X Tips To Grow Your eCommerce Store With Content Marketing

  • By Bridgette Hernandez
  • 18-10-2019
  • Digital Marketing
content marketing
“Content is king,” as they say. It’s an essential tool, which if used correctly, will ensure impressive sales, considerable customer engagement, and a solid online presence.
 
More importantly, eCommerce content marketing is also an invaluable medium for attracting new customers. It costs over 60% less than most marketing approaches, and it will provide you with three times the number of leads.
 
While content can be used to broaden your customer base, it’s also a great way to stimulate sales among your existing clientele. Customers that identify with your brand and feel connected to it will spend twice as much than “neutral” clients.
 
In this article, we’ll look into a list of tips that will help you harness the power of content marketing to grow your eCommerce store. Let’s dive right in.
 
1. Tap into storytelling
Connecting to your customers and your readership demands a considerable amount of patience, and the quickest way to do it is taking advantage of storytelling.
 
Carefully crafted narratives can affect your readership on a hormonal level. Humans are profoundly connected to the society they live in, and much of our behavior is defined by this aspect of the “human condition." We associate with the stories of other people even if we’ve never heard of them before. Take movies for an example.
 
Hearing other people’s stories has an extraordinary effect on the human body. An exciting study published by Paul J. Zak back in 2013 suggests that other people’s narratives have the ability to raise another human’s oxytocin levels.
 
The fact that external stimuli have an impact on our bodies is by no means intriguing news. However, it’s essential to underline that oxytocin spikes are usual during social interactions like hugs, handshakes, being in the presence of a loved one, and other things of that sort.
 
Injecting your content marketing strategy with storytelling will enable your customers, both existing and potential, to engage and identify with your content.
 
2. Don’t sleep on curated content
In the current social media etiquette, it’s considered somewhat of a bad tone to post content that revolves exclusively around your own brand, and that is created by your own brand. It may be suggestive of the fact that your business is somewhat self-centered. Today, consumers opt for companies that focus on providing them with value, which is why it’s essential to explore curated content.
 
Curated content is, of course, for social media or other similar channels. It’s recommendable to post your own material once every five posts. It’s imperative to have a solid strategy when it comes to selecting content from your peers and competitors. However, it’s safe to say that an essential goal is to maximize the value that your readership receives from being subscribed to your channels and doing business with you.
 
The idea itself that you have enough confidence to publish the content that has been created by brands other than yours will considerably improve your relationships with your peers and will establish you as a thought-leader in the industry.
 
3. Diversify your content
There are plenty of content types that your eCommerce can explore. Content diversity is beneficial because it attracts a variety of potential customers. For instance, it’s commonly considered that the most shared B2B content is over 2000 words, while B2C content should stay under 1000 words to get the maximum engagement from your readership.
 
Here’s a list of types of content that will allow you to diversify your content strategy:
* Short articles (under 1k words)
* Medium-length articles (under 2500 words)
* Long reads (2500+ words)
* Buyer guides
* Product reviews
* Infographics
* Videos (non-sales focused)
* Podcasts
 
It’s a trial-and-error deal. Some types of content will provide you with more engagement than others. However, understanding what appeals to your customers will provide you with valuable insight in regards to where you should focus and invest more in the future, to make content marketing strategy even more efficient.
 
4. Hyper-personalization
Technology is continuously improving the marketing experience for both customers and businesses. Hyper-personalization is most probably one of the most exciting developments of recent years.
 
“I know what personalization is, but what is 'hyper-personalization?’” This is a new approach to marketing, that uses behavioral data, which, in effect, lets you create a highly contextual interaction your potential or existing customers.
 
Simple personalization will typically take advantage of more straightforward data like a customer’s name. Businesses use this information to send emails to their customers that will have a more personal and warm character.
 
However, you can always take this a step further. Here’s an example of how you can extract data that will allow you to hyper-personalize your content marking content, based on a basic scenario many clients go through:
1. Let’s say your eCommerce has an app, which a user has downloaded and entered;
2. The user spends approximately 7 minutes browsing different products;
3. They become interested in a few particular products, which they end up adding to their cart;
4. They leave the app and abandon the cart with the products they’ve added to it.
 
By carefully following a user’s behavior on your platform, you can extract a broad spectrum of insight. Here are a few examples:
- A user is predominantly interested in goods that are on discount;
- A user takes advantage of off-season sales;
- A user will generally use your app/platform during lunch hours or after work;
- A user reacts positively to push notifications.
 
This data is instrumental in designing a highly relevant content strategy, especially when it comes to product reviews and product-oriented content, where you can highlight the most popular or discounted listings you have to offer.
 
We’re now entering an era of AI-generated content, which will allow you to create different types of blog entries in the blink of an eye that will suit the needs of individual users.
 
5. Intelligent content editing
It is essential that eCommerce businesses take proofreading seriously. Typos can considerably affect the impact your content will have on your audience.
 
There are now many ways eCommerce stores can approach editing that range from AI-assisted editing to outsourcing writing and editing services.
 
While writing can be an endeavor anyone can explore, editing and content optimization are tasks than need to be left for trained professionals.
 
Conclusion
ECommerce businesses rely heavily on content in order to attract and engage an audience. Therefore, it’s essential that you invest the necessary time and effort into researching what will satisfy the needs of your readership and clientele. Good luck!

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Author

Bridgette Hernandez

Bridgette Hernandez is a Master in Anthropology who is interested in writing and planning to publish her own book in the nearest future. She finished her study last year but is already a true expert when it comes to presenting a text in a creative and understandable manner. Now she is a content editor at GrabMyEssay.

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