Content marketing is hard to get right, but once you do, the results can be amazing – especially for ecommerce brands.
More traffic from Google? check.
More potential customers? check.
Building more confidence with prospects? Double check.
Unfortunately, it’s not quite as simple as randomly blogging about topics you pull out of a hat.
With a strategy in place including researching who to target, keywords to use, topics to cover, and how often/where to post content, you will differentiate yourself from the regular brands that post forgotten blogs that no one cares about.
(spoilerMost of the brands that publish content online fall into this camp, eg 90.63% Of all the webpages don’t get traffic from Google, according to one study from Ahrefs.)
Instead, your web presence will be memorable and, more importantly, essential in your space.
To inspire you exactly what great ecommerce content marketing looks like, let’s explore nine examples from a wide range of industries.
1. McGee Studio
Are you looking for an ecommerce content marketing example that manages to combine product links with written content in a totally useful, non-sales way?
Look into Studio McGee, an interior design brand that also sells its own line of home goods.
on them ArticlesThey focus on helping you create beautiful rooms in your home, inspired by their designs and products.
Screenshot from Studio McGee, January 2022It’s a tricky balancing act, but Studio McGee manages it with confidence.
Product links don’t yell at you, but rather gently nudge you — and a pretty product photo certainly doesn’t hurt.
2. Park Box
Every puppy’s favorite subscription box brand has a great content marketing strategy.
check out their content center, Park Postfor news on recent and trending products, upcoming boxes, and fun keyword-focused blogs that bring dog lovers right to their virtual doorstep.
Screenshot from BarkBox, January 20223. Lush
Lush, a vegan, cruelty-free brand, is a great example of a retailer marketing e-commerce content in various formats.
In particular, they are video channel Full of targeted and engaging content, from quirky animated shorts to “how-to’s-it’s-made” videos on their most popular products.
With millions of views on most of them, Lush has clearly nailed their video strategy.
Lush Cosmetics North America YouTube Channel, January 20224. Calendar
Do you know the annual magazine, Old Farmer’s Almanac?
It is the longest-running print in North America, beginning with the original circulated in 1792.
Today Publishers also sells cookbooks, calendars, gardening guides, and more.
Screenshot of the calendar, January 2022Well, this practical item also has a presence on the Internet, calendar.comcomplete with a full list of content on gardening, weather, food, astronomy, and an annual calendar.
In particular, they are Mounting evidence is impressive and comprehensive, giving you all the information you need about almost anything under the sun.
Screenshot of the calendar, January 2022Content here provides entry to their extensive library of books and guides for purchase.
5. Patagonia
For ecommerce content marketing that is more story focused, look no further Patagoniaa specialty retailer of all things outdoors.
Screenshot from Patagonia, January 2022On their blog, you might expect to find articles on how to prepare and get into nature and outdoor sports, but instead, you’ll find thoughtful pieces about conservation, nature, and the culture surrounding outdoor adventures.
Screenshot from Patagonia, January 2022Patagonia knows its earth-conscious, nature-loving audience well, and its content reflects that.
6. Artifact Uprising
people in Artifact Uprising They are experts in print design and photography selling photo books and other printable souvenirs, and their content marketing perfectly reflects this expertise.
Screenshot from Artifact Uprising, January 2022Their content creatively exploits the art of capturing memories, which fits their audience with T.
7. Grammar
If you write at all in your work or school life, you can count on Grammarly to help keep your text clean and error-free.
You can also count on Code of Rules For comprehensive writing tips, how-tos, and grammar advice.
Screenshot from Grammarly, January 2022Just like its writing tool, Grammarly’s content is about helping you write your best self.
In many cases, it also focuses on keywords to get people searching Google to type in the answers.
8. Book of the month
Book of the Month is a book subscription service that features five new curated readings for users to choose from each month.
Their content marketing is, of course, centered on just reading and choosing the right book.
For example, check out this habit a plan It helps you choose your next read based on different scenarios, and leads you to their monthly picks:
Screenshot from Book of the Month, January 20229. food 52
Food52 is a food, recipe, home, kitchen, and dining hub that also sells household goods, kitchen supplies, furniture, pantry staples, and anything else you might need for your next dinner party or weeknight night trick-or-treat.
The Food52 section focuses on food (duh), and the topics are as broad as that word implies.
Content runs the gamut from full guides onwards Cooking with some spices for news about latest products to hit Trader Joe’s.
Screenshot from Food52, January 2022The site is sprawling, but the content is great no matter where you’re headed.
Cracking the code in ecommerce content marketing
What do all these examples show us?
Ecommerce content marketing needs just a few elements to work:
- Brilliant writing that is engaging and fun to read (or listen to).
- Deep knowledge of your audience and what they need/want from your content.
- Clear and focused topics.
- Smart use of SEO to bring in those potential customers who have not yet heard of your brand.
- Strategic (and usually accurate) links to products, if relevant.
- Powerful calls to action to encourage your audience to act on the basis of built trust as they consume your content.
Finally, all of these things must be articulated in clear terms within a brand’s content marketing strategy.
It is the comprehensive map for getting results from content, and it should not be underestimated or ignored.
Now, the question is, will you invest in strategic content marketing for your e-brand?
More resources:
- How to create a content strategy for e-commerce websites
- How e-commerce companies can prepare for post-COVID-19 SEO and content
- Ecommerce Marketing: The Ultimate Guide
Featured image: Golubovy/Shutterstock
