What’s the basis of a good content marketing strategy for ecommerce?
What are best practices for ecommerce content marketing?
Read on to learn how smart ecommerce marketers are skyrocketing their brand awareness, increasing conversions and strengthening their brand communities.
You can do the same by learning from the 7 clever ecommerce content marketing examples below.
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
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.
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
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.
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.
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.
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.
- Photographs and images
- Case studies
- Research studies
- User tips, tricks, and hacks
- Detailed checklists
- Curated content
- Buyer’s guides
3. Incorporate Shorter Content
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.
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.
- 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
The answer is by customizing your calls to action (CTAs.) Personalized CTAs convert over 2X more than basic ones.
5. Make it Interactive
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.
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.
- Webinars and other interactive videos
- Quizzes and polls
- Virtual tours
6. Focus on Storytelling
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.
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
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
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.
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.)
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.
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