Trends Impacting E-Commerce Content Marketing

By: David Tile | Founder @ Article-Writing.co
Posted On: February 04, 2020

When it comes to developing your content marketing efforts, it’s important to understand that you need to customize your efforts for the niche that you’re working in. What this means, in essence, is that there are different trends that may impact one business type, from the type of content your audience wants to the material you want to cover.

We’ve reached out to some of the foremost experts in e-commerce in order to see what trends they see making an impact in the world of e-commerce, and how they are acting on them to shift their plans for the best results.

1. Multilingual SEO

From our point of view, one major content marketing trend within the e-commerce sector is the rise of the international content marketing strategy with a strong focus on multilingual SEO and video content.

Traditionally, e-commerce companies operating internationally have been content with simply translating their website and product descriptions, and perhaps the odd blog or video. But for those companies that are serious about driving sales globally, they are beginning to realise that this strategy is no longer enough.

International content marketing is a method of creating or adapting content to take into account the linguistic and cultural nuances of your target market. Indeed, this is particularly crucial in an international SEO strategy. To ensure that key phrase research, image tagging, content optimisation and building domain authority are truly effective on a global scale, e-commerce companies are beginning to invest in professional translation and localisation services to ensure that their content is not only language and region-specific, but culturally relevant.

Alex-Michelle Parr
Managing Director
Wolfestone Group

2. Data-Based Stories

Data based stories will become the holy grail of content marketing in 2020. More than 2.5 million posts are published every day on WordPress alone and that’s less than half of the entire web. It means you need something extraordinary to stand out from the crowd. Top 5 or Top 10 lists will not take you very far but if you can spend some time and effort to create a data-based story and create something newsworthy, that single piece ofcontent will produce more results than 10 ordinary pieces combined.

Sadi Khan
Content Marketing Manager
RunRepeat

3. Adapting As Other Trends Die Out

The most significant trend that we’ve seen in eCommerce has been that many of the brilliant gimmicks common in the industry have become more ineffective as users fatigue to the novelty. In fact, the trend in eCommerce for the coming decade seems to a be a return to simplicity and service that has only really been achieved by Amazon. You should expect to see the most successful eCommerce stores of the next few years heavily focused on retaining customers and branding their products beyond just being a company that you buy from once to never buy from again. Quality product suppliers are now more easily available online, which means that the stores selling poor quality at cheap prices have much steeper competition with similar prices and higher quality offerings. We expect to see major industry shakeups and have already started moving towards an entirely consumer-focused strategy for the near future.

Alex Kehoe
Co-Founder & Operations Director
Caveni Digital Solutions

4. Adapting To Voice Search

According to 2018 reports, the monthly amount of voice searches reached one billion, and it predicted that the number would keep on rising. As per reports by QuoraCreative, most smart devices answer about 60% of queries accurately and correctly. Thus, brands are focusing more on voice searches via smart devices.

A way to follow this trend is optimizing your content to voice search before your competitors. Understand how consumers conduct voice search to create effective & specific long-tail keywords.

Hima Pujara
Digital Marketing Executive
Grupio

5.VR-Style Images 

We see more and more VR type images for products online, which can greatly help the visitor to purchase. But due to being a small business, we just don’t have the budget for that type of capability yet. A new release with the Shopify platform in beta is the ability to have your main product images as 3d images or video. This will be very powerful for us. While it is in beta, we are working it into a future theme we are releasing in the summer. We hope to be one of the first jewelry businesses online using this new creative way of marketing their products.

Jeff Moriarty
Marketing Manager
Moriarty’s Gem Art

 

6.YouTube/TikTok 

One of the major trends is utilizing video to promote your products on TikTok and YouTube. Creating a presence on TikTok can be challenging because you need to post consistent videos.

I have started a YouTube channel for my store’s blog, but haven’t started with TikTok yet. Other store owners I know have used TikTok and speak highly of the platform. A goal in 2020 is to create a strong following on TikTok.

Becky Beach
Founder
Mombeach.com

7.Smarter Formatting Methods 

person taking notes

Content marketing is all about digestible valuable information that is presented in a colloquial way. It’s important to present information in the format in which people are interested in the format in which they are already searching. This makes the content feel more like a conversation as opposed to an encyclopedia that they have to dissect to understand.

We structure all of our content around search keywords and actual queries so the customers are able to find the information they need quickly. We’re also able to add links, forms and internal links to ensure that navigation around our site is simple and efficient.

Slisha Kankariya
With Clarity

8.Site Flow 

People are beginning to pay much more attention to site flow. This isn’t just UX (user experience). Content marketers are beginning to realize that simply generating traffic with content is only half the battle. The user then has to prompted to perform some activity with marketing value. That activity can be visited a related post, downloading a white paper, filling out a form, and so on. Whatever the activity is, it must make sense within the user’s customer journey.

Brandon Towl  
CEO and Head Writer
Words Have Impact

9. Optimizing Title Tags

Title-tags decide how search engines read your title. It’s also the first thing searchers see on a search engine result page (SERP) after typing in their query. Optimizing your title-tag will ensure your page is populating on a SERP when consumers are searching for relevant queries. You can optimize your title buy utilizing third-party tools such as SEMrush and finding the best terms based on search volume and relevance.

Stuart Leung
VP of Marketing
Breazy

10.Developing Social Media 

person working on lap top

If you want to run an effective e-commerce business, it’s indisputable that your social media content needs to be thriving. Telling people what your business is all about is no longer good enough — you need to show them. Social media is the perfect tool to do exactly that —showcase your brand with visual effects. While selling your product or service is always your ultimate goal, a captivating social media helps embellish the lifestyle that your target audience desires by enticing their emotions, memories, and dreams. However, the content you share also needs to be engagement worthy. Consumers today want to engage with their brands. Even if you’re sharing an adequate amount of content, it won’t matter if no one is interested in it. 

At Maniology, we make it our all to post as much as we can on our social media so that we can not only show our audience our products and latest features but to engage with them as well. As mentioned earlier, consumers today want to engage with their brands, but they also want their brands to react and to engage with them back. Knowing how much social media has evolved and become important for many over the past decade, this trend will surely be a vital tactic for e-commerce businesses moving forward. 

Kara Crail
Marketing Copywriter and Social Media Coordinator 
Maniology 

11.Building Around Long-Tail Keywords 

I think that voice search may become huge in the future, but we don’t know yet. Marketers and SEOs are all making their bets on voice search, without knowing the impact it will have. However, one thing that does stem from voice search is long-tail keywords. Optimizing your content for your specific target market will be the key to winning a large number of customers through SEO and content.

The reason why many businesses don’t optimize for these keywords is that they don’t see the potential – long-tail keywords have fewer searches and they won’t reach a large audience. At the same time, they are easier to rank for and there is a stronger search intent behind them. This the right way to make a major impact with little effort.

For several of our companies, we started implementing this tactic by using long-tail keywords as the basis for our content efforts. For example “best time to visit scotland” which is a keyword that doesn’t get many monthly searches, but those people that search for it have a really high chance of booking a hotel room. On the other hand “things to do in Scotland” has 3x the search volume but it’s also three times more difficult to rank for. So the recipe is, low search volume, high intent, low difficulty.

Adam Hempenstall
CEO and Founder 
Better Proposals

 

12.Blogging 

The major trends that I’ve started to see E-Commerce companies adopt is the creation of their own websites and blogging. While these two aspects are content marketing basics and are used by businesses in many industries, E-Commerce has generally been focused on selling products on well-known sites like Amazon, since name recognition is often non-existent. These platforms give smaller companies a chance to compete in the competitive marketplace. However, if you wish to grow, you need to think outside the box and use different online marketing methods to set yourself apart from your competitors.

We realized that we needed to start adopting these two trends in order to grow the company. We began working with an online marketing company to build our brand online through our website, social media, and through blogging. High-quality content on our website combined with SEO has helped our company rank on the first few pages for several keywords, which has been amazing for our brand. Additionally, we started creating relevant blogs, which might seem odd for a battery company. However, you’d be surprised how we’ve been able to answer important questions for users through our blogs, not to mention it greatly helps with content marketing. Our blog is even our second most popular page on our site, next to our home page! Though we’ve just started content marketing through our website this past year, we’ve already seen an increase in organic traffic in 2019. This year we hope to get more aggressive with our content marketing strategies since we’ve seen such good results.

Leo Chen 
Director of Operations
Voniko Batteries

13.Relevant Content 

sticky notes and other brainstorming documents

Content marketers are no longer just stuffing associated keywords into their content, and calling it a day. With so much content on the internet today, your content must be relevant to the problem consumers are looking to fix. This means finding out what questions consumers are asking in your industry, and answering those questions with relevant and useful content.

At RushOrderTees, we implement these strategies by figuring out what questions people have about the custom apparel industry, and answer these questions with demonstration videos on social media and how-to guides on our website. The keywords you want to be associated with will naturally occur with this type of content, and the content will provide value to the person reading/watching.

Michael Nemeroff 
Founder
RushOrderTees

14.Personalization 

One of the major trends that are impacting how we move forward with e-commerce content marketing is personalization. Personalization leads to engagement and loyalty. There is too much information out there so in order to differentiate ourselves from the rest, we base our content based on various factors such as demographics, geography, lifestyles, etc. We are also honing in on search intent. With voice search and the customer buying journey becoming a very important part of eCommerce, it is vital to adhere to your audience by showing them you are a trustworthy brand through your content.

We have been acting on these trends and continue to adapt to the changing nature of content marketing. In regards to personalization, we are watching out for the latest trends in beard grooming using various tools such as Google Trends and search intent using Google Search Console. We are able to see what our audience is looking for and provide content based on their needs. An example could be how seasons can affect your beard grooming and how to apply those grooming techniques based on the seasons.

Raphael Munir
CMO
GroomingHut

15.Backlinking

We focus heavily on the backlinking strategy. We want to round up a list of very highly acclaimed and successful resources, provide value to them and thus get featured on their website. This would help us raise our Domain Authority and get more traffic.

We can implement keyword strategy on our own. Similarly we can manage on-page SEO also on our own. But if we have a high DA, and are supported by quality backlinks from high authority websites – this makes us look important to the Google crawlers. This automatically and organically ensures higher rankings for us in the search results. It is a slow strategy but with a long term perspective and something which will yield results for long.

Saurabh Jindal
Founder
Talk Travel 

The ultimate goal of content marketing is offering your target audience information and materials that will engage them and motivate them to choose your business. 

Seems easy, right? 

Often, companies will simply share general content to please everyone. But let’s be honest: you can’t win them all. And that’s okay! 

Rather than throwing a line and hoping the fish will bite, create Thought Leadership content strategically catered to your target market. Consider the people who would genuinely need or care about what your business offers, rather than wasting time, effort, and resources on creating general, unfocused content. Successful content marketing involves promoting your products and services to the people interested in the subject matter, who will read the content, click on your company website, and take action. 

As an executive of an organization, you are a valuable piece of the brand. Consumers want to know about the human presence leading companies, in order to understand more about the company’s values and goals. 

Take advantage of your position as an industry expert and share extra content to attract more attention to yourself as an industry leader and your company. Your quality content will build your reputation as a reliable voice to earn your consumer’s trust. However, if it’s not focused on your target audience, you won’t earn many conversions from your content. 

Consider these techniques to guide your Thought Leadership content so it can expand and strengthen your loyal consumer following:

  • Identify your target audience by reviewing your current consumer data and identifying who is investing in your business or reacting to your thought leadership materials so far. Look for trends to find why these people are interested and if others like them haven’t been reached yet. 
  • Conduct customer research to learn how they will respond to your thought leadership content. Request participation in surveys, polls, social media comments, and more to learn about your existing impression on your audience and how you can improve your platform. 
  • Create target audience character profiles. Identify their interests, demographics, pain points, needs, and desires, and write to them.
  • Find where your current and potential audience is active online.  Catch their attention by being active and sharing your content marketing materials on these platforms.
  • Pull inspiration from other Thought Leader examples. Research other executives within your field who implement successful content marketing through their personal platforms. Learn what qualities make their content attractive and why readers respond to it positively. These examples can offer a base for you to visualize what you want to achieve. 
  • Recognize your strengths as a Thought Leader. Often, leaders aren’t necessarily aware of the unique talents that give them an advantage in their industry until asked. Reflect on what topics you know best and how to input your insights to humanize your materials, make them original and more engaging for your audience. 

 

Case Study: How Strategic Content Marketing Can Broaden Your Audience

In our client strategy calls, our team will interview our expert clients to learn about their industry expertise and find out what’s meaningful to them, their business, and then identify who we believe to be their target audience. We use these insights to inspire our content subject matter and tone to create impactful content for their current and potential consumers.

Dr. Desai’s COVID PreCheck App Content Marketing

For example, our client, Dr. Nitin Desai, approached our strategy team to create content to promote his COVID Pre-Check app. His innovative software is intended to help employers ensure their employees who enter the office are COVID-free, providing a safe environment by eliminating the chance of spread. 

Our team of strategists recognized that with Dr. Desai’s thorough professional knowledge around the COVID-19 virus, he had the potential to become a reliable voice in a culture of people seeking answers. We created content for Dr. Desai that focused on sharing COVID-related insights to reach a wider audience, which has been a successful mission. Our thoroughly planned content reflected his industry expertise, which brought him attention from various media outlets and publications, including Forbes

By reaching out to our professional content marketing team, Dr. Desai achieved his goal of promoting his groundbreaking app, while also positioning himself as an authoritative voice in his field. Our team learned about his voice, discovered what was meaningful to him and his target audience, and optimized this to create focused, engaging content that broadened his consumer scope. 

Ready to Invest In Your Article-Writing.co Thought Leadership Package? 

At Article-Writing.co, we understand that you have a lot on your plate. Let us share your voice on your behalf, so you don’t need to add more time to your busy schedule to write your own content marketing. Our strategists and creators will develop a plan to create engaging materials to represent your Thought Leader brand through your own specialized Thought Leadership Package

Let us help you strengthen and broaden your consumer base for continued professional success. Book a call today.