10-min content teardown: Shopify

Welcome to another content strategy teardown! This week, we're talking about Shopify. As always, we'll talk about its business model, then explore all of its content initiatives. To unlock this video, the rest of the series and so much more, check out Superpath Pro.

Summary:

(0:26) - Shopify has a complex business with multiple products and tools, so content is not their main marketing focus

(1:56) - The "Resources" tab on Shopify's website includes how-to guides, business courses, and a blog

(2:28) - The how-to guides are treated as evergreen content and cover core topics for small business owners

(3:07) - The blog includes meat-and-potatoes content and features anecdotes from customers

(5:51) - The blog includes content for both advanced users and those who have not yet started a business.

(6:39) - Shopify ranks for a large number of keywords and has invested in tools to deliver on search intent, which may have internal links to content on the site

(8:12) - Free tools can be a good way to get users to sign up for a trial or freemium version, and there are SaaS tools and no-code options available to build them

(10:09) - Shopify's content is impressive but should be approached with skepticism, as what works for them may not work for everyone.