E-commerce content marketing is one of the key pillars on which successful online businesses stand. Whether it be lead generation, brand propagation, or creating an online buzz amongst the audience, an engaging E-commerce content marketing strategy can take your business to new heights.
One of the key attributes of an effective E-commerce content marketing strategy is that it needs to be engaging and entertaining yet subtle in its messaging. Hard-sell is a big no-no as it can backfire and result in your content being deemed spam or invasive to the audience. The general idea is to connect with your audience and inform them of possible solutions without directly pitching your product or service. This, over time, builds loyalty and faith which, in turn, can lead to sales and strong word of mouth. So, in a way, a strong E-commerce content marketing strategy not only helps generate revenue but also saves direct marketing costs in the long run.
There are several tenets of an effective E-commerce content marketing strategy that you can deploy for your business. Most businesses use a combination of 2 or more options to target their audience. That gets us to the crucial point of knowing your readers/viewers. E-commerce content marketing can only materialize into tangible gains if it reaches the right audience and is tailored to their preferences. Knowing the demographics of your audience (age, gender, income group, education level, etc.), their likes and dislikes, and where (and how) they consume content are vital prerequisites to developing your marketing plan. For instance, asking a GenZ person to go through long textual emails is hardly going to be as effective as compared to creating Instagram reels.
E-commerce Content Marketing Ideas
Having done your research, it is time to deploy your E-commerce content marketing ideas. Here are some of the popular examples to get you started.
● SEO Blogs – Possibly the most common form of E-commerce content marketing is through SEO blogs. Search engine optimization (SEO) with frequently searched keywords will help your content (and your offerings) appear high in the rankings of search engine results pages (SERPs), thereby, reaching a larger audience. There are many other forms of optimization that can be done in your content, like image optimization, adding photographs with referenceable coordinates, etc. Such attributes help Google and other search engines deem your content reliable and original thus boosting its ratings. Using the services of a professional E-commerce content marketing agency is one of the best investments you can make.
● How-To Videos – If a picture speaks a thousand words, then a video goes one step beyond. More engaging than texts, videos are a great way to showcase the features and benefits of your product or service. You can also use videos to educate and inform the audience, such as how to navigate your digital platform, how to operate your product, how to make the best use of your service, etc.
●
Social Posts – Much of the youth wants skimmable content that is short, entertaining and on platforms that they frequent (such as Instagram, Snapchat, Tik Tok, Facebook, etc.). The great part is, creating and posting content on these channels is mostly free. This means you can let your creative juices flow, make quirky content and connect with your audience. The online buzz you generate can directly, and positively, impact the footfall your online store receives.● Knowledge Center – People respect authority, whether digital or otherwise. Many E-commerce content marketing experts recommend talking about the industry on the whole, the specific trends in your segment, the typical kind of issues people face, and possible solutions available for them. In this strategy, there is barely any sales pitch that is made. Instead, a level of trust is being created based on your knowledge and subject matter expertise. Once trust is established, it is usually followed by loyalty, both of which will bode well for your business in the long haul. Another benefit of becoming a trusted knowledge center is that higher traffic is diverted to your site through backlinkingand other mechanisms. Naturally, this is a beneficial position to be in.
● Thought Leadership Articles – Close to the pinnacle of the E-commerce content marketing pyramid lie thought leadership pieces. E-books, opinion columns, white papers, and case studies are examples of this strategy. Not easily achieved, but highly effective, thought leadership is the next level of being a knowledge hub and involves educating the audience through personal experience and expertise on the topic. It further goes on to give vital insights, tips, and guidance to gain the trust of the patrons.
As you can see, there are ways to engage with your potential customer base and build a lasting relationship with them. Do keep in mind, don’t let the promise of sales drive your E-commerce content marketing strategy, as that can make it brash or aggressive. Instead, focus on high-quality and original content that people can peruse. This will, organically, drive traffic to your page and lead to increased leads and subsequent conversions.
Finally, don’t forget to measure the results. It is important to survey your audience and gather feedback to quantify the efficacy of your marketing campaign. Knowing what works and what doesn’t will increase the efficiency of your E-commerce content marketing.
