The 3 Pillars of a Successful eCommerce Content Strategy

Once you get the content strategy for eCommerce right, the results are incredible that is why 70% of B2C marketers use content marketing. Is your business in this 70%? 

When devising an eCommerce content strategy, you may think it’s as simple as blogging about random topics that remotely relate to your products, but that’s not true. With a well-developed eCommerce content strategy consisting of target keywords, target audience, topics to cover, and the frequency of posting, you’ll stand apart from the online brands’ rat race. Through this article, you’ll get to know A to Z about eCommerce content marketing strategy. Let’s get to it. 

Benefits of Content Marketing for eCommerce

In the dynamic world of eCommerce, content marketing emerges as a game-changing strategy to help businesses stay competitive and relevant. It plays a vital role in enhancing brand visibility, fostering customer engagement, and driving conversions. Incorporating a robust content marketing strategy into your eCommerce business plan is essential for sustainable growth. By aligning your content efforts with your business objectives, you can effectively attract, engage, and retain your target audience, ensuring long-term success in the competitive eCommerce landscape.

1. Builds Brand Awareness and Authority

Building brand awareness is vital for all businesses regardless of the industry your business falls under. 

When you consistently offer helpful information with engaging content like videos, social media posts, and case studies, your target audience learns more about your brand and its products. This ensures your business stays on top-of-mind of your potential and existing customers. 

Social media strategies for eCommerce include creating SEO-friendly social media posts, sharing informative blogs about your products, creating video content, etc. This is a sure-shot way to build authentic relationships with shoppers and enhance the credibility of your business. 

After all, sharing valuable and free content that establishes your business is an easy way to turn the to-be shoppers into loyal customers! 

2. A Cost-Effective Way to Market Your Business 

Undoubtedly, content marketing is one of the most cost-effective methods to increase brand loyalty and gain more conversions. Plus, when you avoid consumer mistrust by generating educational content that is informational and functional, it counters rising acquisition costs while also fostering consumer loyalty. 

Being strategic about leveraging your business’ expertise across various social media channels will garner customer loyalty and high engagement rates. Also, remember that it’s an easy way to reduce acquisition costs! 

So if you’re an eCommerce business owner and haven’t yet dipped your toes in content marketing, now is the time! If starting on your own seems too daunting, reach out to content marketing agencies to kickstart the journey. Their experienced team of marketers will help you tailor content marketing strategies based on your business’s core values. 

3. Ensures Your Sales Funnel Converts Better 

The end goal for any business is to improve conversion rates. Period. 

Content marketing leads a customer from enjoying information about your product to purchasing it. However, this happens when the flow of the content is such that the user feels compelled to take action and click on that ‘Buy Now’ button. 

Ensure your website and other content pieces are equipped with relevant images, videos, and optimized text descriptions of your products, all managed with effective content planning tools. This setup encourages your target audience to convert by addressing their doubts about your products, ultimately guiding potential customers into becoming loyal clients. Doing so will help you funnel down your to-be customers to real clients.  

How to Choose Content for eCommerce Marketing 

While it may not sound like the most logical suggestion, it’s always wise not to waste time, money, and energy trying to master all content formats and platforms. The easiest way to begin is to pick one and start. 

74% of the most successful B2C marketers use email as a primary way to connect to their customers. Choosing the platform depends totally on your target audience, budget, and the content type you wish to create. However, starting with emails might do wonders in kickstarting your content journey. 

Once you’ve figured out the platform, know your buyers’ persona. This includes knowing their: 

• Pains, 
• Motivations, 
• Personality, 
• Buying habits, 
• Demographics, 
• Age,
• Gender.

Begin by creating videos and writing blog posts explaining your products or services. Use email marketing as a means to reach your existing buyers and potential buyers. In case you feel stuck, you can always reach out to eCommerce agencies! 

While social media posts definitely act as an add-on, blog posts are to be relied heavily upon as they’ll be reliable to buyers in the long run. When you opt for an agency, they will give you suggestions and also devise an eCommerce content strategy based on your business’s nature. 

3 eCommerce Content Marketing Strategies with Examples

When it comes to eCommerce content marketing, concrete examples make all the difference. Luckily, we’ve compiled a list of campaigns providing real-life illustrations of these strategies below:

1. Shein’s eCommerce Content Marketing Strategy

The eCommerce content strategy for this brand can be encapsulated with a single word (or a name): TikTok. 

Shein gained immense popularity after its TikTok video got viral and became a trend. The video consisted of people buying and promoting clothes. While the company was founded in 2008 in China, it has become one of the biggest online shopping companies over the past few years. It also became the most downloaded shopping app in the U.S., ousting Amazon.

2. Lush Cosmetics’ Video Marketing 

Lush Cosmetics is a North American cosmetic brand whose YouTube channel is full of targeted, engaging content. Videos are undoubtedly the best content strategy for eCommerce regardless of the types of products you sell. For instance, this brand has all types of videos from animated shorts to how it’s made on their best-selling products.

3. Patagonia’s Story-based eCommerce Content Marketing  Strategy

If you’re looking for a content strategy for a website that’s story-focused, Patagonia is your way to go.  It is an online retailer of all things outdoors. You’ll find articles for everything from insightful pieces on nature, conservation, cultures surrounding outdoor adventures sports to food to ways to step out into nature, and cultures surrounding outdoor adventuring.

Other than story-based blogging, they also have recipes on their website, which is again a good way of content marketing if your business also sells food products. 

Time to Make the Most of Content Marketing 

In a world driven by content, content marketing is the way to build consumer trust and offer valuable insights to customers. It has immense power to create a lasting roadmap for your customer journey, building credibility and generating more leads. By unlocking the full potential of strategic content marketing centered around your primary products, you embark on an exhilarating journey toward unparalleled growth and unwavering success in your business endeavors. Seize this transformative opportunity to inspire, captivate, and drive your brand to new heights, leaving an indelible mark in your industry and the hearts of your valued customers!