Let’s talk about content marketing and its pivotal role in boosting eCommerce SEO.
Many eCommerce business owners, entrepreneurs, and marketers undermine the true potential of content marketing and the wonders it can do to drive traffic to their online store.
As an eCommerce entrepreneur, you already know that conversions are the key to survival.
This means you need to drive more traffic to your online store. Then you need to convert your traffic into loyal customers.
The best way to build traffic for your online store and subsequently convert that traffic into a loyal customer base is to include content marketing as part of your overall marketing strategy.
Don’t believe us?
According to a recent survey, content marketing generates over three times as many leads as outbound marketing and costs 62% less.
That’s a significant difference!
So, without further ado, let’s dive into understanding the essentials of eCommerce content marketing.
What Is Content Marketing?
According to the Content Marketing Institute:
Typically speaking, content marketing is a marketing strategy undertaken by businesses that involve the creation of content in various formats like written articles, blogs, newsletters, videos, images, infographics, podcasts, ads, and so on, that are targeted towards a certain audience group with the aim of converting them into loyal customers.
The idea behind eCommerce content marketing is to connect and engage with your target audience by creating and sharing relevant content that adds value to their life.
This will help to increase your online store’s exposure, thereby driving traffic to your store which will eventually lead to conversions.
What Are The Various Types Of Content Marketing?
When it comes to eCommerce content marketing, you have a plethora of options.
From starting a blog to Instagram marketing to video creation, the options are plentiful.
However, the penultimate goal of eCommerce content marketing is to increase conversions and grow your business.
This means you need to understand your customers’ needs, study your overall target audience, see what your competitors are doing and then indulge in content creation.
Recently, HubSpot put together a list of content formats that businesses should indulge in.
Here’s the list:
Why Content Marketing?
Ok, we’ve established the importance of content marketing above, but why should your eCommerce business use it? What makes content marketing worthwhile?
Well, here’s why:
- To Build Engagement
Informative and value-driven content that is high-quality in nature will enable your eCommerce brand to actively engage with potential customers.
Insightful content such as fashion tips or DIY tricks or guidelines will help your target audience connect with your online store.
- To Build Trust
As a new eCommerce startup who nobody knows about, sharing well-crafted content that talks about who you are, the products you offer, and what your brand stands for is a great way to build trust in your niche.
- To Build Credibility
Active engagement and trust building will catapult your eCommerce store to rise above the rest and build credibility in the minds of your target audience.
Value-driven content coupled with a solid content marketing strategy will enable your eCommerce website to come across as an expert in your niche.
This will do wonder to increase your brand awareness and to build credibility.
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eCommerce Content Marketing and SEO
Content marketing is the basis of organic marketing. In fact, content marketing goes hand in hand with eCommerce SEO.
For starters, search engines love new content. From blogs to customer reviews to FAQs, high-quality fresh content that is periodically published is great for SEO.
So, when you regularly publish well-crafted blogs that are rich in keywords, search engines will push your website to rank higher for those particular keywords.
Another advantage of blog creation is down to the fact that you can use long tail keywords and attract backlinks for your posts.
A major chunk of SEO depends on backlinking and the use of relevant longtail keywords.
Creating blogs gives you the flexibility of ranking for a host of relevant phrases or longtail keywords that you wish to rank for.
Depending on the nature of your eCommerce business and your target audience, perform keyword research to understand which keywords you want to rank for, and which ones are doing well in your niche.
You can use tools such as Google Keyword Planner, SEMrush, Ahrefs, to name a few, to search for relevant keywords.
Creating blogs also gives the opportunity to interlink your own posts and attract backlinks from credible websites.
Receiving backlinks on anchor texts from high-ranking websites gives search engines a positive indication about the authenticity of your eCommerce website.
How To Get Started With Content Marketing For Your eCommerce Store?
1. Don’t get confused
As shown above, there are numerous content formats and platforms to choose from. However, there is no point in trying to indulge in all of them.
The best way to do get started with eCommerce content marketing is to pick one or maybe two content formats and then to diligently stick to it.
Your content marketing format will depend on what your selling, who you’re selling it to, and where you are selling it.
Don’t know how to edit videos or go about YouTube, no problem! Start a blog and periodically write about things your customers want answers to.
As seen above, long-form content has a great impact on SEO and so writing two to three articles a week will do wonders for your content marketing agenda.
Don’t know what to write about? Simply see what your competitors or industry leaders are writing about.
Repurpose it, add your own flavor, and publish it. You can even turn a YouTube video or podcast into a blog post.
2. Get instructional
The best way to drive engagement is to offer your customers a handy guide about how to use your products or how to go about putting together the products you offer to create a stellar ensemble.
The agenda here is to educate customers and instruct them on how to make the most of your product. It shouldn’t be mixed with the motive of selling them something.
A great way of creating instructional content is to write informative blogs or FAQs and clubbing them with visual elements.
A short video or infographic or instructional image is a great way for consumers to understand how things work and how they can assemble your product or how a particular piece of attire will look when clubbed with other clothing.
Such engaging content will prompt people to share it with their network of people which means your brand will reach new people and this will garner backlinks to your eCommerce website. Talk about winning big!
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3. Offer vital information
FAQs aren’t exactly content marketing tools, but they can make for a great avenue to be used as content formats.
FAQs are great for answering common questions pertaining to your product and to answer general queries.
It works as a resource center for customers to find answers to their queries in a timely and orderly fashion.
Optimize your FAQs with relevant keywords and you’ll have a winning recipe!
Are you offering a product? Think about the following questions:
- Do you deliver to my location?
- What if the product is damaged or broken?
- What’s the difference between product 1 and product 2?
- What are the shipping costs?
- How long does shipping take?
- What is your return policy?
- Can this product be repaired?
- What is the warranty?
4. Share customer testimonials and case studies
Getting your customers to share their positive experience is the smartest content marketing format.
Sharing this on your eCommerce store will give potential customers a positive indication about your products and this will help to capture their trust in your brand.
Furthermore, testimonials are authentic, have no cost attached to them, and they do exceptionally well to build social proof for your brand and your products.
And if you’ve received great product reviews or comments on social media in the past, then you should reach out to these customers and get them to give you a testimonial which you can showcase on your website.
Additionally, including case studies will help prospective customers make a clear purchase decision.
Be sure to highlight how your product or service helped customers address their needs and requirements.
This way when other people have similar needs, they will have a better chance to understand how your product works.
You never know, they just might buy from you!
Eshan Pancholi The most sure-fire way to rank higher than your competitors on search engines and drive conversions on your eCommerce store is to master SEO. And if you’re not sure of how to go about mastering eCommerce SEO, then you are in the right place.
5. Reveal tricks, tips, and hacks
The best way to get eCommerce content marketing to work well as an exceptional engagement avenue is to write about things that your customer can connect with and learn from.
This includes revealing wacky new ideas and novel applications of your products and how your customers can make the most of it.
Revealing smart hacks, valuable tips, and nifty tricks for your customers to learn from is a great way to entice people to read your content, engage with it, and even buy from you!
6. Share roundup posts
Just like FAQs, round up posts make for a centralized resource center that provides all the information your readers are interested in.
And let’s face it, people love curated posts.
Topics such as ’10 influential eCommerce business owners share their top tips for startups’ or ’10 eCommerce blog posts you need to follow right now’ or ’20 social media marketing statistics every marketer should know’.
This type of content does well and is easy to combine since most of this content is already out there and you’re simply curating them together.
7. Get guest bloggers to write for you
If you’re one of those eCommerce business owners that doesn’t have the time to create content or doesn’t have the attribution to create content, you can simply get other people to do it for you.
Yes! You can get guest bloggers to create content for your eCommerce website without any cost attached to it.
However, there are times when you may have to include backlinks to their website or write a post for them in exchange.
HARO is a great tool to reach out to people and get them to write for you.
On the flipside, you can hunt for eCommerce experts and do an interview with them.
Their valuable insights will make for an interesting read and when they share the interview with their circle, it will help you rank higher and build a following.
Alternatively, you can create a dedicated page to invite guest bloggers to write for you. Include the terms, conditions, and requirements for your blog.
People willing to write for you will reach out to you and you’ll be spared the effort of creating content all by yourself.
8. Get influencers on board
Influencers are individuals who have a large-scale appeal and massive list of admirers with your target audience.
And the world of eCommerce and fashion is sprawled with influencers galore.
To appeal to a large chunk of your target audience, you can collaborate with an influencer to write a blog for you or feature your product on their YouTube or Instagram page.
Carefully chalk out which influencer you want to work with and what you want to offer them in exchange for it.
You may even have to simply pay for the shout out or offer a sponsorship.
The first step is to simply start with content creation. You will learn and evolve as you go deeper into the process.
Once you get the hang of it, you should invest your efforts towards developing a well thought out content marketing strategy.
This strategy will help you plan your overall content goals and will also help you to measure and analyze what topics are working well and where you need to tweak your approach.
If you are planning to start an online store, build it on .store domains!
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