Content marketing can be a major game changer for your eCommerce business, helping you attract and convert more customers across the funnel. Not sure how to get started with content creation? This blog post will illustrate 6 ways that e-commerce businesses can use content marketing. So, if you don’t know where to start, check out this guide to see how successful brands are using eCommerce content marketing to connect with their audiences.
What is eCommerce content marketing?
Content marketing in e-commerce is the process of creating and distributing content to attract, engage, and convert customers. The ultimate goal of eCommerce content marketing is to drive sales. But it can also build brand awareness, generate leads, and even generate customer loyalty and advocacy. Content marketing for eCommerce can take many forms. difference. Some of the most common forms include blog posts, product pages, emails, videos, and social media posts. Done well, eCommerce content marketing can be an effective way to grow your online store.
How can eCommerce brands benefit from content marketing?
E-commerce brands can benefit from adding content marketing to their marketing strategy in a number of ways. Perhaps most importantly, content marketing can help e-commerce sites build trust and credibility with their target audience. By producing useful, high-quality content, e-commerce companies can establish themselves as thought leaders in their industry and win the trust of potential customers. In addition to building trust, content marketing can also help eCommerce brands boost their SEO efforts and drive traffic to their website through organic search. Finally, content marketing can also help e-commerce stores increase their conversion rates. It can do so by providing potential customers with the information they need to make a purchasing decision.
6 Ways to Get Started with Ecommerce Content Marketing
There are many ways for an e-commerce website to reach its target audience through content marketing efforts. First, let’s look at 9 ways that successful eCommerce sites use the content. Then find out how this medium fits into your digital marketing strategy.
1. Create helpful tutorials and resources on your blog
One way to get started with eCommerce content marketing is to create helpful tutorials and resources. This valuable content can be used to educate your audience on topics they are interested in. By providing useful information, you can build trust and credibility with your audience, which can ultimately lead to increased sales. One brand that has locked down its blog strategy is the travel backpack brand Tortuga. Tortuga has shared travel tips, packing, and travel gear recommendations on her blog to increase brand awareness through search engine optimization (SEO).
In the article “Things to bring when going to Thailand“. Tortuga provides helpful tips for travelers to Thailand and naturally integrates the brand’s product as a luggage proposition. Once you’re done writing, you can get more out of your blog’s content by promoting it through social media, email marketing, and other channels.
2. Create information pages for products
Informational pages on your website are a must for any eCommerce business. They provide insights to your customers that might be too much for a single product page. They help convince customers who are hesitant to buy. And they can also add to your SEO efforts.
Some examples of informational pages you can create for your eCommerce site include:
- “How to use” page for your product
- Answers to frequently asked questions about products
- Glossary of words and terms related to your industry or product
3. Video product review
Product reviews are a great way to showcase the features and benefits of your product. By shooting a short video instructing your audience about the product, you can give them a feel for how the product works and what it can do. This is especially useful for products with many features that can be confusing when reading product descriptions and viewing still images.
When shooting a product review video, highlight the key features of the product and how to use them. You can also include a call to action at the end of your video to encourage viewers to learn more or buy a product.
4. Produce video tutorials tailored to your product
Tutorial videos are a perfect way to show your audience how they can incorporate your products into their everyday lives. They can be instructional videos that solve a problem, such as how to organize your home office. Or they can be instructional videos for inspiration, such as how to style a button-down shirt for spring.
Beauty retailer Sephora connects with its audience by sharing fall makeup tutorials that showcase products sold on the brand’s website.
These types of videos can be great for SEO. So don’t forget to optimize your videos for SEO by including relevant keywords in the title, description, and tags.
5. Share User Generated Content (UGC)
User-generated content is content created by users of a brand, not the company itself. This includes, for example, comments and reviews left by users on websites or images and videos uploaded to social media platforms. It’s a powerful tool for eCommerce brands as a form of social proof. So it can build trust and confidence in your products.
UGC feels more authentic than studio-generated content. So your audience can connect with it more easily. UGC is also extremely cost-effective as you simply reuse what your customers have created. You can encourage customers to share content on social media with specific hashtags or in product reviews. You can then use that content across marketing channels in your organic social posts, emails, paid ads, or on your website.
6. Set up an influencer marketing program
Influencer marketing may not be the first thing that comes to mind when someone says “content marketing,” but it’s a powerful avenue for content that shouldn’t be overlooked. Partners in your influencer marketing program connect with your audience through their content, whether it’s blog posts or social media posts.
To create a successful influencer marketing program, it’s important to partner with the right influencers for your brand. This means finding influencers who share your values and who will be able to authentically promote your products or services to their followers.
There are a few different ways to identify potential influencers for your brand. One way is to use social listening tools to see who is talking about your eCommerce brand or your competitors.
Any content your influencer partners create can be used in other marketing campaigns. And influencer-generated content is often cheaper than studio-generated content. So you spend less overall and earn more for your money.
These eCommerce content marketing examples are just the beginning. It’s time to create your own content strategy. Start with one or two channels at a time. Then you can effectively develop a strategy for each channel without spreading your budget too thin. What are you waiting for? Start creating and promoting content, which will help your eCommerce business attract new customers and increase sales.