The secrets of the PC systems and components sector's success

The marketing sector can be a complicated place as new marketing tools and techniques are launched, almost on a weekly basis. Powered by The Drum Network, this regular column invites The Drum Network's members to demystify the marketing trade and offer expert insight and opinion on what is happening in the marketing industry today that can help your business tomorrow.

Caspar Rubin

The PC systems and components market has seen substantial growth over recent years. There are so many players, from informational sites which house reviews and forums and commercial websites who sell the desired items. Regardless of service, each provider should have a detailed content strategy.

Retailers and informational sites need to be aware of the organic market share of their sector, who their biggest competitors are and what techniques will provide them with the most worth. These intricacies must be tackled to ensure that their site is positioned in front of their ideal audience in this niche.

So how can retailers in this sector use digital marketing methods to gain traction over their competitors? Though some companies do have good website performance and decent market share, a wider strategy plan would benefit a lot of the sectors bigger players.

It has also become obvious that older retailers in this space such as Ebuyer, Scan, Overclockers and Novatech now face firm competition from Amazon – who may not have been as prominent ten years ago. So how have online retailers improved their offering to compete with behemoths like Amazon and YouTube? Looking at Zazzle Media’s PC and Gaming Sector Report, we can glean some crucial marketing takeaways:

The longer the content, the more shares it receives

Content between 500-1000 words long receive 770 shares on average. Ensure your content is optimised correctly and used in an accessible way to promote sharing and organic pick up.

Listicles perform well, but do not get social traction

Listicles peaked in 2015 and remained solid in 2016. This was the same for articles, but video boomed in 2016. Is your site using video to your advantage? Going forward into 2018, this likely will not change, so ensure your content is complying with trends, and be ahead of the curve to get the most traction.

Content on individual PC parts provides more shares and links

This plays into the hands of the commercial landscape. The devil is in the detail – your customers will not buy on impulse, so ensure all your content is useful and relevant to someone looking to buy, this is why forums and reviews will be effective.

Facebook is the best social platform to push content

There’s an average of 707 shares per piece of content. If you don’t use social, you need to learn to like it. It’s 2018 and you need to make the most of all available platforms.

PC Gamer receives the most referring domains for its published content

Articles are the most popular content type with regards to share count and number of referring domains.

If you are a part of the PC systems and components sector, you can discover what you can do to improve your performance by downloading Zazzles's full report by Sam Underwood and James Perrott.

Kirsty Daniel is digital marketing executive at digital marketing agency Zazzle Media

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