Whatever your products or services, content marketing is one of the best methods for eCommerce success.
Compared to pitching products, it provides information that helps your customers solve problems. In fact, 70% of consumers prefer learning about a company from its articles rather than traditional advertising.
In this article, you’ll learn effective content marketing strategies suitable for every eCommerce business to increase brand visibility, trust, and sales.
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High-quality content can build trust and convert visitors to customers as it answers their questions and helps them make better purchase decisions.
Here are the two main criteria of high-quality content:
Having high-quality content can also improve SEO. It attracts backlinks and improves user behavior, like longer session duration and lower bounce rates.
Before publishing content, optimize it for search engines. Proper search engine optimization (SEO) strategies boost 20 times more traffic than PPC because most people prefer organic results.
One way to optimize content is by integrating LSI keywords to provide relevance without overstuffing the main keyword. Search for these keywords using tools like LSIGraph and SEO Surfer. Then, use them naturally in your content, including titles and meta descriptions.
Also, consider using trending topics and keywords that match your brand to keep the content up to date. For instance, Fashion Chingu creates content on popular Korean dramas.
User-generated content is images, reviews, and instagram videos created by individuals, not brands. This strategy helps make your content authentic since it displays a real customer experience.
Let’s see how popular brands add user-generated content:
A case study refers to a specific example that shows how a brand has helped customers achieve success.
This content marketing strategy of sharing case studies generally includes:
Take a look at how AMP Agency shares its case studies.
It creates a dedicated page and categorizes the case studies based on specific industries and services. Inside each case study page, AMP Agency describes its roles, challenges, and results. It also includes screenshots, photos, and videos to demonstrate the strategies.
Webinars help build a relationship with the audience by giving them helpful information. Furthermore, you can gain the audience’s trust and make yourself the industry expert.
A typical webinar is usually held live around a specific topic using slideshows and videos.
Alternatively, invite guests and have an interview-style webinar as Notion does to make it engaging. The brand holds a webinar to discuss its note-taking app features for specific jobs, such as engineers and novelists.
Interviewing people on the webinar can spread brand awareness because the guests are more likely to share the webinar info with their following.
Interactive content invites your audience to participate actively instead of just reading, listening, or watching. This kind of content marketing helps you stand out and generates two times more conversions than the passive one.
SmartBuyGlasses is an excellent example of a brand using interactive content on its website. The brand integrates augmented reality (AR) to let customers try on glasses virtually.
Besides AR, other kinds of interactive content include:
Social media platforms are effective in promoting businesses. It only takes one click for users to share posts, while business owners can simply add hashtags to reach more audiences.
Since this digital marketing channel is more visual, use appealing photos, graphics, or videos to attract people. For example, the skincare brand Bliss uses colorful photos and educational infographics on its Instagram.
Besides creating high-quality content, ensure that you engage with the audience. Answer their questions, or use the platforms’ interactive tools, like Twitter polls and Instagram Stories’ Q&A sticker.
Participating in a community can increase brand awareness and build a positive reputation. This will show customers that you care about giving back to society.
Here are some ideas to get involved in the community:
After that, share your participation on social media or websites, like PAWS does. This online pet store helps people with disabilities through trained assistance dogs and shares the community stories on the website.
Analyzing the results of brand awareness campaigns helps notice which strategies work better. This can improve the next campaign.
Google Analytics is a free and excellent tool to track content marketing success. It provides data showing the important metrics, like most popular content and how long people engage with your site.
To get started with Google Analytics, consider enrolling in its course to learn all features and metrics available. Once you understand how it works, sign up on analytics.google.com or install the MonsterInsights – Google Analytics Dashboard plugin if you use WordPress.
Content marketing is a beneficial strategy in building brand awareness, increasing sales, and gaining trust from your audience.
This article has shared ten techniques to use digital content marketing to attain the benefits:
Improve your content marketing efforts by implementing tips, tools, and examples mentioned in this guide. Then, adjust the strategy for your target market. Best of luck!
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