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Content Marketing for eCommerce

As an eCommerce company, you must have a strong content marketing game. Content marketing is not only written content such as emails and blogs but also social media, videos and podcasts.

Let’s get on with what Content Marketing is and its benefits for eCommerce businesses!

What is Content Marketing?

It is a type of digital marketing that does not explicitly promote the brand but intends to stimulate interest in a brand’s services or products by creating and sharing online material such as social media posts, videos, podcasts and blogs.

The Benefits of Content Marketing

There are many forms of content marketing beneficial for eCommerce businesses – but the two I see as hugely important right now are:

  • Video marketing (how to, storytelling, explainer videos)
  • User-generated content (visual works best)

These two types of content can work absolute wonders for any eCommerce store. They are immensely powerful alone – but combined? Unstoppable.

Imagine having your customers create how-to videos of your products or influencers telling the world about your outstanding service… 86% of millennials think solid UGC portrays a quality brand.

The benefits of incorporating content marketing into your strategy include:

  • Absolute trust in your business
  • ‘Real’ feedback that can be linked to genuine, accessible people
  • A humanised perception
  • Virality (video and UGC are highly shareable in nature)
  • Greater brand visibility (maximising Google rankings, backlinks, and social exposure)

Must-Have Contents for an eCommerce Website

  1. Homepage content
  2. Search page content
  3. Product descriptions
  4. About Us page
  5. FAQ pages
  6. Product reviews and ratings
  7. Size charts
  8. Refund policy
  9. Sustainability page content

5 Types of Content Marketing

1. Blog Marketing

Blog marketing is one of the main content marketing techniques. The marketing strategy uses blogs to speak to prospective customers directly and personally to build brand loyalty. This form of marketing builds an audience around a blog using viral marketing techniques.

By establishing your website as an appropriate response to your clients’ inquiries, blogging helps improve SEO quality. Blog entries that employ a number of on-page SEO strategies can increase your chances of ranking in search results and improve the user.

In 2022, blogging is still significant: About 409 million internet users read 20 billion blog pages per month. Because of this, 53% of marketers consider blogging their most effective content marketing technique. In addition, blogging has grown by 12% over the previous five years, demonstrating its continued success.

Social media content is where blogging is headed because it increases the number of readers. Therefore, digital marketers in charge of such projects must be aware of how to use their content for social media with great care. This provides strategies to experience the intended results overall.

2. Email Marketing

Targeting your audience and clients via email is the practice of email marketing. Giving subscribers and clients helpful information to achieve their objectives helps you increase conversions and income.

If you’re looking for a way to connect with your customers, email is the ideal channel because there are more than 4 billion users globally. An email will generate $36 for every $1 spent by 2020.

Email marketing is identified as one of the top 3 most efficient marketing methods by 79% of marketers. Visitors who use email are more likely to fill out forms. You own the channel, which is arguably the best argument for using email marketing. No external factor can affect how, when, or why you do anything outside of compliance laws.

It is more critical than ever right now. Despite the rise in popularity of social media and other messaging platforms, research demonstrates that email is still the most effective way to communicate with people. It still outperforms other channels. The number of email users is expected to increase.

According to Statista, there will be 4.3 billion email users worldwide by 2023. Future email marketing campaigns should strive to be more individualised because users typically perceive promotional emails as spam.

3. Social Media Marketing

Social Media Marketing has been growing rapidly over the last few years. Different subgenres of social media marketing are also occurring, such as influencer marketing, affiliate marketing etc. Social Media is an area where brands’ importance increases daily, and serious investments are made in this industry. Today, it is among the platforms where the most effective marketing activities take place. 

Social Media Marketing is the process of promoting a product or service on social media networks, advertising, increasing brand awareness, etc. It is a marketing method in which transactions are carried out. In other words, all marketing strategies made through social media platforms are called “Social Media Marketing”.

One of the fundamental reasons why brands prefer this marketing method is that in traditional marketing, it is not possible to reach the target audience completely, or it costs much more. However, social media marketing allows reaching the right target audience and more people with less budget.

Another important reason is this: Social media allows for a two-sided interaction and does so in a very short time. Let’s imagine a scenario where a negative situation has risen regarding a product or service. The fact that the consumer conveys this complaint through the brand’s social media accounts and the brand resolves this complaint in a short time can protect it from a possible disaster and provide convenience and time savings for both parties.

The most commonly used social media platforms for eCommerce businesses are Instagram, Facebook for visual content, Twitter for written content, TikTok and Youtube for video content. 

4. Video Marketing

Video Marketing is a forward-looking marketing strategy that creates engaging video and integrates it into your marketing campaigns. Video marketing can be used for everything from building customer relationships to branding, promoting your services or products, customer testimonials, events, and campaigns.

Youtube is the second most used search engine after Google, also owned by Google. A recent study reveals that 57% of online consumers consider purchasing a product after watching a video demonstration. Users who watched this video were more likely to buy the product. That’s why you should publish product promotion videos and how to use videos.

Video marketing content is endless: Videos can be posted on YouTube, broadcast television, video boards, and street marketing. With a smartphone, consumers can access online video anytime, anywhere.

5. Podcast Marketing

Podcast Marketing is a marketing strategy for businesses to promote their products and services via audio content. It helps companies to raise their brand awareness, as well as introduce their products and services. After the pandemic, listening to podcasts became more widespread, leading the podcast industry to become a marketing tool.

The podcast industry has grown significantly since 2020, especially in the Europe and Americas regions. As of 2021, there are 21.2 million podcast listeners in the UK. Additionally, 71% of the respondents stated that they were familiar with podcasts, and 41% said they have listened to a podcast in the last month. According to a 2020 Statista survey, podcast shows are most popular among the 26-35 age group with 38%, followed by the 15-25 age group with 31%.

Here is our detailed Podcast Marketing blog article about the benefits of podcast marketing, podcast marketing for B2B companies and eCommerce businesses, as well as tools to use and where to post your podcast show.

Wrapping Up

As a result, Content Marketing is an important marketing strategy for eCommerce businesses to implement and be strong at. All sides of content marketing, including blog marketing, email marketing, social media marketing, video marketing and podcast marketing, are crucial for businesses to grow their awareness.

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