Content Marketing Delivers Conversions For Ecommerce Companies.

Content Marketing for ecommerce companies
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Many ecommerce companies opine that content marketing doesn’t really do the job – of bringing in customers. And therefore, it is time-consuming and expensive.


The reality is – content marketing is only effective if implemented correctly. One of the most common mistakes ecommerce companies make is focusing on creating more content instead of better content. The systematic deployment of content can produce the results that you’re seeking.


Content marketing is a strategic approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action.


When it comes to sales, content marketing can be extremely effective. You can build trust and credibility by providing valuable information that helps your target customers solve their problems. This can lead to increased sales as they are more likely to purchase from a company they trust.


Additionally, by creating helpful content that educates your target customers about your products or services, you can increase the chances that they will make a purchase when they are ready.


What Is A Good Content Marketing Strategy For Ecommerce Companies?

Content marketing aims to educate potential buyers about your products, services, or industry to make informed purchase decisions. It also helps you establish yourself as an expert in your field, increasing your credibility with clients.


A good Content marketing strategy involves creating and sharing valuable, relevant, and consistent content with the goal of attracting and retaining a specific audience and ultimately driving profitable customer action. The content can take many forms, including blog posts, articles, videos, podcasts, social media posts, infographics, and more.


The focus of content marketing is on providing helpful and informative content that addresses the needs and interests of the target audience rather than on promoting a product or service directly. By doing so, content marketing builds trust and credibility with potential customers, establishes a brand as an authority in its industry, and creates opportunities for engagement and conversation with the audience.


Content marketing is often used in conjunction with other digital marketing strategies, such as search engine optimization (SEO), social media marketing, email marketing, and paid advertising, to create a comprehensive and effective marketing campaign.


Content Marketing Has Many Benefits For Ecommerce Companies


A content marketing strategy can be a powerful tool to attract new customers and grow sales. By creating informative and engaging content, businesses can build trust and credibility with potential buyers, leading to increased sales. Additionally, good content can help to boost SEO efforts, driving even more traffic to your website and improving your chances of conversion. Ultimately, a well-crafted content marketing strategy can be a key driver of growth for your business.


✓ It helps you generate leads by creating awareness of your brand, products, and services. This can lead to more sales leads and conversions down the road.

✓ It increases customer loyalty by providing relevant information about your business regularly. The more people learn about your company and its offerings, the more likely they will remain loyal customers who come back often to buy more from you over time.


Here are some relevant statistics about content marketing and ecommerce:


✓  E-commerce businesses that use content marketing have conversion rates 6 times higher than those that don’t, according to Aberdeen Group.

✓  HubSpot reports that companies that publish 16 or more blog posts per month get almost 3.5 times more traffic and 4.5 times more leads than those that publish 0-4 blog posts per month.

✓  Social media is the most popular content marketing tactic for e-commerce businesses, with 87% of marketers using it to reach customers, according to the State of Social report by Buffer.

✓  The Content Marketing Institute reports that 60% of consumers are inspired to seek out a product after reading content about it.

✓  According to a study by the Baymard Institute, the average shopping cart abandonment rate is 69.23%, but businesses that use retargeting with display ads can recover 26% of those abandoned carts.


These statistics demonstrate the importance of content marketing for e-commerce businesses, and how it can lead to increased traffic, higher conversion rates, and more engaged customers.


What does the content marketing playbook say?


If you own an ecommerce company, you understand how hard it is to stand out in such a crowded marketplace. You need to create amazing content that will help your customers understand the value of your products or services and convince them to buy from you over other businesses.

Here’s what you must do:


Identify the needs of your target audience:

Understanding the needs, pain points, and interests of your target audience is crucial in creating content that resonates with them. Conducting market research and analyzing customer data can help you identify the topics and formats of content that will appeal to your audience.


Create high-quality resonating content:

Once you know what type of content your audience wants, focus on creating content that is informative, engaging, and visually appealing. This can include blog posts, videos, infographics, social media posts, and more. Make sure your content is relevant to your audience and showcases your expertise in your industry.


Optimize your content for search engines:

To increase the visibility of your content, make sure it is optimized for search engines. Nothing lasts longer than Search Engine Optimized content. Use relevant keywords in your content and metadata, optimize your images and videos, and make sure your content is mobile-friendly.


Promote your content:

Share your content on social media, email newsletters, and other marketing channels to reach a wider audience. Encourage your followers to share your content with their networks. Identify relevant Social Media and double down on your posts and videos.


Use calls-to-action (CTAs):

Incorporate CTAs into your content to encourage visitors to take action, such as signing up for a newsletter, following you on social media, or making a purchase. Make sure your CTAs are clear, compelling, and relevant to the content.


Connected Content:

The mastery in content marketing lies in integrating various channels with a connected communication thread where common or similar messages flow through your social media, emails, brochures, podcasts, webinars, etc.


Track results:

Use analytics to evaluate what content works with what channel and what’s the best time to execute a campaign.


Content marketing is one of the most effective ways to grow your business. It’s also a great way to reach and engage with potential customers.

There is one critical question that your content must always address – There are many ecommerce companies, but how do you stand out from the rest? What makes your business unique?


What Type of Content Would You Promote?

SEMrush’s research highlights the popular content formats that delivered better results. Here’s a graph from the same research.


Ecommerce companies - content marketing


Here’s a way to find out what works for you.


Define your goals:

First, you need to define your content marketing goals. Are you looking to increase brand awareness, generate leads, drive traffic to your website, or boost sales? Your content strategy should be aligned with your overall business goals.


Identify your audience:

Next, you need to identify your target audience. Who are they, what are their pain points, and what kind of content do they respond to? Use tools like Google Analytics and social media analytics to gain insights about your audience.


Research your competitors:

Research your competitors to see what kind of content they are producing and what is working for them. This can help you identify gaps in your own content strategy and find opportunities to differentiate yourself.


Experiment with different formats:

Try different formats of content such as blog posts, videos, infographics, podcasts, or webinars to see what works best for your audience. Use analytics to track engagement, such as likes, shares, comments, and click-through rates.


Analyze and iterate:

Analyze the data from your experiments to see what is working and what isn’t. Adjust your content strategy accordingly and continue to experiment and iterate to find the best content for your business.

Remember that creating effective content is an ongoing process, and it requires patience, experimentation, and a willingness to adapt and learn from your successes and failures.


What Digital Channels do you invest in?


The timely execution of your digital marketing strategy is the cornerstone of your success. If your e-commerce business is seasonal, then heavily invest in the build-up period before peak season time. You need to know what digital channels you will use and how you will use them. You also need to know how to measure their success and make course corrections.


Here’s a tip.


Try different digital channels such as search engine optimization (SEO), pay-per-click advertising (PPC), social media, email marketing, and content marketing to see what works best for your business. Use analytics to track engagement, such as click-through rates and conversion rates. Set goals for each digital channel and measure your success against those goals. This can help you determine which channels are providing the most ROI for your business.


Use tools like Google Analytics and social media analytics to track your website traffic and engagement on various digital channels. This can help you see which channels are driving the most traffic and engagement.


Remember that every business is unique, so what works for one business may not work for another. It’s important to take a data-driven approach to determine which digital channels work best for your business.


How Can a Good Content Marketing Strategy Increase Sales?


Sales can be increased by creating helpful and informative content that educates potential customers about your product or service. By providing potential customers with the information they need to make a purchasing decision, you can increase the likelihood that they will choose your product or service over a competitor’s. In addition, by regularly publishing new content, you can keep your brand top of mind and build a loyal following of customers who are more likely to purchase when they need your product or service.


What are some content marketing guidelines to increase sales?


✓ Increase the frequency and quality of your content. Go beyond the basics with every piece of content you produce.

✓ Create buyer personas and match your content to them. Write content that appeals to your target market and answers their questions.

✓  Use a mix of different types of content. A blog post might be great, but don’t forget about infographics, videos, and eBooks.

✓ Get creative with your distribution channels. In addition to your website and blog, consider using social media, email marketing, and print marketing to get your content in front of as many people as possible.

✓ Always include a call-to-action (CTA). Make it easy for readers to take the next step with clear CTAs at the end of every piece of content you produce.


Increase Conversions by focussing on



One of the biggest challenges for ecommerce companies is building trust with potential customers. Users may be hesitant to make a purchase from a company they’ve never heard of or from a website they’re not familiar with. Building trust can be done through reviews, social proof, and ensuring a secure checkout process.


User experience:

Users expect a seamless and user-friendly experience when shopping online. If the website is difficult to navigate or the checkout process is too long or complicated, users may abandon their carts and look elsewhere to make their purchase.


Shipping and Returns:

Shipping costs, delivery times, and returns policies can all impact a user’s decision to make a purchase. Users may abandon their cart if they feel that shipping costs are too high, or if the returns process is complicated.



With so many e-commerce businesses available, competition is fierce. Companies need to differentiate themselves from their competitors through branding, customer service, and providing unique value to their customers.



Users want a personalized experience when shopping online. Ecommerce companies need to use data to personalize their offerings and provide users with relevant product recommendations.


Mobile optimization:

With the increasing use of mobile devices, it’s important for ecommerce companies to have a mobile-optimized website. If the website is not optimized for mobile, users may have a difficult time navigating the site or completing a purchase.


These challenges require ecommerce companies to continually adapt and improve their strategies to attract and retain customers


Ecommerce companies who are doing right 


There are many ecommerce companies that use content marketing to engage with their audience and drive sales. Here are a few examples:




How Sephora uses Content Marketing to engage with customers

Sephora – Ecommerce Companies Leveraging Content Marketing


Sephora’s Beauty Insider blog features a variety of content, including makeup tutorials, product reviews, and interviews with beauty experts. The blog also has a “Shop This Post” feature that allows readers to purchase products directly from the blog.


Warby Parker:



How Warby Parker uses Content Marketing to engage with customers - ecommerce companies

Warby Parker – Ecommerce Companies Leveraging Content Marketing



Warby Parker’s “Culture” section of its website features a variety of content, including interviews with designers, book recommendations, and behind-the-scenes looks at the company. This content helps to establish the brand as an authority in the eyewear industry and to build trust with its audience.




How Birchbox uses Content Marketing to engage with customers - ecommerce companies

Birchbox – Ecommerce Companies Leveraging Content Marketing


Birchbox’s blog features a variety of content related to beauty and lifestyle, including product reviews, makeup tutorials, and gift guides. The company also sends out a monthly subscription box to its customers, which includes samples of new and popular beauty products.



Casper’s “Sleep Channel” features a variety of content related to sleep, including articles on sleep science, sleep tips, and product reviews. The company also offers a 100-night sleep trial on their mattresses, which helps to build trust with its audience.



These are just a few examples of ecommerce companies that use content marketing to engage with their audience and drive sales. By creating informative and engaging content, these companies are able to establish themselves as experts in their industry and to build relationships with their customers.


Final Thoughts On How Ecommerce Companies Are Leveraging Content Marketing

By creating valuable and relevant content, businesses can attract more leads and convert them into customers. Content has to support the visual storytelling for your brand.


Furthermore, by regularly publishing and distributing new content, ecommerce companies can keep their audience engaged and increase the likelihood of them making a purchase. Conversions will happen if you’re able to understand the reason why consumers buy and don’t buy products. Provide content that addresses queries and excites customers to make a purchase. Content builds authority, trust and accountability.

Amit is the editor of Fixbracket. He is a Marketer, Content Creator and Martech (Marketing Technology) enthusiast and has over two decades of experience in building global brands.

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