Are you familiar with the topic of content marketing? It has been a hot topic for marketers for several years now – and not without good reason. Content marketing can also ensure sustainable success in eCommerce. Because with exciting content, you not only offer your customers considerable added value, but also optimize your site at SEO level at the same time. Sounds good, doesn’t it? We’ll show you the basics below:
High-quality content instead of copy & paste
As the name suggests, the core of content marketing is the content of your website. In online business, this refers to offer texts, the store description and any customer reviews in your store. The more informative and unique these are, the more points you score with your customers. However, if you copy item descriptions, do not vary your texts or neglect the description of your own online store, you must be prepared for the fact that customers will not read this content. Why should they? You hardly offer any interesting information that can captivate them.
The story behind it
One way to motivate store visitors to buy is through storytelling. Instead of the simple description “Jacket, olive green”, you could alternatively explain it like this:
The jacket is based on the design of the classic M-65 army jacket. The US Army designed it as an all-weather jacket and deliberately chose a robust design to provide soldiers with long-term clothing. In Germany, it is also known as the Schimanski jacket, after the famous TV detective.
As you can see, the alternative product description immediately conjures up several images when you read it. Of course, you don’t have to find famous users for every toothbrush, spice blend or shelf. But a note that the toothbrush corresponds to the results of clinical tests or that the spice blend is a popular mixture used in Indian cuisine for 1,500 years will enhance the item and your store.
The description of your own store is just as helpful. Tell us how it came about and why you decided to sell your items. Convey emotions in the process. After all, big brands such as Coca-Cola and Red Bull have been using emotional storytelling for years. They give their customers a good feeling when buying their products and thus integrate buyers into their own brand.
Theme worlds
If you want to expand your content a little, you can also offer your own landing and info pages around the store theme in addition to store and product texts. There you provide important content that helps customers to find their way around the theme. Then present your products in this context, for example with images and video material. Show your product in use – in the case of the spice mix mentioned above, this could be in the form of recipes. If it is fitness equipment, you can provide an overview of the most useful exercises with the equipment. Or provide valuable tips on how to use them correctly.
The aim is to guide the customer on their customer journey. Your content should make buyers curious about the products, but conversely the products should also make them aware of the content.
SEO
The diversity of content also offers advantages for search engines. This is because Google regularly tweaks the evaluation of website quality with the Panda updates. Accordingly, the search engine giant highlights websites with lots of unique and little duplicate content.
Of course, your specially created content also boosts the number of visitors, which also increases your ranking. But that’s not all: you can also spread your valuable information on other channels – including Facebook, Twitter, Instagram or your store’s own blog. This increases the visibility of your products without making them look like flat advertising spam.
Summary
What do you achieve with content marketing?
What do you need to consider when creating your content?
