Here's how you can put ‘content' to use not just to drive sales and traffic but other factors also

A lot of marketers put their efforts into traditional marketing campaigns to drive traffic and boost sales. However, opting for a more organic approach to attract as well as convert visitors can offer a noticeable boost in your sales and the customer lifetime value. An e-commerce store, on an average, gets sales of only 2.86% out of its total website visits.

Undeniably, an essential element that has the power to contribute to the success of an e-commerce business is ‘strong content.’ But the question is, how do you make use of ‘content’ effectively to boost sales? If publishing content through Instagram, Facebook, Twitter, and other social platforms through the means of text, audio, and video formats were all it took to attain more profits, then the market would be flooded with booming businesses everywhere; however, that’s not the case.

In this article, let’s take a look at how you can leverage content to not only drive online traffic and sales conversion but for other factors such as:

1. Educating audiences

It’s genuinely challenging than ever to stand out from your competitors with your content marketing efforts. So, what can you do to cut through content creation? Well, it turns out that it’s highly possible to top the game in the existing, highly-competitive industry by producing long-format articles on engaging topics such as ‘10 ideas of gifting’ or ‘How to choose the perfect attire for your office’ among many others. Google SERP is primarily dominated by articles that fall in the range of 2000 to 2500 words in terms of length. Such articles tend to be detailed and informative that provides authority to your store and also enables smooth SEO action on it. Remember, the only way to gain the trust of the audiences concerning money is by offering the desired knowledge and guiding them whenever necessary.

2. Maintaining relevance

The most crucial part about existing amidst Gen Y and X is: You can’t just say things, you must prove and live by them. Relevance is the key to attracting youth and topping the list.

Without a doubt, the preference of the older generation inclines towards brick and mortar model as compared to online shopping due to reliability and convenience factor that it offers. On the other hand, the youth of today’s generation prefers online shopping and things being delivered at the doorsteps at the touch of a button. But does content have a role to play here? It sure does!

Savvy marketers would agree that creating short and crisp social media content along with catchy SEO-specific product descriptions, is a great way to pin down the young visitors. By adopting a casual and straightforward tone with a style unmatched, you can maintain relevance, gain the trust of the audiences, and compel them towards hitting the BUY button!

3. Site authorisation

To rise above the rest, you need to know some basic principles. E-commerce sales aren’t just about implementing the tried-and-tested secrets for driving traffic or navigating your way to the top of search engine results pages. Online marketing is mostly about creating authority and driving traffic to the platform over time. If you fall behind the track in terms of site authorisation, then you are less likely to have Google’s trust since trust procreates authority with time. Similarly, if the content on your site is able to guide and help the visitors purchase the products they are looking for, the potential of winning their trust increases twofold. Nothing happens overnight. Create more and better content, absorb the rules of driving potential consumers to your site, improve the authority, and churn profits.

4. Building brand awareness

The process of building your brand awareness doesn’t take place overnight, but it’s one of the most important goals to keep in mind for running a business. The best way to achieve this is through content marketing. As per a study, nearly 48% of online shoppers have a fixed e-commerce platform to go to. This clearly indicates that these highly sought-after e-commerce platforms have established themselves in the eyes of consumers as the go-to brands. But what got them there and how you can reach that position of preference? The answer is, content! Your content creates this distinction and highlights the qualities that set your brand apart from the competitors. Consider generating blogs, guides, and articles that will appeal to the interests and values of your audiences.

5. Leveraging the power of keyword stuffing through substitution

With a ban on keyword stuffing, wise marketers are effectively substituting it with long-form articles and blogs containing keywords that are used more than once. In short, as opposed to a short 500-word article, one can post a long 5000-word piece to engage and educate the audience and leverage the power of keywords. This helps in boosting the visibility of your content through a single article and in a more authorised manner. 

As rightly said, content is the king – so, the better and more transparent you are, the more successful you’ll be at fostering relationships that sustain beyond the point of sale.