Your eCommerce sellers are in a constant fight to attract (and keep) new customers. The ability to find and target the right audience is key to a merchant’s success. Marketing then needs a sophisticated strategy to do just that.
However, customers today have more information at their fingertips than ever before. How does an eCommerce seller break through the noise to potential customers?
The answer for you might be content marketing. Don’t know too much about it? No problem. We’ll cover how eCommerce content marketing strategy can be used as a competitive advantage and an infographic guide on how to get started.
What is Content Marketing?
The Content Marketing Institute defines content marketing as a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience – and, ultimately, to drive profitable customer actions.
By creating engaging content, you can communicate with your customers on an ongoing basis. You provide information to your customer that they could need at any point in their buyer’s journey. This differs from traditional marketing that usually focuses on only content that sells your products.
For example, you might show ads that promote a hiking backpack with its price and where it can be bought. You show this ad to your customers several times a day and hope it reaches them when they’re ready to buy.
Content marketing, on the other hand, encourages you to create all types of content that are helpful to your customer. If your company sells hiking gear, you might have a blog with articles that describe best places to hike, how to choose a backpack based on hiking locations, or how to compare different backpacks.
Even though these articles don’t focus on selling your backpack, they still provide valuable information to your buyer. It attracts them to your site and starts a relationship. When they do want to buy, they know where to find you and have confidence in their purchase.
eCommerce Content Marketing as a Competitive Advantage
All different types of businesses leverage content marketing. eCommerce is no different. You have the same ability to turn this strategy into a competitive advantage.
First, a content marketing strategy allows you to attract more customers. You focus on all customers, no matter where they are in the buyer’s journey. This allows you to reach a wider audience with your content. You’ll build a more meaningful relationship with them.
Second, content marketing encompasses all content on your webstore. This includes your website pages and product information. Rich, detailed site content leads to higher conversion rates. Here’s the proof: 30% of US online adults cite that they would consider buying from an online retailers they had never previously purchased from, if the retailer offered detailed product information.
Overall, content marketing increases your sales. It encourages customers to take positive actions, such as repeat purchases. By providing a better experience, you ensure that your customers will buy from you again and again.
Your eCommerce Content Marketing Strategy Guide
While content marketing looks great on paper, it requires a well-thought-out strategy to execute. It can be tough to know where to start. Lucky for you, SevenAtoms provides this infographic to be your eCommerce content marketing strategy guide. Check out the graphic below.
You’re now well on your way to being a better eCommerce marketer. To keep learning more, check out these other resources: