The level of digitization that exists today has completely fast-tracked the way in which e-commerce portals conduct business. Interaction with end users on an individual basis has become simple, which shows immense potential for better, more targeted communication.

Implicitly however, the nature of said communication must be navigated with great care. Gone are the comforts of [solely] B2B channels. The consumer is now part of the equation; and so is a heightened standard of engagement.

This is something that can only be delivered through high quality content that is not only well founded, but marketed as well. Here are the major content marketing strategies that can, given proper utilization, yield immense business, and social benefits for e-commerce brands:

• Clear goals

Content creation is a highly subjective process, shaped by multiple requirements, and carried on several trains of thought. It therefore becomes clear that no element of content writing, or marketing should be kept open-ended. Business owners must ensure that the entire process is guided by a set of objective, well-defined goals; that are relevant to business growth, and in adherence of strict timelines. In doing so, they are not only able to streamline the process, but also justify the result against definitive business outcomes.

• Sell the sizzle, not the steak

Selling the lifestyle accompanying a given product is a far more effective marketing strategy as compared to selling the product itself. This is an age-old branding approach that has guided product campaigns for decades. Something that is often overlooked however, is the vital role played by effortlessly crafted content in support of the brand concept. The existing technological platforms have, along with their applications, enabled brands to create stellar public impressions, thereby boosting brand recognition, as well as recall.

A brilliant example of quality content-driven lifestyle branding comes from Nike’s recent ‘DO/Don’t’ campaign. The campaign plays on the brand’s iconic motto: Just do it. Nike went about creating a ‘self-confidence/motivation’ campaign using Cristiano Ronaldo, wherein they used animation and text to depict two halves of the football star’s personality: RonalDO, and RonalDON’T. The campaign involves comic video reels revolving around some of Ronaldo’s greatest career moments, extolling the virtues of believing in oneself. This campaign has been adapted to all platforms, both technological, as well as social.

• Research-driven

The whole concept of content marketing ultimately works towards user satisfaction, and more importantly, brand loyalty. This is only possible through content that intuitively fulfills all the expectations that consumers (readers) have on average when it comes to their brand interaction experience. E-commerce brands should make full use of the vast amounts of user data that are already available to them; and implement comprehensive user research initiatives. This will afford them the chance to better adjust, and empathize with user needs, thus shaping their content accordingly.

• Interactive experience

One of the most common arguments made against e-commerce as an industry, is that the adjoining experience makes very little room for the physical interaction between consumers, and displayed products. This however, no longer seems to be as mighty a concern, with various brands making innovative use of available technology, to create seamless, and highly intimate user experience. Having site/app content that assists users in such a way, is the key to winning their confidence, as well as loyalty.

Take Lenskart.com for instance. Being an online eyewear store, Lenskart created an interactive 3D software-based application on their site. Here, users simply need to click a series of pictures (using the device front camera)  of their face from different angles. The software then renders a manipulable, and accurate facial model, on which the buyers can apply, and view any of the available frames. This entire process has been broken down into simple steps, guiding users with basic, action-oriented instructions. The visual reference element made it easier for users to find their ideal frame with minimal hassle, which ultimately contributed to Lenskart growing into the fastest growing eyewear franchise in India.

So there you have it; 4 ways in which content marketing makes the life of e-commerce businesses simpler, and quite possibly longer. Still having trepidations? Just give us a ring. We’re usually free at any given hour-- provided you come bearing gifts of course.