Harry Gardiner

Ecommerce Sites: How You Should Do Content Marketing

18th Sep 2014 Content Marketing Blog 3 minutes to read

Koozai > Blog > Ecommerce Sites: How You Should Do Content Marketing


18-09-2014 10-26-56In case you didn’t already know, Ecommerce and Content Marketing are a match made in heaven. Seriously – both sectors consistently employ new trends and technologies, and both have seen considerable growth over the last couple of years.

Although many industries have benefitted from Content Marketing, it’s the Ecommerce companies which are starting to realise the real financial value of the much-talked-about practise.

When questioned, 100% of the Ecommerce companies involved cited revenue as a commercial benefit of Content Marketing. (Source: Econsultancy)

Recent research has also uncovered this gem:

“60% companies see content engagement increasing and 30% of companies plan to invest more in creating original and unique content. They are making this investment to stay ahead of competition, as well as a way to improve SEO.

– Source: Econsultancy

So, with Ecommerce companies leading the charge for innovative content, what can other industries learn from all this?

We’ve collected together three fantastic Ecommerce Content Marketing examples, in the hope to inspire, educate and inform you.

Adapting To Technology – eBay

The Inside Source

In an increasingly competitive online market, eBay has continued to stand tall. It does this through staying on its toes, and constantly adapting to new technologies. It’s like the chameleon of the Ecommerce world.

It has already capitalised on mobile banking trends, and mobile advertising, but we’re here to talk about content…

Like many other successful brands, eBay uses popular online blogging platform Tumblr to the best of its advantage.

Say hello to The Inside Source. Seemingly a blog like any other, it covers emerging trends in fashion, lifestyle, and design; trends which are particularly popular with Tumblr users.

The fact that the blog is presented by a brand doesn’t hinder the content produced. Instead, the images and videos all fit seamlessly within that you’d expect to see on Tumblr. Plus, many of the products featured are all available via the online marketplace, aiding the conversion process.

Whichever platform or technology your content is published on, it’s important that you understand exactly how it should be presented.

Establishing Character And Personality – Betabrand

A personal favourite of mine, Betabrand is no ordinary clothing brand.

They’re not creepy or pointless on social media, nor are they overly friendly via email. Instead, they just be themselves. I know it’s cliché, but in doing so (and producing quality products) they’ve built a loyal following of users, who they regularly interact with.

The company bills itself as 99% fiction, 1% fashion, and this is reflected perfectly in the way it describes its products. Through humorous and often intelligent listings, the brand is able to establish a likeable personality whilst also driving conversions.

Don’t just take my word for it though, Aaron Magness, VP of marketing for the company, explains how beneficial this process can be:

Betabrand’s Bet on Building a Loyal Community

from Aaron Magness

Oh, did I mention they also crowd-source ideas from their users, offering discounts for suggestions? So they end up with wonderful garments such as this:

And products like this:

If that hammock is not an argument enough to truly build your brand’s character using content, then I don’t know what is.

Communicating With Your Audience – Etsy

Etsy Blog

Etsy are absolutely killing it with Content Marketing. They’ve perfected the art of digitising the sale of vintage and handmade goods, and have built a beloved following by establishing a close-knit community.

They say communication is key, and Etsy are the kings (and queens) of driving this point home.

Their blog is continuously populated with stories and interviews from leading artisans and top sellers, describing the origins behind their work and giving the brand more character and soul than any other online marketplace.

“We really are focused on brand equity … featuring these quality conversations and fostering community is one of our top priorities.”

– Alison Feldmann, Editor-In-Chief, Etsy.com

Having a blog on your site is CM 101, but openly communicating with your audience, and encouraging them to share their stories related to your business, that’s something a lot of companies don’t do often enough.

We’re not talking about showing off basic customer feedback here either; this is about truly getting to know your audience, and having them tell the story of how your brand has changed their lives.

Click here, and here, to see some pretty exemplary examples for yourself.

Find Out More

Have the above examples inspired you to get more creative with your content? Find out what a quality Content Marketing campaign can do for your Ecommerce business by contacting Koozai today.

Image Credits:

OK hand Lamp via Bigstock

Share this post

4 Comments

What do you think?

aspect-ratio
Gary Hainsworth

What is Black Hat SEO?

Gary Hainsworth
22nd Sep 2023
SEO Blog
aspect-ratio
Gary Hainsworth

The Importance of Keywords in SEO

Gary Hainsworth
19th Sep 2023
SEO Blog

Digital Ideas Monthly

Sign up now and get our free monthly email. It’s filled with our favourite pieces of the news from the industry, SEO, PPC, Social Media and more. And, don’t forget - it’s free, so why haven’t you signed up already?

We create cutting edge, award-winning digital marketing campaigns

Digital Marketing Audits

Are you a UK business that needs some expert help to uncover what’s holding your digital marketing back? Let us show you!

Questions?

Call us on 0330 353 0300, email info@koozai.com or fill out our Contact Form.

Map of Hampshire Digital Marketing Agency
Hampshire Digital Marketing Agency
Merlin House 4 Meteor Way Lee-on-the-Solent, PO13 9FU, UK
Map of Lancashire Digital Marketing Agency
Lancashire Digital Marketing Agency
Cotton Court Business Centre Church Street, Preston Lancashire, PR1 3BY, UK
Map of London Digital Marketing Agency
London Digital Marketing Agency
Albert House 256 - 260 Old Street London, EC1V 9DD, UK

Unlike 08 numbers, 03 numbers cost the same to call as geographic landline numbers (starting 01 and 02), even from a mobile phone. They are also normally included in your inclusive call minutes. Please note we may record some calls.

Circle Cross