Content marketing is a way to get people interested in your business by sharing useful information through blog posts, podcasts, emails, and videos. These help you connect with the people you want to reach.
It’s an excellent way to promote brand awareness, share expertise on a particular topic, and address your customer’s needs.
That said, it isn’t a one-size-fits-all tactic, especially if you’re considering content marketing for e-commerce brands. Having a solid content strategy is crucial if you wish to take advantage of that moment and create more opportunities for your business.
So, here’s how and why e-commerce brands should leverage content marketing for growth.
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Blogging is a thing of the past, right?
Where is the content marketing industry heading?
First, let’s take a look at some quick facts about content marketing:
As the statistics above show, content marketing is essential for all businesses. All types of content marketing, including blogging, aren’t going anywhere anytime soon.
Now is the perfect opportunity to start and score significant growth for your e-commerce business through content marketing efforts.
For those looking to capitalize on the e-commerce boom, content marketing offers a powerful way to stand out. Whether you’re planning to start a business in e-commerce or aiming to revitalize an existing online store, a well-executed content strategy can be your key differentiator. By creating valuable, targeted content from day one, you can attract potential customers, build trust, and establish your brand as an authority in your niche, all crucial elements for e-commerce success in today’s crowded digital marketplace.
Let’s look at three examples of how e-commerce companies can use content marketing to convert organic traffic into easy sales.
The first step in a content marketing strategy is to build brand awareness. After all, how will you close any sales if customers don’t know how or where to find you?
Let’s take a closer look.
Logo.com is a company that specializes in logo design services.
Logo created a blog filled with helpful advice and information about branding, logo design, and related topics. Their blog prevents Logo from relying on organic search traffic for the keyword “logo maker.” By targeting additional terms like “AI logo generator,” they expand their reach and attract users looking for modern, tech-driven design solutions.
With high-quality content about logos, Logo positions itself as a reputable brand in the industry. The content also includes calls to action that guide readers to their logo-maker tool. These help to increase conversion rates.
Providing helpful resources is an effective strategy for gaining your audience’s confidence. It also secures your reputation as a dependable source of knowledge for your customers. To promote your B2B e-commerce marketplace effectively, you can create and share informative resources tailored to your target audience’s needs.
Creating and maintaining a consistent blog requires organization and planning. Many e-commerce businesses find that implementing basic project management principles helps keep their content strategy on track, ensuring regular posts and maintaining quality across various topics.
Online review statistics also play a crucial role in building brand awareness and trust. According to recent studies, over 90% of consumers read online reviews before making a purchase decision. By encouraging satisfied customers to leave positive reviews and addressing any negative feedback promptly, e-commerce brands can significantly enhance their reputation and visibility online.
Your viewers want useful content that doesn’t seem to have hidden motives. They’ll trust your brand and your products if you can provide that.
In short, content is king. It’s a surefire way to generate brand awareness. Use it to improve your strategy for your SaaS marketing blog and increase organic traffic to your e-commerce website.
Blog posts are traditionally the go-to for content marketing. However, new mediums have infiltrated the content marketing industry over the past few years.
Let’s take podcasts, for example. Podcasts are an effective but underutilized content marketing channel for e-commerce businesses. They offer easy access and require minimal experience to get started.
You only need a microphone, podcast software, and a host to get started.
Pro tip: make custom t-shirts with your brand’s logo to offer to your guests. With minimal effort, you can publish your e-commerce podcast on Spotify in no time.
Not only will a podcast increase your outreach, but it can also help establish your brand as a trusted authority in your niche.
According to Podcast Insights, podcast listeners are likelier to follow companies and brands on social media platforms. Listeners will come back each week to learn more about industry trends.
They’ll be more likely to purchase products from your e-commerce store if you offer value. Value can come in the form of “How-to” guides or FAQs.
By adding a podcast to your existing blog and promoting it through Social Media Marketing, including platforms like TikTok, you can greatly boost your TikTok presence. The platform’s short-form video format, combined with influencer collaborations and paid advertising options, makes it an effective tool for greatly increasing brand awareness, differentiating yourself from competitors, and driving sales.
Additionally, integrating your podcast with e-commerce platforms like BigCommerce can streamline the process of promoting and selling products featured in your episodes. This seamless integration enhances the shopping experience for your audience, potentially leading to increased sales and brand loyalty.
In today’s e-commerce landscape, where businesses are increasingly interconnected in a digital supply chain, content marketing is more important than ever. By creating informative and engaging content, you can educate potential customers about your products, address their concerns, and build trust within your niche.
Finally, it’s vital that your content marketing for e-commerce delivers value to potential customers.
Free content can be a great way for consumers to learn about your product or service. However, readers will quickly click away if the content doesn’t deliver value.
As an e-commerce business, affiliate marketing is an excellent way to reach more prospective customers and deliver value.
Many people search for product reviews they intend to purchase for themselves or as a gift for someone else.
For instance, they might search for “the best gifts for 2024.”
As an e-commerce brand, getting your product listed in these round-ups will help drive sales and deliver value to the blog that mentions you through a referral commission.
Once your product is featured in an affiliate blog post or seasonal gift guide, don’t rely solely on organic traffic to bring in results. These placements are often time-sensitive and tied to trends, holidays, or promotional windows, meaning timing is critical. That’s why many e-commerce brands actively promote this content to their audience through multiple channels. A practical and effective method is sending out a short, compelling link via bulk SMS, allowing you to instantly drive qualified traffic to affiliate content while it’s still highly relevant.
For example, Grammarly has an affiliate program that offers many benefits for its members. Anyone interested in getting an affiliate link and promoting the best grammar checkers or top content writing tools on their blogs or social media, the company makes sure that you’ll be receiving the best compensation.
Now more than ever, consumers use product and service reviews to make buying decisions. By employing affiliate marketing, you can capture honest reviews that show your product or service’s true value.
Now, simply repeat the same for your physical products. Reach out to blogs and journalists and propose a percentage-based incentive for any sales they generate for you.
By utilizing affiliate marketing, you can ensure the growth of your brand.
Content marketing for e-commerce is more important than ever, and with the above points, you can step up your content marketing strategy to drive growth.
Start by building your brand’s awareness through custom pieces of content and blog posts.
From there, you should focus on building trust in your niche. You can accomplish this through blogs, podcasts, or video mediums. Don’t be afraid to experiment to set yourself apart.
Finally, one of the most important things is making sure you deliver value.
People are always looking for current information. They’re more likely to convert a lead into a sale if it is at their fingertips.
What are you waiting for? Start your content marketing strategy today. Depending on your efforts, it’s possible to see results even within a matter of days.
One of the most popular strategies has proven to be influencer marketing. 17% of companies dedicate over half of their marketing budgets to influencer marketing. This type of marketing helps businesses open up new opportunities with broad exposure in new markets. It also allows them to build trust quickly with new audiences.
Tools to help your e-commerce business with its content marketing include:
Content marketing enjoys such impressive success because it costs much less than traditional marketing. Plus, it generates more website traffic and many more qualified leads.
Businesses can benefit from different content types, but you need a robust strategy to back it up. For example, if you’re creating blog content, make sure that it’s optimized for search engines to drive web traffic and user-focused enough to answer questions posed by their target audience.
In addition to the examples listed above, e-commerce companies might provide buying guides for their customers, create helpful infographics, share the top tools to use, produce engaging quizzes, or even showcase customer stories to diversify their content creation tactics. Then, companies can promote any or all of these in their social media posts.
User-generated content is another type of content that many brands use in social media marketing campaigns. Companies encourage customers to take photos or videos of themselves using the company’s products and post them on social media using a branded hashtag.
One of the best examples of this is the Starbucks White Cup campaign (#whitecupcontest).
Another way brands can up their content marketing game is to optimize the copy on their website, landing pages, and ad copy. Top it off with search engine optimization strategies like backlink building, and doing so will result in increased traffic and more qualified leads.
In addition to the ways described in the above article, content marketing helps e-commerce businesses develop customer relationships. These relationships become the foundation of the business’s success.
For example, companies can use strategies like influencer marketing and video content to engage their target audience beyond sponsored ads. By offering various types of valuable content like in-depth blogs or explainer videos, companies provide potential and existing customers with engagement options. These options not only add value but are entertaining and sharable.
Customers who trust and value a company and its content won’t only remain loyal customers but will be ambassadors for it. As customers share their experiences with others, word-of-mouth marketing grows brand awareness and acts as social proof for new customers.