Ottemo Blog

5 Helpful Content Marketing Tips for Ecommerce Businesses

by Gavin Smith

There are several effective ways to grow your e-commerce business — and one of the most powerful is content marketing. Content marketing is an inbound marketing tactic where companies create and disseminate useful, engaging content, in hopes of show consumers that they are valuable thought leaders and, ultimately, convincing them to buy. Content marketing comes in many forms, from blogs to newsletters to quizzes and games, and e-commerce businesses can take advantage of many of these to gain exposure and build their base of loyal customers. The following five content marketing tips will help you grow your brand using content.

1. Write Long Blog Posts

It's tempting to write blog posts that are short and sweet about your products or industry. They allow you to fill your blog up with content quickly, and they're easily digestible by visitors. However, to help ensure that your content is easily discoverable via search engines (i.e. that it comes up high in search engine results), try writing longer blog posts. Content marketing king Neil Patel did a study about post length, and he found that the first 10 pages of Google results for almost any keyword contain only pages with more than 2,000 words on them. Consider writing a long, helpful how-to guide about using one of your products, or do a gift-giving guide blog post.

2. Create How-To Videos

Video content shared on platforms like YouTube and Vimeo is a great way to build an audience. In fact, video marketing studies show that more than 92 percent of people who watch videos on their mobile devices also share those videos with friends and family. So, consider creating a how-to video for using one of your products. Not only will this educate the customer about how to use your product, it will also give a human, personable face to your brand.

3. Use Instagram to Showcase Products

Instagram is one of the most popular social media platforms in the world, with more than 500 million users. Take advantage of this wide audience by showcasing photos of the products you sell. You can use related hashtags (a keyword followed by the # symbol) to reach people beyond your followers.

4. Do a Case Study (or Many)

Do a case study about one (or several) of your products, then publish them to your blog, website and social media sites. Case studies provide helpful information to potential consumers about how they can use your product and why they would want to. They are also useful at building trust, since they show the opinion of other customers, not your own company — and a trusting customer base equals a loyal one.

5. Showcase User Generated Content

One of the top methods to build your business is to ensure that you build a strong relationship with your customers. One of the best ways to do that is to incorporate them into your content marketing plan by collecting and sharing user-generated content. You can have customers take and hashtag Instagram photos of themselves using your products, then repost those photos to your own Instagram. Alternatively, you can ask people to take and share videos of themselves with products, then post them to YouTube. You can also re-share this content. Harnessing the power of user-generated content allows you to get your customers in on the conversation, and it also gives you a good way to gauge how people are enjoying and interacting with your product.

If you run an e-commerce business, it's time to go beyond traditional marketing tactics and look to content to build a customer base. Creating content is not only a good way to reach a wide audience, it's also a good opportunity for brands to use their creative muscles and interact with their products in a whole different way.

Gavin Smith