The Definitive Guide to

e-Commerce Content Marketing

Chapter 1

Introduction to e-Commerce
Content Marketing

The basics of eCommerce are pretty simple.

You just want to sell more stuff to more people.

So your home page is covered with your best sellers, just like all of your competitors.

Isn’t that what eCommerce websites always look like? -heavy on the products, light on the content.

But that is sooooo 2005.

The thing is that savvy eCommerce store owners are moving away from ‘in your face’ product heavy home pages towards a more editorial and content focused format.

And it’s not just to make their websites look pretty.

Smart eCommerce marketers recognize that great content can attract and engage both new and existing customers alike.

Now if you’re thinking 50 page Content Strategies, expensive Digital Agencies, Researchers, Copywriters, Content Designers, Outreach Services and Social Media Managers, etc.. think again.

If you run an eCommerce site (and you’re not a brand) and you want a long term strategy that gets traffic, increases conversions, positions you as the authority in your field and doesn’t cost the earth then eCommerce Content Marketing could be perfect for you.

And here’s why…

Why eCommerce Content Marketing?

Simply put, Content Marketing is the sweet spot where your
expertise meets the interests of your customers.

It’s also the point where SEO, blogging, link building, social media & even paid search converge.

It’s going to get you more engagement, build your authority, get links naturally and ethically as well as amplifying your reach through social media.

We all know that getting links to product pages is time consuming, so rather than focusing on the product, Content Marketing allows you to create a deeper relationship with your audience and potential customers by focusing on their needs.

Instead of taking visitors directly to the end of the funnel and asking them to get their credit card out (level of difficulty: hard), you can get them into the wider opening of the sales funnel by focusing on intent (level of difficulty: easier).

Great content allows you to to shine a light on the needs of your customers. It allows you to show that you anticipate their needs and position yourself as the trusted expert.

You’re no longer a hawker of goods. You’re a safe pair of hands.

But it doesn’t stop there. Content Marketing has a long afterlife. Great content can deliver new visitors to you for many years to come.

Repurposing it also means it can be a really effective way of reaching out to new audiences based on their browsing preferences.

And despite what you may think it can also be cheap and it gives you the opportunity to outsmart bigger competitors and create a strategy that they will find hard to copy.

Finally, it allows you to build relationships with bloggers and industry influencers and to position you as the authority in your field.

What eCommerce Content Marketing Is (& what it isn’t)

Before we get stuck in, a few ground rules for you so that you understand what
eCommerce Content Marketing is and what it isn’t:

  • It’s not an opportunity to just talk about you & your products - it’s about your audience

  • It’s not an opportunity to publish loads of thin, lightweight content - it’s about quality & authority

  • It’s not an opportunity to just write for traffic - conversions & authority are even more valuable considerations

  • It’s not an opportunity to create a bunch of keyword loaded blog posts - again, traffic is nice but conversions are nicer

  • It’s not about taking visitors straight to the end of the funnel - it’s about inviting them in

  • It’s not an opportunity to create jargon rich content for your peers - they aren’t going to buy from you

  • It’s not an opportunity to create a ton of content for a month or so - it’s commitment that lasts as long as your desire to be in business

  • It’s not a chance to outsource it all to an outsider - it about your voice

  • It’s not the fad of the week to get the intern or your front line staff to do stuff when things aren’t busy - they can participate and bring enthusiasm, but they are not the leaders

  • It’s not about product features your product pages can do that - it’s about the people who use your products or services

  • It’s not a format (lists, infographics) - it’s ideas, it’s about angles, it’s storytelling, it’s humour, it’s making associations, it’s about being interesting, it’s about making friends and developing relationships

Now that you understand the importance of eCommerce Content Marketing, let’s look at getting started.

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