There are many types of content marketing to consider, so you can be confident there are options to suit you and your eCommerce business.

Here, we share details of five different content types you might like to try alongside advice on how to include them in your content marketing strategy.

What is content marketing?

Content marketing involves using different content types to share information, tell stories, and engage new and existing customers. An important part of any marketing strategy, great content will help you boost sales, increase revenue, and build your audience.

Not all content types will be relevant for your brand, but you can easily highlight which ones you should use. Once you’ve identified your chosen channels, you can build a content plan that lays out what you want to create and what you hope each piece will achieve.

1. Blog posts and articles

Blog posts and articles are fantastic content types as they can have a huge impact through multiple marketing channels. Perhaps the most important benefit of blog posts and articles is they are vital in improving SEO. A great SEO strategy will ensure that search engines rank your web pages in prominent positions, which means that more people will see them. This will boost your organic traffic, ultimately leading to an increase in sales.

Blog posts and articles should be relevant, informative, engaging, and link to related products, services, or landing pages. Another benefit of blog posts and articles is that they can be shared across multiple channels, including social media and email. You could also create guest posts and articles to host on relevant blogs as part of an outreach strategy. This will provide an all-important backlink to your website and highlight you as a thought leader.

2. Email

A content type with many benefits, email marketing is a vital part of any eCommerce marketing strategy. There are lots of different emails that you can send depending on where people are in your customer journey. For example, an informative newsletter can be sent to your whole database, a special offer can be sent to repeat customers, and a welcome email can be sent to new subscribers.

Data segmentation is important in getting this right as it enables you to tailor and personalise your email marketing content. This not only ensures that the content you’re sending is relevant to that specific audience, but also means they’ll be engaged, less likely to unsubscribe, and more likely to make a purchase. Consider the different emails you’d like to send, to who, and how often. All emails should have consistent branding so they’re instantly recognisable to your subscribers.

3. Social media

Whether you love it or hate it, there’s no denying that social media is an important content type for marketing your products and services. It’s integral you consider which social media channels are most relevant for your company and audience, as there’s no need to spend time and resources on channels that your customers don’t use. Instead, focus on a couple of channels and create great content to share on these. 

Social media is a useful platform for sharing all kinds of content, including links to your blog posts and articles, photos of new products, customer reviews, and videos. It also invites conversation from followers, allowing you to interact with people who have an interest in your company. Social media offers the option to pay to reach more people than you will organically, which is something you might like to consider if budget allows.

4. Video

Creating video content might sound daunting, especially if it’s not something you’ve done before, but mobile phones and different types of user-friendly software have made producing a video far simpler than before. Videos don’t need to be long, in fact, short snappy videos work well for many brands as they’re quick to consume and provide information or inspiration in an engaging, condensed way.

You can make videos highlighting a whole range of topics. Product demos, customer testimonials, meet-the-team spotlights, behind-the-scenes footage, and ‘how to’ videos are all popular options that provide value to those watching. The video content you create can be shared on your website, social media channels, and in your emails, making it a highly shareable addition to your content marketing strategy. You can also clip down videos into bite-sized chunks to create teasers or release them over time and build momentum.

5. Podcasts

Podcasts are another powerful content type to consider as a great podcast can really engage and inspire audiences. As with video content, there are many ways you can use podcasts to share updates and messages. You could provide sector news and insights, answer customer questions, make exciting announcements, or invite guests to speak to you about the industry your company is in.

If creating your company podcast isn’t something you’re considering, you could find relevant podcasts to appear on. For example, if your business sells clothes and accessories, you might be able to make a guest appearance on fashion podcasts. This would be great for brand awareness and could highlight you as a thought leader, encouraging people to seek out your company and the content you produce.

We hope we’ve provided you with an understanding of some of the types of content marketing you could consider for your eCommerce company. 

For information about how we can support you and your eCommerce content marketing activity, contact us today.

To discover more about the different ways in which content marketing can positively impact your website traffic, sales, and engagement, look at our News page.