E-Commerce: Why Is Content Marketing Important for Your Business

According to statistics, content marketing is a top priority for 80% of marketers, and it accounts for 26% of B2B marketing budgets. It grows audience engagement, develops brand presence, builds trust, and drives sales. Writing quality content is so effective that it determines the growth and success of your business. In fact, consistently engaging in content marketing affects decision-making more than any other strategy. But not just any – you need to be creating quality content.

Your content needs to be written in a unique and identifiable voice, style, and pitch across all distribution channels.  Before we go into why it is important, let’s define what content marketing is.

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What is content marketing?

Content marketing is a digital marketing strategy that consists of creating and sharing relevant content with aim of attracting, engaging, and retaining an audience.  Content marketing includes writing quality formats such as articles, blog content, email marketing, newsletters, video content, social media posts, podcasts, and other media. This content marketing strategy establishes subject matter expertise and creates a brand image for your small business. It is crucial to include content marketing as part of your overall marketing strategy.

The importance of content marketing campaigns

According to studies, businesses with blogs get 67% more leads than other companies. Forty-seven percent of buyers view 3 to 5 pieces of content before engaging with a sales representative. E-commerces using content marketing see 30% higher growth rates than those not using it. Additionally, 72% percent of B2B (business to business) marketers say content marketing increases engagement, web traffic and helps generate leads. If this doesn’t convince you, let’s get into it one by one.

content marketing statistics

Benefits of including well-written content

1. It aids customer retention and trust

Content marketing plays a fundamental role in creating target audience retention and trust. Create content that is relevant and that helps you build a relationship with your target audience. By interacting with prospective customers, you are creating positive experiences for your potential new leads and capturing the attention of your target audience. When you’re providing valuable knowledge, you are building trust and your existing customers, as well as the new leads, are more likely to rely on your advice and recommendations. Ultimately, valuable content will increase brand loyalty, create loyal customers and encourage repeat sales.

2. Generate leads and increase conversions

Content marketing can generate new leads by including calls-to-action (CTA) directly in your content, as part of your digital marketing strategy. Your consistent content, however, needs to provide website visitors with valuable information, such as how-to videos or informative blog content. The more satisfied a visitor is with your valuable content, the more likely you’ll drive profitable customer action. By creating blogs or social media posts containing relevant information needed to make an educated purchase, your content directly influences conversions throughout the buyer’s journey.

If small businesses are trusted as a valuable source of advice and guidance, the audience is more likely to choose you when it’s time to buy. However, for some products and services, it takes months or even a year of creating content for leads to turn into conversions. So have patience with your writing efforts. Consistent content marketing is effective, but it takes time.

content marketing campaign

3. Gives you higher SERP rankings

Befriend the search engine algorithms hiding behind the acronym E-A-T (Expertise, Authority, Trust). It’s what search engines want to see to rank you higher.  So, write content that search engines want to see. The more high-quality, consistent content you produce, the higher you’ll rank in search engines.

Proper search engine optimization of your content will help your business establish online visibility, build trust and authority with your audience and drive more website traffic.  Organic search is founded on effective content marketing, so creating content that is relevant to internet users will effectively aid your digital marketing efforts.  

Include links in your content, as backlinks from websites and blogs that are deemed high-authority, also boost Google’s trust in your site. Produce useful content by staying on topic and adding relevant keywords to every piece of content you produce. It helps strengthen results for your long-tail keywords. Those keywords accrue over time, pulling in diverse traffic resulting in long-term and compounding ROI. Search engine optimization is a very crucial part of marketing strategy.

girl with a megaphone, raising brand awareness

4. Helps build brand awareness and creates loyal brand advocates

A brand is more than a logo and colour palette. It is who you are, your personality and the values that differentiate your business.  When you create content, along with your brand, it appears everywhere where potential customers are looking for a product.  High-quality content creation about topics your audience is interested in provides valuable additional information they didn’t even know they needed.  

Pair that with an interesting brand personality and people will become emotionally invested in your brand, too.  Once they begin to associate your quality content with your brand, you’ll acquire a positive brand reputation. Additionally, you will have created loyal brand advocates who’ll promote your business on their own.  This way, content marketing fuels your other marketing efforts and generates traffic, conversions, and leads. It creates long-term, sustainable results, but it all starts with quality content creation.

image showing savings created as a result of switching to content marketing strategy

5. You’ll save money on your marketing strategy

Besides being the most effective SEO technique, content marketing is the most cost-effective marketing strategy available as well. It is more cost-efficient when compared long-term to paid advertisements, video marketing, and traditional marketing.  In fact, it costs 62% less than other marketing channels while delivering 3 times more leads than other marketing channels.

Studies also show that marketers who prioritize blogging are 13 times more likely to see a positive marketing ROI.  Furthermore, businesses that engage in content marketing capture 7.8 times more organic traffic than those that don’t. Talk about a well-executed marketing strategy and bang for your buck. No need to fear digital marketing campaigns or stick to traditional marketing tactics!

Girl engaging in social media

6. It fuels your social media engagement and PR results

There is no universal format that’ll appeal to all your potential customers at once. One of the benefits of content marketing is that you can keep brand and message consistency throughout many different formats. When creating high-quality content that is helpful, clever, touching, or entertaining, you’re likely to find social media brand advocates who are transformative for your marketing ROI.  These brand advocates will follow you on social media platforms and genuinely engage with your business.  

To be deemed as high-authority, you need to create custom content marketing format and load it with valuable information. When your content delivers that information, the audience will reference it, which will help your business gain traction on social media. Social media is a proven and easy way to promote your content and get the target market engaged.

content planner used in content marketing

Clearly, content is important for your business

Well drafted content can help consumers discover new products or solutions, create a story the customer wants to participate in, help your audience feel that they belong to a tribe, sell the product, answer questions address concerns and build trust.  

Use high-quality content to reinforce the brand’s values and qualities, and show up for the customer when they have a question or concern. Content marketing starts and keeps the conversion with the audience going.  Over time, this leads to engagement and relationship-building.  Properly planned content marketing helps you reach the target market at the right time in the marketing funnel, and inspire loyalty to your brand.

content marketing campaign for branding

Count on Camaloon

Ensuring that the brand’s voice, messaging, and helpfulness are consistent at every customer touchpoint is the key to customer satisfaction.  At Camaloon, we know consistency.  Our products and service are consistently making our growing customer base happy.  And why wouldn’t it?  We make online shopping very convenient, from easy personalisation options to printing techniques and even delivery choices.  We stand by you, consistently, year after year. 

The importance of quality content is indisputable. Consistently publishing content that is high in quality, paired with consistently high-quality products, will make you the brand that your audience relies on when they need information related to your area of expertise.

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