GUEST & RESOURCES
- Tyson Stockton: Website // LinkedIn
- The Voices of Search Podcast: Email // LinkedIn // Twitter
- Benjamin Shapiro: Website // LinkedIn // Twitter
Join host Ben as he continues Holiday Triage Week with Searchmetrics’ VP of Services Tyson Stockton to talk content strategy. Together they discuss how to best choose the right content pieces and categories to maximize your ecommerce efforts heading into the holiday season.
Early holiday content that is expected to perform well is top-of-funnel editorial content like product guides, whereas bottom-of-funnel is expected to perform poorly. The prime categories users are searching for this coming season are home loungewear and home improvement equipment, videogames and home furnishings.
Your marketing efforts should begin to ramp-up mid-October and to start getting products in front of consumers. They may not hit the purchase button yet, but they’ll keep in you mind when they’re deciding who to buy from. Big ticket items like TVs are best to advertise for early, and should be the leading item in your shopping guide.