Online marketing is continuously evolving, shaping new ways businesses connect with customers. Central to this transformation is eCommerce content marketing, which crafts and shares valuable content that engages a digital audience.
eCommerce brands need to catch up. By understanding and leveraging eCommerce content marketing, they can navigate the digital marketplace more effectively, creating meaningful interactions with their audience and building lasting relationships.
This article is an introduction to eCommerce content marketing, explaining what it is, its benefits, upcoming trends, and tips for utilizing it for your business.
What is content marketing?
Content marketing is a strategic approach that creates and distributes valuable, relevant, and consistent content to attract and retain a specific audience. Today, it encompasses various formats like:
- blogs
- videos
- podcasts
- social media
Unlike traditional advertising, which interrupts the audience to get noticed, content marketing provides useful or entertaining information that customers want and need. The idea is to create content people find useful or enjoyable, so they get to know your brand, and eventually, decide to buy your products or services.
This approach helps you build a relationship with your audience, foster trust, and ultimately position yourself as an industry leader and build a loyal customer base.
Diving deeper into eCommerce content marketing
eCommerce content marketing specifically caters to the online retail sector. It involves creating content that not only informs and engages potential customers but also drives online sales.
It’s about making content that grabs people’s attention while encouraging them to buy from your online store. This could be through detailed product descriptions, helpful guides, or fun videos that show off what you’re selling in a cool way.
Why eCommerce content marketing is essential for business owners
For business owners, particularly those who own eCommerce sites, content marketing is a necessity. Competition is fierce and the consumer’s attention is a prized commodity. Aside from selling your products, content marketing aims to tell a story your audience can relate to, building trust and establishing a loyal customer base.
Benefits of eCommerce content marketing
A good content strategy can do more than push sales, it builds a relationship between your brand and your customers. For those just diving into online selling, understanding its benefits is crucial. Here are some of the ways eCommerce websites can gain from content marketing.
Boosts website traffic
Good content is like an eye-catching display that draws people in. When you consistently post relevant and engaging articles, videos, or infographics, you’re creating reasons for people to visit your site.
Each piece of content attracts potential customers who are searching for information, solutions, or entertainment related to your industry. This steady stream of content not only draws in new visitors but also encourages repeat visits, as people come back for more useful and interesting updates
Improves search engine rankings
Search engines, like Google, want to introduce users to websites that best answer their users’ questions. When your content effectively answers user queries and provides valuable information, search engines recognize your site as a useful resource. This leads to higher visibility in search results, making it more likely for potential customers to find your site when they search for topics related to your products or services.
Increases customer engagement
Good content helps build a relationship with your audience. When customers find your content relatable and helpful, they’re more likely to interact with your brand, leave comments, participate in discussions and share your content. Each of these actions deepens passive readers’ connection with your brand, transforming them into active participants in your brand’s community
Enhances brand image and awareness
Your content reflects your brand’s personality. It helps customers understand who you are and what you stand for. Consistently delivering high-quality, relevant content helps to establish your brand as a credible and trustworthy authority in your field. This consistency reinforces positive perceptions of your brand while keeping you on top of your audience’s mind.
Drives higher conversion rates
Good content can persuade readers to take action, like buying a product, signing up for a newsletter, or downloading a guide. By providing compelling and relevant information, answering questions, and addressing pain points, your content can convince them to make purchases from your brand.
Builds customer loyalty and trust
Your content is an ongoing conversation with your customers. This consistent delivery of quality content establishes your brand as a trusted source in your industry. As customers grow to rely on your content for insights and solutions, their trust in your brand deepens. This trust is crucial in transforming first-time buyers into loyal customers who are more likely to return and engage with your brand repeatedly.
Facilitates personalized marketing
Content marketing allows you to speak directly to different types of customers. It’s like having a different sales pitch for each customer, tailored to their specific needs and interests. By segmenting your content to cater to various customer profiles, you can engage more effectively with each group. This targeted approach ensures that your marketing efforts resonate more deeply with each segment. Thus, your overall marketing strategy will be more impactful and relevant to each individual customer.
Supports other marketing efforts
Content marketing complements your other marketing strategies, like email marketing and social media. The valuable content you create – whether it’s insightful articles, engaging videos, or informative infographics – can be repurposed and shared across various platforms.
By integrating this content into your email newsletters or social media posts, you amplify its reach and impact. This enhances the effectiveness of each individual marketing channel while creating a cohesive and comprehensive marketing experience for your audience.
Cost-effective in the long run
Unlike paid ads that stop working when you stop paying, good content continues to attract and engage customers over time. Once created, good content continues to attract and engage customers indefinitely. It keeps working for your brand, drawing in new audiences and retaining existing ones, without any additional ongoing costs.
This enduring value of content means that your initial investment continues to pay off long after the content is published, making it an efficient and sustainable choice for long-term growth and engagement.
Top content marketing trends for 2024
As we look ahead to 2024, several key trends are shaping the future of content marketing. Check out these 12 content creation trends for 2024.
1. Video content
86% of consumers saying they would like more video content from the brands they support. Videos are engaging, easily grabbing people’s attention easily and holding it. Plus, videos can get a lot of information across in a short amount of time in a way that’s easy for people to understand and enjoy.
Popular platforms where you can share video content include YouTube, Instagram, and TikTok. These are social channels plenty of people spend time on, so it’s a good chance to get your content seen.
For beginners, here’s how you can use videos:
- Showcase products. Make videos that show off your products. You can demonstrate how they work, and their features, or even show them in action.
- Explain concepts. Use videos to explain things that might be hard to understand just with text through a screen.
- Tell your brand’s story. Share your business’s story through a video. It’s a great way to connect with your audience on a more personal level.
Remember, you don’t need fancy equipment to start. Even a smartphone can help you create great videos. The key is to be genuine and make content your audience will find useful or interesting.
2. Artificial intelligence
Artificial intelligence (AI) is changing the game in how we create content. In fact, the AI market size is expected to reach $407 billion by 2027. AI tools help speed up and improve the content creation process. It makes things more efficient and helps you make content your audience will love based on real data.
Here’s how AI can help:
- Analyzing what works. AI can look at a lot of data — like how many people are reading your articles or watching your videos — and figure out what kind of content your audience likes most. This helps you understand what to focus on for future content.
- Generating ideas. Sometimes, coming up with new content ideas is tough. AI can suggest topics based on what’s trending or what your audience is interested in.
- Assisting in writing content. Some AI tools can suggest ways to start your articles, help with language and grammar, or even write entire pieces based on the guidelines you set. It’s important to add your personal touch, though, to make sure your content still sounds human.
There are many AI tools available online designed not only to create content but also to build websites — great for those just starting out. Remember that while AI is a powerful tool in content marketing, it’s still important to inject your own creativity and personality into what you create.
3. Interactive content
As of 2023, 81% of marketers believe interactive content is more attention-grabbing than static content. I It turns your content into a two-way conversation where your audience gets to participate. This can be anything from quizzes and polls to interactive videos where viewers can make choices.
Here are a few interactive content ideas to get started with:
- Quizzes and polls. These are fun and easy ways for your audience to interact with your content. You can use quizzes to entertain or educate your audience about your products or industry. Meanwhile, polls are great for getting quick feedback or opinions.
- Interactive videos. These are videos where viewers can make choices that affect what they see next. Creating these can be more complex but can be very engaging.
- Interactive elements on your website. Think about adding features like a calculator, interactive infographics, or even a simple game related to your products. If you’re unfamiliar with website creation, you can easily hire experts to add these elements.
Start with simple content ideas and gradually explore more complex forms of interactive content to deepen engagement with your audience.
4. Personalization
Personalization in content marketing means creating content that speaks directly to each person in your audience. This approach is becoming more important because it makes your content more relevant and appealing to each person who sees it. In a recent study, 80% of consumers are more likely to buy from a company that offers a personalized experience.
Here’s how you can get started:
- Understand your audience. Divide your audience into different groups based on what they like, need, or are interested in. This is called ‘segmentation.’ For example, if you sell sports equipment, you might have one group interested in running, another in yoga, and so on.
- Create tailored content. Once you know your audience segments, create content that speaks to each group’s interests. For the running group, you might write blog posts about the best running trails or tips for a marathon. For the yoga group, you could share videos on yoga routines for beginners.
- Use basic tools. There are tools out there that can help you send the right content to the right people. For example, email marketing software can send different emails to different segments based on their interests. Social media platforms also allow you to target posts to specific groups.
You can start small. Pick a couple of audience segments and create a few pieces of content tailored to each. Over time, you can refine your approach as you learn more about what works. Personalization can make your audience feel like you really understand and care about them, which can make them more loyal and increase purchases to your brand.
5. Voice search optimization
Voice search optimization makes your content easy to find for people who use voice assistants like Siri or Alexa. 68% of voice assistant users said personal assistants make their lives easier.
Make sure your content answers those spoken questions. Here’s how you can do it:
- Use conversational language. Write as you speak. When people use voice search, they usually ask questions in a natural, conversational way. So, your content should sound more like a friendly chat and less like a formal document.
- Think about common questions. Consider the questions your audience may ask out loud about your products or industry. For example, if you sell baking supplies, people might ask, “What’s the best type of flour for bread?” Answer these questions directly in your content.
- Include question and answer formats. A simple way to start is to include a FAQ (Frequently Asked Questions) section on your website. Write down common questions and provide clear, concise answers.
- Use long-tail keywords: These are longer, more specific phrases that people are likely to use in voice searches. For example, instead of just “running shoes,” someone might say ” best running shoes for marathons.”
6. Content communities
Whether online forums or social media groups, create content communities where your audience can come together, talk, and share ideas. This makes them feel more connected to your brand and to each other.
Start with a platform that’s easy to use and popular with your audience. Once you have a platform, set up clear guidelines about what kind of behavior is okay and what’s not to keep the conversation friendly and respectful. If your community should be a place where people feel comfortable sharing and discussing, more people will want to engage in it.
In the beginning, you might need to be the one who starts discussions. Ask questions, share interesting articles, or post about topics related to your products or industry. Someone from your team must be active in the community. Respond to questions, join in discussions, and show that you’re interested in what your community members have to say.
Don’t be afraid to share your own content in the community when it’s relevant, but don’t make it all about selling your products. The main goal is to provide value and build relationships. For example, Nike’s Run Club App is a perfect platform that draws running enthusiasts into a community. The app’s features help runners connect to other runners across the globe while keeping track of their problems. It’s certainly a good way to encourage their customers to buy a pair of Nikes and start running.
7. Sustainability and social responsibility
Today, people care a lot about buying from brands that do good for the world. They like brands that are responsible and care about things like the environment and helping others. Statistics show that 66% of consumers worldwide say they’re willing to pay more for sustainable brands.
If your business does things that are good for the environment, like using recycled materials or reducing waste, tell your customers about it. You can write blog posts, make videos, or share photos showing these practices in action.
- Create content that educates your audience about sustainability and social responsibility. You can give tips on living an eco-friendlier lifestyle or information about the importance of supporting certain social causes.
Most of all, it’s important to be genuine about your efforts. People can tell if a brand is just pretending to care about these issues to look good. So, make sure your commitment to sustainability and social responsibility is real and a core part of your brand.
8. Short-form content
Nowadays, attention spans are getting shorter. With this, short-form content is becoming a big hit as it’s quick and easy to consume.
Short-form videos may include:
- Quick videos. Videos that are only a few minutes long, or even shorter, can be really engaging. Think about making quick how-to videos, product highlights, or fun snippets that show off your brand’s personality. You can use TikTok, YouTube Shorts, and Instagram Reels as a starter.
- Concise infographics. Infographics can explain a concept or show some interesting stats in a way that’s easy to understand at a glance. And the best part? They’re really shareable on social media.
9. Storytelling
Storytelling is one of the best ways to make a real connection with your audience. When you tell a story, you’re not only sharing facts or selling a product, but you’re also creating an emotional bond with your listeners.
Here’s how you can use storytelling, even if you’re just starting out:
- Customer stories. Share real stories from your customers. Maybe it’s about how your product helped someone in a unique way or a customer’s journey that others can relate to. This kind of story shows your audience that you care about and understand their needs.
- Behind-the-scenes content. People love some BTS action. Share what goes on in your business’s day-to-day. It could be the process of making your product, your team’s work culture, or how you overcome challenges. This kind of content makes your brand feel more human and relatable.
- Your brand’s journey. Every brand has a story. How did you start? What challenges have you faced? What are your values and dreams? Sharing your brand’s journey can be very inspiring and help your audience feel a deeper connection to your business.
10. Augmented reality (AR) and virtual reality (VR)
AR adds digital elements to the real world, like Snapchat filters that put funny glasses or hats on your selfie. VR, on the other hand, takes you into a completely different, computer-generated world through special headsets. Both are exciting ways to make your content more interactive and immersive. Here’s how you can start exploring these technologies:
- Simple AR filters. Platforms like Instagram and Snapchat offer user-friendly tools to create simple AR filters. You can make filters that let people try on your products virtually or add fun, branded elements to their photos and videos.
- 360-degree photos and videos. With a 360-degree camera (or even some smartphones), you can create photos and videos that let viewers look around as if they were really there. This is great for virtual tours of your store, events, or showcasing a location.
- VR experiences. While creating full VR experiences might be complex for beginners, you can start small. For instance, some platforms offer VR tour creators, which can be a fun way to present a virtual space or product demonstration.
Starting with simple projects can help you understand how these technologies can enhance your content and provide a unique experience for your audience. As you get more comfortable, you can explore more advanced options to really wow your audience.
11. User-generated content
User-generated content (UGC) is when your customers create and share content about your products or services – like writing a review, taking a photo, or making a video. This kind of content is really valuable because it’s authentic and relatable. You get real people vouching for your brand. And what’s more, 40% of shoppers say UGC makes them more likely to buy a product from an ad.
You can start by asking your customers to leave reviews on your website or social media pages. You can also host a contest where customers can submit photos or videos using your product using a unique hashtag for your brand. Feature these contents on your own social media, website, or marketing materials with their permission. This shows that you value your customers and their experiences.
UGC shows potential customers that real people are enjoying your products, which can be a powerful motivator for them to give your brand a try. Plus, it’s a fun way to engage with your community and create a sense of belonging around your brand.
12. Podcasting
Podcasting is an increasingly popular way to share in-depth insights, stories, and advice. For businesses, starting a podcast can explore topics related to their industry, share expertise, and connect with customers on a more personal level. Get started with these steps:
- Choose a theme that’s relevant to your industry. You don’t need fancy equipment to start; many podcasts are recorded with just a good-quality microphone and some basic editing software.
- Plan your content. Like any good show, plan out your episodes. Think about what topics you want to cover, who you might want to interview, and what kind of format you’ll use. It could be a mix of solo episodes, guest interviews, Q&A sessions, or industry news updates.
- Guest on other podcasts. If starting your own podcast feels like a big step, try being a guest on other podcasts first. Look for podcasts in your industry and reach out to them with a proposal on what you can contribute to their show.
- Promote your podcast. Use your existing channels, like your website, social media, and email newsletters, to promote your podcast. You can share snippets or highlights to entice your audience to listen to the full episode.
- Engage your listeners. Encourage your listeners to interact with your podcast. This can be through leaving reviews, sending questions, or participating in discussions related to your podcast episodes on social media.
Tips on creating a winning eCommerce content marketing strategy
Creating a successful eCommerce content marketing strategy involves several critical components. To ensure that you’re getting the most out of your content marketing efforts, here are several tips to boost your plan.
Know your target audience
Before you jump into creating content, it’s crucial to know who you’re talking to. Think about who they are, what they like, what problems they face, and what they need from you.
You can learn about your audience in several ways.
Sending out customer surveys is a great start; ask them directly about their preferences and what they’re looking for. Pay attention to the feedback they give on your products or services. Also, watch how they interact with your brand and others on social media. What kinds of posts do they like and comment on? What are they talking about?
By understanding your audience, you can create content that they’ll find interesting and helpful.
Set clear goals
To make sure you’re heading in the right direction, you need to know your destination. This means setting clear goals for what you want your content marketing to achieve. Do you want to make more people aware of your brand? Are you looking to increase your sales? Maybe you want to get your customers more involved and engaged with your brand?
For example, if your goal is to increase brand awareness, you might focus on content that tells the story of your brand and share it on platforms where you can reach new audiences.
If you’re aiming to boost sales, your content might be more about showing how your products solve customers’ problems.
Setting goals also lets you measure how well your content marketing is working. If your goal is to increase sales, you can look at how your sales numbers change after you put out new content. This way, you’ll see what’s working and what’s not, and adjust your strategy as you go.
Develop a content calendar
Just like a planner keeps your daily life organized, a content calendar keeps your content strategy on track. You can see at a glance what needs to be created, when it needs to be posted, and where.
Plan your content around important dates or events. For example, if you’re selling chocolates, you’d want to schedule special content around Valentine’s Day or Easter. But while it’s good to plan, always be ready to adjust your calendar if something timely or trending comes up that your audience would be interested in.
Create quality, relevant content
Quality, relevant content not only attracts readers but also search engines. You can make how-to guides, tips, and tricks, insightful articles, or informative videos. The goal is to provide something your audience finds helpful.
However, quality content shouldn’t be only informative but also engaging. Use a tone and style that resonates with your audience. Include compelling images, interesting stories, or interactive elements to keep them hooked.
Optimize for search engine optimization (SEO)
The internet is massive, and without search engine optimization, your content might get lost in the crowd. SEO boosts your content higher in search engine results, so people are more likely to find it.
Think about what words or phrases someone would type into Google if they were looking for the information or products you offer. These are your relevant keywords. Include them naturally in your content, titles, headings, and meta descriptions.
Tags and categories on your website or blog organize your content, helping users and search engines find what they’re looking for. Finally, with more and more people browsing the internet on their phones, ensure your website and content look good and work well on mobile devices.
Web.com offers SEO tools to assist you in your SEO journey, but if you lack the time and resources to learn, you can also leave the heavy lifting to the experts.
Leverage different content formats
Don’t just stick to one type of content. Some might like reading detailed blogs, while others prefer watching a quick video or listening to a podcast.
For example, younger audiences might gravitate more toward videos on social media, while a professional audience might prefer reading detailed blog posts or listening to podcasts. By leveraging a variety of content formats, you enhance your ability to connect with a wider audience and keep them engaged with your brand.
Here are some formats to mix things up:
- Blogs. Great for in-depth information, stories, or advice. They can help establish your authority in your field and improve your website’s SEO.
- Videos. Highly engaging and perfect for showing off products, explaining complex ideas, or dynamically telling stories. They’re especially popular on social media.
- Infographics. These are excellent for presenting data or information in a visually appealing way. They’re easy to understand at a glance and are highly shareable.
- Podcasts. Perfect for in-depth discussions, interviews, or sharing expertise. They’re convenient for your audience as they can be listened to on the go.
- Social media posts. Quick and versatile, social media posts can be used to engage with your audience, share updates, and promote other content formats.
Experimenting with different formats keeps your content fresh and interesting, while also allowing you to reach different segments of your audience where they are most active.
Engage with your audience
Engaging with your audience helps build a relationship where your audience feels heard and valued.
Be active online. Regularly post updates, respond to messages, and participate in relevant conversations on social media. Take the time to read and respond to comments. This shows that you value your audience’s input and are interested in what they have to say.
Measure your performance
Measuring the performance of your content tells you how well you’re doing and what you can do better. It helps you figure out what your audience likes and make more of it. Over time, this will help you build a more engaged audience and achieve your content marketing goals.
You can use tools like Google Analytics. It can show you how many people are visiting your website, which pages they’re spending time on, and where they’re coming from.
Encourage social sharing
When people share your content, it reaches more eyes and ears. If it comes from a friend or family member, it often carries more weight. Make sure your website and blog have social media share buttons. They should be visible and easy to use, encouraging visitors to share your content with just a click.
Collaborate and use influencer marketing
Influencers already have the attention and trust of their followers, so when they talk about your product, you’re getting an endorsement from someone they think has credibility.
Look for influencers or brands that share your values and have an audience that would be interested in what you offer. Don’t just focus on the number of followers; their audience should be relevant to your product or service. The better relationship you have with your collaborators, the more invested they are in your brand, and the more authentic their promotions will be.
Keep learning and adapting
Trends and technologies are always shifting, and to navigate successfully, you need to adapt and learn. Regularly read industry blogs, follow thought leaders on social media, and subscribe to marketing newsletters. Webinars and conferences are also a great chance to hear directly from experts. Plus, they often offer opportunities to network with other marketers.
Don’t be afraid to try out new tools or platforms. Test them to see how they work for your brand and audience. What works for one business might not work for another, so it’s important to find what’s best for you.
The world of digital marketing is always evolving, so being a successful marketer means being a lifelong learner. Stay curious, stay adaptable, and you’ll be able to keep your marketing strategy fresh and effective.
Boost your eCommerce business’s sales with content marketing
The eCommerce landscape is continually evolving, and staying ahead in content marketing is more important than ever as we approach 2024. Embracing these strategies will not only enhance your brand’s visibility but also deepen connections with your customers, ultimately driving growth and success.
If you’re just getting started on the online selling scene, you can start creating an eCommerce website with Web.com. Once you have a website, you can create compelling content to share to your audience. Our AI Writer tool can speed this process up if you’re lacking time and resources.
Explore our solutions and pair them with these content marketing strategies to achieve online success.
