The online marketplace is an ever-evolving landscape. In this vast digital realm, e-commerce businesses have seen unprecedented growth. More consumers are turning to online shopping than ever before.
However, with growth comes competition. To stand out, businesses need to harness the power of e-commerce content marketing, but in a way that sets them apart. Below, we explore innovative content marketing tips to provide you with that digital edge.
1. Embrace Interactive Content
Interactive infographics, quizzes, and calculators can create engaging experiences for your users. For example, a fashion e-commerce site can offer a “style quiz” to offer personalized recommendations. This kind of content offers invaluable data on customer preferences while maintaining SOC 2 compliance, a widely recognized standard for data security and privacy controls.
Interactive content also has the possibility of going viral. So when people who aren’t your normal customers see this, they may also be interested in your products and services. This can help you reach a larger audience and increase brand awareness.
2. Capitalize on Video Content
In 2022, online videos were predicted to make up more than 82% of all consumer internet traffic.1 E-commerce businesses must leverage this. Create product demonstrations, behind-the-scenes looks, or customer testimonials. Businesses can share these videos on platforms like YouTube, TikTok, or embedded directly onto your website.
Video content doesn’t only mean making ads for your products. Informational videos about topics related to your business also allow you to establish credibility. Customers will look at you with trust since you’re providing them with helpful content.
3. Voice Search Optimization
As smart speakers and voice-activated devices become commonplace, optimizing for voice search is essential. Ensure your content answers questions consumers might voice-ask, using a more conversational tone.
Integrating long-tail keywords that are specific to voice search can also help. Including phrases like “What is the best,” “How do I,” and “Where can I,” can make your business easier to search. You should also make sure your titles are concise and descriptive. This will improve your visibility in both voice and text search results.
4. Personalized Email Campaigns
Innovative content marketing bids goodbye to the days of generic email blasts. With tools tracking user behavior and preferences, businesses can send personalized content directly to the user’s inbox. Personalized emails can drive significant conversions, whether it’s a curated list of products or an exclusive discount.
5. Augmented Reality (AR) Experiences
Another innovative way to boost your content marketing is through augmented readability. Augmented reality (AR) is when digital elements are added to a person’s real world view. This kind of technology can help improve the overall shopping experience of customers.
For example, a furniture store might allow customers to visualize how a couch would look in their living room using AR. Or, apparel retailers can let people try on clothes without leaving their homes.
6. User-Generated Content (UGC)
UGC stands for “User-Generated Content.” Consumers of a product, service, or platform create and share UGC content. UGC is more helpful than relying on influencers or celebrities for reviews.2 These kinds of reviews establish a more trustworthy relationship with your customers.
Encourage your customers to share their experiences with your products. Reposting customer photos, reviews, or unboxing videos builds trust and creates a sense of community around your brand.
7. Dive Deep with Long-Form Content
While bite-sized content has its place, in-depth guides, articles, or how-tos can position your brand as an industry authority. This kind of content can improve your SEO rankings and provide real value to your consumers.
Remember that you must optimize long-form content for both mobile and desktop devices. Make sure to include relevant visuals, headings, bullet points, and clear CTAs. This will make your content easier to digest and more engaging.
8. AI-Driven Content Strategies
AI is one of the many technologies available to help you boost your creativity. It’s a great tool to help you make more informed decisions. Instead of relying on guesswork, AI can provide insights about the content that best engages your audience.
AI tools can analyze customer data, helping businesses understand buying habits, preferences, and behavior. You can then use this information to tailor content that resonates most with the target audience.
9. Optimize for Mobile First
Lastly, always optimize your website and online content for mobile devices. Mobile commerce sales are skyrocketing. Ensure your content, especially visual content, is optimized for mobile devices. This includes quick loading times, responsive design, and easy navigation.
When you create content, always check it on different mobile devices. See whether you’re satisfied with the performance. If it’s slow or hard to navigate, make changes to ensure optimization.
Content marketing is getting more competitive and complex. Relying on traditional strategies won’t cut it anymore.
With the right strategies, you can stay ahead of the e-commerce game. We’ve outlined some of the most successful content marketing strategies to consider.
Integrating these strategies into your content marketing plan will help you stand out in the ever-evolving digital landscape.
- “Over 82% of internet traffic will be online videos by 2022: How publishers can scale their content production.” FIPP: The Network for Global Media.
- “Why user-generated content is more powerful than an influencer campaign.” Agility PR Solutions.