your eCommerce, the “best” metric will be “ dollars in door ” (getting customers). If you can’t measure customers, measure leads (which is an indicator of future customers); if you can’t measure leads, measure visits (which is an indicator of future leads). But be careful, the further away you are from your end goal, the more dubious the metric will be.

Content Marketing Tips for eCommerce: Hierarchy of Metrics

“The motivation behind measurement is to find out what works and what doesn’t . Most of the time, we measure things that we think are indicators of the things we want. Because often, it’s hard to measure what we really want .”



21. Automate a custom report with only the specific metrics that matter to you
Measuring actions is fundamental to any successful e-commerce content marketing strategy. “Webmasters should only spend their time monitoring key performance indicators . This should be the basics,” says Annie Cushing .

Cushing also talks about the importance of automating this process: “When it comes to web analytics, you should create a reporting dashboard that pulls in the essential data (preferably using a Google Analytics API), so that it helps key decision makers see what they need to see effortlessly. However, too often, marketers don’t automate this process and do the same repetitive tasks week after week, month after month.”