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Content marketing – what is it and why is it worth using?

Content marketing – what is it, why is it worth using and why is it important in e-commerce?

 

What?
Content marketing is a marketing strategy that involves creating and publishing valuable content designed to attract and engage potential customers. This content can take the form of articles, guides, product descriptions, videos, or social media posts.

Why?
In the age of digital competition, well-planned content marketing supports search engine visibility, increases website traffic, and helps build brand trust. It's an investment in long-term development that not only attracts customers but also educates and inspires them to buy.

Who is it for?
For online store owners, digital businesses, and anyone who wants to build a strong online presence, increase sales, and position themselves as experts in their industry.

Why content marketing was and is important

 

Are you using a lot of marketing activities on your website or online store, but they are not bringing the expected results? 

Are you investing in SEO and not seeing results? The problem may lie in the foundation of your efforts—the content you create and publish. It's important to remember that good content is one of the most important elements of effective online marketing: despite constant changes to Google's search algorithms, content has always been the most important part of this process and activity.

Many years ago, Google "said": "Content is king"... and then the topic went quiet for a few years, partly because a more important slogan than Google emerged: "Mobile first." The truth is, unfortunately—unfortunately—that content never "died" and never ceased to be important for Google search engine positioning. Quite the opposite: today, we believe we should say: "content is still king, content is back," especially considering Google's so-called "Google EAT" guidelines .😊 The acronym is as follows:

  • E – for Expertise – which means that we should be an expert in the field covered by the website or online store;
  • A – for Authoritativeness – which means that our website/store has authority, so it is related to the previous slogan and we can gain such authority – by being an undisputed expert in our field;
  • T – for Trustworthiness – which means that you can trust our e-commerce website, so it also includes the fact that the content on the website was written by experts, authorities, trustworthy people, but it also means that you can trust our e-commerce in terms of security.

There is another slogan from Google related to the content of our e-commerce: our e-commerce should meet the so-called Topical Authority , which in short means that on a given website or online store, if we have achieved the level of topical authority, it means that we have exhausted the topic to the very end and Google algorithms simply see this and assign the appropriate "rank" to the given e-commerce... positioning it accordingly high. 

 

From the article you will learn:

 
 
 

What is content marketing?

Content marketing, also known as content marketing, is a type of strategy that involves creating and distributing valuable, engaging content aimed at attracting potential customers and encouraging them to make a purchase.

Content marketing isn't intended to directly promote a brand, but rather to stimulate consumer interest in the product or service it offers. Good content marketing, therefore, involves providing potential customers with as much expert knowledge as possible, which will translate into increased trust and increased interest in purchasing your product. 

It's important to emphasize one of the most important characteristics of content: any content—especially written text—must be original. Another important issue is regularity. Because Google's bots "enter" a given e-commerce site based on the so-called "crawl budget," we should remember to publish content regularly: publishing 10 blog articles in one day will be perceived differently than publishing one article daily for 10 days (of course, there's also the issue of scale).

What types of content marketing can you use to achieve success?

There are many ways to create valuable content. Some associate content primarily with text, or the written word, but in practice, there are quite a few types of content. You can use the following in your marketing strategy:

            • news – short texts informing your customers about what is happening in your company, on your website, in the industry, etc.;
            • advice – expert blog posts that you will publish on your website;
            • product descriptions – originally written for a given e-commerce;
            • category descriptions – short descriptions of the categories we have in our e-commerce;
            • external (guest) articles that will relate to your offer, but are published outside of your website (including advice);
            • short videos that you can post directly on the website, as well as on your company's YouTube channel or Facebook account;
          • podcasts in which you will present valuable advice, give tips or provide important information about a product or service;
            • infographics , which allow you to visually present statistics, charts, or other information about the products you offer;
            • content that will be generated by users (so-called User Generated Content – ​​UGC) – these are various types of content, such as opinions, comments, photos or videos, created by website users and which you share and promote as a brand or which are simply posted by users themselves on your website;
          • case studies — these are usually blog entries that present specific completed projects or successful ventures, showing the story of how such a project was achieved, and which may relate to the product or service you offer;
          • eBooks – creating an online book that you can share with your clients as a PDF file will certainly be well-received. However, you must remember to include tips that are relevant to your industry;
          • FAQ – a set of so-called questions and answers most frequently asked by users, 
          • webinars (also known as online training) – a very popular solution recently; these are online (live) video presentations in which customers can actively participate and ask questions;
          • White papers are detailed, high-quality reports, similar to a scientific paper. From them, clients can learn a lot about your industry and the products your company offers.
          • storytelling – simply telling a story in an accessible language that builds a bond with users and, above all, helps convey knowledge in a simple and accessible way.

The content listed above makes for excellent content, but remember that you don't have to use all of them. Start with one, or two at most, and see how it performs. You can move on to other formats later. By strategically combining different content, you'll have the opportunity to reach a large potential audience.

 

Which elements influence the effectiveness of content marketing?

To ensure your content marketing is effective, you need to pay attention to many small, seemingly insignificant elements. These include:

          • specific expressions (phrases), 
          • places where you publish content;
          • paragraph lengths;
          • so-called plagiarism – originality of content;
          • regularity;
          • and also – whether we want it or not – it is also a matter of scale, i.e. the amount of content (here we have to be careful about the so-called cannibalism, if we overdo it with content describing (even if slightly differently) the same topic from the point of view of Google (i.e. de facto the user).
 

what are the elements of a content marketing strategy?

When focusing on good content marketing, you need to understand that it's an extremely broad field that encompasses a multitude of narrow topics. The most important ones that fall under the umbrella of content marketing include:

          • audit of content marketing activities;
          • planning and creating blog articles;
          • SEO optimization of entries;
          • planning and writing sponsored articles;
          • designing and creating reports and e-books;
          • creating various graphics, animations and films;
          • cooperation with influencers and other bloggers.
 
 
 

What benefits can you expect from content marketing?

Many people wonder if creating content makes sense. If you're one of them, you'll soon discover it's worth it. The most important benefits of good content marketing include:

          • engaging your audience and attracting their attention , which will help you gain new ones in addition to your current ones;
          • increase in page views and traffic ( content marketing is directly related to inbound marketing);
          • increase in sales and acquisition of new, regular customers - well-written content will make your website appear at the top of search results and therefore be found faster;
          • increase in the number of leads obtained (if, for example, it is not a store selling products directly);
          • the opportunity to build/enhance your image – by running a blog, you can create the image of an expert in your field. Expert content, videos, and infographics will also promote your website and increase its reach;
          • gaining the trust of your audience – reliable and trustworthy content that will help them solve their problem will make them willing to return to your website;
          • the opportunity to engage the recipient in brand communication. Publish engaging content that allows potential customers to express their opinions (storytelling is ideal here).
 
 
 

Content is still king – Summary

There's no denying that content marketing has enormous power. Well-crafted content can positively impact any business, particularly through increased e-commerce visibility, which quickly drives traffic. Therefore, it's worth trusting those who can build the right infrastructure to help your business grow at a rapid pace.

 

Want to learn more?

 

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