Content marketing for eCommerce

Among the countless branches of marketing dedicated to online sales, content marketing has been growing steadily over the years, thanks to the aspects it can cover and the effectiveness in its application in eCommerce of all kinds.

Over the course of this article, we will go over what content marketing actually is, find out why content marketing is crucial for your eCommerce, and offer some tips on how to apply this promotional tool to your online store.

Finally, we will see some application examples of content marketing online. But before all this, it is important to have a solid foundation on the concept behind content strategy. So let’s see what content marketing is.

What is content marketing

Content marketing is content creation on your portal or a platform associated with it in order to optimize and promote sales in your store. You can find this basic definition online, but it is important to emphasize one thing: although content creation is critical to your promotional strategy, the quality of the content is equally important.

The reason for this is that the majority of the advantages connected with content marketing can only be attained by providing valuable content. This applies to both potential customers who will come across it and quality control systems like search engine bots.

This is where the focus of quality search should be placed to enhance the credibility of the store and make it stand out from the constant online competition. Additionally, it is important to approach this from an SEO perspective in order to significantly improve the outcomes it can generate (we will discuss what to consider later on).

When a marketer decides to incorporate a content marketing strategy on their website, their first thought is often to create blog articles. This approach is logical because written content forms the foundation of this promotional technique. However, it’s crucial to recognize that content marketing extends beyond just writing articles.

Especially nowadays, with the presence of platforms and content of all kinds, it is important to keep an open mind and experiment. If your digital marketing journey begins with a blog, it can evolve to include video creation for platforms like YouTube, Instagram, Facebook, and TikTok. Likewise, podcasts now offer great opportunities for creating unique content.

The key is to ensure that the content in question is of high quality, as this will allow you to enjoy a multitude of advantages. Let’s explore what those benefits are.

Why content marketing is crucial for your eCommerce

In order to grasp the advantages of utilizing this marketing strategy, let’s try to quickly list the benefits:

• Increased reach and visibility – It goes without saying that when you create high-quality, targeted content, your website’s search engine rankings will see a significant boost. This will result in more organic traffic from search engines and social networks alike. By publishing and sharing content across different social platforms, you can keep them regularly updated and expand your user base.
• Present and involved customers – Always remember that one of the primary objectives is to enhance the duration that potential customers spend on the website. This is crucial because the longer a customer stays on the site, the higher it will be regarded as credible and trustworthy, thereby increasing their chances of making a purchase in the future. Take into account that on average, visitors spend approximately 1 to 3 minutes browsing an ecommerce portal. However, with high-quality content, this timeframe can easily be extended. In such cases, dwell time can even exceed 10 minutes as customers willingly invest more time and intensify their level of interest simultaneously.
• Increased authority – As we mentioned previously, authority plays a vital role in various aspects. Specifically, search engine recognition systems highly value authoritative websites that offer exceptional content and a well-connected interlink system. They tend to prioritize these sites over those that are less recognized or have questionable credibility. Similarly, in a competitive environment where numerous rivals exist, establishing yourself as an authority figure within your industry can greatly influence the success of your business by making you stand out in the eyes of customers and become their trusted source of information.
• Increased sales and conversions – Keep in mind that the majority of individuals who are browsing search engines to find a product do not have a specific model in mind, but rather, they have a need. For example, someone searching for shampoo will be paying attention to their hair’s specific needs. Therefore, it is much more effective to write high-quality content about caring for curly hair and direct the reader towards a particular product rather than trying to sell them a generic one when they are new to your website. By setting up a content marketing system based on addressing these needs and providing appropriate responses, you can greatly benefit from this strategic approach.
• Less investment and more savings – A significant portion of the money spent on eCommerce is dedicated to promotion. Many sellers invest heavily each year to ensure their website appears at the top of Google search results. However, what if you could achieve this organically by creating tailored content? Giving more focus to this aspect often proves to be a wise long-term investment.

And much more: It is undeniable that content creation can greatly contribute to the success of your business. However, the question remains: Which option should you select?

What content marketing strategy to use for your eCommerce

After witnessing the advantages that your store can derive from utilizing this tool, it is essential to establish a content marketing plan that you can adhere to in the coming months. Wondering how to go about it? We have a few suggestions for maximizing its potential while minimizing costs.

• Know your audience – This serves as the initial stage. Understanding your target market is not just beneficial for creating focused and impactful content, but also for selecting the right platform from the start. For instance, if your products mainly cater to a younger demographic, it’s worth considering generating content for social media platforms, especially newer ones such as TikTok. Conversely, if your target audience consists of older individuals, there might be more appropriate platforms available (like podcasts and blog articles).
• Consistency and accuracy – An essential factor to remember is that in the majority of situations, whether it be social media platforms or search engines, being consistent with your posts is highly beneficial. That’s why we recommend against taking a casual approach to content marketing where you only produce and publish when you feel like it. It’s better to establish a budget for investment and determine what level of publishing you can sustain in the long term. From there, identify the subjects you want to cover and prepare the topics that your content will later address.
• Aim for value – To achieve desirable outcomes from your content marketing strategy, it is crucial to generate valuable content that engages customers, motivates them to make purchases, and enhances your credibility. The quality of the content can be measured by the topics covered, the advice provided, and the standard of writing. In addition to this, it is important to consider SEO aspects for both blog posts and other forms of content.
• Use newsletters – Email marketing remains a powerful and efficient tool in today’s digital landscape. It seamlessly integrates with other digital marketing strategies, allowing you to engage your audience and boost the open rate of your emails.
• Invite participation – There are various techniques available to ensure that your customers take center stage in your content. User-generated content can enhance their engagement and loyalty. Incorporating customer stories and sharing photographs can be valuable additions to your content marketing efforts.
• Keep track of results – While it may require some time for this tool to reach its maximum potential, we recommend keeping a close eye on your customers’ engagement with your content on a monthly basis. By doing so, you can ensure that e-Commerce benefits from the outcomes without taking any unnecessary risks in terms of investing in the wrong direction.
• Use social media – Blogs and social media are not opposing forces, but rather complimentary. Creating blog articles, along with other forms of content, can and should be shared across different social media networks to maximize their impact. By doing so, you can also ensure that your social media platforms remain active and up-to-date. It’s important to note that having inactive social media accounts reflects poorly on your online store’s reputation.

Given these tricks for setting up your strategy, let’s go over what steps you need to take to begin this journey.

How to implement content marketing in your eCommerce: Step-by-Step Guide

Not sure where to start? Don’t worry, here are the first steps every content marketing strategy should follow.

1) Create a blog

The initial action to take is to create a blog. Even if you decide to create various forms of content later on, the blog remains crucial, primarily for the purpose of indexing content on search engines.

You have the option to choose between creating a blog outside of the website or within it. However, it is better to go with the latter option in order to maximize its SEO benefits. Moreover, most customers are not inclined to be redirected to a separate site if you are offering a product.

Fortunately, if you have chosen WooCommerce for your online store, WordPress (the CMS on which WooCommerce runs) is famous for its blog function. In this case, we recommend reading our article on how to create a blog on WooCommerce.

2) Define a schedule

As mentioned previously, determining the frequency of your content is crucial. It is evident that posting more frequently holds improved outcomes. However, it is essential to ensure that this does not compromise the quality or consistency of the content over time.

Depending on the budget you want to invest, then, try to draw up a publishing schedule of a few months or a year, so you can analyze its results during this period and try different strategies.

Generally, it is advisable to set up a strategy for publishing new content weekly.

3) Hire a copywriter

Many marketers often make the mistake of underestimating the significance of quality writing. It is true that we all have the ability to write, but it takes a professional to truly maximize the potential of written content.

That’s the reason why it’s better to hire a copywriter, an expert in creating persuasive and sales-oriented content for your blog. These professionals have a lot experience writing articles specifically for online platforms, and they are well-versed in optimizing content for search engine optimization (SEO). Including a copywriter on your team will not only enhance the quality of all your texts but also boost the effectiveness of your product sales pages.

If the predetermined budget does not allow you to hire an individual with such qualifications, you can still benefit from a freelance copywriter. By paying solely for the content they create and directing their efforts towards article production, you can make the most of their services.

4) Don’t overdo it

One common error that many new content marketers make is underestimating the cost or budget involved. In their quest for quick and optimal outcomes, it’s not unusual to come across blogs that post numerous articles per week or simultaneously launch YouTube channels, podcasts, and other platforms.

While it is a fact that the strength of this form of marketing lies in its frequent publication and availability across various platforms, it can also be considered a weakness. The objective is to maintain a consistent and continuous stream of publications. However, if one invests in numerous types of content right from the beginning or adopts an excessively fast-paced publication approach, there is a risk of depleting the budget quickly.

Remember: It’s smarter to begin with one category and reinvest the earnings once they’re made, rather than taking risks with your online store.

5) Analysis and statistics

Finally, make sure to monitor the outcomes produced by your new eCommerce content marketing strategy. Among the valuable information available, organic traffic and page visits stand out. Of course, it’s also important to keep an eye on sales metrics and consider promoting lower-priced products to see if they have the potential for increased sales.

In any case, keep an eye on the statistics without obsessing over them, and remember that it can take months to get noteworthy results.

Examples of content marketing

Since this type of marketing is widely used in all sectors, it is not difficult to find examples to study. Let’s look at three of them together.

DuoLingo

The popular language learning app has ganed recognition over time because of its content strategy, particularly on TikTok.

The profile manager consistently generates content by capitalizing on current trends and expressing an eccentric attitude that appeals to a youthful audience, which aligns with the app’s target demographic.

This profile now has more than 7 million followers, representing an exceptional method of gathering users for the app.

Crunchyroll Collection

Similarly to Duoling, Crunchyroll Collection has also made video production an excellent marketing strategy. In fact, the site specializes in streaming Japanese animation and has created a YouTube channel where it posts clips, theme songs, and more.

With more than 5 million subscribers, it’s clear that these followers can easily be directed to the main site due to the abundance of relevant content available.

MOS

We can’t forget to mention a brand that truly knows how to utilize its blog. Mos, a company focused on providing specialized knowledge about finance and saving, creates top-notch content that positions them as experts in the field. They have established themselves as an authority by consistently delivering high-quality insights.

How can I create a content marketing plan for my online store?

Let’s summarize everything you need to do to create a proper plan:

1. Clear Goals: Define the specific goals you wish to achieve with content marketing. Although you can achieve many benefits with this tool, such as increasing sales, improving brand visibility or engaging customers, you should still have a main goal to pursue.
2. Editorial Calendar: Get ahead of your content by creating an editorial calendar. Establish a foundation where you determine the frequency, release days, and topics for publication. Keep in mind that you can make adjustments as needed based on your results, but having a clear structure to begin with is beneficial.
3. SEO and Keywords: Identify keywords relevant to your industry and products. You can also search for the questions most used by your customers in their online searches with tools such as AnswerThePublic.
4. Consistency and Quality: It’s crucial to maintain a steady presence and provide valuable content consistently. We’ve emphasized this idea multiple times, but it’s essential enough to reiterate.

And experiment. Don’t expect to get the perfect strategy right from the beginning, stay flexible and ready to change it as needed.

FAQ

How can I use content marketing to increase my traffic and sales?

Creating content and implementing a steady strategy has the potential to boost your organic traffic and engagement on social media platforms. It can also enhance the authority of your website and increase conversion rates.

What are the best channels for content marketing in eCommerce?

The Blog itself is one of the most used and valued channels. Depending on the age of your target audience, YouTube, TikTok and Spotify can hugely help your store.

How can I use content marketing to improve customer engagement in my eCommerce?

To make your products more appealing, produce useful content like manuals, instructional videos, and informative articles. Additionally, engage with customers on social media platforms to enhance their interaction with your brand.

What formats should I use to do content marketing for my eCommerce?

This depends on your type of audience. You can choose articles, videos, podcasts, and more. In general, however, it is best to invest in one of these and expand later.

What platforms should I use to share content marketing for my online store?

Our recommendation is to begin by creating a blog using WordPress and WooCommerce as your content management system (CMS). Afterward, it’s crucial to identify the platforms that your customer base utilizes in order to determine where you should focus your investments.

How often should I publish new content in my eCommerce?

Usually these strategies involve publishing a minimum of 1 and a maximum of 3 pieces of content per week. Remember that 1 article per week for a year is better than 4 articles per week for three weeks.

How can I integrate content marketing with other digital marketing strategies in my eCommerce?

Content marketing can be seamlessly integrated with various other promotional strategies. Among these, email marketing, SEO, and social media marketing are the most compatible options for integration.

Conclusion

Content marketing is an indispensable and effective tool for your online business. By investing in content creation, you can reap numerous advantages such as enhanced store credibility, higher sales and conversions, and increased organic traffic from search engines and social media platforms.

Among the various marketing techniques, this is one of the easiest to implement, but also the most flexible, with different types of content that can be created.

So start experimenting right away, find the most suitable formula for your store and watch your sales increase!