5 Ecommerce content marketing strategy elements you should use

November 6, 2018

5 Ecommerce content elements

Do you know how many ecommerce stores exist in the world? Actually, we do not know. The reason is that ecommerce is not a homogenous market, because there are different ecommerce companies types. For example, those who have an ecommerce presence we called “e-tailers”. But there are people and companies that sell things on the special marketplace, like Amazon or eBay.

According to Statista, ecommerce sales are estimated at $2.3tn and it is projected to grow in the next three years.

ecommerce sales

One of the main reason for this rapid growth is that 67% of millennials prefer to shop online. Regardless, it’s not easy to drum up business, because of a large number of competitors. There are a lot of strategies, which can help you to enter this market, but today we will focus on content marketing. Why? Content marketing can drive over 3x as many leads as inbound marketing if you will do it properly. Moreover, it is one of the cheapest marketing channels.

So, let’s putting a puzzle “Essential elements for the successful content marketing strategy”!

Puzzle #1: User-generated content

The first puzzle in the content strategy for ecommerce business is user-generated content (UGC). It is a content created by your consumers. UGC is the most valued and important type of content because it is created specifically for your brand. There are:

  • Videos
  • Images
  • Reviews, etc.

85% of users said that UGC is even more influential than brand-created content. So, it is a great way to engage with your customers. Usually, companies encourage those users who share their content with them. For example, get an additional discount or make a competition with prizes.

One successful example is an “Unlike Any” campaign by Under Armour. At this moment, it has more than 11K publications on Instagram. The main idea was to remove a gender from the athletics and focus “on women’s contributions on their own merit”.

Unlike Any

Puzzle #2: Trust elements

Internet buyers do not interact with you directly, therefore you need to provide them with trust and confidence tools. Recommendations and testimonials are what you need. Successful customer’s stories can help to convenience potential consumers to buy your product or services.

Another working tool that retailer should really consider it for your kids is using team members to describe your products or features. For example, if you sell a software and you add a new option, so, you should post a short interview with a developer, who implement this feature.

Puzzle #3: Video

Video marketing is one of the hottest topics in recent years. Forrester Research estimates that 1-minute video is equal to 1.8bn word. Impressive statistics! Why not use this in your content marketing strategy?

One hint: use video for product guides. It doesn’t matter what you sell: dress, furniture or software. You can make a video describing the buying and payment processes, or demonstrating all the product’s advantages and how to use it.

Puzzle #4: Infographics and other forms of interactive content

There is no secret, that people do not read articles with a lot of attention, they’d rather scroll the page down. So, if you provide visitors with a lot of useful information that they can find quickly – it will be a great competitive advantage.

Infographics are a good way to illustrate statistical information and numbers.

There are a plenty of platforms, where you can create an infographic. They have ready-to-use design templates, so you do not have to be a designer. We recommend these:

If you need to create charts, try Plot.ly. We use it for a long time and completely satisfied.

In WooBeWoo we visualize the plugin’s feature to demonstrate all their advantages.

features

Moreover, we place the interactive table using our plugin just below the Features. Such elements make the user experience more interesting and easier.

interactive content

Puzzle #5: Analyzing tools

It is important to measure the content effectiveness, so you can see what works great and what do not impress your users. Moreover, find the competitor’s blogs and try to measure their activity. For this, we strongly recommend using Buzzsumo.com:

  • Just enter the website URL
  • Press “Go”
  • See the list of posted content and its engagement

Buzzsumo

Buzzsumo has advanced filtering and statistics options, but it is not free of charge. For analyzing your content activity use Google Analytics, social nets statistics or others tools.

Conclusion

So, we advise you to experiment with different content forms and find exactly what will work for you.

 

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