Content marketing brings advantages to all types of businesses, and it would be no different with e -commerce . I would even venture to say that it has much more potential in this area, thanks to its totally digital environment and the behavior of its consumers, who increasingly use the search for information as a purchasing criterion.
Below we will see how content marketing can transform the reality of an e-commerce . Keep reading!
The role of content marketing in e-commerce
Not buying a product online because of fear of doing so in certain antarctica email list 5644 contact leads virtual stores is quite common among online consumers (and I include myself here). If we do not find enough information about the merchandise, for example, it already generates distrust. What are the dimensions of the product? And its weight? If there are no photos, or there are very few, or they are of low quality, how can we know its color and details? How can we imagine it in our reality?
There is no way to make a purchase if the e-commerce does not provide the basic information so that the consumer knows whether or not the product meets their needs and expectations .
On the other hand, consumers are often not 100% ready to buy a product, and may be at different stages of the purchasing journey . While one consumer is researching on Google how to improve their health, another already knows that they should do so by taking walks outside and, therefore, researches the best exercise shoes. And then there is the consumer who doesn't even know that they should improve their health, that is, the one who doesn't yet know their problem.
In this case, content marketing can act in different ways – creating content on “How to improve health?”, specifying the characteristics of the online store’s sneakers for outdoor exercises, and providing information on the importance of taking care of health. Each content works at a different stage of the sales funnel , targeting different consumers.
The role of content marketing in e-commerce can be summarized as follows:
Make the consumer discover and understand his problem;
Provide the necessary information to solve the consumer's problem;
Awaken the desire to purchase through content that conveys confidence.