It's undeniable that the eCommerce industry is thriving and making our lives easier.
You may have noticed the abundance of alluring product advertisements on your social media, YouTube, or other websites as you browse them.
Some may be a complete annoyance, while others intrigue you enough to click the link and immerse yourselves in online shopping. But if we are honest here, what leads us to believe the advertising is compelling content that grabs our attention and convinces us to order that book or kitchen knife from Amazon.
For example, if you click a link to an ad on YouTube, it's mainly because you find the video helpful and entertaining. So you have no qualms about adding that office table to your Amazon cart to spruce up your home office.
So it's clear now that content marketing is now a driving force behind successful e-commerce giants in today's digital landscape. However, with competition from over 24 million ecommerce websites worldwide competing for online attention, you need content that convinces a consumer with hundreds of options to buy from your store. That's where ecommerce content marketing comes in.
What is eCommerce content marketing?
Ecommerce content marketing is a marketing approach that uses content to attract, engage, and convert online shoppers. This involves creating and distributing valuable, relevant, consistent content to attract and retain your target audience. So from those efforts, you can drive profitable customer action like signing up for your newsletter, liking your social media pages, or buying your products.
Several different types of content marketing can be used for eCommerce businesses, like :
Blog posts
Blog posts are an excellent opportunity to show potential customers your expertise and knowledge. For example, Apple publishes blogs that discuss industry trends, share product reviews, and provide tips on using their electronic products and new product releases.
This is also an easy way to promote your products or services and drive traffic to your website without overly promoting yourself.
Product Descriptions
Product descriptions highlight the features and speak to the benefits and value the product provides customers. For example, suppose you buy Nike men running shoes on Amazon.
In that case, they usually have product descriptions highlighting the shoes' cushioning, durability, and breathability while explaining how these features enhance the runner's performance and comfort.
Buyer's Guides and How-Tos
These are helpful guides and how-to content to help potential customers make informed purchase decisions.
Social Media Content
Online businesses can use social media to showcase product images, share customer testimonials, run contests or giveaways, and provide exclusive offers to their followers.
For example, online fashion stores like H&M use platforms like Instagram to post pictures of customers wearing their clothes and encourage others to share their fashion-forward looks using a specific hashtag.
Video Content
Videos can be highly effective in eCommerce content marketing as they engage, educate, and entertain the audience. We see this in various eCommerce businesses such as dropshipping stores, or Amazon stores, that create product demonstration videos, behind-the-scenes footage, tutorials, or customer testimonial videos.
For example, beauty brands like Mac and Fenty Beauty pay influencers to create videos showing how to achieve different makeup looks using their products. This type of content showcases the products and provides value to the customers. This type of influencer marketing is very popular among people wanting to start dropshipping for free or at a low budget as it costs way less to pay an influencer rather than investing in large ad campaigns.
White papers
White papers are long-form content that provides in-depth information on a particular topic. They are a great way to establish your thought leadership and generate leads. For example, this Samsung white paper they recently published educating consumers about 6G.
eBooks
eBooks are another way to provide in-depth information and promote your products to customers.
Infographics
Brands often use infographics as a way to present complex information visually appealingly. They can also be an effective tool for consumers' education while promoting your products or services.
How Does Content Marketing Benefit Your E-Commerce Business?
But why is ecommerce content marketing so important? Let me put things into perspective for you; this Content marketing institute 2021 content management & Strategy survey says that business owners now consider content a business strategy. Why? Because 81% of respondents in the report admitted their organization sees content as a seriously profitable business strategy, up from 72% in 2020.
And this means if your company is doing or does this, they too can benefit from this approach. So this is a call to business owners that content marketing equals opportunities. Join us as we uncover content benefits that will transform your online business:
1. Builds Brand Awareness and Recognition
The best opportunity content marketing gives you is the power to reach customers without necessarily selling anything to them, especially with online methods. You can do this by employing various strategies to create and distribute valuable content that can attract, engage, and convert customers, ultimately driving sales. Here are some statistics and ideas to illustrate how you can get into their face without annoying them:
- Fight for the top spot on major search engines like Google: If you start a blog and publish helpful content as Google advises, you can help boost your brand's SEO presence by driving more backlinks and traffic to the website. This will help customers get more information about your brand without any salesperson interfering.
- Become an Authority: Publish high-quality content consistently. You can do this by following Google's EAAT standards, researching your customers, and always helping them with your content. They will be seen as an authority and often used as a reference in your industry.
- According to this 2023 SEMRush content marketing report, businesses prioritizing content marketing experience a 434% increase in indexed pages, directly contributing to higher visibility. For example, this US online gift-giving delivery service (Happy Box ) 10x-ed their revenue during Covid. When Optin Monk interviewed the founders on how they did it, they gave the following methods:
- An email list from day one– The duo sends entertaining stories or valuable emails to their customers. For instance, they send their customers fall drink recipes with products from their store.
- Creative about marketing– They make cute holiday marketing campaigns that work well for their gift business.
- Active on social media channels their target customers like and are busy engaging them.
- A captivating Happy Box story– one of the Sisters had a cute college break-up story they use as inspiration.
2. Increases Conversion Rates
In ecommerce, things are moving fast due to technological advancements like social media and mobile phones. That means consumers are bombarded with endless options and distractions, capturing their attention and driving conversion, which can be challenging. However, only savvy brands using the power of content to grab their audience's attention will get conversions. So just how effective is content in driving ecommerce conversion success? Let the numbers speak for themselves:
- According to a study by Demand Metric, content marketing generates three times as many leads as traditional marketing strategies at a fraction of the cost.
- According to recent data from the 2022 Content Marketing Institute Report, close to 30% of their respondents indicated that their organizations had achieved remarkable success with content marketing in the past year. This statistic demonstrates the continuing effectiveness of content marketing as a strategy for driving positive outcomes and highlights the significant impact it can have on businesses.
One brand I would encourage you to check out is REI, an outdoor retail giant whose content marketing strategy has been featured by a couple of prominent marketing publications. For instance, all REI features have been promoted as a brand that values community and trust. For example, In April 2017, REI launched the “Force of Nature” campaign to inspire women to participate in outdoor activities and bridge the gender gap in the outdoor industry.
The campaign included various activities, such as introducing new REI Outdoor School classes and REI Adventures trips and providing a $500,000 fund for projects supporting women in the outdoors. This campaign received positive feedback and was recognized as a successful example of content marketing by marketing publications.
3. Improves Engagement Rate
Ecommerce brands can effectively connect with their target audience by creating and delivering valuable and relevant content, ultimately boosting engagement. Here are a few strategies and statistics highlighting content's power in driving engagement.
Storytelling That Resonates: Brand storytelling is a powerful tool for creating emotional customer connections. By sharing stories that align with their values and aspirations, ecommerce companies can captivate their audience. One brand that would be a great example is Warby Parker’s brand story.
The founders, who are four friends, tell the story of how the company was founded because they were frustrated with the high cost of glasses and the complicated buying experience. So their brand intended to make the process more enjoyable and pocket friendly for customers. This human connection has helped them get into the hearts of their customer base without being overly salesy.
User-Generated Content: When customers can create and share content about products from your store, that’s another effective way to boost engagement. This Stackla Research shows that 79% of people would highly rely on UGC to make a purchase. Brands like GoPro have successfully leveraged user-generated content to create a community around their products. They feature videos and photos captured by GoPro users and post them on YouTube and other channels. They do cash and product giveaways from there to drive engagement and inspire others to share their experiences.
Through storytelling and user-generated content, ecommerce brands can enhance engagement levels and build stronger customer relationships. The key is to create content that resonates with their audience and encourages active participation.
4. Generates Traffic, Leads, and Sales
Home Depot has effectively used content marketing to generate leads, sales, and traffic. One of their key strategies is to provide engaging and informative content that their target audience finds valuable. They consistently create how-to guides, instructional videos, and blog posts that answer common questions and solve common problems about home improvement. This content attracts visitors to their website and positions Home Depot as an authority in the home improvement industry.
Here are some of the specific ways that Home Depot uses content marketing:
- How-to guides: They have got a lot of guides on various topics. From installing a new faucet to building a deck. These guides are written clearly and concisely and often include step-by-step instructions and photos or videos.
- Instructional videos: Home Depot also has instructional videos on various topics. These videos are often more engaging than how-to guides, and they can be a great way to learn new skills or see how to complete a project.
- Blog posts: Home Depot publishes blog posts on various topics related to home improvement. These posts often cover new products, trends, and DIY projects.
So Home Depot is a great example to follow if you want to use content marketing to grow your business. Because if you provide engaging and informative content as they do, your target audience will find you valuable. Therefore you can attract visitors to your website, generate leads, and increase sales.
5. Builds Customer Trust and Loyalty
The power of content marketing can help ecommerce enterprises foster unwavering allegiance from their clientele by enlightening and captivating them.
According to a comprehensive study by Stackla, 88% of consumers prioritize authenticity when choosing which brands to endorse. Therefore, producing content that radiates authenticity and flawlessly aligns with your brand's core values is imperative. Such an approach will facilitate a profound connection with your target audience, enabling you to forge enduring and meaningful bonds.
Patagonia, a renowned outdoor apparel manufacturer, epitomizes an enterprise that has masterfully employed content marketing to cultivate an unwavering fan base. The company's website showcases stimulating articles about ecological conservation, outdoor pursuits, and societal concerns aligned with its brand ethos. Patagonia adeptly displays its product range through this content and establishes an authentic connection with its audience based on shared values and interests. Consequently, this connection leads to elevated brand loyalty and engenders unwavering trust, resulting in sustained and lucrative sales.
Conclusion
In the bustling digital arena, standing out is no small feat. But, as we've explored, the power of e-commerce content marketing has the potential to transform your brand into a beacon amidst the crowd. Leveraging a range of diverse content types, from blogs and product descriptions to social media content and white papers, you can attract, engage, and convert potential customers.
The secret lies in consistently delivering valuable, relevant, and captivating content that builds brand awareness, fuels conversion rates, boosts engagement, and cultivates unwavering customer trust and loyalty.
So don't wait – step into the world of ecommerce content marketing today and witness the transformative power it can bring to your online business. Through your strategic efforts, you'll not only be participating in the thriving eCommerce industry but leading the charge.
Frequently Asked Questions
What is eCommerce content marketing?
Ecommerce content marketing is a marketing approach that uses content to attract, engage, and convert online shoppers. It involves creating and distributing valuable, relevant, and consistent content to attract and retain your target audience.
Why is eCommerce content marketing important?
Content marketing builds brand awareness, increases conversion rates, improves engagement rate, generates traffic, leads, and sales, and builds customer trust and loyalty.
What are some examples of eCommerce content marketing?
Content marketing in eCommerce can involve blog posts, product descriptions, buyer's guides and how-tos, social media content, video content, white papers, eBooks, and infographics.
How does content marketing build brand awareness?
Content marketing helps in fighting for the top spot on major search engines like Google and becoming an authority in your industry. It allows brands to reach customers without necessarily selling anything to them.
Can content marketing increase conversion rates in eCommerce?
Yes, according to a study by Demand Metric, content marketing generates three times as many leads as traditional marketing strategies at a fraction of the cost.
How can content marketing improve the engagement rate for an eCommerce business?
Brands can effectively connect with their target audience by creating and delivering valuable and relevant content, boosting engagement. Techniques include storytelling that resonates with the audience and user-generated content.
Can content marketing generate traffic, leads, and sales for my eCommerce business?
Yes, providing engaging and informative content like how-to guides, instructional videos, and blog posts attracts visitors to your website, generates leads, and increases sales. A good example of this strategy is Home Depot.
How does content marketing build customer trust and loyalty?
By producing content that radiates authenticity and flawlessly aligns with your brand's core values, you can establish a profound connection with your target audience, facilitating the formation of enduring and meaningful bonds.
How can I start with eCommerce content marketing?
Start by identifying your target audience and their needs. Then, create valuable, relevant, and consistent content that will engage this audience. You can use various types of content marketing, from blog posts and product descriptions to social media content and video content.
What should I avoid in eCommerce content marketing?
Avoid creating content that is overly promotional, irrelevant, or low quality. The content should provide value to your audience, be relevant to your products or services, and be high quality to stand out in the crowded eCommerce space.
What is the role of SEO in eCommerce content marketing?
SEO helps to improve the visibility of your content on search engines like Google, attracting more visitors to your website. By using SEO best practices in your content, you can boost your brand's SEO presence and drive more traffic to your site.
How often should I create new content for my eCommerce business?
The frequency of content creation can depend on various factors like your resources, competition, and audience preferences. However, consistent content creation is crucial for keeping your audience engaged and improving your SEO.
How can I measure the success of my eCommerce content marketing efforts?
You can measure the success of your content marketing efforts using various metrics, including website traffic, engagement rate, conversion rate, leads generated, and sales. You can also use customer feedback and reviews to gauge the effectiveness of your content.
How can I improve my eCommerce content marketing?
You can improve your eCommerce content marketing by continuously monitoring your performance, analyzing your audience feedback, and adapting your strategy based on these insights. You can also experiment with different types of content and marketing channels to see what works best for your audience.
What is the role of social media in eCommerce content marketing?
Social media platforms can be used to share your content, interact with your audience, and promote your products. They can also be used to run contests or giveaways and provide exclusive offers to your followers.
