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How Using Content Marketing Can Help Grow Your Ecommerce Brand
Are you thinking of using content marketing for your business? Then this is the blog for you. It will cover everything you need to know about content marketing and how to deploy it for maximum effect for your business.
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What is Content Marketing?
In general, content marketing is creating content in various formats like written articles, videos, infographics and sharing that content to targeted audiences to generate more leads, build your brand, and drive more customers to your website. People often mistake content marketing for just being blogs; however, it also covers all your business marketing assets, such as social media and emails. In essence, it is any form of content used for marketing. Its use is primarily designed to focus on inbound marketing but can be used for outbound marketing, like emails.
Content is not just blogging; it can be:
- Videos
- Images
- Infographics
- Blogs
- Landing Pages
- Gifs
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How Does Content Marketing Fit In With Ecommerce?
All too often, eCommerce store owners ignore content marketing, seeing it as too much effort or more for the bloggers than the online stores. Thinking this way will lead your online store to miss out on significant opportunities and sales from customers looking for goods and services rather than being presented to them. Consumers are much savvier about purchasing goods and services; they no longer respond to ads and fancy gimmicks. They are much more educated on their purchases and where to find them.
Content marketing will not only help you connect with these customers more but also allow you to:
- Build trust
- Be where your customers are
- Answer questions they may have before purchasing
- Be memorable to the consumer
Is It Worth Investing In Content Marketing?
A recent report from SEMRush indicated that the origins of website traffic could be as high as 55% from search and only 1.5% from paid ads in some sectors. Meaning that for every 100 website visits, only 1-2 people clicked an advert to visit the site, but over 55 found an article, product or page in the search engines like Google and visited the site. We would say that a 52% higher chance of a visitor clicking a non sponsored ad is a pretty sure sign that content marketing is a worthwhile investment.
Based on those figures, why isn’t everyone doing it? Simply put – it’s hard work and takes time. It needs a significant investment of time, money or both and needs time to get working. Real estate at the top of Google is crowded, and as much as Google will never actually say it out loud – but they will always prioritise space for ads; it’s how they make money. So the trick is to aim for having your website show up in as many relevant keywords as possible, both long and short.
Things to Consider When Creating Content for an Ecommerce Brand
There are a few things to keep in mind when creating content for your eCommerce brand, and it is not just a case of throwing up any old content and hoping for the best. Keep in mind the following:
- All content needs to be on-brand.
- All content needs to be relevant to your products and brand.
- Do not make all your content sales based – focus on relationships.
- Use content to answer questions/address fears about your products.
Out of those four things, the most important thing to remember is that ALL content needs to be brand focused and in your brand voice. Anything that does not fit with the brand ethos or is produced in the brand tone, etc., could damage your business and be doing more harm than good.
Summary: Content Marketing For Ecommerce
If you consider using content marketing, you need to think long term and ensure you do your research. Don’t always aim for the more challenging keywords that people are using to find your products. Starting with some “low hanging” fruit and working your way up can be a perfect way to get some traffic to your website and start building the brand up – always aiming for the keywords with the most searches is what everyone does, so it is more challenging to get the results.
If you need any help with your marketing or content marketing for your eCommerce brand, get in touch with the team here at Morgan Branding – we are here to help you grow your brand and give you the advice and tools needed to make it happen!
Need further advice? Get in touch with us here at Morgan Branding we have a fully dedicated team ready to help you and your business get ahead online. You can get in touch via our contact page or get social with us on Facebook, Twitter, Instagram or LinkedIn!
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