Before we get into content marketing examples, let’s first talk about why content is a good idea for ecommerce companies.
Ecommerce content gives extra points for brand image and traffic and helps win sales in the end. Here’s what a good eCommerce content marketing strategy can do for you.
It’s good for your store and your competitors are probably already doing it. But what kind of ecommerce content should you have?
That’s strongly specific for your business, but we’ve selected some of the best eCommerce content marketing examples from a few online stores to get you in a creative mood.
The businesses we looked at are almost exclusively owned and ran by entrepreneurs who don’t have huge marketing departments and budgets.
Many of them offer niche products and we feature a wide range of categories to illustrate how to create content marketing for ecommerce sites selling any product. This is to show that content marketing strategy for ecommerce is doable even in small teams and with little budget.
Because content marketing for ecommerce sites is a great way to drive traffic to your store and grow your business. And it’s qualified traffic – meaning only people genuinely interested in your products and related topics.
It usually happens that people are not looking to buy anything, they’re researching a topic of interest. They stumble upon your article/ video content/ whatever about it and like it. They start following what you do or come back later when they need similar information.
Eventually, they discover your products – and because they already like your content – they transfer this positive attitude to your brand. You just won a customer thanks to a well-executed ecommerce content strategy.
The best part is that you can observe how people interact with different formats, channels, and pieces, and adjust your efforts on the go. Analytics tools for eCommerce can show you how that funnel works – they don’t just display revenue trends.
Ecommerce content is the foundation of Inbound Marketing (pulling people in with something interesting, rather than pushing ads on them, for example).
Let’s talk ecommerce content format first.
It’s up to you to decide which type of content to use, but bear in mind that it also depends on your business as some formats might add significantly more value than others in your specific case.
You can have a blog with different formats, or you can separate them on your pages. Our advice is to start off with just a few that you’re sure you can keep going on (this means ideas, time and people) and expand when you feel you’re ready. The content marketing examples we’ve selected for you will give you ideas.
In case you’re blushing because you really don’t know where to start with blogging and content creation, check out the beginners’ guide from First Site Guide or directly get help from professionals to set it up for you.
Ok, here are some of the most inspiring content marketing examples.
You can write about all these on your blog because they are easy-to-read and a nice break from the standard informative posts (no offense).
Annie Sloan, a chalk paint manufacturer, couldn’t help but share the Daily Mail’s gossip piece on how they supplied pink paint for the Duke and Duchess of Cambridge’s second child’s nursery. Yes, it’s a bit of bragging and it’s yellow journalism, but still funny. And definitely makes you want to buy the paint Kate Middleton got!
REI, the outdoor gear company, is a perfect example of content made to give value to the target audience.
Their YouTube channel with over 500 ultra-focused and practical videos answers the questions of their 112,305 subscribers about any aspect of an outdoor adventure.
There are series about all of their target sports and travel activities, destinations, camp recipes, how-tos, repairs and so on.
It is a place for the community to find inspiration and info for their next adventure. And most importantly, the brand values are all over the videos. There’s no hard sell, it’s about a shared passion for the outdoors.
The special short films REI Presents get over a million of views each, spreading the stories of inspiring people, environmental stewardship and the outdoor lifestyle.
If that’s your highlight, your eCommerce content strategy should reflect it.
Mitten Crate is a subscription box of artisan Michigan food. They’re deeply connected with the state of Michigan, its traditions, and land. On their blog, they promote local food-making entrepreneurs while giving them a distribution channel.
Taking part in trade shows/ concerts/ fairs/ exhibitions offline is a great way to meet your customers in person. It makes your brand more real – you are not afraid to be seen by your product stand.
This way you’re building a brand image literally with your bare hands. Segafredo Zanetti Australia regularly tell their blog readers where they are going to participate and how it went last time. It adds a great real-life touch to an online store!
An example of great content comes from DTC darling Warby Parker.
We just love their To Read blog section for all the geeky reasons. It’s been long since reading – and wearing glasses – was associated with intelligence and people with glasses often get bullied for it.
The brand is making reading cool again, which is a great example how (content) marketing can make a positive change in society.
Showing yet another use of your product gives additional reasons to add it to want it. All recipes, tutorials, and repurpose ideas will keep you good on ecommerce content for the next year or two. Also, those need to be too cool to miss so somebody might even buy just to try them!
Barney Cools have 1000+ followers on Soundcloud. And they are not an artist – they sell men’s clothes!
The best eCommerce content marketing blends with the target group’s interests and life. It is there for them not just with their products, but as a supporter of their lifestyle.
Their #GetReadyWithMe influencer collaboration stands out on YouTube. All forward-thinking cosmetics brands work with youtubers because it’s the best way to show the products in use.
But Glossier’s series is good since it shows everyday looks for ordinary people, which is completely in line with their slogan “beauty products for real life”. Most brands will go for looks that are way too fancy for the normal working woman, but Glossier stays close to their target market.
Also, it’s very good for the brand that they retain ownership of the videos, putting them on their official channel. The usual sending of products to vloggers results in not on-brand videos that are all over the place and customers cannot find them all in one place.
We bet whatever your product is, your customers don’t know all the fancy terms. Content marketing allows you to explain and educate apart from product pages. It works for SEO because people will discover you through a high purchase intent search. The effort you put in will build your credibility and will make choosing and buying easier.
For example, Third Love answer all pressing questions about lingerie like bra issues and possible solutions. The open and honest way of helping people even before they become customers is very attractive and helps SEO, too.
This might work miracles for cosmetics or online work-outs. They’re the kind of things people need to know more about before buying – it’s not as simple as deciding on a scarf.
The Private Spa Shop writes extensively on the benefits and use of new products – a good investment considering the premium price. This way they get extra exposure (product descriptions are not always enough) and customers can make informed choices.
Be proactive and provide resources for your audience that might come in handy at the right moment.
Men want to find the needed info quickly and discreetly. Mezoura has styling tips lined up and ready – how to wear a shirt and a sweater, how long the shirt over the pants should be and so on. It feels good to get answers to such “silly” questions you didn’t want to ask aloud.
Everybody finds guilty pleasure in talking about themselves. A fun, well-executed quiz might get you tons of traffic. iHeartDogs.com even keep a few quizzes pinned to the top of their blog for quiz fans. Other super-engaging content like puppy videos also doesn’t let you leave the page.
Content about how to take care of products, how to prolong their life, etc. makes a very good impression. First, it is very helpful and makes people enjoy their purchases more. And second, it shows your dedication and craftsmanship, that your brand is not just about pushing quantities but about quality.
Content can be anything that is not placed on the regular sales pages (product pages, cart, checkout). Sometimes, it’s a resource that helps people choose easily – hopefully, from your products. 🙂
For home goods and clothes, color/ size/ cut charts work well. Paint manufacturer Annie Sloan (mentioned above) makes it easy to combine colors, essential to using their products. They have these simple graphs of complementing colors opposite to each other:
They don’t hard-push their products on the reader/ viewer/ user.
A content marketing strategy for ecommerce should inform, not sell. The pieces of content provide information, feed curiosity, inspire, educate, entertain and so on – all created around the target group’s interests.
They attract attention and aim to be well worth of people’s time. Good content marketing is enjoyable on its own, even if the visitors are nor yet interested in the brand. The services of a content marketing platform can be really helpful here if you cannot start this effort in-house.
Got inspired? We hope so.
Just think about the content you consume “from the other side”. Probably some of it is connected to a product or service, but you still read it.
If that’s some of your regular reads, I bet you understand how it works trust and affection for the brand in your mind. It’s not a bad thing, no. But it’s powerful.
Added bonus: content makes it easy to get across your views, brand values, lifestyle positioning, mission and so on. Home ground to build your ecommerce brand on.
Of course, there are many more examples. This is just a scoop of awesomeness, created by small eCommerce owners like you. If you’re proud of your eCommerce content marketing strategy and the results it brings, drop us a line – we’re always ready to chat.
Metrilo’s mission is to help you build your ecommerce brand and win your place in the customer’s heart. We share what we learn from our daily work with product innovators and founders here. Subscribe to our weekly newsletter to get the freshest lessons and conquer your niche.