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How Effective is Content Marketing for E-commerce in 2022?

Content is king! It allows you to engage with potential customers in a way that boosts trust and develops a sense of brand loyalty. When done correctly, this is powerful. To help you understand the significance of content marketing for your e-commerce business, we take a closer look at what it is, how it works and what you can do.

April 6, 2022
5
mins read
How Effective is Content Marketing for E-commerce in 2022?

Don't box content marketing into just blogs and articles.

When we think of content marketing, we think of blogs, articles, or case studies, basically pieces of content that cover a specific topic in depth. This is why many e-commerce businesses push content marketing lower on their list of marketing strategies—what sort of blogs could a shoe brand write, and what possible purpose could such a blog serve, right? A consumer looking to purchase a pair of shoes isn't going to appreciate a blog about it, they want to see the products. So the focus shifts to paid advertisements and social media marketing, basically any method that's more visual and can increase brand visibility quickly.

The problem with this thinking is that it's completely wrong, and it's costing e-commerce businesses big time. Content marketing is more than publishing pieces of content like blogs, and its roots seep into every single marketing activity, even PPC ads and social media marketing. But before we delve any deeper, we'd like to show you the impact of content marketing firsthand.

Here's an example you can explore along with us.

Enter the keyword "Nike shoes" on Google, and you'll see this:

Source

The first organic result after the paid ads is a link by Nike (with two site links under it), and this is expected since the phrase we searched for is a brand keyword for Nike and Google gives them a priority.

What we're going to focus on is the second search result: Myntra.

What's giving Myntra an edge over other sites that are selling the same shoes and using the same product names? If you enter the page and scroll past the products, you'll find this:

Source

Smartly written content that spans over a thousand words and has the keyword 'Nike shoes' sprawled all over it. A lot is happening here, and a great deal of thought has gone into drafting this content. We'll cover the nuances of this strategy as we move forward, but you can see the impact this is having on Myntra. They're able to beat giants like Flipkart and Amazon by a mile. Now consider the fact that 44% of people start their online shopping with a search engine, and you'll be able to comprehend the implication of ranking second on SERPs.

We rest our case.

How Content Marketing Should Be Viewed

We started by saying don't box content marketing into just blogs and articles. How should you view content marketing, then? What's the role of content marketing in a visual marketing activity like Instagram posts?

Content in the context of digital marketing can be considered "text." When you post a product image on Instagram, you pay attention to every visual detail of the image—the colours, product placement, background, negative spacing, font style, etc. Are you, however, paying attention to the words in the copy? Are you putting thought into the post description and the hashtags? Did you know that the reach and engagement of a post rely on the textual content as much as it does on the image itself? Don't take our word for it, BuzzSumo released a report in 2017 proving that posts with brevity outperformed others. A recent study by Quintly backs using concise text—brands on Instagram with 1 million followers or less got the most interaction from posts with 1 to 50 characters.

Content marketing is drafting every piece of text, whether it's a five thousand word whitepaper or a five-word ad headline, with planning and diligence. In a recent survey, 86% of respondents stated that newsletters provided a vital connection between their brand and consumers. Content used in any form has the potential to impact the corresponding marketing strategy, and this is why content marketing is vital even for e-commerce.

Content Marketing Strategy For E-Commerce

1. SEO is Relevant Even for E-Commerce

37.5% of all traffic to e-commerce sites comes from search engines and 23.6% of e-commerce conversions are directly linked to organic traffic. And what impacts your presence on search engines? That's right, SEO. Search Engine Optimization involves optimizing the content on a page for one or more keywords (or keyphrases). This becomes a challenge for e-commerce sites whose pages are product-focused—these pages have a product image and a title and sometimes a short description, so there's very little scope for content optimization.

What do you do, then? You get creative as Myntra did. In the example we shared earlier, Myntra did not compromise on user experience; they displayed a list of products first and this is what site visitors are interested in. They used page space after listing products to add content that they could optimize for the keyword "Nike shoes." They made it seem natural and relevant by providing information that consumers would want to read, and this worked in their favour. You can follow this example on your product pages or add FAQs for SEO content.

Lastly, you can also leverage blogs or articles to drive organic traffic. This works great for e-commerce sites that sell products like mobile phones or laptops. Buyers tend to compare such products first and a blog with product comparisons can help you get your site to rank higher. A report by nchannel stated that 13% of consumers said that a blog post had inspired a purchase, so don't discredit blogs just yet.

2. Scrutinize Your Email Content

Email marketing is one of the strongest strategies in your marketing arsenal. A report by Litmus found that email marketing generates $42 for every $1 spent, an ROI of 4,200%. That being said, what is the role of content marketing in emails? Why everything! The subject line, the body, the signature, the text on images—it's all content. Nearly 50% of email recipients open emails based on the subject line alone. There you go. You have the power to impact 50% of your subscriber base just by drafting a great subject line.

Here's another stat: Nearly 60% of shoppers return to complete their purchase after receiving a personalized abandoned cart email. Creating a sense of loss for something a customer has shown interest in is a great way to enforce purchases. But how you convince your customer depends on the way you present the email content.

Take a look at this example from DoggyLoot:

Source

It's pretty clear why this email is effective - it's concise, it's direct, it creates a fear of missing out, and it evokes emotions in the dog owner.

Lastly, focus on personalization. Research by Instapage found that personalized emails have the potential to deliver 6X transaction rates. Personalizing is easier over email; you can use tools to automatically tailor content based on submitted personal data like age and geography, and their past interaction data to create personalized emails.

3. Deliver a Hyper-Personal Experience

We touched base on the impact of personalization in the previous section, but if the point hasn't hit home yet, consider the following stats:

• Research by Epsilon found that 80% of shoppers are more likely to buy from a company that offers a personalized experience.

• A report by Segment stated that 44% of consumers are likely to become repeat buyers after a personalized shopping experience with a particular company.

These numbers are staggering. If you could evoke loyalty in 44% of your buyers, you're converting nearly half your buyers into loyal customers!

What does it mean to deliver personalized content, though? We diverge a little from our definition of content being text and move towards content being the elements on a site that are presented to the visitor, which in the case of e-commerce stores, is products. Showing visitors products that are relevant to them is delivering personalized content. Displaying products based on their past interactions, recommending products based on their interests and taste, recommending supplementary products to what they are purchasing, etc., are examples of delivering a personalized experience.

It's quite easy to achieve this. In fact, our product helps you do exactly that—use acquired data to deliver hyper-personal experiences to customers. Delivering personalized content is just a matter of implementing out-of-the-box solutions like ours.

4. Get Customers to Generate Content

And you do this by way of reviews. Adding reviews to a page is a great way of increasing word count without having to draft anything yourself. Customers tend to mention the product and related words, which double as keywords. But before we consider the impact of the content in a review, take a look at the impact reviews have on e-commerce:

Fera performed a survey in which 93% of consumers said that online reviews influenced their purchase decisions and around 60% of shoppers said they take the time to read product reviews before they make a buying decision. Along with having a profound impact on customers and influencing their buying decisions, reviews also help with SEO. They're a source for more text and keywords, and you can apply a rating schema once you have testimonials which will help improve CTR. Plus, you can respond to reviews, further increasing word count and engagement on the page.

And there you have it, our take on the importance of content marketing for e-commerce. To sum it up, content marketing is extremely relevant and important for e-commerce, especially once you understand what content marketing truly encapsulates. Everything from blog posts and landing page content to ad headlines and Instagram captions falls under the umbrella of content marketing. You should, therefore, have your team of content marketers involved in all areas of marketing and give every facet the importance it deserves.

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