Content marketing in e-commerce - how does content support sales?
The ultimate goal of all marketing activities is sales. It is no different in the case of content marketing. The only difference is whether the sale is direct or indirect. Read about content marketing in e-commerce that leads to the sale of your products.
Content marketing in ecommerce - it's also blog articles, but not only
One of the well-known myths about content marketing is that this type of marketing activity involves blog posting. The statement would be correct if the decimal point was followed by the second part: but not only.
In fact, content marketing is a very wide range of various communication activities that are intended indirectly to lead to the sale of a product. These include:
- articles - specialized, guidebook, advertising, viral,
- descriptions of products and categories thanks to which your client knows more about the product they are interested in; Your website contains complete and valuable information, thanks to which it better meets the user's intention, as a result, obtaining better results in the search engine - which means that potential customers appear on your website,
- content websites and blogs - entire websites or blog sections dedicated only to articles, videos, graphics or photos that provide your customers with additional knowledge, e.g. how to use the purchased product or explain the use of the service,
- e-books - a compendium of knowledge on selected topics,
- graphics and infographics - visual representations of information,
- photos - thanks to photos you can inspire customers (remember that the customer buys an effect, not a single product) or show them step by step how to create something, install it correctly, carry out, etc.,
- video - as in the case of photos, the cinematic visualization will illustrate the content in more detail.
Content marketing combines sales and useful functions. The customer will be more likely to go to the website where, apart from the store, he will find advice, inspiration and interesting facts about the topic related to the products you offer, and therefore which is of interest to him.
Strategy as the basis for content marketing activities
You can't conduct successful content marketing activities - or at least it's extremely difficult and is like aiming darts at a target blindly - if it is not preceded by preparing a strategy. A strategy is a clearly formulated action plan leading to a sale.
In the process of developing a strategy, it is necessary to identify the brand in the context of its business goals and customer expectations. It becomes necessary to analyze the target group, during which you will determine who your offer is directed to. You must also analyze the competition - perhaps it uses solutions that have made it more popular than you so far. If you use social media accounts or website redirects, you should conduct all necessary audits.
After formulating the strategic assumptions and specifying the goals, the budgeting stage begins - you already know how many things are to be done and you estimate how much money you can allocate to it. You choose your work tools and the process of implementing changes begins.
Who performs content marketing activities?
If devising and implementing a content marketing strategy - that is, creating and publishing content - seems complicated to you, don't worry. You don't have to, and you shouldn't even do it yourself. To make the effect meet your expectations, you can:
- engage an in-house specialist for this, i.e. an employee dedicated exclusively to marketing activities. Such a person should have the appropriate competences and subject matter knowledge, as well as use the appropriate language. It is also necessary to be able to publish and distribute content independently,
- commission the development of a strategy and implementation of changes to a specialized marketing agency. Professional agencies employ specialists, incl. in the field of SEO, writing, photography and film, thanks to which your website will have content tailored to the established business goal.
Tip: successful content marketing agencies publish their case studies on their websites, which proves their reliability - pay attention to it.
Remember a specific goal
Content marketing activities focus on a selected goal. Keep this in mind when determining your need and evaluating the results of implementations. Your content will look different if you only care about sales, and different if you are at the early stage of building your brand and want to spread its image on the web.
Goals must be as specific, realistic and measurable as possible. These are, for example:
- increase in visits to the website by 20%,
- increasing sales by 50%,
- increasing the click-through rate on links by 35%,
- minimizing the costs incurred on the promotion by 10%,
- increasing brand awareness by 40%,
- increasing the effectiveness of communication with customers by 60%.
With a properly developed strategy and form of content tailored to the goal, the results should be at least as high as you expect. Remember, however, that you should not rush, skip steps, let alone cut the costs allocated to specific activities. Only a holistic content marketing approach can give your company the expected effect in the form of increased sales.
SEO and Content Marketing Agency - Content Solutions