Utilizing content material advertising to extend ecommerce conversions and consumer expertise

30 second summary:

  • Content marketing is a strategy that focuses on creating, publishing, and distributing content that people can take action on.
  • This helps your ecommerce website rank higher on search engines without spending a lot on ads.
  • By posting content that your prospects find helpful and full of valuable information, you can build their trust and get them to buy more easily.
  • Content like how-to videos, online courses, and infographics are easier to consume and improve the overall user experience of your website visitors.

When you think of it Content MarketingAs you can imagine, this only applies to digital agencies and online service providers, not ecommerce businesses, let alone the value it creates when you drive ecommerce conversions through those efforts. However, let's take a moment to review the definition of content marketing so we can see exactly how it can apply to just about any business, especially ecommerce:

The Content Marketing Institute defines content marketing as::

"(The) strategic approach to marketing focused on creating and distributing valuable, relevant, and consistent content to attract and retain a well-defined audience – and ultimately drive profitable customer promotions."

While this is a standard strategy for service providers, SaaS companies, and digital agencies, we can see that content also plays a positive role for e-commerce companies.

Benefits of content marketing for ecommerce businesses

For one, the content helps you connect with your customers with real value, rather than posts that are just aimed at closing a sale. Further advantages are: Increase your chances of being discovered organically on search engines as well as establishing your company as a trustworthy market leader in your field, thereby increasing the positive perception of your brand and your online business.

This relationship can be very important to your ecommerce store because users and customers are more likely to end up buying from you because you are a brand they now trust. They also know that when they don't really want to shop, they can expect more from your ecommerce store, e.g. B. helpful blogs, guides, and other inspiring content.


We are sure you want to start with it Creating content to increase ecommerce conversions. So we've rounded up seven of the best content marketing tactics, especially for online stores.

Seven Content Marketing Strategies To Increase Ecommerce Conversions

1. Create products or service manuals

Your e-commerce store can create product or service guides that inform your customers about important information in your industry. Take the accounting company wave, for example. They have their own blog that posts helpful guides on their website to improve their user experience.

Most of their content is aimed at small business owners, helping them with bookkeeping and bookkeeping tips that go beyond merely promoting their product features and benefits.

Increase Ecommerce Conversions - Create Product Guides

2. Share product reviews

You can share reviews about your product that appear on various websites and blogs for both content and social proof. Find out what good things people are doing about your brand, then highlight the most compelling things from the review to share on your own platforms.

Take this blog post about that Top dealer service provider in Canada, for example. When featured in this detailed executive summary, a company may take a few lines from the review about the author's experience with their service and then share what others are saying about their brand.

You can also take screenshots of social media conversations about your products and post them on your website. That is exactly what Beauty Bakerie does in its e-commerce shop and its Instagram account.

Increase Ecommerce Conversions - Share Product Reviews to Build Trust

These posts provide social proof to potential customers and make it easier for their existing customers to share with their networks. This will further expand the reach of the makeup brand and get more customers who want to buy their products.

3. "Brochures" post infographic

Ecommerce purchases do not provide consumers with the ability to see, hold, and feel products in person. Hence, sometimes they hesitate to make a purchase when they are unsure.

Free yourself of your doubts by answering frequently asked questions and questions about your products by putting together important information and graphics in a digital “brochure”. This brochure is a visual way to present information such as product size charts, measurements, and even product care tips.

Put this in key areas of your ecommerce store, including specific product pages if applicable, but also a special page that customers can find in navigation menus and footers.

Example of an infographic brochure for e-commerce stores.

Increase ecommerce conversions - publish infographics or brochures


4. Provide online courses

Can you go a step further and offer your clients a quality online course that will help you deepen your relationship with them? Your course may even introduce the products of your own business, and the information you provide compliments your use cases and benefits.

For example, e-commerce companies that sell computer gadgets and accessories for design professionals can offer their customers online courses on topics such as Remote user experience design They have certain gadgets and tools that they sell on their platform.

This tactic may be time consuming, but think of other ways that you can offer a helpful online course to your customers to complement your products. Instead of creating the course yourself, you may be able to work with well-known influencers or thought leaders in your niche. Or you can make the online course a very simple 5 day email course that includes small action steps that customers can take each day to get closer to a specific goal.

Let influencers create user-generated content

Influencers are a fantastic addition to your content marketing strategy because influencers are content creators themselves.

If you choose the right influencers, they likely already have access to an audience, no matter how large or small, that trusts them and appreciates their content. Influencer-created content is also a combination of review, product explanation, and even testimonials – and they speak from their own perspective and experience, which is more authentic than branded content to the average consumer.

Here is an example of this influencer tactic in action. Hikers and influencers who live and content around the adventurous lifestyle featured Patagonia, a well-known adventure brand that sells hiking clothing, on their blog posts and YouTube videos.

Increase E-Commerce Conversions - Address Influencers for UGC

5. Submit guest posts

If your ecommerce doesn't have its own blog, you can share your stories with other publications as well.

Guest blogging can benefit ecommerce stores as they can post their content on another website that already has its own audience. Of course, choose blogs and websites that fit your niche and market.

For example, suppose an ecommerce store sells anything related to coffee and wants to make a guest post. They may not have a blog of their own on their website, but they can work with well-known food and even coffee bloggers like the example below to create free content on their website.

The blog post can link to their page and give the site more backlinks. In addition, it also appeals to the readers who already visit this blog frequently by providing helpful tips and tricks on topics that they are interested in. The blog may also have the ecommerce store's products on it, so users not only have a quality post to enjoy, but they can also find out where to look for things to help them implement the tips in the guest post.

Increase Ecommerce Conversions - Submit Guest Posts

6. Create videos with instructions

How-to videos are some of the easiest things to include in your ecommerce content marketing strategy. ONE Social Marketing Writing Survey found guides and case studies to be the most believable types of content in their opinion, while Omnicore reports this 61% of consumers Buy based on a blog recommendation, with the content of the guides providing the best overall response rates.

Increase Ecommerce Conversions and UX - Create How Content Is Created


One of the great things about creating tutorial videos is that you can showcase your products right away.

Here are just a few examples of how well you can use how-to videos to increase ecommerce conversions and improve the overall user experience of your products:

  • Online grocery stores and supermarkets can post how-to videos that include recipes of various dishes that then highlight the products in their store
  • Beauty brands can create videos of how-tos that help people achieve a specific makeup look or get better skin
  • Sports stores can create short training videos to get specific results that highlight the benefits of their products
  • Online furniture stores can post how-to videos that show users step by step how to set up their products, rather than just referring to a manual

There are of course other creative ways you can use how-to videos in your content marketing strategy. So think outside the box and try to answer your customers' burning desires with quality content that compliments your ecommerce products.

The central theses

Ecommerce stores can benefit from content marketing by differentiating your brand itself from the crowded niches while deepening your relationship with your audience. Use the tips above to increase ecommerce conversions and improve user experience with the best content marketing tips you can implement today.

Kevin Payne is a Content Marketing Consultant This helps software companies build marketing funnels and implement content marketing campaigns to increase their inbound leads.

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