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5 Best Ecommerce Content Marketing Strategies To Maximize ROI

Date published: May 20, 2020
Last updated: May 20, 2020

Ecommerce content marketing is one of the best ways to boost the sales of your product.

Websites that leverage content marketing receive more traffic and have higher conversion rates.

Without giving it a second thought, you should apply the power of content marketing to boost your branding, acquire new customers, and even generate repeat sales.

Let’s have a look at the top five ecommerce content marketing strategies that drive the maximum ROI.

1. Move Beyond Traditional Blog Posts to Interactive Storytelling

54% of online users don’t trust branded content. Moving towards interactive storytelling can help create a deep emotional connection with your audience.

Our brain loves stories, and a memorable brand tale is what consumers need to feel connected to your business.

Once your audience starts to trust your brand, they are more likely to purchase from you. The best stories are the ones that the readers can relate to.

Yeti is a company that manufactures coolers and drinkware for outdoor activities.

Yeti is a great example of a brand leveraging the power of interactive storytelling. It creates videos that illustrate the stories of hunting, fishing, and other outdoor adventures that make their audience relate to it.

In their video story, they fit their product naturally. It doesn’t look promotional, yet it does the work.

The following questions can help you find the right kind of stories for your audience.

  • Who are your customers?
  • What do they care about (adventures, traveling, comfort, etc.)?
  • What do they do in their free time (shop, read, watch movies, etc.)?
  • What social causes do they care about?
  • How does your product help them?

You can find answers to most of these questions via email surveys, questionnaires, and by interviewing your existing customers.

You can share your stories through different types of content, including blog posts, GIFs, videos, and a series of images.

2. Create Epic Content Pieces

Epic content refers to anything that makes people stop everything they’re doing to read/watch and share it.

Epic content pieces help your audience solve their problem or achieve their desired result. In the process, these types of content also increase awareness about your business.

Epic content is highly useful, engaging, and makes people bookmark it. Another characteristic of epic content is that it is comprehensive.

[bctt tweet="When creating epic content, begin with identifying one specific aspect of a larger problem that your business helps your customer solve." username="relevance"]

For instance, if you sell male grooming products, a good topic for you would be “men’s grooming: an ultimate guide”. Make sure to include everything about men’s grooming in the post.

Also, conduct extensive research on your topic. Research makes your content accurate and trustworthy.

This article from ProFlowers is a great example of epic content. They’ve compiled a list of the right type of flowers that fulfills different needs. The table (and the image) for each flower makes it easier to find the perfect one based on your requirements.

3. Leverage The Power of Social Listening To Create Content Using Real Data

Social listening is a great way to determine what your prospects are expecting from you in real-time.

Social listening also lets you identify what your competitors are lacking, and if any of their customers are not satisfied. This is yet another opportunity to find your audience’s problems and desires, which you can capitalize on content marketing.

Social listening tools like Sprout Social or Hootsuite will gather mentions that include keywords and find out the context of discussion related to your business.

For example, if you sell sports shoes, then you should monitor phrases like “gym shoes”, “running shoes”, “running”, etc.

Bonus: You can use tools like Omniconvert to test the effectiveness of your content based on data. Omniconvert’s experiment analysis feature will provide you with real-time insights on how your content is performing so you can stick with the best.

4. Generate Content Ideas From Amazon Reviews

Amazon reviews are yet another great place to learn about your target audience’s pain points.

There are thousands of reviews under each product category in Amazon, making it a perfect spot to generate content ideas.

Reviews like this are an excellent source of voice-of-customer data. You won’t only figure out the pain points of your target audience. You’ll also learn what they expect when reading a content related to a specific product.

To find reviews on Amazon, just enter your product in the search bar and click on any of the top products. Another great way to find reviews like this is by changing the category to books. Amazon has millions of books, so the chances of finding one for the products you sell is high.

5. Start Creating Shoppable Videos

Video content marketing has always remained powerful. In the recent age, shoppable videos help you bring ecommerce and content closer in a seamless, engaging, and interactive viewing environment.

Customers see a variety of products in a shoppable video and can click on it. When clicked, the shopper will be redirected to the product’s page where they can buy it. It reduces the number of steps a consumer takes to buy a specific product.

Estée Lauder, for example, uses shoppable videos to their advantage. They created a video on “how to take care of your skin before going to bed”. The video shows their product being used along with a link to buy it on the top-left corner.

This is great because this video not only teaches something to the audience but also allows them to buy the product quickly.

Bonus: Tools like Wideo can help you create shoppable videos. You have the option to insert CTA buttons or sign-up forms. Add a URL to the interactive options present in the sidebar, and your video will be ready.

What’s Next?

Creating content to boost the ROI of your ecommerce business isn’t easy. But with the right tactics, you can drive more sales and increase the net profit. The five strategies mentioned above are tried and tested to increase the ROI of ecommerce. Happy ecommerce content marketing!

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