How content marketing can help ecommerce brands grow in 2022?

If someone organically searches for a product and finds your ranking list article, they’ll most likely try your product first. Here’s a content example from the digital learning platform, Preply. In its blog post, “10 Best Online French Courses,” Preply lists its French learning service as the number one option. So if anyone searches “best online French courses” and reads Preply’s blog post, they’ll likely choose Preply as their go-to French tutor.

When you create content based on your target audience’s most sought-after questions, your ideal customer views you as a credible source of information. Over time, positioning yourself as an expert in your niche builds trust with the prospects you value most. We’ll talk more about trust in a bit.

Think of valuable content as the equivalent of building a diverse investment portfolio. The impact capitalizes on itself across multiple channels over time, driving long-term, sustainable growth. To make the most out of content marketing campaigns, eCommerce brands pay special attention to reporting and analytics. They then use that knowledge to make improvements.

Google continues to become more vigilant about which websites to reward with high authority scores. In Google’s eyes, only the best content is acceptable. By paying attention to the EAT principle, eCommerce brands can stand out from hundreds of millions of blogs on the internet today. The EAT principle is a simple concept that stands for Expertise, Authority, and Trust. The more expertise, authority, and trust brands show in their content, the better chance they have of boosting their authority scores with Google.

And in case you didn’t know, higher authority scores mean higher rankings and more brand visibility. Brands also boost authority scores when they have strong guest posting strategies. By establishing themselves as trusted guest authors, brands can capitalize on quality backlinks and provide value to larger audiences.

If prospects know they can depend on you to give them the information they need, they’ll come back again and again. Educating prospects is also a must if you sell a complex product or service. How is a customer supposed to know they need what you are selling if they don’t even understand what it is in the first place?

For example, Nylte is a company that sells a complex product called CMDB software. To educate its audience about CMDB software, Nlyte developed a wide array of content aimed at teaching prospects how to use the tool. It created a FAQ page, white papers, blog posts, and even videos explaining its value and how it works. Without all of this informative content, Nlyte could’ve missed out on potential customers who wouldn't have known this was a tool they needed.

Any time a brand publishes content, it creates a new opportunity to:

• Drive more search traffic
• Drive traffic to lead magnets
• Rank higher on Google
• Retarget bounced visitors
• Collect prospect information
• Generate backlinks

In other words, publishing content gives eCommerce brands the chance to generate more leads. By embedding lead magnets to collect contact information, applying retargeting code to recover lost prospects, and optimizing for search, eCommerce brands can generate enough leads for a lifetime.

But if you have 1,000 unique visitors, and 20% of them convert after the seventh visit, then you have 200 new customers. Even though your conversion rate is the same, you still end up with more customers. To boost conversions with content marketing, eCommerce brands integrate prospects into funnel campaigns. Sequential targeting helps brands position themselves in front of customers enough times to convey value and build trust.

Audiences come to you for many reasons. But one reason they stick around is that they align with your brand's mission. That occurs when they can see themselves in your business and believe in what you’re doing. Using video to share how your brand came to be, sharing in-depth tutorials and guides, and hosting demos can help display your brand's purpose. Brands can take growth a step further by inviting their audiences to participate in giveaways during company anniversaries and milestones.

Content marketing can help eCommerce brands grow in a multitude of ways. By integrating content marketing into your overall marketing strategy, you can support customers along the buyer’s journey and boost conversions in the process. Craving more marketing tips? Our blog is full of goodies like this one. Head over to take advantage of more actionable insights for your business. Looking to streamline your efforts with a content management tool? Check out our solutions designed just for business owners like you.