Among the several things that matter to e-commerce companies, it’s increasing their customer reach and brand awareness that they mostly focus their marketing efforts on. Of course, they also aim to see profitable growth and return on investment but these are only possible if they have a community of loyal and repeat customers that support their business.
So what’s the best digital marketing strategy that e-commerce companies can use to drive more people to check out their business? It’s essential for e-commerce brands to have a strong online presence and this can be attained by investing in content creation. Nowadays, the best digital marketing strategies are centered around creating original and valuable content that is promoted to a target audience.
In this digital age, it’s hard to find one business that isn’t doing content marketing. According to a report by Content Marketing Institute, only about 5% of B2C marketers haven’t developed or don’t have the plan to create a content marketing strategy for their business. Those who aren't creating content are missing out on a lot of opportunities to become more successful and grow their customer base.
Among the marketers who are doing content marketing, there’s at least 67% of them saying that it has helped them generate more quality leads and create demand for their business. Another 72% of marketers share that content creation is a valuable tool for educating their audience, and 63% mention that it’s a great way to foster relationships and improve loyalty with current clients.
Given these few insights, there’s only one answer to the question if you should also invest in content creation — YES. Here’s how your e-commerce brand can benefit from having a great content marketing strategy:
Many businesses think that customers are the ones who’ll come and find them. While it’s not entirely wrong, this kind of thinking often results in slow business progression and growth as you’re just waiting for people to reach out to you. Considering also that there’s a lot of competition in commerce, your business should be making an active effort in approaching your target audience.
With useful and relevant content, your business can be discovered by your prospective shoppers. It will help them learn more about what you’re offering and what makes you different from your competitors. It’s a great way to get your name out in the market and help your target customers become more familiar with your business in hopes of getting sales from them.
Smart shoppers always research a specific product or service before making a final purchase decision. According to a report, online research is an important part of a consumer’s journey with at least 81% of shoppers wanting to learn more about a brand before buying.
Creating e-commerce content helps you educate and inform your target audience about the solutions that you can bring so they can make an informed buying decision. It’s important that your content is customized to address their common pain points so they know the value that your brand can bring to their lives.
A lot of businesses are already publishing their own content, so why should you be left behind? Great content allows you to level up your e-commerce marketing pursuits so you have a winning chance in the competitive digital landscape.
You can create content that highlights your industry expertise and showcases your unique qualities so consumers can differentiate your brand from the other players in the market. It also improves your company’s exposure and makes you more memorable online.
According to a report by Demand Metric, content marketing helps generate thrice as many leads compared to other forms of marketing. If you’re having a hard time growing your customer base, you can rely on awesome ecommerce content to bring more traffic to your site.
The key to successful content marketing is having a consistent message that resonates with them and being visible whenever your consumers need you so you have a higher chance of converting them into paying customers. When done right, content creation is a great long-term strategy that can encourage repeat sales for your business.
Another benefit of content creation is that it keeps your customers highly engaged and builds their loyalty to your brand. High-quality content improves their experience with your business which makes them want more of your products or services. It also reinforces a positive image and reputation so consumers will want to advocate for your e-commerce brand.
Making outstanding content isn’t easy on the first try. It can take a bit of trial and error to develop the right content marketing strategy that works for your e-commerce company. Here are some of the essential processes that you need to follow to create great content:
Before diving into content creation, you first need to clearly define your target audience. From their demographics to buying motivations and common needs and demands, you should have a clear understanding of your target market so you can create better content that resonates with them.
You should also identify the reasons why you’re doing content marketing. Some common objectives for doing content marketing are to increase sales, improve customer relationships, enhance brand awareness, and boost website traffic. Your content strategy will be determined by the specific goals that your business wants to achieve.
You can’t just write and publish whatever comes to mind—that’s not how content marketing works. A vital process in content creation is brainstorming and researching relevant topics. There are several digital tools and platforms that you can use to help you gather information and data about which topics and stories are important for your target consumers. You can also scope out your competitors’ content and follow or improve on what they’re already doing.
One of the important factors that determine your search engine visibility is the quality of your content. When you’re writing your content, make sure to include the right keywords so that search engines can identify what your post is all about and include them in the search results. This way, if a customer inquires about a particular keyword, your content will show up first in the search pages.
Once you’ve written and optimized your content, you can post them on your blog, business website, or social media. You should also actively promote your content on various platforms to increase your reach and attract new leads. If you have email subscribers, you can also share your content via email newsletters and can encourage them to visit your site.
Content creation is an ongoing cycle of planning, brainstorming, writing, and publishing. It also includes regular monitoring of content performance to see how well it’s being received by your target audience. There are different analytics tools that you can use to track content results and the insights that you get from these platforms can be helpful in improving your content strategy.
E-commerce companies need a strong digital presence to ensure their growth and success in the market. Content creation is one of the best ways that e-commerce brands can win over the interest and trust of their target consumers, encouraging conversions and repeat sales so that they’ll achieve their long-term business goals.