8 LOGICAL Reasons of Using Content Marketing for E-commerce - AdMarketing Titan

Content Marketing is used to educate consumers about the products and generate awareness among the audience by giving them information about the product or service. 

According to FOX2now, 87% of consumers search online for a product, regardless of whether they buy it online or offline. 

That means if you are an e-commerce company selling goods or services (or both), there must be an online presence about your product and company in the search or socials.  

People want to know about the product and will go to those companies that reflect good service in the online reviews. 

 

Presently, e-commerce companies (especially the smaller ones) focus more on spending on ads to raise awareness and make sales through paid online visibility. 

Which initially can result in negative ROI, in other words, spending more than earned. 

Here are 8 reasons why you need content marketing even if you have an e-commerce business: 

1. Attracting Shoppers 

Content marketing is all about using content to generate awareness among the target audience, enticing them to buy from the company. 

Well-crafted content can improve search engine rankings, driving more organic traffic to the e-commerce site without relying solely on paid advertising. 

Consider ranking content in the search results page for a keyword that is heavily searched by potential customers. This would help to bring additional traffic to the webpage and have more chances of converting them into potential customers. 

 
For example, for a product category of “socks”, which has a search volume of 110K and has names of big-name players such as Amazon, Myntra, and so on in the search results (Google India). 

 

The only way a small shop selling socks can rank on Google is by content marketing. Publishing articles for searches like “Best compression socks for men”, and “ankle socks benefit” can help small shops rank on the first page of Google. 

 

Good articles with research, helpful advice from trusted sources and authority for a topic can help attract new shoppers while boosting the site’s domain authority.  

 

After every article, the business can showcase its recommendations and sell its products. 

 

2. Building Brand Authority 

In times of growing competition, it's important to establish the brand as an authority, which is crucial for brand success. 

 

Therefore, by using content marketing, a business can become a trusted source of information that addresses the customer’s needs and pain points. Through video, texts, images, and audio, a brand can get near the minds of the consumers and can help associate themselves with a particular experience or thing. 

 

By offering insightful guides, expert tips, and industry insights, the brand not only educates the audience but also earns their trust. Over time, this trust translates into brand loyalty and advocacy, as customers perceive the brand as a knowledgeable leader in the field. 

 

3. Encourages Repeated Visits 

When visitors find fresh, engaging content such as blog posts, product updates, or how-to guides, they are more likely to return to the site for future needs. 

 

When the site authority of a website increases due to content marketing aimed at solving problems of the people, search engines reward those websites with ranking boosts and help the website/business to gain more visitors. 

 

Moreover, by maintaining an active presence on social media and through email newsletters that promote their content, e-commerce companies can amplify their reach and remind past visitors to revisit the site for valuable updates and insights. 

 

4. Build Customer Relationships 

Content marketing goes beyond transactional interactions by fostering meaningful relationships with a known audience. Content that resonates emotionally or intellectually with customers creates a connection that goes beyond the product itself. 

 

Through content marketing and storytelling, a brand can attract and build a community of buyers and fans who can advocate for the brand and spread word-of-mouth about the brand to further the reach of people who haven't heard of the brand. 

 

Whether it's through informative articles, customer success stories, or interactive content like polls and quizzes, a brand can nurture a community around the brand. This engagement encourages repeat purchases and turns satisfied customers into brand advocates. 

 

Moreover, the community can also be a source of generating ideas for the brand to differentiate itself from the competitors in the same space and help stand out. 

 

5. Long Term Asset 

Unlike the paid advertising industry, which stops performing the moment the advertising budget runs out, content marketing can reward the company with leads in years to come. 

High-quality content that educates, and raises the interest of the audience about the product continues to generate leads for the company. 

Companies understand the importance of content marketing therefore 54.5% of the companies are planning to spend more on content marketing in 2024 than in 2023, according to Siege Media. 

For content to be a long-term asset for a company, bringing in leads and the interest of the audience should be evergreen and adaptable content so that the content can stand the test of time and continue to be relevant as time goes on. 

 

6. Better Customer Service 

Content doesn’t always have to be educating and trying to gather the attention of an audience. Content can also guide potential customers through the sales funnel.  

 

From awareness (blog posts introducing the problem or need), to consideration (comparison guides or product reviews), to decision (case studies or testimonials), content can influence purchasing decisions at each stage. 

 

By addressing common pain points or challenges within the industry, the pieces of content establish the brand as a knowledgeable resource, capturing the attention of individuals who are beginning their exploration as well as are at the end of the customer journey, ready to buy. 

 

This customer-centric approach to content marketing ensures that the brand remains top-of-mind and relevant throughout the entire buying journey, maximizing the likelihood of turning leads into loyal customers. 

 

7. Cost Effective Strategy 

Running a business, especially in its initial stage, requires a lot of capital and budget planning. 

Therefore, content marketing can help e-commerce businesses attract organic traffic over time without ongoing expenditure with the help of evergreen articles, blog posts, videos, and other content assets optimized for search engines. 

According to Demand Metric, content marketing costs 62% less and generates 3x more leads than traditional marketing. 

Moreover, the versatility of content allows e-commerce companies to repurpose and optimize existing assets, extending their value and maximizing return on investment. 

 

8. Cross-Selling and Upselling 

Content marketing gives way to creating content strategically. 

That means content that can effectively create fruitful customer experiences by promoting related products, complementary items, or premium options to existing customers. 

This increases the Lifetime Value (LTV) of the customers, thus increasing the value of per order and the profits of the business. 

Through product comparison guides, "best-seller" lists, or personalized recommendations based on previous purchases, a brand can encourage customers to explore additional offerings. 

Most businesses have become successful not by selling one product once to a customer, but by persuading the customer to repeat purchase some other products from the same business. 

By cross-selling and upselling, not only can businesses increase the average order value but also enhance the overall shopping experience by showcasing relevant choices that meet diverse needs and preferences. 

 

Conclusion 

From building trust and authority to driving organic traffic and supporting the customer journey through personalized engagement, content marketing serves as a powerful tool for connecting with the target audience at every stage of their buying journey. Its ability to generate long-term ROI, boost brand visibility, and foster a loyal customer base underscores its importance in today's competitive digital landscape. 

With growing competition, it’s important to embrace content marketing as a cornerstone of your e-commerce strategy, leverage its potential to differentiate your brand, and drive conversions to increase revenue.