The Best Content for Ecommerce Websites

October 11, 2019

Regardless of the products or services you sell on your ecommerce website, an effective content marketing strategy is a great way to market your brand in addition to the products you sell.

While having this type of strategy is not something highly regarded as a driving force behind sales and higher revenue, the benefits of including a well-thought out content marketing strategy can stretch beyond what you may think. SEO research has shown that companies utilizing an ecommerce content marketing strategy are statistically higher to convert than ones who are not. Overall, content marketing does have the potential to act as a driver of traffic and sales to your online store. If you’re selling products or services on the web and not taking advantage of content marketing, you may want to reconsider your position.

But what are some of the ways to approach a content marketing strategy? While many specialize in selling their products and doing so on the web, many often simply do not know where to begin, or what type of content to create. In this post, we will dive into a few of the best types of content for ecommerce businesses.

Why Have an Ecommerce Content Strategy?

There are loads of possibilities when it comes to content marketing and how it can assist customers along their consumer decision journey. Just a few of the benefits of having ecommerce related content include helping to sell products and services, keeping customers informed, giving helpful tips and advice, building trust and authority on topics (with both users and search engines) and giving you new content to share to followers on social media. Creating content around your craft can help attract new customers and retain existing ones.

The following are different types of ecommerce content to consider.

How-to Content

How-to content is often effective in informing new and existing customers. Perfect for companies selling niche products, this type of content brings in people interested in a particular topic or item and shows them how to use it and why to use it.

An example would be a company that sells musical instruments both online and in store. Creating how-to content that teaches potential customers various music lessons is the perfect opportunity to attract the exact type of customer desired: those interested in music. By becoming an authority figure on music and knowledge of music, more and more customers are likely to associate musical instruments with your brand.

Often best utilized with videos, how-to content teaches your audience something they didn’t know before while also precisely extending your brand name to your desired audience. These may not be the most quickly converting customers, but they are likely to think of your brand when the time comes. The use of videos brings us to our next point.

Video Content

Video content if often considered the best and most useful content with regards to ecommerce and it is not surprising why that is. Informative videos living on social platforms such as YouTube, product pages and other areas of a website are an excellent way to market, demonstrate and explain the products you are selling. When users are researching products and services, they often seek out informative videos over text, as videos are easier to absorb and understand over reading blocks of text. Also, videos are a great way to showcase products that include any kind of technical know-how.

Using the music example from above, a visual representation demonstrating an electric guitar, its look, its features, and the sounds it makes are incredibly more powerful than simply reading about its features and sound possibilities on a page of text. Potential customers are much more likely to make a personal connection to the product they are considering when they can see it in use.

An example of both video content and how-to content is the website Repair Clinic specializes in selling repair equipment for various kitchen, lawn and household appliances online. They make in-depth videos both onsite and on YouTube providing instructional repairs for common problems to various appliances. Their video content offsite links to specific parts and other relevant areas of their website. How-to videos are the perfect way to capitalize on two types of sought after content. 

Capitalize on the Latest Trends 

As opposed to evergreen content, which is created to have a long shelf life, timely content utilizes trending topics, events, seasons and more. To be successful in creating trending content, you must strike while the iron is hot and research to understand the various nuances of your vertical. Creativity is key here as you must be quick at understanding the changing environment as it pertains to your industry. 

Get creative and write blogs, articles and create video content about what’s happening in your industry and how this relates to your products and services. Let’s use a winter sports example. Every four years the Winter Olympics kick off and interest around winter sports peaks, as you can see by this Google Trends snapshot. 

As you can see, interest around the query “winter sports” peaks in February of 2006, 2010 and 2014, the exact time of the Winter Olympics. Let’s assume that interest around each individual sport peaks at the same time, as well. Now, let’s pretend you own a company that sells sporting gear and operate an e-commerce website that sells your products. If you are pushing hard by creating quality content around these topics (articles, blogs, videos, etc.) before, during and after the Olympic Games, you are likely doing your best to capitalize on this rare, seasonal uptick in interest. 

Be sure to pay attention to the news and other events going on in your industry, because there are likely opportunities you may not even be aware of that are waiting to be taken advantage of. 

When creating content for e-commerce, the possibilities and opportunities are rich. Be sure to do your market research and look for news, recent blogs and articles, and pay attention to the world around your niche to best capitalize on the changing environment to best bring traffic to your products. Remember the SEO essentials when creating content by using keyword-rich headings and text. Share your content to your followers on social. And, of course, do not forget to drive your visitors to related pages and products within your site through internal linking. Remember, by formulating a solid content strategy around your products, you’re increasing your likelihood of attracting more traffic and increasing the likelihood of that traffic converting. All good things! 

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