eCommerce Marketing

eCommerce Businesses Need a Content Marketing Strategy

By January 24, 2017 No Comments

Sounds exciting right? But this is not the only reason that you should incorporate a content marketing strategy into your eCommerce business.

Content marketing allows you to create and distribute content that’s valuable and relevant to your target customers. The valuable content enhances brand awareness, improves the shopping experience, optimizes search engine rankings, and deepens customer relationship, the list goes on. What’s more, each day, content marketing is becoming more critical to your brand’s success as its value accumulates, its influential power compounds every time you communicate with your target audience under its guidelines.

Now let’s take a closer look at the benefits of adopting a content marketing strategy for your eCommerce business.

Increase brand awareness

Brand awareness is not just about exposing your brand. That’s just one aspect of it. Building brand awareness is a process that uses many approaches to bring customers value, thus improving brand engagement.

It is critical to the success of eCommerce merchants because customers pick up the brand, one in a million, that connects them with the value that exists in every aspect that customers know, feel and experience the brand.

With a meaningful and interesting content marketing strategy, you can provide the value by educating, entertaining and even “wowing” them. In some instances, eCommerce merchants create hysterical anticipation for soon-to-be-released products on social media platforms. That kind of buzz generation gets instant hits upon launch.

In addition, the more valuable content you provide, the less you have to promote yourself in the future because your audience will do that job for you.

Differentiate your brand and products thanks to a content marketing strategy

Online shoppers are spoiled with lots of choices online. As more players pile up within your niche, you and your competitors will have to “fight for” the scarce attention of potential customers. In the light of this increasingly competitive landscape, content marketing is playing a critical role in differentiating your brand.

To build that industry authoritative status, you need to find out your audience’s acute pain points and suggest solutions that are “10 times” better than what they already know or what they would find from other sources. For instance, if you consistently generate informative white paper and practical “how to” tutorials, you will be regarded as the “go-to expert” in your niche.

It influences every step along the funnel

Content marketing can reach the potential audience at every stage of the sales funnel and widens the funnel as it moves further down. Content restructuring allows you to tailor the message to accommodate any particular stage where your audience is.

Stage 1: Awareness: the top of the funnel is where you see the content marketing at its most efficient. Quality content (e.g. shoppable blogs) generates early interest, uncovers the hidden needs and increases your brand visibility in general. Simply put, content marketing is like a magnet that attracts and nudges potential customers from different channels into your conversion funnel.

Stage 2: Consideration: In this phrase, potential customers begin to associate your brand with your products/solutions. Content marketing serves as a handy tool to evaluate your qualifications in helping them overcome something negative or achieve something positive.

Stage 3: Conversion: Here is where you make your final pitch. Those in the funnel have already expressed interest in what you have to offer; content marketing acts as the finger that pulls the trigger. Content such as reviews assists people in making the final move.

Stage 4: Retention: Once you’ve got those customers, your goal is to make them stay. Content marketing like email follow-ups also play an important role in reminding customers to return to your website. You can also pull customers through from email lists to your social media community. This is because it’s difficult to have people constantly open your emails, but people do come back through social media such as Instagram time and time again.

It boosts SEO

The majority of people begin their shopping journey using search engines. Therefore, it is impossible for eCommerce players to thrive without the input of search engine optimization (SEO). Content, when done right, is the optimal way to boost your search engine rankings.

For one reason: Google prefers websites that carry quality, relevant and fresh content. However, content that is overly optimized for SEO may be considered spam. Another main target of SEO is to gain valuable backlinks from reputable websites. You cannot achieve your goal without distributing exceptionally awesome content.

It builds loyalty

Content marketing produces more than just higher conversion rates and longer email lists. It creates familiarity and loyalty. If your audiences find the content meaningful, they will come back for more. It helps win the loyal followers who are more likely to convert into repeat customers.

A few more thoughts…

Content marketing benefits can only be enjoyed if you have a solid content marketing strategy in place.

It begins with aligning content marketing with your business objectives, whom you want to reach and how to reach them. That’s another story for another time.