If you’re in the marketing business, you know that content is king right now. You create it, curate it, share it, publish it, develop it — the list goes on and on. The Content Marketing Institute discovered during a 2015 marketing survey that 77 percent of B2C companies currently employ content marketing as part of their strategy. In addition to that, 69 percent of B2C content marketers are creating more content now than they were during the previous year.
One of the main issues facing people not “in the know,” is that content is a rather ambiguous word. It can mean blog posts, status updates across your various social channels, sharing articles you’ve found online, memes you’ve created; honestly, it can be just about anything you post online that communicates something.
With that said, the scope of what “content” is can be rather large and its application for your organization may be nebulous. So, let’s learn by example and look at some ecommerce companies who are currently crushing it in the world of content creation.
When it comes to creating an ecommerce website, Shopify is about as user-friendly as it gets. They have a variety of prepackaged and customizable themes that are already optimized for mobile (which is great for those who aren’t so tech-savvy). Shopify, in particular, has an encyclopedia’s worth of content and blog posts about creating content. For beginners and experts alike, Shopify is the solution if you are looking for a simple ecommerce solution that has a ton of built-in functions, like:
- Creating Discount Codes
- Gift Cards
- Selling on Facebook
- Including Individual Product Reviews
This retail clothing store utilizes a crowdfunding model through which customers of their store “co-design and create the clothes into existence.” This idea translates well to the way their content marketing is carried out. Customers are encouraged to model the clothes that they themselves have designed, funded and purchased by sending in pictures and videos; which Betabrand must simply edit or omit.
However, the real MVP of Betabrand’s marketing strategy is their personality. Throughout the website, you’ll find playful and cleverly written copy directed toward the educated, young-at-heart’s that make up the business landscape of the 21st century.
Betabrand’s co-founder, Matt Thier had this to say about his company’s personality:
“We’ve found that because humor is baked into the DNA of our brand, we can get away with things that other, bigger brands can’t.”
As a new ecommerce store, you can absolutely make your brand whatever you like and in today’s world, you can be as big and as bold and silly as you’d like.
Blogging is one of the easier ways you can attract people to your ecommerce page. You can create targeted posts that will reach specific segments of your desired audience. ASOS is a brand that has a deep understanding of the power of blogging. Its content is effectively tapped into the mindset of its audience, regularly posting outfit inspiration, celebrity style guides, beauty tips, how to shop more effectively to get the look you want, etc.
The takeaway here is that ASOS knows who their audience is and caters content to them. If you sell fine antiques online, you should know that your audience is likely not going to be teenagers, so don’t create content that posits you as one.
Following these companies’ leads, you can do great things with the content on your ecommerce page to drive results, traffic and money your way!