Content marketing strategies for ecommerce

Content marketing helps to add a more “human touch” to your brand. It is a strategic marketing technique that builds strong relationships with your audience through valuable and consistent content. Building strong relationships, in turn, helps to convert readers into customers. This is because, once readers are ready to make a purchase decision, their loyalties will already lie with you.

When done correctly, content marketing entices readers through informative and useful materials. From blogs and eBooks to graphics and social media posts, any form of content that moves your audience through the sales funnel is classed as “content marketing”.

Of course, there’s a lot more to it than just creating useful content. Google has a series of quality checkers in place that you must abide by, especially if you want the content to rank. This includes E-A-T (Expertise, Authoritativeness and Trustworthiness) that determines a page’s quality and YMYL (Your Money Or Your Life) that applies to sensitive industries. There are also NLP (Natural Language Processing) requirements to be aware of, adding to the complexity of creating valuable content.

In simpler terms, your content must be natural and made for the reader; not “keyword-stuffed” or over promotional.

There are many reasons why content is important for ecommerce. Firstly, it helps to build trust with your audience, in a way that no other form of marketing can do. By creating valuable content, you can tell your company's story in the most authentic and engaging way possible. In other words, content marketing gives you full control over how your business is portrayed.

Effective content marketing also pleases search engine algorithms, as it helps to prove that your website is valuable enough to rank. Shareable content can help to contribute towards a healthy backlink profile, which is another element favoured in the eyes of Google.

Every inch of your content strategy will be tailored to your goals and profit margins. We’ll review all existing content through a content gap analysis, highlighting any rooms for improvement when compared against competitors. This helps to provide some “quick wins” which can then be optimised with help from a content audit. Our content audit utilises our foolproof assessment model, meaning your new content will drive traffic and convert in no time.

Once we know exactly what type of content your website is missing, we’ll create a long-term content marketing strategy to suit. This could include anything from regular blog posts (fueled by a content strategy calendar) to onpage content for your category and product pages. Or, we might use our digital PR agency expertise to get your name in the headlines. The possibilities are endless, and this is why content marketing forever reaps such success.

As your content marketing strategy comes to life, we’ll continually review performance and user engagement levels. The landscape is forever changing, meaning your strategy will always evolve. We’ll keep you in the loop with account management support, easy-to-access reports, and quarterly business reviews.