In August 2021, e-commerce and omnichannel retailers have many content marketing topics to choose from, including back-to-school shopping guides, informative e-books, MTV’s 40th anniversary, presidential jokes and items with an international flavor.
Content marketing is the process of creating content, publishing and promoting it to attract, engage and retain an audience of customers. Content marketing can help with search engine optimization and pay-per-click advertising.
Sometimes, however, it can be difficult to know what topics to discuss. Here are five content marketing ideas you can use for your business in August 2021.
1. Back-to-school shopping guides
In June 2021, the National Retail Federation surveyed back-to-school and college shoppers about the upcoming academic year. More than two-thirds (64%) thought school would be mostly in-person this fall. Additionally, about 26% of shoppers surveyed had already started looking online when planning purchases.
These results may point to a strong back-to-school retail season.
While your online store will almost certainly want to deploy ads and emails, don’t forget about content. For August 2021, create back-to-school shopping guides for every age group – from elementary to middle school, as well as for parents.
Guides should be specific to the industry served by your online store. For example, a store that sells household cleaning products might publish the “Definitive Guide to Back-to-School Stains and How to Get Them Out.”
This guide would include cleaners and, perhaps, cleaner bundles or kits for common back-to-school stains. A section of the guide could deal with how to remove grass stains from a soccer or football uniform. Another article might focus on removing mud from carpets.
2. The 10 times ebook
May 2021 be the month you do something amazing with your content marketing. Create an ebook related to products sold by your company that are 10 times better than any other product available.
And then use this ebook to drive site traffic, leads, and sales. This approach has proven itself. Consider BigCommerce, for example. The company creates excellent e-books and guides. He uses them for lead capture, but a B2C seller could easily use the concept to build an email list.
Next, BigCommerce creates lots of blog posts around the topic of the guide. Articles often pull content from the ebook.
Take this idea and apply it to your products. For example, an online store selling houseplants might create a 30-page ebook titled “The Ultimate Guide to Growing Plants in an Apartment.”
3. August 1: MTV turns 40
Music Television – MTV – was groundbreaking when it launched on August 1, 1981. Anyone old enough to remember MTV’s early days probably remembers watching hours of music videos playing back to back with little interruption. The channel changed a generation’s relationship to music. This explains the first video broadcast on MTV: “Video Killed The Radio Star” by the Buggles.
For your company’s August 2021 content marketing, use MTV’s 40th as a springboard to focus on 1980s nostalgia when it comes to your store’s products. You can do this in several ways.
If your business is music-related, consider the anniversary a story or analyze MTV’s impact on the industry. If your products aren’t music-specific, use MTV as a benchmark and compare its launch to your business or product popularity.
Here is an example. Say you have a direct-to-consumer brand that sells beard oils and beard grooming products. You could publish an article with a title of “Did MTV give birth to the modern bearded man?”
This article could analyze the top 100 music videos that aired on MTV in 1981, counting the number of men shown in the videos and calculating the percentage of facial hair. This percentage, which is close to zero, would be compared to the percentage currently appearing on MTV. The article could be funny.
If there’s a way to connect MTV’s 40th anniversary to beard care products, there’s probably a way to connect your products to the event as well.
4. August 11: Presidential Joke Day
If your business brand is casual, consider creating content for Presidential Joke Day on August 11, 2021.
For example, you could produce a video. Ask 10 employees from your company to tell a favorite presidential joke and post the combined video on social media or promote it via email.
If you need inspiration, read Andy Simmons’ article in Reader’s Digest, “17 Sick Presidential Burns to Steal on ‘National Presidential Joke Day'”, or Julia Davis’ article in Mental Floss, “9 Presidential Jokes for Presidential Joke Day”.
You will find jokes about presidents and presidents. Here is a line from President Eisenhower: “An atheist is a guy who watches a Notre Dame-Southern Methodist football game and doesn’t care who wins.
Finally, as you contemplate National Joke Day, take a moment to remember its origin. During a microphone check before delivering a speech on August 11, 1984, President Ronald Reagan said, “My fellow Americans. I am happy to tell you today that I have signed a law that will make Russia illegal forever. We start bombing in five minutes.
The “joke” was not broadcast live, but a recording was later leaked.
5. International content
E-commerce has made retailing international. And content also knows few boundaries. So, a blog post hosted on an e-commerce site in China, Germany, or the United States can reach customers all over the world.
In August 2021, aim at least some of your business content at an international audience. This doesn’t necessarily mean you need to make any major changes; instead, think of ways to include readers or viewers from outside your area.
For example, look at menswear retailer Mr. Porter. A recent article, “The Best Dressed Men of June 2021”, featured men photographed at events around the world.