In 2017, content marketing, undoubtedly, is the most crucial factor for eCommerce brands. Indeed, the trend is growing since many years.
Statistically, content marketing is likely to increase conversion rate up to 6 times. On an average, the conversion rate of websites with effective content marketing strategy is 2.9%, whereas that of others is 0.5%. The fact is, only an attractive and navigable website cannot hold on to buyers; it is very important to keep them engaged. You have to learn to engage your buyers, which is only possible with an effective content marketing strategy. Engaging content-based marketing always gets repeated, especially in social media, which increases mentions. It is helpful for raising a buzz about the product too.
As opposed to conventional marketing, content marketing aims to interact with customers to generate interest and desire. Remember 2012, the year when Google adopted the nuclear option. It wasn’t simply aimed at creating visibly pleasing websites. Ecommerce retailers finally realized that content is everything! However, security is another important aspect for the choice of eCommerce websites. Trust builds up when buyers feel secure about shopping from a website. For this, the use of SSL certificate is recommended.
Why is Content Marketing Strategy Needed for Every Brand?
There has been extensive research in the past to prove the effectiveness of a sound content marketing strategy and its importance. Demand Metric noted some crucial findings:
- Content marketing costs at least 62 percent less than conventional marketing
- Content marketing also generates at least 3 times more leads than conventional marketing
- Approximately 82 percent customers develop a positive opinion about companies after reading their customized content
- 70 percent customers feel a connection due to content marketing
- 60 percent customers enjoy reading content related to their choicest brand
- 70 percent of consumers prefer to learn about a certain brand and its products through blogs and articles, not advertisements
- Custom content is a source of developing relationship with a brand, according to 72 percent consumers
So then how to proceed? Here are 10 best tactics that can help you to plan a content marketing strategy for your eCommerce platform.
#1: Grab the Niche
With more than 2 million blog posts published every single day, your eCommerce content should be strikingly different. So, it’s best to focus on a niche-specific content strategy highlighting the goals of the company.
- Set content goals with respect to the aim of an eCommerce site. How to achieve it? Through social shares, backlinks, subscribers, followers? Rather, use it all to the optimum.
- Determine the buyer personality with respect to products the eCommerce site offers. Who would be ideal clients? Age group? Demographics? Cover all the vital areas.
- Identify buyer’s desires, demands and offer a solution through content. It’s a linear process that requires step-by-step guidance.
- Content outreach plan is the next step – post to own site/blog. Target some external sites too.
- Content repurposing is another effective strategy. Because it takes time and money to create new content, it’s better to repurpose it and give life.
- Optimization should be planned, regardless of goals. The only optimization can maximize results.
#2: Video Content
It’s no time for infomercials any longer. Today, the young and old generation believes in seeing before buying. Video demonstrations are one the best ways to attract more consumers to an eCommerce site. Children and millennial have actually shown a very strong preference for digital videos over television. According to a recent YouTube and comScore study, 35% of millennial preferred to catch up YouTube, while 18% preferred TV programs.
Videos are extremely powerful pieces of content for eCommerce sites. However, that doesn’t mean it is complicated. It is possible to create a simple presentation using product related features, photos etc.
#3: Guest Blogging
For any eCommerce business, it could get really difficult to acquire quality inbound links. Most websites are not interested in product pages. Well, and this is the main reason why it becomes really important to provide niche specific and link-worthy content.
One of the best ways to build inbound links is through guest blogging. It is an added benefit, if you have guest bloggers writing content for your portal. Simply put, aim to populate the blog with relevant, useful, informative and high-quality content.
#5: Optimize Content Title and Matter
When it comes to content for an eCommerce site, focus shifts to blogging, social media marketing, and email marketing. However, it is equally important to optimize product listings to achieve higher search engine rankings. Even if the content page has very little to offer but it is paired with an appropriate and optimized title, it works. Use of keywords in subheadings and title is recommended by industry experts.
#6: User-Generated Content
Reviews are excellent to attract potential buyers. Every time, it just hits the bull’s eye. Buyers looking for a varied range of products can obviously benefit from reviews and decide to buy. Not only do such posts potentially rank for product-related keywords and based content, it can also provide valuable guidance and information to visitors and their buying decisions.
However, be aware of the fact that consumers are wary of the commercial reviews floating online. Try to include user-generated reviews only, to boost credibility.
#7: Infographic for Visual content
Visual representation of any information/data using a mix of graphics and text is known as an infographic. It is one of the best ways to appeal a bigger audience base due as the appeal of ‘visuals’ is more than ‘text’. Infographics are the ultimate form of communication in today’s eCommerce scenario. You can create a wittily designed infographic and shows different products, and buying options narrating every reason why someone would like to buy them. For instance, if it is an online clothing store, an infographic of different brands and varieties can be added to give a better idea to buyers.
#8: Buyer’s Guide
A buyer’s guide is definitely the most popular and useful content type that can be provided to users, I feel. It can not only increase search engine ranks but can also nudge the readers towards a purchase decision. However, make sure that the buying guide is well written and includes all the practically useful points. Once a prospect consumer arrives at the site, visitors can read the guide, and even download it for better understanding. That should be the idea!
Note that a buyer’s guide is not necessarily a promotional content. So, try to be objective while choosing the products for a guide, and incorporate a good amount of research and reviews. I suggest that a guide should aim to help customers find what they want. Once trust is established, customers would be yours for life.
#9: How-to Questions with Content
Ecommerce content should have a problem-solving motive. When product descriptions are concerned, generally product highlights and features become important. However, it is important to highlight the benefits of the product so that potential buyers can understand exactly how the product can solve their problems.
Instead of focusing on the product, write about the ways it can help customers, how it can improve their quality of life, and how it can benefit them. Problem-solving is the essence of eCommerce. So, speak about the product, but don’t make it the soul of the content; rather, the use and benefits should be ascertained.
#10: Mobile-friendly Format
According to reports, between 60 to 75 percent of all internet users would be mobile users in 2017. This clearly indicates that a typical person would spend about 3 hours per day on a smartphone/tablet. While eCommerce retail and sales are likely to skew more towards desktop and laptop devices, shoppers depend largely on content using a mobile device. They prefer to read everything on a mobile device before finally seeing it on their desktop.
It’s no surprise that more and more content marketers are focusing on mobile-friendly content format these days. So, you should consider creating mobile apps and/or mobile pages.
Ecommerce is tricky, but content marketing makes it easier. It is important to understand how content can attract visitors, and also how to guide those visitors toward a purchase. In addition, consumers are also aware of safety issues, which make SSL Certificate a really important factor.
These aforementioned tips are really going to give a stronger foundation to create eCommerce content marketing strategy.
Featured Image: Joe The Goat Farmer