The phrase ‘Content is King’ is one that we are all too familiar with, even though it’s been almost 20 years since Bill Gates, Microsoft’s founder, first coined it with reference to online user engagement. Today, its relevance couldn’t be more pertinent.
Online merchants now have countless options when it comes to choosing what type of content they want to engage their audiences with, whether that’s videos, blog posts, animations, memes, interactive quizzes, graphs and so much more.
Regardless of the type of content in question, the purpose of that content is to convert visitors into customers. Otherwise, that content has not done its job properly.
Content marketing done properly
Content marketing presents information to audiences in order to attract, build and retain customers. As mentioned above, information can be presented in countless formats including the written word, product videos, photos, guides, blog posts, short descriptions and much more.
In order to convert your content and make a sale from it, that content needs to help visitors find exactly what they are looking for. When you clearly demonstrate why they should buy your products or services and how your product offers exactly what your audience is looking for, the chances of your content converting become much higher.
Creating a community spirit
One way of doing this is to make your customers feel as if they are part of a community, which will keep them coming back to your business time and time again.
U.S. shoe and fashion retailer, TOMS, is a classic example of a brand that uses content marketing to make customers feel a part of its community. This business, which started off incredibly small, is now a major international retailer with a wide product offering of sustainable clothing, coffee and handmade goods. The TOMS blog is filled with feel-good stories and inspiring photographs of children receiving shoes and other items from the company’s donation programmes. Consumers get deeply involved with the brand which undoubtedly inspires them to visit the website on a regular basis and of course, shop for more items.
Make it easy for customers to find what they are looking for
Another online merchant that maintains consumer interest with its content is Athleta, which offers a wide array of running, athletic and yoga clothing in addition to swimwear. The website is easy to use with a convenient Swim MIX + MATCH tool that gives shoppers the opportunity to combine thousands of styles and prints for the ultimate swimsuit. Information is in-depth while there is a vast range of clothing options to choose from. This website combines high-quality images with carefully worded content and an interactive web design that focuses on user experience. All of these features contribute towards the fact that this is a highly successful brand with a huge client following.
Closing thoughts
With so many content marketing options to choose from, it can be tempting to cram as many as possible into your content marketing strategy. But quality should always prevail over quantity so that your shoppers feel valued, respected and above all else, so that they feel as if they can trust you as a retailer, shop with you on a regular basis and recommended you to others.
Need our help?
If you’re struggling to create a content marketing strategy that converts, get in touch today. We are a leading digital and marketing agency offering professional, engaging services that definitely convert! Visit our services page to see some of the many brands that we've worked with, or contact us to speak with a member of our team.
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