3 examples of how to boost ecommerce growth with content marketing
Posted: Wed Dec 11, 2024 10:38 am
Content marketing for ecommerce can help you boost your business growth. Here are 3 examples of how you can achieve this.
Table of contents
When we hear ecommerce companies bc data brazil package talk about how they are driving growth through digital marketing, they often talk about the performance of their ads or how they perceive their revenue growth. Very rarely do they talk about their content marketing strategy. Learn more about how to use it to drive growth in your ecommerce .
The main objective of any Content Marketing strategy for e-commerce should be to generate content that serves to position the brand on the first pages of search engines. The most important thing is that it leads potential customers to your website.
What is content marketing?
“We have a blog!” is the answer we get every time we ask brands about their ecommerce content marketing efforts. And that’s fine, but what exactly do you post on your blog?
If you're publishing content that's targeted to a specific audience to help them solve a problem, using keywords that allow search engines to rank you as an authority figure in your industry, then you're doing it right.
Content marketing is an inbound marketing strategy that every ecommerce company should leverage as their lead generation strategy. That’s a bold statement for a company like ours that also has a strong and powerful team of experts.
In fact, a good content strategy should consider SEO ; that is, producing content based on an analysis of keywords, user search intentions, and other topics related to your specific industry.
New Call-to-action
Why is content marketing relevant for an e-commerce?
The answer is simple: would you rather pay for each keyword you want to rank for or get better rankings for free? We'll assume you chose the less expensive approach.
You're probably familiar with content marketing from other industries outside of e-commerce, such as B2B or SaaS. These companies often produce content like ebooks, white papers, and case studies that contain information their audiences find useful based on their own perspective or product.
Content strategies for ecommerce are not that different, but instead of ebooks or papers you should focus on creating useful guides, practical articles and, most importantly, content that responds to the best SEO strategies, in order to place your pages in the top positions of search engines.
An ecommerce content marketing strategy allows you to show search engines and potential customers that you are an expert in your industry. It's not enough to just sell products within your niche space, you need to show that your product or service is solving a problem by being an authority leader in your space.
How to create a content marketing strategy for ecommerce?
We have good news: starting to grow your business with an ecommerce content marketing strategy isn’t complicated, but it does require deliberate planning and focused research. First, you need to put together a master list of keywords you want to rank for.
You can use keywords you're competing for in Google Search campaigns or conduct your own research through search engine tools to find non-branded organic keywords related to your ecommerce industry.
For example, in this article we are using the following keywords:
content marketing for ecommerce
content marketing for ecommerce
content marketing strategy for ecommerce
inbound marketing for ecommerce
These will be your main keywords, so you will have to build your content around them. This strategy is known as “ topic clusters ”, where each main keyword represents a “core topic” and your goal will be to create content around it to create a topic cluster or content tree.
person searching on google for specific keywords
Put your keywords into practice
Necesitas construir distintos tipos de contenido para cada cluster. Considera una variedad de contenidos desde artículos hasta infografías. ¡Ojo!, es importante crear contenido que no solo esté diseñado para atraer la atención de los buscadores, sino también que sea capaz de llamar la atención de personas reales ofreciendo respuestas valiosas a sus preguntas.
La mayoría de las veces, muchas marcas de ecommerce ya tienen una cantidad considerable de contenido que han construido a lo largo de los años. Así que, en vez de empezar desde cero, es posible hacer un balance de lo que ya has creado y diseñar una hoja de ruta para analizar e incorporar estratégicamente palabras clave específicas.
Cuando ejecutas con éxito una estrategia de marketing de contenidos, los beneficios de una estrategia SEO bien pensada y ejecutada son enormes. No te apresures para empezar a rankear desde el día uno; al contrario, construye una buena estrategia y proyecta dónde quieres rankear de acá a cierto tiempo. ¿Cuánto contenido necesitas producir cada mes para alcanzar tus objetivos? La respuesta te ayudará a encaminarte.
Algunos ejemplos de estrategias de contenido
Como bien sabemos, durante esta pandemia los negocios se vieron en la necesidad de prestar mucha mayor atención a sus ecommerce con el fin de reactivarse económicamente. Por este motivo, es muy importante planificar una estrategia de contenido muy bien estructurada que funcione según las necesidades de cada tipo de negocio.
En esta oportunidad, les contaremos las estrategias y casos de éxito que aplicamos en Impulse para nuestros clientes de ecommerce.
1. Utilex
Un primer caso es el de Utilex, empresa peruana dedicada a la venta de productos escolares y de oficina, quienes trabajan bajo un modelo de negocio estacional; es decir, sus actividades se reducen a un marco temporal concreto, en este caso, la época de inicio escolar o universitario.
Para este tipo de cliente, en Impulse realizamos una exhaustiva investigación para identificar a sus buyer persona; es decir, los perfiles de sus “compradores ideales” o clientes potenciales de la empresa. Al definir específicamente a los buyer persona, es posible diseñar estrategias de contenido más efectivas, con acciones de marketing específicas para cada fase del ciclo de compra de cada uno de estos perfiles. En el caso de Utilex, estos consistían en:
Artistas en desarrollo. Jóvenes a los que les gusta el arte y están interesados en la creatividad.
Emprendedores. Adultos que trabajan en startups o tienen cierta afinidad por el mundo tecnológico.
To attract these buyers, a content strategy was deployed that was tailored to their needs , in order to teach them how they could continue using their creativity or solving technological challenges with the help of products that could only be found at Utilex. This content was also optimized with SEO to make the organic channel allow for exponential business growth.
2. Makro
Another very particular case is that of Makro , a chain of wholesale stores selling commercial supplies. Before the pandemic, Makro organized a very important in-person event: the Horeca Fest, a fair that brought together approximately 5,000 people, including entrepreneurs and partners. During the pandemic, Impulse moved this event to the digital level., achieving surprising results.
Firstly, an insights workshop was held with Makro, where they were taught how to create a unique online experience, and thus the 1st Horeca Fest Online was born , an event where attendees who registered could access masterclasses, live conversations and a lot of valuable content.
Following a change in Makro's strategic target, it decided to produce content related to entrepreneurship ; that is, how to create a business or a store, how to manage it and make it grow, etc. And the response was so positive that the 2nd Horeca Fest Online is already being planned!
3. United Perfumeries
Finally, we have the case of Perfumerías Unidas , with whom Impulse worked hard on a niche strategy that allowed them to become the #1 online store in sales among the various ecommerce stores they managed (Falabella, Ripley, etc.).
To achieve this and obtain a conversion rate three times higher than the initial one, a series of tactical actions were implemented that allowed them to improve the performance of the online store, and above all, the user experience of customers.
A team of specialized professionals was in charge of achieving early victories that allowed them to discover which part of the funnel would be used first. Thus, the CyberDays period was used to nurture the databases and strategically enable an email marketing campaign that was loaded with valuable content and promotions.
With the buyer personas defined, a content journey map was designed and moved through social media and email marketing campaigns . Users interacted very positively with the content, achieving up to 25% of sales from own sources , creating a new, more profitable and scalable acquisition channel.
Table of contents
When we hear ecommerce companies bc data brazil package talk about how they are driving growth through digital marketing, they often talk about the performance of their ads or how they perceive their revenue growth. Very rarely do they talk about their content marketing strategy. Learn more about how to use it to drive growth in your ecommerce .
The main objective of any Content Marketing strategy for e-commerce should be to generate content that serves to position the brand on the first pages of search engines. The most important thing is that it leads potential customers to your website.
What is content marketing?
“We have a blog!” is the answer we get every time we ask brands about their ecommerce content marketing efforts. And that’s fine, but what exactly do you post on your blog?
If you're publishing content that's targeted to a specific audience to help them solve a problem, using keywords that allow search engines to rank you as an authority figure in your industry, then you're doing it right.
Content marketing is an inbound marketing strategy that every ecommerce company should leverage as their lead generation strategy. That’s a bold statement for a company like ours that also has a strong and powerful team of experts.
In fact, a good content strategy should consider SEO ; that is, producing content based on an analysis of keywords, user search intentions, and other topics related to your specific industry.
New Call-to-action
Why is content marketing relevant for an e-commerce?
The answer is simple: would you rather pay for each keyword you want to rank for or get better rankings for free? We'll assume you chose the less expensive approach.
You're probably familiar with content marketing from other industries outside of e-commerce, such as B2B or SaaS. These companies often produce content like ebooks, white papers, and case studies that contain information their audiences find useful based on their own perspective or product.
Content strategies for ecommerce are not that different, but instead of ebooks or papers you should focus on creating useful guides, practical articles and, most importantly, content that responds to the best SEO strategies, in order to place your pages in the top positions of search engines.
An ecommerce content marketing strategy allows you to show search engines and potential customers that you are an expert in your industry. It's not enough to just sell products within your niche space, you need to show that your product or service is solving a problem by being an authority leader in your space.
How to create a content marketing strategy for ecommerce?
We have good news: starting to grow your business with an ecommerce content marketing strategy isn’t complicated, but it does require deliberate planning and focused research. First, you need to put together a master list of keywords you want to rank for.
You can use keywords you're competing for in Google Search campaigns or conduct your own research through search engine tools to find non-branded organic keywords related to your ecommerce industry.
For example, in this article we are using the following keywords:
content marketing for ecommerce
content marketing for ecommerce
content marketing strategy for ecommerce
inbound marketing for ecommerce
These will be your main keywords, so you will have to build your content around them. This strategy is known as “ topic clusters ”, where each main keyword represents a “core topic” and your goal will be to create content around it to create a topic cluster or content tree.
person searching on google for specific keywords
Put your keywords into practice
Necesitas construir distintos tipos de contenido para cada cluster. Considera una variedad de contenidos desde artículos hasta infografías. ¡Ojo!, es importante crear contenido que no solo esté diseñado para atraer la atención de los buscadores, sino también que sea capaz de llamar la atención de personas reales ofreciendo respuestas valiosas a sus preguntas.
La mayoría de las veces, muchas marcas de ecommerce ya tienen una cantidad considerable de contenido que han construido a lo largo de los años. Así que, en vez de empezar desde cero, es posible hacer un balance de lo que ya has creado y diseñar una hoja de ruta para analizar e incorporar estratégicamente palabras clave específicas.
Cuando ejecutas con éxito una estrategia de marketing de contenidos, los beneficios de una estrategia SEO bien pensada y ejecutada son enormes. No te apresures para empezar a rankear desde el día uno; al contrario, construye una buena estrategia y proyecta dónde quieres rankear de acá a cierto tiempo. ¿Cuánto contenido necesitas producir cada mes para alcanzar tus objetivos? La respuesta te ayudará a encaminarte.
Algunos ejemplos de estrategias de contenido
Como bien sabemos, durante esta pandemia los negocios se vieron en la necesidad de prestar mucha mayor atención a sus ecommerce con el fin de reactivarse económicamente. Por este motivo, es muy importante planificar una estrategia de contenido muy bien estructurada que funcione según las necesidades de cada tipo de negocio.
En esta oportunidad, les contaremos las estrategias y casos de éxito que aplicamos en Impulse para nuestros clientes de ecommerce.
1. Utilex
Un primer caso es el de Utilex, empresa peruana dedicada a la venta de productos escolares y de oficina, quienes trabajan bajo un modelo de negocio estacional; es decir, sus actividades se reducen a un marco temporal concreto, en este caso, la época de inicio escolar o universitario.
Para este tipo de cliente, en Impulse realizamos una exhaustiva investigación para identificar a sus buyer persona; es decir, los perfiles de sus “compradores ideales” o clientes potenciales de la empresa. Al definir específicamente a los buyer persona, es posible diseñar estrategias de contenido más efectivas, con acciones de marketing específicas para cada fase del ciclo de compra de cada uno de estos perfiles. En el caso de Utilex, estos consistían en:
Artistas en desarrollo. Jóvenes a los que les gusta el arte y están interesados en la creatividad.
Emprendedores. Adultos que trabajan en startups o tienen cierta afinidad por el mundo tecnológico.
To attract these buyers, a content strategy was deployed that was tailored to their needs , in order to teach them how they could continue using their creativity or solving technological challenges with the help of products that could only be found at Utilex. This content was also optimized with SEO to make the organic channel allow for exponential business growth.
2. Makro
Another very particular case is that of Makro , a chain of wholesale stores selling commercial supplies. Before the pandemic, Makro organized a very important in-person event: the Horeca Fest, a fair that brought together approximately 5,000 people, including entrepreneurs and partners. During the pandemic, Impulse moved this event to the digital level., achieving surprising results.
Firstly, an insights workshop was held with Makro, where they were taught how to create a unique online experience, and thus the 1st Horeca Fest Online was born , an event where attendees who registered could access masterclasses, live conversations and a lot of valuable content.
Following a change in Makro's strategic target, it decided to produce content related to entrepreneurship ; that is, how to create a business or a store, how to manage it and make it grow, etc. And the response was so positive that the 2nd Horeca Fest Online is already being planned!
3. United Perfumeries
Finally, we have the case of Perfumerías Unidas , with whom Impulse worked hard on a niche strategy that allowed them to become the #1 online store in sales among the various ecommerce stores they managed (Falabella, Ripley, etc.).
To achieve this and obtain a conversion rate three times higher than the initial one, a series of tactical actions were implemented that allowed them to improve the performance of the online store, and above all, the user experience of customers.
A team of specialized professionals was in charge of achieving early victories that allowed them to discover which part of the funnel would be used first. Thus, the CyberDays period was used to nurture the databases and strategically enable an email marketing campaign that was loaded with valuable content and promotions.
With the buyer personas defined, a content journey map was designed and moved through social media and email marketing campaigns . Users interacted very positively with the content, achieving up to 25% of sales from own sources , creating a new, more profitable and scalable acquisition channel.