An Ultimate Guide on Ecommerce Content Marketing in 2022
“Communication is at the heart of e-commerce and community.” – Meg Whitman, President, and CEO of Hewlett-Packard
Ecommerce content marketing gives you an edge to seamlessly communicate with your customers and at the same time, stand out from your competition. A report from DemandMetric shows that 90% of companies use content for their marketing ventures. Ecommerce is a highly competitive sector and in order to stay ahead, you need to invest in the right strategies and techniques.
Digital marketing covers several areas, but one thing that holds it all together is, content. That’s right! Apart from being a cost-effective form of marketing, content is one thing that adds value to all your marketing strategies. Whether it is social media marketing or video marketing, both need a story (content) to engage your customers.
Great content creation and execution can produce outcomes such as brand awareness, product marketing, customer engagement, and lead generation. Truth be told, any digital marketing activity is incomplete without an apt content marketing strategy.
Simply put, content serves as the bread and butter for every brand. If you are not convinced yet, then stay with us to know what a perfectly executed ecommerce marketing strategy can do for your brand.
What Is Content Marketing?
Content marketing is an inbound marketing strategy used to engage and retain customers by crafting relevant content in diverse formats like blogs, articles, infographics, as well as sharing it with a targeted audience to build brand awareness, generate leads, and drive traffic to your website.
The goal of content marketing is to create unique, high-quality, and eloquent content that engages and attracts your target customers. In a nutshell, content marketing lets brands and marketers seamlessly communicate with their end customers by piquing their interest in their brand through selling subtly.
From the past few years, marketing has evolved. Rather than going head-over-heels with the products and services, marketers are using content marketing to provide information that not only offers value to the audience but also entertains them.
The vision behind content marketing is simple—consistently producing eloquent and valuable content without demanding anything in return.
Content excels in your marketing initiatives! From small scale business owners to large scale ecommerce retailers, everyone is making sure to increase their content marketing strategies and efforts.
Generate Strategic Advantage From Ecommerce Content Marketing
1. Generates Brand Awareness
A number of people are looking for your products, but the only problem is that they do not have any clue about your existence. The only way you can increase your sales and generate more leads is when you and your brand are heard, and this is possible by crafting content related to the products or services you offer.
Quality content helps in increasing brand visibility as well as building a sense of trust among your customers. Adding to this, it helps in carving your brand’s name on their minds, so whenever they think of buying something related to your industry, your website is the first thing they visit.
2. Drives Engagement Rate
The key to converting your target audience is by engaging with them, and content marketing plays a quintessential role in this arena. With the help of content marketing, you can let your clients know what your business is all about, how your products are essential for them, and why they should invest in you.
With the right content in place, you can begin to interact and engage with your audience by encouraging them to comment or share your articles, infographics, or tutorials. It boosts your odds of generating a higher engagement rate, and at the same time, of converting your leads to loyal customers.
3. Increases Return on Investment (ROI)
Content drives three times more leads and costs 62% less when compared to outbound marketing strategy. So, why does content produce more leads and higher ROI? The answer is simple—it works for the long haul.
Once you create content and market it on the right websites, it attracts the audience, keeps on generating traffic, and produces invaluable conversions. Moreover, content, especially when posted on your company’s website, can be edited. Based on new data and results, you can always modify the content to attract more people. Since it is a more cost-effective method than paid ads, the results produced are organic and possibly last for a long time.
4. Improves Customer Relationship
Apart from acquiring new customers, you need to devote equal time and effort to retain the existing customers to ensure repeat business. Content marketing plays an essential role when it comes to developing a long-lasting and meaningful relationship with your existing customers.
From simple to complex problems, you never know where your audience is stuck. Thus, producing content that can resolve your audience’s pain points will make your brand more trustworthy, resulting in stronger relationships with your customers. Besides, when your customers see that their connection is valuable to you, they can become your brand advocates too. They will talk more about you and your products, leading to increased word-of-mouth marketing for your brand.
Ecommerce Content Marketing Strategies to Entice Your Customers
1. Excite Your Customers With Quizzes
More than 88% of Fortune-500 companies use the Myers-Briggs Type Indicator test. Well, this shows that not only consumers but also companies love quizzes. The idea here is to attract customers by creating fun and exciting quizzes that make them talk more about themselves.
Once they are done with the quiz, you can use their answers to create customized offers that meet their needs. For example, if you are a cosmetic brand, you can ask them about the skin issues they face and then provide them with relevant advice.
2. Build Trust With User-Generated Content
One of the reasons user-generated content is popular among people is that they can connect with real people using your product. Consecutively, it also acts as word-of-mouth marketing, making your product users your brand ambassadors and generating social proof. Customer testimonials and feedback acts as a trustworthy stance that makes your target audience believe in you and your product.
For example, Louboutin, a renowned French brand, has used user-generated content to enhance their brand image. In 2018, they created a UGC campaign asking their customers to share their images on Instagram using the hashtag #somethingrouge.
3. Inspire to Create With DIY
Content marketing is the best way to increase product demand. With DIY, you can show people what else they can do with their products. It will make them see your content more, resulting in increased traffic and giving them more reasons to buy.
From recipes to tutorials, you can create content to inspire people to learn more.
4. Educate Your Customers With Glossary
A large customer base never ensures that all your customers will be familiar with the type of product you offer. Thus, assuming that your customers know all the fancy names can backfire. Content marketing gives you a stage to make sure your audience is able to understand your product pages and names.
This is the only way to let people know about your product category and shop with you. A glossary helps educate people and ensures that your website visitors are familiar with your products, product categories, and product pages.
In addition, a glossary improves your SEO rankings, since people discover your website with a keyword search. With relevant search terms in your content, your website’s chances of ranking better and becoming more visible increase.
5. Resolve Doubts Through FAQ Pages
Though FAQ pages don’t add a glamor quotient to your idea of an ecommerce website, they are effective in terms of digital marketing. FAQ pages tend to resolve doubts that many customers are confused to ask.
Whenever a new product or service comes to the market, customers have a list of questions. An FAQ page helps you address their issues right on the website and overcome any concerns they have regarding the product or service you offer.
Thus, creating a separate page for FAQs is recommended.
When multiple brands offer the same types of products and services, it leads to doubts at customers’ end. Shoppers always have second thoughts about purchasing a product. Though there can be several reasons for this, where most can be out of your reach.
But not all!
There is one thing that you can easily handle, or we can say fascinate customers to knock on your doors i.e. educating them through your content.
Thus, by creating content like tutorials, blogs, infographics, articles, etc. related to your industry and addressing the pain points of your target audience, you can gain a strong edge in the highly competitive ecommerce industry.
If you are looking to create a value-adding content marketing strategy, you can connect with our teams today. Reach out to us at firstname.lastname@example.org and we will be happy to assist you!