Content marketing is a marketing strategy focused on creating, publishing, and delivering content online for a targeted audience. Blogs, social media posts, videos, and more are all part of content marketing. All of these aren’t created just to sell products only, but to also educate potential customers.
A lot of eCommerce brands have mastered the art of content marketing. With quality content in place, you’ll find it easier to raise awareness and improve brand reach. Besides, you’ll also be able to gain better search result visibility, translating to more organic traffic for your website.
You can use content marketing for:
- Increasing brand awareness
- Generating more organic traffic (better SEO ranking)
- Positioning yourself as a thought leader (help and advise users)
- Improving social media reach
- Driving more sales
So, what type of content should you create?
The best approach is to create a ton of mixed content in the form of blogs, videos, images, and GIFs. You don’t have to try too hard to sell your products, just keep informing and educating the targeted audience. Here are some best practices for building an eCommerce content marketing strategy:
- Create evergreen content (buying guides, tutorial videos, product reviews)
- Don’t just post content, distribute it across platforms
- Talk about other products as well, even if you don’t sell them (something that your customers may find useful)
- Use consistent branding for every type of content that you create
- Leverage visual content (infographics, images, gifs)
- Promote user-generated content
- Be original
For search engine optimization (SEO) you can either use free tools like Ubersuggest or opt for paid tools like Ahrefs. Another good idea to learn about what users are searching for is Answer the Public. You can use it to find out different variations of a word.
The volume signifies how many times the word is searched on Google. Export the list and select the best options related to your product or niche. Then, use these moderately across all of the content you produce. The key is not to overstuff keywords, as this can harm SEO rankings.
The greatest benefit of pay-per-click (PPC) advertising for eCommerce is the ability to reach shoppers who are searching for what you’re offering. eCommerce PPC advertisements aren't like other digital ads where you pay for space in someone's paper, magazine or TV screen. Instead, you’ll be leveraging highly targeted online ads.
Refer to this example for the search term “coffee mugs”:
Most eCommerce websites overlook this aspect. User experience commonly referred to as UX, is one of the primary reasons for an abandoned cart or a higher bounce rate. Even if you have a lot of good content, it won’t help much unless the targeted users find it easy to browse through the website.
It’s important to maintain a blazing fast loading speed, navigation menu, filters, non-intrusive pop-ups and opt-ins, and other extensions/plugins that makes the buyer journey shorter, engaging, and easy.
Referral marketing has a huge potential in increasing conversion rates, but businesses mostly miss out on using this for their benefit. You can connect with existing buyers and ask them to share views on your products, the customer service experience, and many other aspects. Alternatively, you can also run referral campaigns. Not only will it increase brand reach, but it will also bring in volumes of extra traffic and sales.