Top 3 content marketing techniques for e-commerce

Conversions are the lifeblood of your e-commerce store. And with well-planned content marketing for e-commerce, you can ensure your conversions not only stay consistent over a period but experience a gradual growth as well.Content marketing techniques would bring you the best results.

To make your online store a grand success, you need to begin attracting traffic to your store. However, most beginners make a mistake of feeling satisfied right after they start getting a sizable traffic driven to their online store.

But think this: would traffic alone pay your bills and help you sustain? Definitely not. So, there’s no point having a lot of people visiting your store and then going away without signing up for your newsletter or buying from you. So, what’s the key?

Well, you have to convert the web traffic to your store into leads and conversions, and that’s exactly where content marketing techniques for e-commerce can help. With content marketing, which involves the content creation and sharing the same with your target audience, you can strengthen your branding, drive more traffic to your e-commerce store, and generate more leads as well as sales.

In his blog, Neil Patel says that with content marketing, the average conversion rate stands at 2.9%, while it’s a meager 0.5% for sites not using. Thus, you can boost your online store’s conversion rate by about 6X using content marketing techniques for e-commerce! That’s the reason enough to focus on it, right? But wondering which content marketing techniques would bring you the best results?

 Let us first broadly understand what exactly is content marketing:Step by step guide on how to start content marketing for e-commerce

We bring you the list of top three to make your job a little bit easier.  

1.Start small – with one platform and one category of content

As a beginner, you may be inclined to do it all – from blogs and emails to audio clips, videos, podcasts, webinars and more. But don’t take up too much on your plate or else, you will soon get overwhelmed and not do justice to all the effort, time and perhaps, even money, which you invest into it.

Instead, select just one type of content and platform, to begin with. Typically, it would depend on your offering, niche market, and customer demographics. But if you can’t decide which type of content marketing techniques for e-commerce, to begin with, go for the tried and tested option – email content.

If you thought emails are passé, think again. 74% of the most successful B2C marketers still trust and choose email as their prime mode of content distribution. From welcome emails and event-specific emails to promotional emails and more, you have a wide variety to choose from.

Since email marketing continues to bring the highest ROI, make sure to set up automated emails (say, for welcome emails, product recommendations, abandoned carts etc). As doing everything manually may make you miss a couple of opportunities.

To make sure your email marketing copy converts, do the following:

  • Craft a killer subject line.
  • Use an engaging opening line for your email as it’s what gets shown in the preview text.
  • Keep your paragraphs short, and use subheads and bullets in your emails to make them scannable.
  • Craft your email copies to suit your buyer personas (which you can know from your interactions with them and via web and social analytics).
  • Use words that appeal to and stir your readers’ emotions and imagination, as they would entice them into taking the desired action.
  • Use psychology to create high-converting emails. This includes using social proof, specific colors in your CTA (call to action) buttons, FOMO (fear of missing out), and images of faces enticing readers into clicking the CTA buttons.

Check how the email from Hootsuite Academy ticks all the right boxes. With a subject line that’s sure to invoke curiosity, they make readers open the email and then dive straight into the subject, massage their ego a little (by inviting them to become a ‘Social Media Scientist’) and then entice them into signing up for the certification at a discounted price.

Start small – with one platform and one category of content

In case emails are not your thing, don’t worry. Pick the medium you are most comfortable with or the one your target audience is the most active on. Create and share interesting, engaging content on that platform. It could be anything – from blog posts, photos, infographics, and videos, to podcasts, e-books, interactive tools (polls/quizzes/calculators etc) and more.

Once you get accustomed to one platform and a specific type of content marketing techniques for e-commerce and start getting some success, you can branch out to try other platforms.

2.Find content gaps in your niche that can give you a backlink

Getting backlinks from authority sites is a powerful way to establish your authority in your chosen niche and attract web traffic. While planning content marketing for e-commerce, make sure to have a blog or resource center, where you post informative, interesting articles, how-to tips, and tricks etc.

When your posts are long and loaded with valuable content, getting backlinks from powerful blogs and influencers will be relatively easier. But creating link-worthy content takes time and effort. Instead of writing on topics that thousands of others have already written about, you should frame unique content to fill niche-specific content gaps. But what is a content gap?

When an important subject or topic isn’t yet addressed and/or covered or doesn’t have sufficient content to help the target clientele, it gives rise to a content gap. By creating unique and valuable content to fill content gaps in your niche, you can not only fill the present void but even bring some exciting link building opportunities your way from reputed and authority sites.

Wondering how to identify niche-specific content gaps? You can use these ways:

  • Ask your existing and target audiences: Ask your audience questions like what their pain-points are, the type of content they’re interested in, what specific subjects/topics they would like to read more about etc. Their answers may help you identify hitherto undiscovered content gaps.
  • Leverage your peers and seek their opinion: Brainstorm or discuss topics ideas with your peers to discover different/new angles to analyze a popular or new topic. You may even seek their views on a content gap you have found to examine how interested they are about it. Since at times, a content gap may exist simply because no one is interested in it. You may even run online surveys/polls within your niche on social media platforms (say, on LinkedIn) to identify content gaps.
  • Engage in community discussions in your niche: Simply listening to and engaging in communities comprised of your target audience can help you discover content gaps.
  • Spy on your competitors: You can run a backlink analysis of your major competitors using free (like or paid (like Moz Pro) online tools. Find your competitor content that has got a lot of high-quality links. See if any of this content is outdated or can be given a fresh spin (by analyzing the topic from a different angle). If so, you have spotted a content gap, which you can fill and earn backlinks in the process (since you already know this type of content has grabbed attention in your niche in the past).

If you are having an online store selling futons in the USA, simply type the relevant keywords (say, sell futons online in the USA) in Google to find your competitors.

Find content gaps in your niche that can give you a backlink

Once you have got a couple of competitors (such as, the in the above example), run a backlink check on them. You may even use Buzzsumo to find the type of content that works for your competitor or a particular topic. Thus, analyzing shows the recent content shared by your competitor and how it performed on different social media platforms. This gives you an idea of creating standout content on similar topics and sharing it across the right platform where it would perform well.

Run a backlink check on them

To leverage content gaps, the key is to write blockbuster content that brings traffic and conversions your way, thus doing justice to your content marketing for e-commerce strategy.

3.Create and promote interactive content

You will find an overdose of content on the internet but often, the ones lingering at the back of your mind are those that give you a more engaging experience than others. You too can leverage this trend while planning your content marketing techniques for e-commerce strategy by offering your audience interactive content. If you can blend some humor in it, it would be killer content for sure, which may even go viral and grab both eyeballs and attention for your product or service.

You can get inspiration from how Sephora – the popular cosmetics brand with its headquarters in Paris, uses the Virtual Artist app to market itself.

Shoppers buying makeup online often rue the fact that they don’t get to try a product before buying it, unlike shopping in a physical store. Through its online app, Sephora brings a solution as you can now try on products (on the lip, eye, and cheek) to get an idea of what would look good on you.

Agreed that you can’t call the app an ideal substitute for in-store makeup trial, but it nevertheless helps you to check what colors or shades would go well with your skin tone or the shape of your face.

Create and promote interactive content

Perhaps you are thinking it’s easy for a fashion or makeup brand to create such interactive content but would you do the same when your domain is different? Well, it depends on your creativity and once you let your creative juices flow, you too can create such engaging content irrespective of your domain of operation. Don’t believe us?

Check The Geek’s Guide to London, which was released in 2015.

Check The Geek’s Guide to London

With this interactive map, tourists having a passion for all things technology can explore a couple of London’s iconic tourist attractions. For anyone interested in going for a walking tour of London’s technology-themed sites (some of which are lesser known to tourists), this interactive map is a boon for sure. A mere click on the map would not only give you the details of the respective sites (with a ‘Get Directions’ link) but also show you the nearest tube station to reach that specific site.

Wondering how to create and promote interactive content to ensure your content marketing techniques for e-commerce strategy brings results?

Here’re some ways to do it:

  • Find the key pain-points and/or problems troubling people, which can be most successfully solved by using your products/services and your brand.
  • Shortlist a couple of most used keywords associated with such pain-points and/or problems; identify a couple of keywords which could be linked to the interactivity of your solution.
  • Use these keywords as the foundation for your interactive content marketing techniques for e-commerce.
  • While brainstorming how to create interactive content, make sure to consider both web and mobile apps along with polls, videos, interactive Infographics, calculators, quizzes etc.
  • You can either put up a separate page for your interactive content or place a CTA on your landing page that takes visitors to your interactive content.
  • Another way is to link your related blog posts, product pages, and other site content to your interactive content.
  • Putting your interactive content on your social media platforms or pinning it/placing a link to it are some other ways to promote it.
  • You may ask if some social media influencers are interested in such content and would do a little promotion for you (though it may be costly depending on the popularity and reach of your influencer).
  • You can ask your fans and followers to share your content and the first 10/20/30 may be given a special offer/discount on a specific product/service.

Final words

A balanced and effective content marketing techniques for e-commerce is one that helps you bring variety to your content (like webinars, online courses, white papers, blogs, YouTube videos, product guides, DIY tips, customer stories etc) that appeals to different people in your target clientele.

At the same time, knowing what category of content to share on which specific platform is equally important. But as we said, it’s always good to start small, set the ball rolling and then build on that. And that’s exactly what our three content marketing techniques for e-commerce tips shared above aim to help you with.

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