How to Successfully Use Content Marketing for Ecommerce

Apr 6, 2017 | eCommerce, Inbound Marketing

Reading Time: 3 minutes
Kevin Fouche

How to Successfully Use Content Marketing for Ecommerce

Posted by Kevin Fouche, Pixel Fish Director

Kevin handles the planning, design, launch and training of every website that Pixel Fish creates. He ensures that every website is highly engaging and aligned with our client’s goals. With over 20 years of design and web industry experience to draw upon, Kevin aims to pass on his knowledge to our clients and like-minded businesses wanting to grow their online presence.

Using content marketing for ecommerce businesses is a must in today’s competitive marketplace. With the proliferation of online shopping options, it is no longer enough for a company to simply have a website–even a great one. Instead, for an ecommerce business to truly thrive, it must set itself apart from the competition. One great way of doing this is using a solid content marketing campaign.

How to Successfully Use Content Marketing for Ecommerce

What is content marketing, anyway?

Content marketing is the practice of providing valuable and entertaining information to your target market in such a way as to build a rapport with your target market. Essentially, the idea is that by proving yourself useful instead of putting on a hard sell, your potential clients will come to trust and even rely on your site. Then, when they are in the market for the good or service that you are selling, you are the first place they will come to.

Content marketing differentiates your business.

Twenty years ago, ecommerce businesses could be successful by employing tactics such as:

  • Spam email blasts;
  • Hard sells on the company website;
  • High-pressure sales tactics;
  • and so on.

No longer is this the case. Today’s consumer has been jaded by the torrent of emails seeking to sell them something or offering to cure whatever ails them. Indeed, many consumers maintain a secondary email account specifically for providing to businesses because they don’t want to be bothered by the flood of spam emails that will surely follow.

To overcome this hurdle, content marketing for ecommerce businesses is key. By providing something that consumers will use in the form of relevant information instead of simply pushing your product on them–you mark yourself as a “legitimate” resource for them. This, in turn, causes them to listen to your marketing messages without the filters they apply to most other businesses.

Creating a strong content marketing practice for your ecommerce business.

To begin an effective content marketing campaign, there are a few things you should do:

  • First, you need to identify an issue your potential clients face. Perhaps they need more information on a specific topic, presented in such a way as to be helpful.
  • Next, create content that satisfies their need. Put together a video explaining how to perform a particular task, and include images of your product in the video. At the same time, refrain from insisting that they only use your product–you don’t want to turn them off.
  • Seek to become a reliable and trusted source of information in your market niche. This means putting out high-quality and valuable information without expecting you to make immediate sales.
  • Keep an eye on the long-term results. Remember that one aspect of content marketing for ecommerce businesses is understanding that you are cultivating customers for the long run, not just to make immediate sales.
  • Remain current. Finally, you want to avoid becoming a site that–in the eyes of consumers–has a few great pieces of information but never puts out anything new. To this end, make sure that you put out further information regularly. This doesn’t need to be a daily affair, but you should seek to release a new post or video at least every two weeks. This is a great way to keep people returning to your site repeatedly.

Other benefits of content marketing.

In addition to becoming a trusted source of information to your customers, having a good content marketing strategy will boost your rankings in search results. Rather than paying huge amounts of money to SEO specialists, you can increase your ranking naturally.

In addition, you can eventually build enough trust that consumers will pay a premium for your good or service, meaning you increase your profit margins. As you can see, content marketing is the way forward for ecommerce businesses.

If you have questions about content marketing or digital marketing in general, feel free to contact us.

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