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Content Marketing for eCommerce

To expand globally, increase sales and attract customers, you need to incorporate many strategies into your business plan.

Arta Mekuli

Content Strategist

Content Marketing for eCommerce

To expand globally, increase sales and attract customers, you need to incorporate many strategies into your business plan. 


If you create a plan with strategies explained in detail, you will achieve the goal easier. Content marketing’s impact makes it one of the most important players in the game. Your company can benefit from content marketing for eCommerce if the strategy behind it is right.


Now, let’s discuss how that works.

What Is Content Marketing?

Content marketing is a digital marketing strategy that invloves creating free and informational content across your business’s channels.

Content marketing helps in sales promotion, controlling the conversation, helping to increase your brand awareness and social media following, helping with the lead generation process, and to generate industry authority. 

eCommerce and Content Marketing

With a quality content strategy for eCommerce,  you help your business build a relationship with the target audience, attract them, and convert them into customers. 


But how can you do that? 


By providing content that aligns with the customer journey and helps other customers easily find the information they need at the right time.


Some ways you can promote quality eCommerce content are:


  • Instructions on how to use products, because people can be scared when they try something for the first time.
  • Pictures of a product in real life, so people will trust you more.
  • Online forums where people can ask questions and find answers on various topics.
  • SEO optimized blog posts that make it easier for people to understand certain topics.
  • Other types of e-commerce content include print, white papers, success stories, data visualizations, infographics, podcasts, webinars, e-books, etc.


If you don’t know what type of content to use in your strategy, we’ll share with you a graphic with the results of research by Semrush.com that shows that companies are more successful with the video strategy they use in their business.


Content marketing is one of the digital marketing strategies to increase sales overnight, and you will only be convinced if you include it in your business strategy.

Content Marketing for eCommerce Benefits

Let’s talk about what you can gain from a good content marketing strategy.


  • By sharing diverse content, you build trust with potential buyers.
  • Customers will engage as they are interested in sharing interesting and quality content on their social media.
  • You will share different content and educate the audience at the same time.
  • You will build brand awareness through content marketing for eCommerce.
  • You will be able to build not only relationships with others, but strategic relationships as well.

Content Marketing for eCommerce Tips

Content marketing for eCommerce can be tricky to implement. So, here are a few tips to help you start out.


How-to videos

By providing videos on how to use products you will engage with customers, since people like to know in an easy way how to use the product. 

According to statistics, videos that take the most attention of any content category on YouTube and other social networks. 

There are different reasons why people watch videos in general: 

  • To fix something at the home or the car
  • To solve a problem
  • To be entertained
  • To relax
  • To learn something new
  • To improve the skills
  • To de-stress

But as an e-commerce company, you can educate the audience about the products that you are selling. You can reduce skepticism and make it easier for consumers to imagine buying and using the product themselves. So when spreading the word about your B2B ecommerce platform for manufacturers, leverage educational content to showcase the value of your products.


Use original product image

To make the audience curious about the products you are selling, you should include attractive photos of the product in different perspectives so that people can engage with your products. 


Make sure you showcase different methods of how to use your product. 


For example, if your product is suitable for winter and summer seasons, make sure that you update the photos according to the season. For example, if your product is a dog pool that can also be used as a dog bed, make sure to mention this aspect in the images.


Be a company with authority

By keeping your audience informed with news, current updates, information, images, and videos, you build trust and become an authoritative business. 


When you build trust and people know where to find the answer when they need to know something, they will come to your channel.


Try all networks to distribute content

If you are updating things only on one platform without trying different networks, you are doing something wrong. Depending on the platform and the strategies you choose, you can succeed.


The eCommerce platforms that you can update things are many, some of them are:


  • Shopify
  • Wix
  • BigCommerce
  • Adobe Commerce
  • WooCommerce
  • PrestaShop
  • Squarespace
  • Big Cartel


Also use social networks such as blogs, YouTube, Facebook, Instagram, Tik Tok, and LinkedIn, as well as other social media platforms, and update your content to take advantage of them.


Optimize the listing of the product page on Amazon

If you are a business selling products on Amazon, make sure you optimize your product page to succeed. Follow the tips below to optimize your product page listing:


  • Optimize titles and bullet points by including the keywords you want to rank for.
  • Use high quality creative images that attract customers.
  • Make sure you include product features and don’t use features that your product doesn’t have.
  • Use creative and high quality videos.
  • Make sure you use backend keywords as they have an impact on ranking, even if that impact is indirect.
  • Make sure you use A+ content and let people know more about the product, features and other things.


Optimizing your product page on Amazon will benefit you a lot, and this optimization will help you in several ways:


  • More traffic to product listings
  • Increase product and brand visibility
  • Increase in conversion rates and sales growth


Think about working with influencers

As an e-commerce business, you can work with influencers to increase your sales and brand awareness. Influencers have a strong impact on business success and brand awareness.


Some benefits of influencer marketing are:


  • Increase brand awareness
  • Helps build credibility and trust
  • Strengthens your partnerships
  • Helps boost SEO and ROI
  • Drive purchase decisions
  • Helps increase sales
  • This strategy is cost effective 
  • Saves time


Stand out with content marketing

Content marketing is a great strategy to make your brand stand out from the competition. 


For example, many energy drink companies use content marketing to strengthen their brand. One of them is Red Bull, known for having one of the most influential marketing strategies to date.


Some ways you can differentiate your brand include:


  • Differentiating the price of your products/services from the competition
  • Focusing on your expertise
  • Providing your customers with a memorable buying experience
  • Using a mascot since brand mascots can be a powerful differentiator
  • Offering your customers something completely new
  • Strengthening your brand packaging
  • Providing an emotional experience associated with your product or service


Promote user generated content (UGC)

With this tactic, you can show how real people actually use your products. With this effective strategy, you’ll help your business gain people’s trust.


Some ways you can promote user-generated content are:


  • Host a contest where customers submit content (videos, photos, etc.)
  • Encourage customers to leave reviews after purchasing the product
  • Create a hashtag for social media
  • Post UGC regularly on your own social media feeds


There are many benefits of this type of content: 


  • The user creates unique content for your brand
  • Helps your brand to increase credibility and authenticity of your business
  • Get more customer feedback
  • Increase traffic and conversions


Use infographics

Make sure you use attractive infographics that attract customers. They also are shareable and are easy to understand. 


Infographics can help you explain how to use the product, what ingredients it contains, where it can be used, and what its properties are. 


Some other advantages of infographics are:


  • They are persuasive and attention grabbing
  • They are a way to prove that you are the expert
  • They help generate more traffic to your website
  • They are easy to read, understandable and memorable
  • They are portable and easy to embed
  • You can easily track and analyze infographics


Use podcasts

Podcasts are digital audio content distributed over the Internet using a podcast hosting service. They are a very helpful strategy, even for e-commerce businesses. 

Podcasts can help establish your brand’s authority and maximize your reach. 

Final Thoughts

Content marketing is a digital marketing strategy that is very effective and benefits businesses across all industries. 


Some ways you can benefit from a content marketing strategy are:


  • Helping drive sales
  • Controlling the conversation
  • Increasing brand awareness
  • Increasing ROI
  • Increasing your social media following and visibility of your product pages
  • Helping with lead generation
  • Generating industry authority


So if you want to stand out from the crowd, follow some of the tactics below: 


  • Use how-to videos
  • Use original product images and attractive videos
  • Explain what season you can use the product for
  • Utilize social platforms
  • Optimize your product offering on Amazon

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