In this episode of our brand new content marketing podcast, Wilson goes through some of…
Want to know what’s one of the most underused marketing channels for e-commerce? Ecommerce content marketing is the answer. When it comes to growing your e-commerce company, most people don’t think about content marketing as a viable channel. Most e-commerce companies pour all their money into running ads on multiple platforms and running ads has become the go-to marketing strategy for growing your e-commerce sales.
Now, I have nothing against running ads to grow sales. Matter of fact, I believe it’s an excellent way to score some quick wins and sales, but there are downsides to running ads as well.
Ads can get costly and you’re paying per conversion. This also means that someone can see your ad and not buy, but you’re still being charged for it. Ads are normally a one-time acquisition and don’t build organic growth. Lastly, if advertising is your only marketing channel, you’re essentially pouring in money endlessly to acquire new customers.
But…what if you could acquire new customers with 0 cost? That’s the power of content marketing. Being able to rank organically for your targeted keywords in your industry will drive you more customers in the long run without having to spend any money on advertising. Wouldn’t that be awesome?
Yes, content marketing is an underused channel for e-commerce, but there are a lot of ways to position your content and utilize multiple channels to make it work for you, even though it is super competitive.
In this article, we’ll cover some of the top e-commerce companies that are crushing it with content marketing.
CuddleClones’ is an e-commerce company that sells personalized pet products.
SimilarWeb actually reports search traffic as the primary driver of visitors to their site. They don’t just sell cuddly teddies but also golf club covers, mugs, blankets, figurines and more.
The primary terms they’re ranking for are actually thanks to the content they publish on their blog, rather than their products. They educate their audience through answers to their pet questions then funnel them back into the items they have for sale.
While I don’t imagine too many people can compete – their USP is likely in the creation of personalised products – the terms they’re bidding on via Google Ads are also worth looking into.
They’re super consistent with on-going content. If you take a look at their blog, you’ll notice that they focus on a lot of top of the funnel content such as in-depth dog guides to draw in search traffic.
This in combination with their Instagram and Facebook postings makes them a content marketing powertrain.
This company is worth a mention due to its unique approach to content marketing.
Vinyl Me, Please aren’t actually as laser-focused on selling records as you might expect, with their homepage used to showcase interviews and stories about what’s happening in the music industry.
With subscription tiers starting at $25/m, members get access to exclusive vinyl.
So what do we love most about their content marketing strategy? Instead of just posting guides, they put customer showcase along with interviews with industry influencers to provide more value for the visitor.
Quite a unique approach that works well for drawing in search traffic.
Despite your first impression likely being that this is a brand built for the social media generation, SimilarWeb estimate more than half of Hum’s traffic currently comes from search engines.
Of course, you still can’t discount how much they’ll be able to diversify their revenue with sales on Instagram, Facebook and their own newsletter.
The biggest takeaway for me is their focus on having you get a personalised nutrition report before you’re recommended to pick up any of their products. This kind of approach probably lends itself well to a lot of different industries.
Some of their most popular content comes from their “explained” guides on their blog.
For example, one of their latest guides is “THE 5 MOST COMMON TYPES OF COLLAGEN EXPLAINED”. All of their guides are reviewed by doctors in the field and makes them an authority in the space in order to build trust with their readers.
Otterbox makes protective cases that enable people to take their technology with them anywhere. It’s this “anything, anywhere” philosophy that drives much of their content strategy and enables them to cover quirky, adventurous topics such as “Best lighthouses to visit this summer” and “Ten best themed B&Bs”.
What we particularly like about Otterbox is the way their blog feels almost like a separate entity from their website. It’s arguably good enough to exist as a standalone site rather than simply being another e-commerce company’s blog. This is something I think every company should aim to do with their content and its home, and it’s a technique they repeat across their UK site (interestingly, with even better design and execution).
REI is another example of excellent content marketing. What we love most about their content marketing strategy is how they have a micro-site dedicated to content.
REI 1440, is a microsite on which anyone (not just customers) can upload and showcase photos of their outdoor adventures.
User-generated content is one of the best ways to get viral content shared and it’s definitely rare to see a company in the e-commerce industry take advantage of this strategy.
What began life as a temporary holiday campaign now boasts more than 250,000 snapshots of user-generated content.
Using humor content is another powerful content marketing strategy to keep readers engaged.
6. Whole Foods
Okok, I know this isn’t necessarily an e-commerce company, but they do make a lot of online sales especially in food delivery and not to mention they have a powerful content marketing strategy involved.
Whole Foods dominate the recipe online market. Typically it’s very difficult to rank for recipe keywords, but Whole Foods has a different approach that seems to work well for them when it comes to organic search.
Most importantly, they don’t push products on visitors, but they do subtly inspire you to make a visit to Whole Foods and get cooking
The number of ratings, shares, and comments their recipes gets demonstrates that this content is definitely resonating with their audience.
They don’t push for the “sell”. Instead, Whole Foods, focus on creating content that sits within these subject matters and unconsciously inspires purchases.
Proflowers created a list of 151 Types of Flowers, complete with images, seasons, zones, and more. It’s a lot of grunt work, but hey it works. In-depth guides with pictures is what consumers are always searching for to gain inspiration.
Not only does it generate over 17,000 visits a month in organic traffic, but it’s attracted 49 linking root domains. Major win for Proflowers.
Overall, Proflowers pulls in a whopping 42% of organic traffic to their blog and content posts. This is huge, and quite surprising given the size of Proflowers already.
Top-of-funnel content marketing is a great fit for Proflowers since virtually everyone will need to buy flowers for their special someone at some point in the next year.
It’s a form of content marketing and branding combined, which works well in the B2C mass-market.
I’ve been following BeardBrand for quite some time. I personally do not have a “beard”, but I love their approach towards content marketing. Beardbrand has fully committed to the power of the blog. So much so that their blog posts account for a full 69% of their organic traffic. Amazing results.
Guess what’s their top post?
Their #1 blog post – How to Grow a THICK BEARD – brings in a whopping 16,000 visits a month. That isn’t a number to joke with! It brings the brand a lot of awareness and the article resonates with their ideal customer.
As you might have predicted, most of their content is around growing beard and different beard styles. Readers are more likely to purchase their products after reading an educational guide around it.
9. Northern Brewer
Another great example of an ecommerce company that does ecommerce content marketing right. Brewing anything isn’t easy, but this creates an opportunity of a gold mine for educational content.
Northern Brewer has done just that with a fully featured Learn to Brew knowledge base.
It’s one thing to create long-form educational guides, but creating a knowledge base around it is taking it to whole new level of ecommerce content marketing.
Most of their guides are set for beginners and tightly integrates with their product store, sending internal links directly to product pages – a win/win for users and Northern Brewer.
In addition to just guides, they also have calculators to provide more educational value for visitors.
Ecommerce content marketing in conclusion
Ecommerce content marketing is one of the best ways to not only make more sales, but to grow your brand as well. One thing we learned about the ecommerce industry is that you can’t just put together a product, set up a shop, and hope to make sales. Consumers need to be educated and build trust in your product. This is where you want to be able to stand out as an expert in the field.
To conclude, long form educational content along with creative post works well for ecommerce content marketing. This will allow you to save a good amount of money in the long run as well as organic traffic builds up.
If you’re looking for a custom content marketing strategy and implementation to start driving more organic traffic, then don’t hesitate to reach out to us. We’ll double and grow your organic traffic!