For example, an online store that sells 4×4 truck accessories might produce content about backcountry riding. Why? Because people who hike in the backcountry probably drive four-wheel-drive vehicles. Hikers might need a vehicle accessory or two. Illustrator Art Work Consider the "Michelin Guide" series. Michelin, which sells tires, began publishing a series of hotel and restaurant guides around 120 years ago. People who stay in hotels and eat in restaurants likely drive there. Eventually, these people will need tires. None of these examples are product-centric.
Product content marketing starts with the item for sale. It's about props or 4x4 tires, not hiking, and the best restaurant. Product-centric content marketing requires keyword research. Seeds As with any form of SEO keyword research, start with the keywords. Illustrator Art Work For an e-commerce business, these keywords might be the names of their product categories. For example, if searching for seed keywords, a pet supply store might choose "dog food", "dog treats", "dog toys", "dog leashes", and "dog collars". for dogs", etc. These are the product category names for Menards, which sells pet supplies in addition to home improvement items.
Screenshot of Menard's pet categories web page If he was doing product content marketing for pet supplies, Illustrator Art Work Menards might start with category names as keywords. Similarly, an online retailer selling shoes might select seed keywords like “sneakers,” “loafers,” “boots,” and even “tuxedo shoes” for their product content marketing. These are the category names for Suitsupply. Screenshot of Suitsupply's category page for shoes. Suitsupply shoe category names are potential keywords for optimizing the organic search.