What do you know about ecommerce content marketing? It is simply a part of digital marketing.
What are the benefits you can derive from using ecommerce content marketing?
Effective content drives free traffic to your store.
It’s also targeted traffic, meaning it’s only people interested in your products or related topics.
It usually goes like this. People use search engines to look up topics. They interact with your blog post, video, or other format. They start following your actions or return later for similar information.
People eventually find your goods. They positively associate your brand with your content marketing efforts.
Ecommerce content marketing promotes your online store. SEO and organic social media presence usually cost less than paid ads or working with influencers.
How to Build Your Content Marketing Strategy
Identify your value proposition to potential customers. What do they like? Who do you want to reach? Can you inform them about your niche? Or can you ease their pain? That should be your content.
Choose your channels. Which platform do you prefer to promote your content? On your blog or YouTube? An entirely separate domain? A podcasting site? Just make sure you follow your audience anywhere they’re interested.
Consider your content marketing strategy’s execution. Will it be done in-house or by an agency? Can you create content if you’re an expert in your product’s niche?
Ideas for Ecommerce Content
Here are some inspiring examples of content marketing.
1. Promote values on YouTube
Outdoor gear retailer REI is a great example of providing value for free. They do video marketing on topics that their customers like.
They use their YouTube channel (over 500 focused and practical videos) to answer all kinds of outdoor adventure questions. With over a million views each, REI Presents spreads the stories of inspiring people, environmental stewardship, and the outdoor lifestyle.
All their favorite sports and travel destinations are covered in series.
It’s a place where the community can get ideas for their next adventure. Also, the brand values are all over the videos. No hard sell, just a shared love of the outdoors.
Everyone enjoys talking about themselves. Your quiz could generate a lot of traffic. They’re also easily shareable on social media.
Moreover, you can use their responses to tailor your offers and communications to their needs. You can ask about their skin type to recommend products and give advice.
You can learn more about your customers’ preferences without adding another tool to your ecommerce site. Add a form to your newsletter!
3. Link your products and their uses
Warby Parker, a DTC darling, has great content is a great example to consider here.
Their To Read blog is a geek’s dream. The link is clear — people who read a lot need glasses, or so the media tells us. Warby Parker’s glasses help people see better, so they want to help them read again.
Any product-related topic or activity can be content. Consider what your clients enjoy doing and their interests.
4. Use events as ecommerce content
Offline trade shows, concerts, fairs, and exhibitions are great ways to meet your customers. It humanizes your brand and brings it closer to people. Collecting customer stories is also easier. Share behind-the-scenes photos to add realism.
5. Share DIY ideas
Ecommerce content marketing generates demand. You can show them other uses to entice them to buy it.
So do all recipes, tutorials, and reuse ideas. These are sometimes more exciting, so people buy to try. A user-generated content campaign will provide you with tons of new content to feature and reuse!
6. Addition of a twist to influencer content
This is the best way to show the products in action. #GetReadyWithMe, however, stands out.
The YouTube videos are great examples because they show ordinary people’s looks. “Beauty products for real life” says their slogan. Unlike most brands, Glossier stays close to their target demographic.
Also, they retain ownership of the videos, which they accumulate on their official channel. Brands often send vloggers products. The results are off-brand videos that require viewers to switch channels.
7. Make a glossary
Don’t assume your customers know all the jargon. You can explain and educate more about products using ecommerce content marketing.
This helps people learn more about your product category and shop with confidence. It also helps them to know what they want and need before they buy.
A glossary also helps SEO because it helps people find your ecommerce website via keyword searches. Your website will start to rank better for related terms and start showing to more people. You’ll get backlinks.