In 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
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.
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 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.
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