Today, doing eCommerce means working within market niches.
It matters little whether these are large or small; they remain niches and therefore require specialization and relevance.
Specialization and relevance can be demonstrated thanks to Content Marketing and the content you create every day, your true differentiating lever. The only differentiating lever capable of positioning you, your brand, and your eCommerce as authoritative.
7 reasons why you can’t do without e-commerce content marketing
There are still too few e-commerce companies with a Content Marketing strategy. Despite this, creating content for e-commerce has a fundamental and indispensable role for several reasons.
Francesco Chiappini presents us what he thinks are the seven main reasons for doing Content Marketing for e-commerce:
- Content Marketing consolidates you as a specialist and allows you to increase your brand’s positioning. This is because you can produce content relevant to your target audience and demonstrate your expertise within your niche.
- Content is an important point of retention. Loyalty cards, points, and rewards for users are just some of the ways to retain customers. Even creating interactions with them, defining connection points between brand and user, and much more is only possible thanks to Content Marketing.
- They are also an important source of monetization, so much so that – as we will see in the case studies below – entire e-commerce sites have based their strategy entirely on organic content and not on paid content.
- They help organic traffic and reduce ADV costs. This also applies to website SEO, a fundamental concept that is also consolidated on e-commerce content. Today, many e-commerce sites are still based, even with significant expenses, on advertising. It is right to consider Content Marketing as a valid alternative.
- They increase the CR ( Conversion Rate ) and move you away from some logic purely related to the price. Once the contents have become relevant to your niche, you can no longer worry about pure price logic because your users will want to buy from you even if your competitor has a slightly lower price, thus also increasing the CR of your ecommerce.
- They are needed. The social containers, i.e., those places where most people find themselves today, are social media. And these need content, even if this changes much more over time. Once, for example, we worked much more with textual content; today, we work with video-first platforms such as TikTok.
- Today it is no longer you who sell your product, but your users do it for you. Specifically, User Generated Content ( UGC ) is the content that converts the most and costs the entrepreneur the least. And to get them, you need to go through Content Marketing.
Strategy and process of content creation for eCommerce
Before discussing a content marketing strategy, investing enough to ensure you have great product marketing and brand positioning is important. You have to create photos, videos, guides, and any content that can be made with the product.
And what’s even more important is that we need to invest in the quality of this content because it’s important to tell, excite and explain.
We must also consider that today, the video format is the one that dominates most of the channels of use of content and is the most used and preferred in principle.
However, this should be independent of the channel; deciding which type of content should be created is necessary. And even within the same channel, the formats can be very different. Just think of Instagram, where stories, reels, carousels, videos, and photos all have other formats.
In addition to videos, another format that is gaining ground is audio, linked to podcasts. This is mainly because it is easily listenable on the go and, unlike videos, does not require you to see the screen. However, it is important to understand that ad hoc content must be created for the Podcast. Thinking of being able to extrapolate audio from its video and use it as Podcast content is a way of underestimating the need to create interesting content.
Furthermore, in choosing the type of content to create, one aspect to consider is the objective, or objectives, of the brand. If ecommerce deals with commodities, the format will necessarily be linked to the explanation and presentation of the catalog.
Finally, one last thing to evaluate before moving on to a Content Marketing Strategy for e-commerce is your set of values. With content, you have to share your values and diversify content about your Value Proposition.
So, to start working on your strategy, you need to start defining your format and TOV ( Tone Of Voice ) based on the sector and target. You could, for example, work on the following:
- Operation and application of products
- Stimulation of product unboxing
- Request reviews or work on the effectiveness of comparisons
- Interviews and blogs
Also, you need to work on optimizing the outputs.
You can, for example, create a very long text that is used in the blog. From this, extrapolate the content for email marketing and social posts, then it can be transformed into the script of a video for YouTube, which, if done well, can be shortened for social video content and so on, also involving Podcasts.
An important lesson that can be extrapolated from all these case studies is that if you produce targeted content with your audience and work on the brand, you can sell anything.
An operational ladder for the Content Marketing of your ecommerce
And after fully understanding how important Content Marketing for ecommerce can be, here is a small operational outline for you , to help you find a modus operandi for the production of your content:
- Get to know and study your target in-depth, deepening the microdata even with surveys
- Intercept your users’ searches and doubts, answering the questions they ask
- Don’t just focus on the product but also on the shared values
- Prepare an editorial plan with various topics at least quarterly
- Define formats and different outputs
- Schedule publication
- It measures not only conversions but also brand-related micro KPIs
We come from a time when content was secondary.
Today, with the evolution of social networks and the growth of the new generations, it is essential to implement a Content Marketing strategy.
Your luck is that most of your competitors have no idea what’s going on.
You just have to worry about leaving them behind and start investing in quality content.
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