Are you looking for an effective way to showcase your products and build your brand? Content marketing for ecommerce is the answer. Content is the lifeblood of any successful digital marketing strategy and, when done right, it can drive website traffic and conversions, generate leads, and boost sales.
At Ronin Digital Marketing Brisbane, we believe content is actually a big key to success in ecommerce: content engages potential customers, increases website visibility in search engines, promotes products or services, establishes trust with buyers and so on. But creating and promoting compelling content can be difficult—especially if you don’t have a background in marketing.
That’s why as a Brisbane content marketing agency, we’ve created this guide on content marketing for ecommerce. In this article, you’ll discover strategies, tips, and tricks to create engaging content that will stand out from the competition and help increase sales. Let’s get started!
What Is Content Marketing for Ecommerce?
Content marketing for ecommerce is the process of creating and promoting content for the purpose of driving website traffic, engaging potential customers, and increasing sales. It’s an effective way to showcase your products, build your brand, and increase customer loyalty.
Through content marketing you can:
- Generate leads
- Increase website traffic
- Establish yourself as an authority in your industry
- Convert leads into paying customers
- Build customer loyalty and trust
Simply put, content marketing is a strategic way to use media such as blog posts, videos, infographics, product descriptions, social media posts and more to create relationships with consumers and make them aware of your ecommerce products. Done right, it can be an invaluable tool to help launch and grow your business online.
How to Create Compelling Product Content
Creating compelling product content that stands out from the competition and attracts potential customers is an extremely important part of ecommerce content marketing.
To effectively showcase your products, you need to leverage a variety of content types, such as videos, articles, images, and infographics.
Here are some tips for creating compelling product content:
- Start by defining your audience’s needs, interests and challenges. You should also identify their language and communication style.
- Create high-quality visuals that accurately portray the product’s features and benefits. Images should be unique and attention grabbing, while videos should focus on the “story behind the product” to help customers connect with it on an emotional level.
- Write up short descriptions for each product that accurately describe what it is and how it can benefit your customers. Avoid jargon or overly technical language – keep it simple and straightforward.
- Leverage customer reviews to provide social proof of your product’s quality. Showcase comments from satisfied customers in article snippets or create a dedicated page featuring reviews from verified buyers.
- Highlight any awards or certifications in your content to demonstrate the credibility of your products.
Optimising and Promoting Product Content
Creating great product content goes beyond just posting a few pictures and words here and there – you need to think like a customer. Take some time to optimise each piece of content with SEO keywords, so that potential customers can find it more easily when they search online. As a Brisbane SEO company, we can’t stress enough how important this step is. Great search engine optimisation is essential for e-commerce success.
Additionally, promote your product content across all platforms. By doing this, you can reach a larger and more diverse audience, maximising your sales potential. Here are some of the best places to promote your products:
- Social media channels like Instagram, Facebook and TikTok
- Blogs, vlogs and podcasts (including guest appearances on popular podcasts)
- Online marketplaces such as eBay or Amazon
- Online advertising platforms (Google Ads)
Content marketing for ecommerce doesn’t stop when the content is created – it’s only when you actively push it out across various channels that you start to see real results in terms of increased website traffic and conversions.
Strategies for Driving Website Traffic and Conversions
When it comes to digital marketing strategies, content marketing is one of the most effective ways to showcase your products and increase website traffic and conversions. From writing blog posts, creating videos and infographics, to launching social media campaigns, there are a number of tactics you can use to engage potential customers and drive more sales.
Content Creation & Promotion
Creating content that resonates with your target audience should be at the heart of any content marketing strategy. Quality trumps quantity every time; so if you’re short on time or resources, focus on creating fewer pieces that are more in depth and offer greater value. Once you have great content in hand, don’t forget to promote it! Utilise all available channels – email newsletters, social media platforms such as Twitter, LinkedIn, Facebook and Instagram – to reach the right people with the right message at the right time.
SEO & Link Building
Search engine optimization (SEO) should also be a key part of your content marketing strategy if you want your products to shine online. Optimising website pages for relevant keywords will help your pages rank higher in Google search results for relevant queries and attract more organic traffic. You can also build relationships with bloggers or other influencers in your industry by providing backlinks to their websites when you write about them or include them as part of a profile in exchange for a similar backlink from them. This helps increase brand visibility, grow website traffic and improve search engine rankings which could translate into more sales for your products.
Benefits of Utilising Ecommerce Content Marketing
When you use eCommerce content marketing, you’re taking advantage of everything it has to offer—engaging potential customers, increasing website traffic, conversions and sales. Here are just a few reasons why you should consider incorporating content marketing strategies into your eCommerce business.
Improved Brand Awareness
Content marketing increases brand recognition as visitors to your website are presented with relevant and interesting information that is tailored to their interests or needs. This helps generate brand loyalty and leads to an increase in both short-term and long-term sales.
Increase Website Traffic & Conversion Rates
Content helps pull visitors in from search engine results pages (SERPs), improving your chances of making a sale. Additionally, once visitors are on your site, the content will engage them and improve the chances of conversion.
Keeps Customers Informed
Strong content helps keep your customers informed about new products or services you have available. Regular posts will also help establish yourself as a thought leader in the industry – increasing both customer trust and loyalty.
Cost-Effective Marketing Tool
Unlike traditional advertising channels like television, radio or print media – content marketing costs significantly less. With eCommerce content marketing it’s possible to establish yourself as an authority with high quality
Ways to Measure Content Marketing Success
When it comes to content marketing, there are a few ways to measure success. Measuring the impact of your content marketing can give you valuable insight into how and why your efforts are driving conversions, and more importantly, if those efforts need to be adjusted.
So what kind of metrics should you pay attention to?
Analyse website traffic
Analysing website traffic gives you an idea of how many people are visiting your site and what pages they’re looking at. This helps you determine if visitors are engaging with your content and provides useful insights into how effective your campaigns — paid or organic — are performing.
Engagement rate & time spent on page
Another important metric is the engagement rate –the higher this rate, the better. It’s important to monitor the amount of time people spend on a page because it indicates whether they’re actually reading your content or just quickly scrolling through it.
One of the more important metrics when measuring success is the conversion rate — in other words, what percentage of visitors are taking an action that contributes directly to sales? By monitoring this metric, you’ll be able to fine-tune your campaigns and ecommerce product pages until they’re as effective as possible.
By paying close attention to these metrics, you can successfully measure if your content marketing efforts are leading to tangible results— such as more sales and increased website traffic— that benefit your business.
Content marketing is a powerful way to create visibility and loyalty among potential customers. And when done right, it can be an effective strategy for selling more products. But it’s important to remember that content marketing is not a shortcut—it requires a focused, consistent effort.
At Ronin, We’re a Brisbane digital marketing agency who knows how to get the most out of content marketing for your ecommerce businesses. From creating compelling content that resonates with your target audience to building a powerful content promotion strategy, we can help you create content that makes your products shine and drives more sales, get in touch today to find out how!