ClickPost-logo-white
ClickPost-logo-blue
  • Product
    • Multi Carrier Shipping
    • Integrated Tracking
    • NDR Management
      • Cancellation
      • Communication
    • Returns Management
    • COD Reconciliation
    • Shopify Return App
  • Integrations
    • Courier Integrations
    • WMS Integrations
    • Storefront integrations
    • Other Integrations
  • Resources
    • Shopify Apps
    • Ecommerce Returns
    • Glossary
    • Resources
    • Shopify Return App
  • Request Demo
  • Blog
  • Company
    • About us
    • Careers
    • Press
    • API Docs
    • Contact us
  • Product
    • Multi Carrier Shipping
    • Integrated Tracking
    • NDR Management
      • Cancellation
      • Communication
    • Returns Management
    • COD Reconciliation
    • Shopify Return App
  • Integrations
    • Courier Integrations
    • WMS Integrations
    • Storefront integrations
    • Other Integrations
  • Resources
    • Shopify Apps
    • Ecommerce Returns
    • Glossary
    • Resources
    • Shopify Return App
  • Request Demo
  • Blog
  • Company
    • About us
    • Careers
    • Press
    • API Docs
    • Contact us
Facebook Instagram LinkedIn Twitter Youtube
Product
  • Testing 1
    • Sub Nav 1
    • Sub Nav 2
  • Testing 2
  • Testing 3
Integration
  • Testing 1
    • Sub Nav 1
    • Sub Nav 2
  • Testing 2
  • Testing 3
Blog
  • Testing 1
    • Sub Nav 1
    • Sub Nav 2
  • Testing 2
  • Testing 3
Request Demo
  • Testing 1
    • Sub Nav 1
    • Sub Nav 2
  • Testing 2
  • Testing 3
  • Home / Blog / eCommerce

How to Use and Grow Your eCommerce Business with a Powerful Content Marketing Strategy

17 Mar, 2023 | 6 Min Read
How to Use and Grow Your eCommerce Business with a Powerful Content Marketing Strategy

Table of Contents

1) What is Content Marketing?

Content marketing is a well-established marketing system that advocates the use of relevant, informative, and catchy content for customer acquisition and retention. It adds an extra dynamic to advertising by adding value for the target customers. The content is ultimately used to shape customer opinion and influence action. The content used be of any type, including articles, podcasts, and videos. Short format videos are an example of an emerging and impactful mode of content marketing.

Content marketing is a long-term strategy that needs thorough planning and excellent execution. The returns from content marketing tends to increase exponentially over time, with barely perceptible returns in the beginning. With proper planning and execution, these returns can skyrocket before long.

2) Why is content marketing a necessity for modern businesses?

The first banner ad on the internet was placed in 1994, with about 44 percent of the visitors clicking on it. The average clickthrough rates (CTR) of traditional advertising approaches have been decreasing ever since, ultimately settling at a lowly 0.43% in 2022.

This has made traditional advertising a footnote in the marketing strategies of modern brands. To get a respectable return on ad spend (ROAS), it has become necessary to explore new avenues. It is interesting to note that content marketing has been around since the pre-internet days, and is being rediscovered by modern ecommerce businesses.

Content marketing allows you to create a sustained impression on the mind of your customers. Compared to traditional marketing practices, the customer is less likely to become skeptical of your marketing tactics as the primary focus remains on the useful content being provided. The key to a successful content marketing strategy lies in the proper balance of quality content and product placement.

3) How can you use content marketing to influence your target audience?

If you are new to the world of content marketing, you might have difficulty understanding how exactly you can drive consumer decisions through high-quality content. While you need to formulate a customized strategy for your business, the framework largely depends on the type of your business. We have created a quick guide to help you understand how you can impact your customers through content marketing.

3.1) For B2C businesses

Historically, content marketing has been a viable marketing strategy for B2C brands. Perhaps the most well known example of this is the Sears Catalogue, which helped create a highly successful mail-order business. For modern online businesses, the priority should be to reach the target audience successfully. 

While B2C businesses have multiple channels to reach customers, it is important to identify the most effective ones. For fast fashion and cost conscious brands, short videos can be a good sales driver among their target audience. High end and boutique brands still rely on old fashioned articles to increase visibility, albeit now in digital format.

To make the most out of your marketing budget, you will need to thoroughly understand your market and customers. It is important for online businesses to stay ahead of trends and popular opinions to avoid potential PR disasters. This necessitates proper vetting before partnering with influencers and publications. But do not let caution slow you down, constant evolution is the name of the game in content marketing. 

3.2) For B2B businesses

For B2B businesses, content is a great way to gain traction and better brand recognition. With a proper strategy, content marketing can seriously boost your B2B business. Maintaining the accuracy and quality of your content when operating in the B2B space is of utmost importance. Due to the nature of the target audience here, inaccurate content and content riddled with grammatical errors can quickly drive away potential clients. Your content should be properly structured, have a professional tone, and should provide the information the reader is looking for.

3.3) For D2C businesses

Direct to consumer businesses generally do not need a fundamentally different approach from B2C businesses. As their marketing channels are limited compared to B2C businesses, it is always a good idea to maintain their own blogs. D2c businesses will also need to curate their content better to make sure that their brand ethos are being properly represented. Having a well-written and high ranking blog can change the fortunes of D2C online businesses.

4) 6 ways to step up your content marketing game

4.1) Create high-quality content

To gain proper ranking and visibility, your business should be producing high quality content. High quality content refers to informative and easily readable content with proper information, accuracy, tone, and structure. The tone of the content should be in sync with the market you are targeting and will greatly vary depending on your industry. Low quality and controversial content can quickly erode trust in your business and drive away customers. Creating content on social issues may be acceptable if they resonate with your customer base and brand ethos. In general, we recommend that you stay away from marketing campaigns that can potentially alienate a part of your customer base .

4.2) Make sure your content is tailored to the target audience

The best measure of the success of your content marketing strategy is the conversion rates, and page views mean next to nothing unless your content is reaching the target audience. This makes it essential for your online business to target and reach the proper audience. If the content you are producing is irrelevant to your products or does not appeal to your customers, it will ultimately have zero effect. This applies equally to selecting the mode of your content marketing.

4.3) Avoid plagiarized, AI generated, and repetitive content

While it largely simplifies and brings down the cost of creating content, using plagiarized, AI generated, and repetitive content ultimately hurts your brand. This kind of content will generally not show up in search engines, wasting your entire marketing budget. On the off chance that this content reaches your costumes, it will only erode trust in your brand. 

4.4) Have a top notch SEO team

SEO plays an end-to-end role in content marketing and ensures that your content is reaching the target audience. They can point you towards trending topics by narrowing down keywords after sifting through search engine data. SEO also helps you understand the right format for your content and acts as a quality control layer. As SEO deals with actual actionables - numbers and data, looking at your SEO results is an excellent way of quantifying the performance of your content.

4.5) Have a proper content marketing strategy

A proper content marketing strategy tailored to your target customer base can work wonders for your brand. After identifying your target audience, the next step is to find a viable way of distributing the content. For segments like fashion where impulse purchases drive sales, Instagram popups can provide great results at low cost. In some segments such as consumer durables like household appliances and furniture, deep research is the norm among customers. If you are operating in these segments, you will need to step up your game by disseminating informative articles, blog posts, and case studies. A well-strategized social media presence is an absolute necessity for modern brands. It ensures brand loyalty by increasing visibility, and also helps you acquire new customers. 

4.6) Collect and analyze performance data

Collecting and analyzing performance data will enable you to quantify the results of your marketing campaigns. Looking at the results is one of the most efficient ways of finetuning your content marketing strategy. The caveat here is that understanding raw data is often a challenge. You should ideally opt for a SaaS platform that allows you to collect and visualize your marketing data.

5) 5 common mistakes brands make in content marketing

5.1) Having low-quality and error-prone content

Your customers are likely to be knowledgeable about the topics you are producing content on, and inaccuracies will quickly turn them away. The same is true for low-quality and hard-to-follow content. Factual errors can erode the credibility of your products and even make your long-term customers look for alternatives and competitors.

5.2) Not paying enough attention to SEO

Even if a business is producing quality content, SEO ensures that the content reaches the right audience. Not paying enough attention to SEO will substantially decrease the effectiveness of your marketing spending. SEO also plays an important role in formulating and finetuning your content strategy.

5.3) Treating content strategy as an afterthought

Treating content marketing strategy as an afterthought often proves costly for online businesses. Due to fierce competition in the marketing space, a proper marketing strategy has become a necessity to acquire and retain customers. Pushing content marketing strategy in the background, even for a short period of time can have adverse effects on your customer churn rate.

5.4) Having a poor website layout

Even if you are doing everything else right, a poor website layout makes your content unreadable. A well designed and responsive website is a must have in this day and age. It can also skyrocket your conversion rates through proper product placements.

5.5) Not adapting to changes

Content marketing and SEO is a fast-moving sector where large changes can happen in a matter of weeks. It is necessary for your content marketing strategy to account for this and provide enough flexibility. It is also necessary for your entire marketing and SEO team to adapt to these changes. A fast enough response to the evolving needs of content marketing can catapult you ahead of your competitors.

6) Conclusion

Modern consumers have grown tired of traditional marketing methods, which are often being seen as predatory and misleading. This makes it necessary to put a different spin on your marketing strategy - to provide immense value alongside your advertisements. Content marketing provides the perfect solution by enabling your brand to circulate quality content while driving conversion. To achieve success in this space, your business needs to have a well thought out strategy with proper implementation.

7) FAQs

7.1) What are some examples of brands properly leveraging content marketing?

Several brands in different market segments have leveraged content marketing to great success. In the mass market, one such example is GoPro, which used captivating POV videos to take the market by storm, ultimately creating an entirely new segment of products. In the high-end market, brands have taken this to a new height where their content is more well-known than their retail business. An example of this is the New York based watch retailer Hodinkee.

7.2) What are some challenges faced by brands using content marketing?

Some common challenges faced by online brands while using content marketing are lack of experienced content creators, lack of content strategists, and relatively higher costs with minuscule returns in the initial period. The intense competition in this space is another challenge, which makes it necessary to hire top talent and to constantly evolve.

Share this page

  • WhatsApp
  • Facebook
  • Twitter
  • LinkedIn

Most Popular

  • Best 10+ Courier Companies in India for eCommerce [Cheapest and Fastest]
    04 Jan, 2023 | 16 Min Read
  • Top 15 eCommerce Companies in India [Reviews, Services and Features]
    03 Jan, 2023 | 7 Min Read
  • Top 10+ Logistics Companies in India for eCommerce Shipping
    04 Jan, 2023 | 14 Min Read
  • How to Calculate Shipping Costs with the DTDC Shipping Calculator
    04 Jan, 2023 | 9 Min Read
  • Top Courier Services Companies in United Arab Emirates (U.A.E.) for eCommerce Business
    03 Jan, 2023 | 17 Min Read
  • Top 10 Cash On Delivery Courier Service Provider Companies in India
    03 Jan, 2023 | 7 Min Read
  • Top 10 eCommerce Companies in United Arab Emirates (UAE/U.A.E.)
    03 Jan, 2023 | 9 Min Read
  • Top 10+ Courier Services Companies in the U.K. (United Kingdom) for eCommerce
    04 Jan, 2023 | 13 Min Read
  • Best 10 eCommerce Courier Service Companies in United States of America (U.S.A.)
    04 Jan, 2023 | 15 Min Read
  • Top 15 eCommerce Courier Services Provider Companies in the World
    04 Jan, 2023 | 15 Min Read

Popular Tags

  • Ecommerce Returns
  • Shipping Software
  • eCommerce Shipping
  • Shopify
  • eCommerce
  • Glossary
  • Customer Experience
  • Logistics Companies
  • eCommerce Logistics
  • Shipping API
  • eCommerce Companies
  • Shipping Aggregator
  • Shipping Cost
  • Shipping middle-east
  • Hyperlocal Delivery
  • Shipment Tracking
  • Shipping Carriers US
  • Shippo
  • WhatsApp Integration
  • Couriers India
  • Narvar
  • Shipping Policy
  • AfterShip
  • Global Couriers
  • Warehouse Management
  • Return Label
  • eCommerce Shipping For Small Business
  • Shipping Label
  • Shipping Canada
  • eCommerce Fulfillment

Related Articles

  • Inventory Financing
    17 Mar, 2023 | 6 Min Read
  • How to Expand eCommerce Store to Sell in U.S.A. (United States of America)
    20 Feb, 2023 | 9 Min Read
  • Top 10 Best eCommerce Blogs
    20 Feb, 2023 | 5 Min Read
  • How To Start an Ecommerce Business on Amazon [Complete Guide]
    18 Jan, 2023 | 8 Min Read
  • BFCM (Black Friday Cyber Monday)- The Ultimate Guide to eCommerce Sales
    04 Jan, 2023 | 11 Min Read
  • Top 10 Online Business Ideas with Low Investment & High Profit
    16 Sep, 2022 | 9 Min Read
  • How Does Cash on Delivery (COD) Dominate Indian E-Commerce?
    01 Feb, 2023 | 4 Min Read
  • Hypermarket Vs. Supermarket Vs. Departmental Store: Key Differences
    23 Dec, 2022 | 8 Min Read
  • Key Difference Between B2B and B2C Order Fulfillment in eCommerce
    02 Feb, 2023 | 7 Min Read

Recent Posts

Inventory Financing

17 Mar, 2023 | 6 Min Read

Automated Shipping: Key Benefits + How Does It Works

17 Mar, 2023 | 5 Min Read

The Benefits of WhatsApp Business API for eCommerce

17 Mar, 2023 | 6 Min Read

Create a Branded Business Presence on WhatsApp

17 Mar, 2023 | 6 Min Read

Why Online Returns Benefit Businesses and Customers

17 Mar, 2023 | 6 Min Read

How to Use and Grow Your eCommerce Business with a Powerful Content Marketing Strategy

17 Mar, 2023 | 6 Min Read

How to Get Order Updates on WhatsApp for Online eCommerce Businesses

20 Feb, 2023 | 7 Min Read

How to Use WhatsApp to Offer a Great Post-Purchase Experience to Your Customers

20 Feb, 2023 | 7 Min Read

How to Expand eCommerce Store to Sell in U.S.A. (United States of America)

20 Feb, 2023 | 9 Min Read

How to Use Shipping Software to Streamline & Automate Your Logistics Process

20 Feb, 2023 | 4 Min Read
  • Shipping Policy
  • Blog

© 2023 Copyright ClickPost

TwitterLinkedInYouTube
Return to Top