One of the most difficult aspects of running a Shopify store is to attract customers and a great way to tackle this is to utilize Shopify content marketing. In this guide, I explain the purpose and benefits of this strategy, show you the main techniques, and arm you with a series of tips to optimize your eCommerce content marketing.
At its most basic, content marketing is the process of creating online material that aims to increase interest in your brand and its products/services. It’s not direct marketing and promotional material but serves a similar purpose and the main benefits include:
Firstly, you increase brand awareness and get your store out on the internet. This ultimately leads to more traffic, an improved brand reputation, and hopefully more sales. Content marketing also contributes to SEO for Shopify stores through backlinks, keyword usage, and the consistent publishing of high-quality content.
The term content marketing applies to a wide range of different items and it’s important to understand the techniques you can use. Below, I have listed five of the most effective methods.
Nothing beats a well-written and engaging blog post for Shopify content marketing! Most businesses and Shopify stores run a blog with articles that complement your products and services and give customers additional info or a fun story they can relate too.
I feel that infographics are criminally underused but they can be an incredibly effective type of content marketing. These are larger images that provide info using a mix of text and images on a specific subject.
You can use graphic design platforms like Canva to produce infographics and they can be integrated into your blogs, social media content, and website content.
Video content is steadily taking over the world of content marketing and this has been pushed by the rise in popularity of video content platforms like YouTube, Twitch, TikTok, and Instagram.
Many businesses create short video content on these platforms such as YouTube shorts or Instagram stories and they can be a really effective form of Shopify content marketing.
How many millions of people worldwide use Facebook, X, Instagram, and TikTok daily? Social media is now part of many people’s daily routine and it’s an invaluable source for your Shopify content marketing.
Building a social media presence is a great way to publish new content, link to your other content marketing pieces, and improve brand awareness. It also gives you a more personal means to engage and interact with your customers.
Although press releases are less common, they are still relevant for digital content marketing and can also help boost your PR campaigns. The press releases shouldn’t be specific to new products or services as these wouldn’t typically count as content marketing.
Instead, you could make press releases relating to new business partnerships, working with charities, or some improvement you’ve made to your company for example.
So, we know the main TYPES of Shopify content marketing, but how can you make your strategy shine? To help, I have listed some simple Shopift content marketing tips below.
How often have you switched off when reading a blog or a social media post because it’s BORING? Your Shopify content marketing is only as good as the underlying quality of the content itself.
Make sure that your content is fun, and unique, stands out from competitors, and actually gives users a reason to continue reading!
Your content marketing must be tailored to your specific audience otherwise it will fall short and not be as effective. This means you must research your target audience and look at important demographics like age, gender, location, and spending habits.
With this info, you can tailor the tone and style of your content marketing to align with the voice of your customers.
As with any online campaign, you MUST track the data and periodically review the results. Without this continual tracking and reviewing, you will never know if your Shopify content marketing strategies are working or how you can improve them.
Shopify analytics is incredibly important and you should schedule weekly or monthly meetings where you analyze the results and look at metrics like website traffic, conversions, and ROI.
Content marketing is an integral part of creating a successful Shopify store and if you haven’t already started, it’s something I urge you to delve into as soon as possible! A successful Shopify content marketing strategy can boost your SEO, increase store traffic, and lead to improved conversions and sales.