Episode Title: Mastering Content Marketing for eCommerce Success with Raitis Purins

Guest: Raitis Purins, Head of Marketing at Printful

In this insightful episode of the eCommerce Marketing Podcast, Arlen Robinson hosts Raitis Purins, the Head of Marketing at Printful. Raitis shares his expertise in content marketing, SEO, and digital strategy, drawing from his extensive experience in the industry. He discusses how Printful has leveraged content marketing to drive growth and how other eCommerce businesses can develop and execute successful content marketing strategies.

Key Takeaways:

• Introduction to Raitis Purins and Printful (00:00:30):
  • Overview of Printful’s success and Raitis’s role in scaling the marketing team from 5 to 50 people.
  • Raitis’s background in digital marketing and his transition to Printful.
• Defining Content Marketing for eCommerce (00:05:20):
  • Content encompasses everything you put online, including text, images, and videos.
  • The importance of creating valuable content for customers.
• SEO is King (00:07:30):
  • SEO is crucial for content marketing; it’s about making sure your content answers people’s questions on search engines.
  • Creating content that is searchable and valuable to your audience to drive free traffic.
• The Three Pillars of Content Marketing (00:10:45):
  • Acquisition: Using content to acquire new customers by addressing their needs and interests.
  • Conversion: Crafting content that converts visitors into customers by emphasizing benefits over features.
  • Retention: Engaging existing customers through personalized content in emails, social media, and dashboards.
• Creating a Content Marketing Strategy (00:15:30):
  • Understand the jobs your product does for customers and create content that addresses those needs.
  • Develop content for each stage of the customer journey from discovery to conversion.
• Tools and Resources for Content Marketing (00:23:00):
  • SEO Tools: SEMrush and Ahrefs for keyword research and content optimization.
  • Platform Tools: custom custom WordPress websites websites for blogging and other content creation platforms.
  • Survey Tools: Regularly survey customers to get ideas for new content.
• Learning from Successful eCommerce Companies (00:28:50):
  • Example of Vat19, which uses YouTube to create entertaining and engaging content that drives traffic to their store.
  • Importance of leveraging unique content to capture audience interest and drive sales.

Guest Information:

• Raitis Purins
  • Head of Marketing at Printful
  • LinkedIn: Raitis Purins
  • Twitter: @raitispurins
  • Instagram: @raitispurins