Getting Started With E-Commerce Content Marketing

Shane Hall


November 8, 2017 (Updated: November 14, 2023)

Content marketing is like the chicken soup of online business. It can keep your venture healthy and warm with returning traffic, and though it takes love and care to make it right, everybody loves it. This time, we’ll be looking at content marketing for an e-commerce website. If you run an online business and you’re not sure where to begin, use this guide for getting started with e-commerce content marketing.

Mixing Content Types

The simplest type of content marketing for Ecommerce is a blog. You can provide interesting or valuable information your customer would want, establishing your brand. This is a classic strategy, but keep in mind other types of content. Videos can be a great way to give customers a look behind the curtain. For instance, sellers of forged goods like knives usually have long videos showing every process taken to create the product. Whitepapers are often the best choice of content for B2B campaigns.

If you can see multiple forms of content that would work for your business, there’s no need to nail it down to one. Get creative and take a mixed media approach. Blog articles with infographics, videos that introduce a new whitepaper, eBooks with organized lists of article links, and other combinations are very much possible, and the effort taken to use multiple types of media will go a long way. There’s a reason most major news sites have an auto-loading video explaining what their articles already say: more content options equal more accessibility.

Category Pages

One common mistake in e-commerce design is forgetting to create category pages for your various products or forgetting to direct traffic to them. Warm traffic returning to your website should have a place to browse all the things they can buy from you, but how do you make sure that people reach these pages if they’re interested? If you’re putting out content, this becomes a lot simpler.

Have blog articles occasionally link to relevant category pages or use the end of videos to show how to see relevant product pages. If you do the latter, make sure that the process is simple and can be done from the front page. To do this, keep your categories prominent in a top menu or side bar. A business that sells jewelry could divide their top menu bar into “necklaces,” “bracelets,” or “earrings.” Then, offer further delineation with sub-category pages listed in a hovering dropdown menu.

Product Descriptions

There’s an art and science to product descriptions and far more to them than simply describing the benefits and features of what you’re selling. One of the critical aspects is making a product essential in the visitor’s mind, and either erase or minimize the inkling that the product is frivolous or that there are alternatives.

People will rush to any reason to save money and go back from a product page, and you can use content marketing to fight this. Use your content to pre-sell visitors on your products, and then repeat those key points in the description to remind them.

Another issue with descriptions is making them of reasonable quality when you have a high quantity of products. In such a case, consider hiring out the work or getting some sort of content creation algorithm to create easy to read, professional, enticing descriptions.

If the latter option sounds strange, computer-made content is actually present on the Internet on certain news sites. You can design computer programs to work with a reasonable number of variables and output some descriptions that seem natural enough to be human made.

Influencers and Social

One of the best ways to get your content running at full speed is by having influencers recommend it to their audience, collaborate with you to share audiences, and share links to your content. This is called influencer marketing, and its premise is simple: if you don’t have a huge audience yet, why not borrow someone else’s? Pair this up with a sharp social media strategy and your content and social presence will both feed each other.

If you want only one SEO strategy to help with your Ecommerce content marketing, influencer marketing through social media is it. Beyond adding to your subscriber count, it also increases your visibility and credibility in your industry. After all, it’s easier to trust a doctor and take them more seriously when they’re regularly in conversations and interactions with other doctors, and the same is true for virtually any other business or profession.

The Customer Is Always Right

There are a wealth of little tips and strategies for making your content viable to your Ecommerce business, but the bottom line is simple: what does the customer think? Keep those comments sections open, because it’s there that you’ll get insanely valuable feedback on what your readers, viewers, etc. think about your content. The people who wanted to buy from you, but somehow didn’t, will often tell you why, and it’s these customers who reveal critical insights that likely thousands of others agree with, especially if the comment generates a lot of “here-here” responses.

The feedback your audience provides should be the foundation of your future content schedule. They’ll tell you everything: what they want more of, what they don’t, where you could go more specific and in-depth, all sorts of tips to satisfy your traffic and draw in more. Watch social media, as well, and see what people have to say about your content when it gets shared.

Take it all in aggregate, of course, but when your potential buyers speak out, listen and respond with the right content.

If you make a list of actionable steps based on the tips above and see that they’re completed, you’ll be on your way to a successful Ecommerce website, turning every new blog post or video into revenue from sales, subscriptions, and more. What we’ve covered so far will give you a fantastic start to your campaign, but eventually you’ll want to optimize your e-commerce content to succeed in the long run and become the top of your niche. Look for ways you can improve your content’s performance and don’t be satisfied with an “okay” content marketing campaign.

Author Image - Shane Hall
Shane Hall

CopyPress writer

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