How Content Is Driving Ecommerce Innovation

By Commerce Practice Team 4 min read

Wondering what drives e-commerce innovation? Look no further than content.

So you want to be a pillar of e-commerce ingenuity? If you hope to live up your ambition, you’ll need to innovate strategies that distinguish your enterprise from others.

Unfortunately, you’re not only up against your direct industry competitors. You also have to contend with brands that threaten to wrest consumer attention away from you even though they might not share your same specialization. How will you set yourself apart so that your message resonates?

Although you’ll definitely benefit from experimentation, you’ve got better things to do than guess at what makes an impactful outreach methodology. Informing your digital marketing strategy with an understanding of what drives e-commerce innovation gives you a solid head start. Here’s why the realm of content marketing is the first place you should look for inspiration.

Explaining the Importance of Content

Contemporary e-commerce revolves around providing users with more than just attractive products and prices. People have come to demand complete purchase experiences. Regardless whether your adoring public is in search of boutique shopping or quick-and-easy utilitarianism, tailored content is vital to leaving a stirring impression on them.

Content Makes Your Brand Useful

Suppose you run a computer parts store. If one of your shoppers purchases an SD card for their camera, they might appreciate being emailed one of your blogs about ways to recover lost data or solutions for backing up their files. A customer who buys a more complicated item, like a hard drive or motherboard, probably wouldn’t mind receiving a video where one of your technicians walks them through the PC assembly process.

Although each consumer has distinct needs and interests, you can use custom content to give your brand added value. Never be afraid to share interesting or entertaining information that makes it easier to use your products. In the process, you’ll increase the likelihood that window shoppers will convert to brand enthusiasts who support your business.

Well-researched utility content can double as branded native advertising that establishes you as an authoritative source. Established e-commerce players, like Newegg and eBay, commonly publish buying guides related to the kinds of products that you’ll encounter in their stores.

Content Empowers Predictive Outreach

Take behavior-based advertising to its logical conclusion by using content to anticipate what people might find interesting. Why wait until someone makes a purchase to send them related information that entices them to stay engaged with your brand? It’s just as effective to target consumers who view specific items or forget to complete shopping cart transactions.

Observing how consumers react to content provides you with essential insights that you can apply to your digital store. If your clothing boutique sells chic seasonal fashions, for example, then it’s probably in your best interests to publish a lookbook on Instagram or Pinterest where people can favorite their top styles. Using some of the extra images from your product photo shoots is a smart way to establish a sense of cohesion that keeps audiences enraptured as they continue to your store. Keeping track of which product combinations are the most popular can also inform your stock acquisition decisions.

Content Sets the Tone for Interaction

Content marketing has the power to redefine the bounds of the typical transaction. Companies like Obsesseemarket exclusively through social media and even go so far as to create pop-up stores where the only way to pay for items is by making social media posts related to the brand. True, you may be a bit more interested in receiving actual currency, but it’s a good example of how content marketing can make your business worthy of attention.

Content Marketing Makes Personalization Work

Do you want your shoppers to feel like you’re catering specifically to them? Then you can’t afford to invest in a content-heavy outreach strategy.

You may publish a Wayfair-style companion app that lets people try your wares in virtual or augmented reality before buying. Or you might share DIY home project blogs that happen to include hardware products that you know certain demographics appreciate. In any case, content that reflects your e-commerce offerings is vital to making your personalization efforts feel authentic. On top of helping you target particular audiences, these potential marketing assets let your consumers define their own unique shopping experiences.

Although innovative content marketing motivates the evolution of e-commerce, your approach to outreach demands structured uniformity. When managed properly, your content can help your brand establish a universal tone, build loyalty and capture attention that spans marketing channels.

Your e-commerce success depends on whether you tell stories worthy of sustained engagement, so creating alluring content is definitely worth the effort. Could you be doing more to foster a friendlier shopping experience?

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Commerce Practice Team

Written By

Commerce Practice Team

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