Content marketing is a powerful tool for increasing online credibility, gain free traffic, and acquire relevant leads and sales. However, when we talk about content marketing, we mostly think of B2B markets. When it comes to B2C — and, more specifically, e-commerce stores — content marketing becomes a tough nut to crack.
As you may know, most e-commerce stores rely on paid advertisements for leads and sales. But that does not mean that you should not focus on content marketing. A well-crafted content marketing strategy not only supplements lead-generate, sales, and profits, but it also helps you build credibility and brand awareness — which are essential components for long-term success.
Here are a few ways to get content marketing right for your e-commerce store:
Unique content for each product page
One of the biggest challenges faced by e-commerce stores of a decent size is the creation and maintenance of all the different product pages.
Even a relatively small online store can have more than one hundred products and, therefore, product pages. Each product page will be a landing page and require unique content and product descriptions.
Some e-commerce store owners who are not entirely focused on their site’s content cut corners here and use spun content on product pages. That’s a big mistake.
Each product page should have carefully created content that is unique and well-targeted to the audience of that specific product. It not only helps with search engine optimisation and free organic traffic, but it may also help significantly with the conversion rates and the number of sales.
Unique meta descriptions
Merely creating unique on-page content for each product page will not be enough, though. You will also require unique meta descriptions for each product page.
This is another big challenge for e-commerce business owners and content marketers. It’s mainly a challenge because coming up with unique meta descriptions for very similar products is a difficult task.
However, you must treat each web page’s meta description as an ad for that page. The meta description should not only have the primary keyword in it, but it must also convince search engine users to click on that result and ignore all the other ones in the search engine results pages (SERPs).
Blog posts with long-tail keywords
Most e-commerce store-owners only focus on landing page content and completely forget about the potential of blog posts.
Blog posts aren’t just for non-ecommerce websites. You can still use high-quality and long-form blog content to stamp your authority in the niche you are operating, acquire organic traffic via search engine results pages and social websites, and get better conversion rates.
Yes, content marketing does affect conversion rates. According to a study by Kapost, websites that do not use content marketing have an average conversion rate of 0.5%. However, websites that do use content marketing boast an average conversion rate of 2.9%.
Customers tend to spend more money when they feel connected and engaged. Moreover, with content marketing, you are more likely to inform and educate your readers, which will also have a direct positive impact on your site’s conversion rate.
That’s where long-tail, high-quality blog posts come into play. You can use blog posts to educate your readers, inform them about the latest trends, and share announcements and important information about the products you have in your store.
Detailed, informative guides
While you can create long-form blog posts to educate your potential customers, it’s also highly recommended to create detailed, informative guides that you can gate.
Gated content helps you segment potential customers and acquire their email information that you can later use to connect, engage, and sell.
The best way to utilise this content marketing technique is to identify a few high-selling and high-value items. If they are slightly complex in nature, that’s a bonus, e.g., quadcopters and drones.
You can then create a well-designed and high-quality informative guide around that topic, educating potential customers what to look for, how to buy, and how to use it.
As you may have noticed, in almost every niche there are dozens of high-profile e-commerce stores competing with each other. Since the barrier to entry is quite small, we see more and more e-commerce stores.
Storytelling helps you set your store apart from the others. It is a potent tool to connect with potential customers and create viral buzz.
With the right story to tell, you can successfully engage with customers and leads, build the brand image you want to build, and gain customer loyalty. None of that is possible if you don’t invest in high-quality content marketing.
Unlock the potential of your online store with content marketing
As we just discussed, content marketing is a powerful tool that you can use to achieve your store’s full potential. A lot of online stores don’t use content marketing — which only gives you a distinct advantage if and when you start investing in it. If you would like to talk to us about a new e-commerce project, or simply need some advice, please get in touch with us!