15 eCommerce Content Marketing Strategies
Are you looking for a way to improve brand loyalty while also boosting sales? Create an effective eCommerce content marketing strategy.
eCommerce content marketing is a great way to help your brand stand out from the rest of the competition and helps attract more traffic to your site. This not only makes content creation efforts profitable for your business but also helps you offer more value to your target audience. In return, audiences will stay loyal to your brand and can help increase conversions.
In this post, we’ll talk about some of the best eCommerce content marketing strategies you can use to generate more leads and increase conversions.
What is content marketing?
Before we jump into some of the best eCommerce content marketing strategies, it’s important to first understand what it is.
Content marketing is known as the content that’s created to engage targeted audiences with the goal of generating more leads and increasing conversions for your brand. Content marketing can come in many different formats such as written articles, video guides, or infographics.
Let’s quickly go over some of the major benefits of implementing an eCommerce content marketing strategy for your business:
- Improve the SEO of your site. If you’re focusing on publishing high-quality content that’s relevant to your target audience, there’s a high chance your web pages will be ranked higher in search engine results. This is because Google and other popular search engines prefer web pages with high-quality content that helps directly offer solutions to the problems users are searching for.
- Offer more value to target audiences. If you’re selling a product and service while also publishing free, premium content, it offers more value to your prospective customers and targeted audiences.
- Ensure a unique to your brand experience. Your own eCommerce content marketing strategy lets you deliver unique content that helps ensure a unique brand experience and helps your brand stand out from the rest of the competition.
- Boost conversions. Encouraging customers to make purchases through high-quality content is an effective way to boost conversions for your brand. This is because you encourage already interested users to engage with your content and learn more about your product or service.
- Increase customer retention. If you’re offering value to your customers or valued users by publishing high-quality content for free, there’s a high chance more people will stick around longer with your brand.
15 effective eCommerce content marketing strategies
Let’s take a look at the top 15 effective eCommerce content marketing strategies you can use for your business:
#1. Brainstorm a solid content marketing plan
Brainstorming a plan for your eCommerce content marketing strategy is essential for creating a successful one. For starters, you need to think about what your business can offer to your target audience and then focus on providing value to them. In simpler words, you need to consider the types of content you will use to showcase your business’s products or services. This helps you better understand how you can use high-quality content to educate your audience while encouraging them to make purchases.
It’s also a great idea to brainstorm content ideas with your team members when drafting a content marketing plan for your business. This way, you can create high-quality content that appeals to your audience without wasting content creation efforts and helps them make informed purchase decisions on your site.
#2. Publish a content calendar
A content calendar is essentially a calendar that helps your team members, as well as your audience, know exactly when content is supposed to be created or published on your site. For example, you can create a content calendar that lets your users know which topics you will be covering in the coming month. As a result, it helps boost engagement on your posts and create more excitement for upcoming, new content that is in the works.
Other than informing your audience about new, upcoming content, a content calendar is also useful to keep all team members in line with your business’s goals. Since all team members know when content is supposed to be published, it helps them better understand time deadlines and makes it easier to deliver high-quality content on time.
#3. Promote your content better
Promoting your content is one of the best ways to reach out to a wider audience and generate more leads for your business. You don’t want to spend all of your time just creating content, it’s highly important to also spend the time and effort into promoting it. In fact, more of your time should be spent on promoting your content so it gets in front of the right audience.
You can promote your content in many ways including sending notifications to users in your email list, sharing content on social media, or paid promotions. It comes down to the industry your business operates in, your audience, and the budget you’re willing to spend for promoting your content.
#4. Use multiple types of formats to engage more people
It’s always a great idea to use multiple types of content formats to catch the attention of a wider user base. For example, if you only publish blog posts or written content, you’re more likely to receive audiences that prefer reading content over video or image content. However, this will not be very welcoming for users who want to view high-quality audio, image, or video content.
For this reason, it’s important to publish content that suits and is suitable for all types of users, even the ones who don’t prefer reading through detailed blog posts. This way, you can cater to more users on your website and help make your content more valuable for your targeted audience.
#5. Repurpose high-quality content
Ideally, it’s always recommended to create content that you can use in many ways. By repurposing high-quality content, you can use your already published, existing content to attract and engage more users on your site. This is an excellent, cost-effective way of publishing new content on your site without having to come up with new topic ideas and wasting content creation efforts.
For example, you can go over some of the best, most popular pieces of content published on your website and essentially “repackage” them into a new post. This way, you can encourage interested users to engage with your new post as well as help attract new audiences using the same old content. Similarly, you can also create a video tutorial of your how-to blog post’s topic. This way, users who prefer video-based content will find more value in your content compared to going over a detailed blog post about the topic while also letting you re-use your already published content to create new content for your site.
#6. Host interviews with industry leaders or influencers
Another great way to reach more people with your content is by using other brands and high-profile personalities to promote your content. For example, you can host interviews with your industry leaders or “big-name” influencers with a huge fan following. You can later publish the interview in a brief post that’s easily digestible for your audience. As a result, you’re more likely to gain more leads and increase conversions on your site.
This is mainly because users will consider you as the industry expert and help make your content more valuable, especially if it involves the industry’s biggest names or influencers. In addition to this, it’s also a great way to tap into other brands’ audiences and engage more people with your content.
#7. Improve the quality of your content
It might seem like a simple thing to do but it can be challenging to improve the quality of your content, especially if you’re already giving it your 100 percent.
However, it’s important to value quality over quantity as you only want users to associate your brand with high-quality content. This proves as an effective way to create a more professional brand image and helps users trust your brand more. This helps your business generate more leads and increase conversions as people are more likely to give your product or service a try after absorbing high-quality content.
Additionally, if you’re not sure how to improve the quality of your content or don’t know how to stop publishing pointless content, it’s a great idea to take a look at what your competitors are doing. As a result, you can better understand some of the topics that your target audience wants to see, and makes it easier to create content that’s more relevant to them. You might even consider hiring a freelance writer for your business to outsource content writing.
#8. Showcase testimonials and case studies
Showcasing customer testimonials and sharing success stories not only works great as social proof that your product or service works but can be a great way to publish engaging content on your site. For instance, you can ask customers or your clients for some feedback after they purchase and use your product or service. You can include their feedback in your blog post as a way to make your content more relatable for prospective customers. As a result, it helps convert more leads into sales and makes it easier to create high-quality, engaging content by using user-generated content.
Similarly, you can showcase customer testimonials so it helps your audience better relate to users who have had the same problems and found your product or service as their solution. This way, more users will be incentivized to try out your product or service as a solution to their problems as well.
#9. Use social media to reach a wider audience
With billions of social media users worldwide, it’s a wise decision to promote your content on all social media channels so it gets in front of the eyes of more people. This helps you attract and engage all types of users, even the ones who only use social media websites on a daily basis.
You can use social media to reach a wider audience in many ways. For example, if you’re using the popular social media platform Facebook, you can create groups to essentially create a list of interested users and send out new post notifications. As a result, it can help divert traffic from your brand’s social media platforms to your site and ultimately promote your content better.
#10. Create a solid email marketing strategy
Creating a solid email marketing strategy is also important for creating a successful eCommerce content marketing strategy. This is mainly because email marketing is the most common approach you can take to reach out to your interested audiences.
For example, whenever you’re ready to publish new content, you can let all users in your email list know about the new, upcoming post they might be interested in. Similarly, you can offer users purchase incentives or discounts as a way to get them to buy your product or service. It works great as most people who have registered for your email list are already interested in your content. This makes it easier to encourage customers to take the next step and make purchases on your eCommerce website.
#11. Create product guides
Product guides are essential in showcasing how well your product or service works and make it easier for your target audience to trust your business’s claims. For example, you can create a product guide on how easy your WooCommerce plugin is to first set up and use on any site. This not only helps educate your users but also helps increase conversions on your eCommerce site.
#12. Improve SEO
SEO is also one of the most important factors in any successful eCommerce content marketing strategy. This is because if your target audience doesn’t get to see your content higher in their search results, there’s a high chance you won’t see any new site visitors when you publish content. Poor SEO can be detrimental to your eCommerce content marketing strategy and makes it harder to attract new site visitors to your site.
You can improve SEO by implementing high-priority keywords in your content and optimizing your website’s performance. As a result, search engine robots and crawlers will display your web pages containing high-quality content higher in users’ SERPs.
#13. Answer commonly asked questions
Most people have a list of concerns and questions when purchasing anything on the internet. This is why it’s important to address common concerns of your target audience before they even get a chance to think about them. As a result, it helps you move customers down their purchase journey quickly and makes it easier for customers to trust your brand with their money.
By addressing or answering commonly asked questions, you also look like an industry expert. This can help your brand gain a competitive advantage against others and helps offer more value to your target audience.
#14. Create comparisons blog posts
Similar to product guides or FAQ blog posts, creating comparison posts also helps educate your customers and aids them in making informed purchase decisions. This way, you can showcase how your product or service is better compared to other similar solutions and why customers should choose your brand over others.
You can essentially position your product or service as the top option and showcase how your solution can help solve your audience’s problems. In return, this not only helps you promote your product or service better but also is a great way to encourage more people to spend money on your eCommerce site.
#15. Highlight benefits over features
Ideally, when you’re talking about your product or service, you always want to prioritize highlighting benefits over features. This is because it helps your customers better relate to your content while still encouraging them to make the purchase.
By mentioning benefits, you’re simply telling your audience how your product or service can help them compared to just mentioning the “top-notch” features your plugin comes with. This makes it easier for them to decide on making purchases with you and helps grab the attention of more prospective customers.
Conclusion
Creating a successful eCommerce content marketing strategy may be challenging, especially if this is your first time doing so. You need to consider your brand’s goals, your target audience, and the budget you’re willing to spend before deciding on a solid eCommerce content marketing strategy for your business.
Further reading: How to Write Engaging Content for Your eCommerce Website.
Have you implemented any of these eCommerce content marketing strategies? Let us know in the comments box below.
