Ecommerce Content Marketing: 7 Unique Ways to Create Content That Builds Awareness

It’s a fact that Ecommerce content marketing is valuable for attracting customers early in the buying process and enhancing brand appeal with your target market. It costs 62% less than traditional marketing yet generates 3x the amount of leads – not bad, right?

It also allows you to build deeper relationships with your customers and guide them towards making purchases on your website – and here’s another statistic to grab your attention: ecommerce companies that implement content marketing see 6x higher conversion rates than those who don’t.

But a lot of the content advice you find online is for the business-to-business (B2B) sector, and the rules change when you move from B2B to B2C. The change is even greater when you move into the ecommerce market.

After all, creating content in the ecommerce space can be tricky. So, how do you create a new blog focused on a product, that people want to read, without boring them stiff?

Let’s look at 7 unique ecommerce content marketing examples that’ll help you create content people want to read, share and talk about.

1. Create Enticing Lead Magnets

Lead magnets are extremely effective in capturing leads and converting prospects into buyers. Just look at the graphic above. You can see that offering reports, videos, social media content, and webinars all produce at least 40% conversion rates. 40%! You can easily use them to drive email signups for your newsletter or discounts for your store.

And that’s not all they’re good for.

Valuable lead magnets also build crucial brand and product awareness. By creating lead magnets that people find useful, you bring authentic value to your audience who’ll begin to think of you as an authority – they’ll refer back to your content and share it with friends and colleagues who’ll continue the sharing cycle.

It’s essential to create content that your users can download and utilize in everyday life. For example, if you sell work clothing and have a target market of customer service workers, create a unique content piece that provides tons of value and helps advance their career, like this customer service resume post.

What about also creating handy guides for your customers, such as checklists or walkthroughs of how to assemble and use your products? Consumers want to see what things look like and how they work. 

Your lead magnets must show your audience that you care about educating them and helping them make the best decisions. Remember that valuable content provides valuable information, and answering questions is a great way to build trust.

2. Embrace Multiple Content Types

Relying solely on one primary content formats isn’t smart – not if you want to maximize the number of people you reach.

Content is more than just blog posts. While there is value in long-form blogs and articles, you can increase awareness by embracing other forms of content as well. Here are some leading content types to incorporate into your ecommerce marketing strategy.

Video

Video marketing is dominating right now but don’t take my word for it. Snowboard Addiction implemented a video strategy to grow their ecommerce sales to a million in less than a year.

The company did this by primarily focusing their content strategy on Facebook and Youtube videos, then building supporting content around it.

It might be hard to write fresh content about snowboards specifications after a while, so instead, they created engaging videos showcasing what their products can do and how to make the most of them. Building attraction while showcasing value is a powerful content combination and is an essential part of content marketing strategy for ecommerce.

Whatever platform you choose, make sure your video length matches your medium – and don’t forget – key messaging should be delivered right from the start, visually and textually.

Infographics

Infographics are shared 3x more on social media than any other content type, so clearly they should be part of your brand building strategy.

The problem is that B2C marketers now use infographics more than any other content type. In fact, the use of infographics has increased by 800% in the last year. This means the market is becoming flooded with infographics.

If you want yours to stand out, they need to be unique, eye-catching, and informative.

Email

Email marketing is an effective way to connect and communicate your brand value with past and potential customers.

Capture emails through your lead magnets as well as through your cart checkout process. This lets you to send email reminders about abandoned carts, product and upgrade recommendations, and reminders to repurchase products that need to be replaced.

It’s important to note you shouldn’t use emails only for sales and promotional marketing. To build actionable brand awareness too, remember to incorporate different types of valuable content into your email campaigns.

Other Forms

There is an almost endless variety of content to create and incorporate into your marketing strategy. Here are some additional options beyond the four we’ve already covered:

• Photographs and images
• Case studies
• Glossaries
• Research studies
• User tips, tricks, and hacks
• Detailed checklists
• Curated content
• Buyer’s guides

Some people prefer one form of content over others but you don’t want to diversify so much that you spread yourself too thin and dilute your message. Aim to offer 2-3 main content types to reach, connect, and engage with new audiences.

3. Incorporate Shorter Content

In B2B industries, long-forms of content tend to get the most social shares. This is why one of the standard recommendations is to create blog posts that are 2,000+ words in length.

But, when we’re talking about the ecommerce marketing funnel, shorter actually performs better.

Research proves that:

• 945 words is the average length of the top 100 content pieces.
• Pieces under 1,000 words in length had 33% more social shares than those over 1,000 words. 

Why is short-form so effective for ecommerce?

One of the primary reasons is that 71% of consumer media time is via smartphones. In fact, an average of 87 hours per month is spent browsing on mobile devices. That means content needs to be mobile friendly. And of course, shorter content is much easier to scan and read on a smaller screen.

Short-form content is also great for building awareness and promoting shares in the following ways:

• It allows you to engage on platforms that don’t allow long-form content, such as Twitter.
• You’re less likely to lose audience attention with shorter content.
• Short teasers can pique interest and hook them in. 
• It capitalizes on micro-moments:

4. Customize Your CTAs for Content Types and Market Segments

How many customer personas make up your target market? I’m going to guess it’s more than one. So, how do you adapt your content to speak to different personas and audiences?

The answer is by customizing your calls to action (CTAs.) Personalized CTAs convert over 2X more than basic ones.

You can use tools such as goals on Grammarly to customize website call-to-action copy for each of your different audiences. This tool also allows you to adapt your copy for the intent you want to convey and the level of emotion you want to evoke.

And if you’re a local business like an accounting or financial firm, having multiple calls-to-actions on your home page, including a phone number, slider CTA, and message box can increase engagement.

5. Make it Interactive

One advantage of in-store shopping over ecommerce is the ability to interact. Shopping in person allows your customers to engage personally with both your employees and your products. To compete as an ecommerce retailer, you should invest in your own interactive content through omnichannel retailing.

Over half of all content marketers use interactive content as part of their strategy, and with good reason. 90% of consumers say they want more visual and interactive content. Publishing what people want helps build awareness of your offerings and increases brand loyalty.

In fact, interactive content is a great way to connect with your audience, no matter where they are in the sales funnel. Using top of the funnel interactive content like surveys and quizzes can potentially boost bottom of the funnel engagement – signature collection, chatbots, upsells, and other checkout interactions.

Interactive content can stand out more and be more memorable than static content. Interactive video ads boosted viewing time by 47% compared to standard videos.

You can also build a fun chatbot survey or game that your audience can engage with to get rewards on your site, like a coupon or discount.

Sephora uses augmented reality through its Sephora Virtual Artist app as a way to build brand awareness and loyalty. The app allows users to virtually apply makeup to their own image to see if it suits them or not.

Here are some other forms of interactive content you can incorporate:

• Webinars and other interactive videos
• Quizzes and polls
• Contests
• Workbooks
• Calculators
• Virtual tours

6. Focus on Storytelling

The ‘how-to’ blog post is a tried and tested format for the B2B market, but it simply doesn’t have the same impact in the ecommerce sector. This type of content still has value, but it shouldn’t be your stand-by option.

Storytelling is much more effective for building awareness and creating brand engagement. It helps your audience see themselves as the hero in their own story. Incorporating this into your marketing strategy can build your brand image, loyalty, and appeal.

As an example, take a look at the outdoor lifestyle brand YETI.

This company successfully differentiated itself by publishing high-quality, engaging stories that capture its audiences outdoor lifestyle in an emotionally appealing way. Yeti’s YouTube videos regularly receive tens or hundreds of thousands of views, with high like-to-dislike ratios.

You can incorporate storytelling in the following ways:

• Share your brand’s own story in a way that allows your customers to feel closer to you
• Spotlight extraordinary people who are examples of who your ideal consumer would love to become
• Focus on the emotional core of the story and what you want your audience to feel
• Encourage customers to share their own moving stories, to show real people who love your products
• Instead of featuring your own content, highlight the work you’ve done for others in a unique way

A competition is also a great way to boost interaction, get people talking about you, and gather great stories.

During the last Winter Olympics, Coca-Cola created the ‘Coke Games’ to do just that. The company encouraged customers to share videos of themselves on Coke’s Facebook wall playing games such as Speed Sipping, Coke Curling, and Bottle Cap Hockey.

7. Use Cause-Based Content on Social Media

Statistics show that 91% of consumers buy from brands they trust. You can embrace this by creating your own unique emotional stories such as those discussed in the last section.

A second and more cost-effective option is to publish content that ties to a cause your readers are already emotional about. This can be a political, economic, or organizational cause.

For example, JetBlue partnered with Random House and FirstBook to create their Soar with Reading campaign. The campaign provides free books to children in low-income neighborhoods.

Creating content around this cause allows the company to connect with people who care deeply about improving literacy rates and helping underprivileged children succeed. It’s a win-win scenario where JetBlue gets to raise awareness of its brand and raise books for a great cause.

Other options for cause-based content include:

• Content covering social issues such as inclusivity, education, health, or child welfare.
• Posts ranking the best cities/states based on given criteria.
• Content that’s tied to specific interest-based communities (Patriots fans, runners, foodies, etc.)

The Takeaway

Ecommerce content marketing is invaluable for raising awareness about your brand and business. Remember, in this market, when you’re competing against behemoths such as Amazon, you need to use every tool you have.

If you are want to increase awareness, try out the seven tactics above.

Provide lead magnets that people want to use and share – publish your content using multiple formats and lengths. Make your content interactive, customize your CTAs for each persona and don’t forget to harness customers’ emotions using storytelling and cause-based content. Do all these in lockstep and watch your brand awareness shoot through the ceiling.

About the Author

Levi Olmstead – Head of Community and SEO at G2, a B2B software and services review site with over 650,000 real-user reviews. Levi is an Indiana-native and IU alum who in his spare time enjoys solving paranormal mysteries with his dog Frodo.