Creating a content marketing strategy for your eCommerce business is one of the most important investments you can make.
Just think about how many times you’ve discovered certain products or an online store through content and not the product pages themselves.
Additionally, more than 50% of online buyers will research a product after reading about it. And 90% of these consumers think that custom content is useful which means that having a content strategy will meet your audience’s needs.
Let’s find out what are the advantages of investing in a content marketing strategy.
1. Brand Awareness
Consumers tend to feel more close and associate positive feelings with brands that create custom content. Depending on the type of content you create, you can also become an expert in your niche which means that more people will find out about you and trust your opinion.
The more content you publish, the more it will benefit your rankings, especially if you’re using keywords that you know people are searching for.
Content marketing is a long-term strategy which means that an article you publish today can bring lots of traffic years from now, especially if it’s evergreen content (eg. What to wear to a cocktail party).
3. Build Loyalty
The idea of having a content marketing strategy is not to make sales. It’s more of a consequence of your efforts. Your primary goal should be to create content that’s useful to your audience so they will come back to your site. Some of them will ultimately become repeat customers which will increase their lifetime value.
4. Product Research
Did you know that 81% of consumers do online research before they make a purchase and the majority of people start the research starts on search engines?
This means that if consumers can’t find content that matches their search intent, you’ve lost the battle. The point of having a content marketing strategy is to also attract the potential buyers as early as possible in the buying process.
Done right, content is all about educating your audience. “Teach, don’t sell” is the mantra of any content marketing strategy. Customers like to stay away from reading salesy content so don’t go for that approach.
Even though your content doesn’t have to be salesy, that doesn’t mean you can’t talk about your products. On the contrary, you should use them to inform consumers about their features and how to use them. You can probably share a few tricks and tips that your audience might not know about them yet.
7. Sales Funnel
The sales funnel goes like this: awareness, intention, desire, action. For every stage, there’s a particular type of content you can create so that consumers that may not have heard about your brand yesterday will turn into loyal customers over time.
If you are serious about growth, want to attract more traffic to your online store and increase your conversion rates, then you need to invest in a content marketing strategy.
Moreover, the costs will be less than what you would pay for traditional marketing. Start investing in content right away so you can reap the benefits as soon as possible.