Ecommerce Content Marketing Strategy That Drives Conversion

The success of any eCommerce brand is increasingly dependent on its content. Ecommerce content strategy enables companies to create relationships with their target audience and win customers.

If you have a successful content marketing strategy and execution, everything else you do to drive visitors will work even better for you, meaning a reduced acquisition cost.

Around 77% of B2C marketers focus on content marketing, resulting in a realized ROI of up to 24%.

So, let’s get started by looking at real-world examples from some of the world’s greatest organizations to learn how to develop an effective eCommerce content marketing plan.

Let’s dive right in.

What is content marketing?

Content marketing is a deliberate method of attracting and retaining customers that involves developing and delivering valuable, relevant, and consistent material. It differs from traditional marketing in that it focuses on giving value to your target audience rather than directly pushing your products or services.

Content marketing is creating content in many formats, such as written articles, tutorial videos, and infographics, and sharing that content with a targeted audience.

Key Features

• Valuable: Your content should be really useful, educational, or amusing to your intended audience.
• Relevant: It should focus on your audience’s specific requirements, interests, and pain concerns.
• Consistent: Post content frequently to keep your audience engaged and returning for more.
• Distributed: Share your content through different means, including your website, social media, email marketing, and online communities.

The types of content every eCommerce brand needs

A good eCommerce content marketing approach focuses on your target audience’s key difficulties, concerns, and inquiries. Your goal should be to address those demands through interesting content.

The type of content you create—

• an eBook,
• a downloadable guide,
• a social media post,
• a blog post,
• a guest post or
• a product buying guide—

Your business goals will have a significant impact.

For example, you can write blog posts to raise brand awareness, enhance organic or referral traffic, or improve conversions and retention.

1. Write web content that converts

Remember, “converting” does not always imply an immediate sale. It could also refer to signups, downloads, email subscriptions, or other acts that lead people closer to becoming clients. Your website’s content must be compelling enough to convert visitors into customers. Focus on positioning your brand to stand out from the crowd.

For example

Take a look at this offer from Airmid Beauty Secrets, a natural hair and skin care business.

You should also write compelling product descriptions that explain how your items are manufactured, the technology and materials used, customer success stories, FAQs, and video content. Check out Nectar’s product description, which offers all of this and more.

2: Tell your story in captivating blog posts

Why employ storytelling in content marketing? The simplest explanation would be that your entire operation revolves around talking to and convincing strangers to become your clients.

What is a better approach to helping people relate to your product?

For example,

Columbia, a popular outdoor gear brand, encourages adventure and participation.

The brand’s website, social media, blog, and online advertising all convey the same message: get outside and make some memories.

They include shots of people wearing Columbia clothing and stunning images of wild nature. The site is filled with stories about hiking, sailing, mountain biking, conquering mountain peaks, etc.

3: Create evergreen content for every stage of the buyer journey

Content that teaches people how to use your items builds a distinct image for your brand. Your audience perceives you as an instructor rather than a vendor.

Although this method is more widespread among B2B marketers, it can be an effective strategy for eCommerce businesses seeking to increase organic traffic.

One of the most significant advantages of content marketing is SEO, which includes instructional blogs, how-to articles, and shopping recommendations.

Here are some excellent practices to follow when creating evergreen content in the form of case studies:

• Research the style, type, and design of case studies that your audience might enjoy.
• Set realistic goals for your case study.
• Find a good viewpoint and use data to support your claims.
• Allow your clients to share their stories in your case studies.

Take inspiration from wine manufacturer VINEBOX, which has some fantastic content on its blog, including how-tos, tips and techniques, and other wine-related information.

4. Include social proof throughout your site

Social evidence, such as customer reviews and ratings, is a key trust indication. Their feedback on product quality, shipping delays, returns, refunds, and so on can help strengthen the authenticity of your website and products. So, add them to your product and category pages with a service like Yotpo or Loox.

1. Instagram

Instagram is a highly graphic social media platform.

If you have a product with many beautiful photographs, this could be a good spot to showcase it.

2. Twitter

If most of your product is informational and text-based, you might want to use Twitter because it allows you to summarize what you just wrote about on your blog or website and direct consumers to it.

3. Facebook

Even though this is an “older” social media network, I wouldn’t count them out because they are always inventing.

You will most likely have a devoted following on Facebook.

With 35 engagements on that post (mainly comments!), they received a 2.5% engagement rating depending on audience size.

On Facebook, a business post has an average interaction rate of 0.5%-0.99%.

5: Optimize your content for organic search

Last but not least, you want to ensure that your content ranks highly in search engines. since that can become a very effective source of website traffic for your brand. This isn’t as difficult as it seems.

Search engine optimization is divided into two categories: on-page and off-page optimization.

• On-page magic: Naturally weaving relevant keywords throughout your content, creating clear titles and descriptions, and organizing your website so crawlers can easily navigate it. Imagine offering search engines helpful cues to help them grasp your material.
• Off-page whispers: This is where you generate buzz around your website. Get other websites to link back to you, such as in articles or through social media shares. Consider establishing an online reputation and informing search engines that others value your work.

Automate your on-page and off-page strategies with SEO tools like Ahrefs or Semrush.

How to come up with content ideas

1. Research your competitors

What your competitors do can teach you a lot about what’s successful in the industry. You can determine which issues are gaining traction and being shared the most.

Examine the channels and content forms they utilize. But don’t just duplicate everything they’re doing; instead, list handpicked information that would be relevant to your audience.

One of the most common content marketing blunders many organizations make is trying to cater to everyone.

Consider yourself a prospective consumer who can read blog posts and newsletters from five online stores that provide similar eCommerce products. Why should your ideal customer choose your content over others? Try to be different.

Try telling stories that other eCommerce shop owners aren’t telling. For example, you could choose to entertain your audience with a touch of humour and fun. Here’s an excellent example:

2. Look up top-performing content on search

Imagine having a crystal ball that tells you exactly what type of content drives conversions in your target market. So, guess what? You do! It’s called competitive content analysis. By looking at what’s already working in search engines and social media, you might find a gold mine of content ideas that will resonate with your audience and increase your sales.

Here is the game plan:

• The most straightforward approach is to use Google, YouTube, or BuzzSumo to search for terms relevant to your business.
• To identify more keywords and themes, use a keyword search engine such as Ahrefs, SEMrush, or Chrome extensions. Review the top-performing content to generate blog post ideas.

3: Ask your audience

Interview your current audience about their top difficulties, using their responses to generate potentially valuable ideas for future content.

SurveyMonkey and Typeform are two tools that can help you develop online questions that you can then send to your email list.

Once you have that information, you can delve deeper by examining representative samples of each client segment to generate blog post ideas that resonate with them.

Content Promotion and Distribution

1. How to share your content on social media

Social media provides an effective venue for publishing ecommerce content and communicating with your intended audience. To maximize its potential, here’s a full set of instructions on efficiently sharing your content.

1. Select the Right Platforms

Not all platforms are created equally. Determine where your target audience spends their time. Popular choices for ecommerce include:

• Instagram is ideal for sharing visually appealing items and lifestyle content.
• Facebook is a versatile platform for sharing multiple content formats, encouraging discussions, and creating communities.
• Twitter is ideal for brief, useful updates and real-time engagement.
• Pinterest is great for product discovery and driving referral traffic.
• YouTube is a powerful tool for displaying product demos, lessons, and brand stories.

2. Post Regularly and Strategically

Create a content calendar to ensure consistent posting and audience interest. Consider:

• Platform-specific publishing frequency: Tailor your posting schedule to each platform’s algorithm and user behavior.
• Information mix: Include a variety of product promotions, educational information, brand tales, and customer testimonials.
• Prime posting times: To maximize reach and interaction, determine when your target audience is most active on each site.

2. How to create co-branded giveaways

Co-branded gifts are an excellent method to increase interaction, reach new audiences, and promote revenue for your ecommerce business. Partnering with another company allows you to use each other’s strengths and reach a larger audience, which benefits both parties.

DojoMojo allows you to connect with other brands to create co-branded gifts effortlessly. The application will enable you to create a landing page to share with your audience easily.

Participants in the giveaway also agree to receive marketing emails/messages from these brands. So, with only one gift, you may generate 20k-50k new leads and remarket to them.

Final Thoughts

Ecommerce content marketing aims to assist customers throughout their purchasing process and boost a brand’s online sales.

Google Analytics can show you how your content performs based on metrics like page views, bounce rate, and click-through rate.

Related: A 5-Step Guide to Setting Up Google Analytics (GA4)

SEO abilities are the next most important component of any content marketing strategy after content promotion and distribution.

Supercharge your e-commerce content marketing strategy and drive conversions with the expertise of our dedicated eCommerce SEO company.