/ Jason DePietropaolo -

Online marketing has taken quite a few leaps forward in the past year or so due to the increased presence and availability of robust tools. These tools bring advanced analytics and other features into the hands of business owners and managers everywhere. One of the more under-the-radar examples is a marketing calendar. Marketing calendars are perfect for helping you plan out the content for a content marketing campaign. In this post, we will give a quick overview of content marketing and then show you how a calendar can help you organize the marketing you do for your ecommerce store.


What is Content Marketing?
If you don’t know what content marketing is, then now is a great time to learn. Content marketing is a popular form of online marketing that has a lot of attractive SEO benefits. It involves creating and publishing content related to your industry on a regular basis. This content needs to be good enough to attract attention for its own sake, with the idea that it will bring in a lot of views and social media engagement. Not only is this good for SEO, but it can also increase the reputation of your brand. The most common form of content marketing is to add a blog to your ecommerce website. This is simple, relatively easy, and low-maintenance. For that reason, content marketing is nearly synonymous with blog writing. Content marketing is now one of the most important steps you can take to improve your SEO because so many ecommerce sites are doing it. If you do not also have a blog, you risk being left behind.

How To Do It
Successful content marketing depends on a steady stream of good content. The content should not only be buying guides for products in your store or facts about the items you sell. It needs to be genuinely interesting. In other words, think of your blog as something that people would want to read even if your store did not exist. Try to connect it to the general area that your ecommerce store covers. For example, if you sell fishing rods, you could have a post about how different choices of bait and lure work best with different kinds of rods. Another post could discuss some hidden gems for a certain type of fishing. These are posts that a fishing hobbyist would like to read.


Content Calendar

As you can imagine, it can be fairly difficult to keep track of all the content. That’s where the calendar comes in. You can use it to plan out the content that you will write a long time in advance. That is a big advantage because usually your content will not be dependent on current events. You can afford to plan out a few months in advance without losing relevance. That’s because you need to strive for evergreen content. There are a few different approaches you can take to scheduling. You can write up posts beforehand and use the calendar to remind yourself when you want to post them. Or, you can write them day by day and have the calendar just be a list of topics or themes you want to write about. Either way, you are providing some structure to your posting. That is much easier than just trying to sit down and write fresh. Note that you do not need to post something new every single day, but you do need to be consistent. That’s another reason to have a calendar to help you out. You can get yourself on a regular rotation so that your readers know what to expect and so that you can prepare.

The bottom line is that if you want to give yourself an SEO advantage, content marketing is an important part of accomplishing that. A content calendar is a highly useful tool to keep you on track for your posting. Moreover, many of the good ones are free to use, so it doesn’t even cost you any more money. You just need to commit to using it. If you have the time, you can even try to coordinate your posts with other marketing campaigns. That could give you some synergy that produces more traffic. Failing that, the calendar can also help you manage your social media shares. It’s important to share and reshare old posts a few times to get them a lot of exposure, and a calendar can help you do that without overexposing your content or undersharing it. You might be surprised by all the creative ways you can use a calendar once you have one, so this is a good time to get started.

Jason DePietropaolo
Jason is an e-commerce expert who while operating VitaminPartners.com saw a need for commerce automation and decided to launch ChannelApe to accomplish his goals.