What is one example of content marketing for eCommerce companies?
To help eCommerce companies adopt the best form of content marketing, we asked marketing professionals and business leaders this question for their best insights. From user-generated content to infographics to detailed buyer’s guides, there are several examples of content marketing that may best suit your eCommerce business.
Here are 11 content marketing examples for eCommerce companies:
- User-Generated Content
- Guest Blog Posts
- Video Content
- Product Descriptions
- Social Media Posts
- How-To and Other Educational Articles
- SEO Content Blogging
- Promotional and Editorial Emails
- Posts of Client Testimonials on Website and Social Media
- Detailed Buyer’s Guides
Not all promotional material has to be created by the business in order to build quality campaigns as some of the most effective marketing content is user generated. Authenticity plays a major role in today’s marketing as consumers have become less trusting of pre-packaged promotional content, and with nearly 80% looking to reviews and other social proof before purchasing, the need to create trust is critical.
By leveraging user generated content by posting images of customers utilizing your products, placing their reviews, and sharing their blogs, you can create a powerful marketing tool that promotes your business through credibility and trust. In incorporating user generated content into your campaigns, you can create a powerful marketing tool that both sells the product and the social proof.
Greg Gillman, MuteSix
Guest Blog Posts
A good content marketer will understand that having a great blog and plenty of posts isn’t enough. In fact, you definitely need to broaden your horizons. Begin looking for sites that accept guest post submissions – and will appeal to your target audience. Typically, you can link back to your site in your writer’s bio and, after some time and a few posts under your belt, you’ll actually begin to establish yourself as an expert in your field.
Ryan Rottman, OSDB Sports
We use dynamic video content to improve our conversions through Instagram. As an eCommerce brand in Retail, we must deploy content that tantalizes our audience, giving them a feel for the apparel we sell.
These videos attract high levels of user engagement and have better conversions to our website than image content alone.
Highly attractive visual content indeed does the selling for you.
We rely on this professional-grade visual media especially because users can’t try on our products without visiting one of our physical stores. When you create and sell the experience of a product through content marketing strategies, you include users in your overall product experience.
Zach Goldstein, Public Rec
Product descriptions are a form of content marketing. It’s important to speak to product benefits to the target demographic and the results they can expect from using that product. A bullet point benefits list is simple and to the point, or long form descriptions are also effective. In doing so, consumers can get an understanding of the brand in a way that will positively impact them.
Jodi Neuhauser, Ovaterra
Social Media Posts
Social media platforms are the best place for content marketing for eCommerce companies. There are different groups on several social media platforms (Facebook, Whatsapp, and LinkedIn), and reaching out to relevant social media groups is an excellent way to advertise content in any niche. In addition, you can share, recommend, and request to look at published content through these groups.
For Example: Applying the criteria to Facebook advertisements is the most excellent approach to reaching out to targeted readers. However, to effectively market and increase visitor numbers, you must conduct significant research into potential readers’ locations, interests, and demographics.
Dikendra Acharya, Find People Faster
How-To and Other Educational Articles
An eCommerce company, such as HomeDepot.com, could utilize content marketing by publishing articles such as, “How to Upgrade Your Bathroom.” Educational articles such as this showcase the company’s expertise.
The company could try to get their article at the top of internet search results, market it on social media, and so on. The content is sought out by people specifically wanting to learn. So it’s natural that visitors to the article will click links to buy the products featured in Home Depot’s article.
Scott Lieberman, Touchdown Money
SEO Content Blogging
If you want your customers to find your eCommerce site, you can’t just optimize your product and category pages for search engines. You also have to invest in Search Engine Optimization (SEO) content blogging. By covering topics tangentially related to your brand, you can expand your footprint across the web and bring in customers who have never heard of your products before.
For example, let’s say you sell pet products. Rather than just write content about your products, you should also create blog content about topics like “most popular pets in the United States,” “dog training guides,” and more.
With this content, you’ll establish thought leadership in your industry — and become the go-to authority for potential customers. Even if you publish only one blog a week, don’t sleep on your SEO content!
Mike Belasco, Inflow
Promotional and Editorial Emails
Emails are a form of content marketing for any eCommerce company. This is a great way to connect the products straight to the consumer. Whether it’s for a promotion or editorial piece, brands can reach their target audience in their inbox. In doing so, brands can cross-sell products or services in an email or reconnect post-purchase.
Christy Pyrz, Paradigm Peptides
Infographics are graphics explaining a concept or providing a visual for a piece of data. These aesthetically appealing, shareable, and informative content assets are getting increasingly popular. As the saying goes, a picture is worth a thousand words. Visuals will always appeal to humans and capture their attention. By using infographics, you can present data creatively with charts, graphs, and tables, which will make content easier to understand and your audience more drawn to the materials. Compelling infographics can increase search marketing results, help improve audience engagement, and make your work go viral. They let you convey information effectively by combining powerful storytelling with strong data presentation.
Agata Szczepanek, Resume Now
Posts of Client Testimonials on Website and Social Media
Our company crafts targeted digital content that speaks directly to our target audience. For example, we feature client testimonials and a gallery of our works across our website and social media channels to attract more customers. Delivering high-quality, valuable content establishes trust and credibility with our website visitors, ultimately leading to more sales.
In addition, we offer extensive product guides and helpful blog articles that educate our audience about the pieces of jewelry we sell. By teaching our consumers about the different features and benefits of customizing their rings, we’re able to increase the likelihood that they’ll make a purchase from our store.
Ty Wilson, CustomMade
Detailed Buyer’s Guides
A buyer’s guide helps customers determine if the product you’re offering will meet their needs. Effective buyer’s guides incorporate elements of copywriting such as persuasion but they’re also meant to be informative. For example, a site that sells toothbrushes might have a buyer’s guide that includes information about how often to brush your teeth, when you should replace your toothbrush, product features, and maybe even an endorsement or recommendation from a dentist at the end.
Buyer’s guides should be as detailed as possible so that customers have an understanding of what to expect.
In content marketing, these guides act as informative and persuasive copy that should convert website visitors into paying customers. The more detailed and helpful your content is, the more likely it is to convert. The best buyer’s guides are honest. They include detailed and relevant information about key product features and information about how to use the product.
Dustin Ray, Inc File
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