You’ve heard it once and you’ll hear it a million times more: content is everything.
Content marketing presents a great opportunity to grow your Shopify store sales. Creating engaging content can help increase traffic to your site, and the more visitors you get, the more sales you can make.
Investing in content is especially valuable for Shopify merchants to boost their revenue, since a standalone Shopify store may have to compete against multiple marketplaces with thousands of listings for the same type of product.
Luckily, creating great content has a compounding effect that will help get your website in front of potential customers the more you invest in it. This article will go over a few ways you can start investing in your content marketing today.
But first, lets cover a bit of the basics. If you’re already familiar with content marketing, feel free to skip to the bottom of this article, where we talk about some useful ways to enhance your content and draw visitors to your eCommerce store.
What is organic traffic?
Organic traffic refers to the number of people who come to your Shopify store who did not click through a paid advertisement, but rather from an unpaid source. Organic traffic is usually generated through somone searching for a keyword on a search engine like Google, and then clicking through to your Shopify website in the search results.
The vast majority of clicks on Google search results are on the first page, with the #1 search result getting more than 31% of all clickthroughs. Beyond that, 75% of searchers will never click to the 2nd page of results, so getting your content front and center on page 1 is a huge priority for your bottom line.
Optimizing your website with relevant, strategic content to your target audience can help you draw visitors with high buying intent, and boost your overall domain in the search results for key words or phrases.
What is content marketing?
Content marketing is when you create different forms of content, such as blogs or videos, that may not explicitly promote your brand, but can stimulate interest in it. For example, if your store sells a variety of seeds and plants, part of your content marketing strategy could be to create a line of guides for first-time gardeners.
Traditional marketing is becoming less and less effective as consumers adopt new technologies. For online businesses, traditional marketing often may not even play in the space your business operates, creating an even bigger disconnect between ads and your products. When you consider this, content marketing becomes much more than its definition: it becomes a strategic marketing approach designed to attract and retain a clearly defined audience.
A whopping 70% of people say they’d rather learn about a company or product through articles than through advertising, and the same percentage of consumers feel closer to a company as a result of content marketing. And, considering that only about 33% of an eCommerce website’s traffic is returning visitors, it’s especially important to find creative ways to leverage content marketing to attract new, potential customers.
4 Ways to start using content to boost Shopify sales
We know what organic traffic and content marketing are, but one question remains: how can you use it to boost your organic traffic and sales? Since we know the more visitors to your site, the higher your potential of sales. Although this correlation is a good argument to use content marketing, it doesn’t necessarily tell you how you can strategically use content to bring traffic to your pages.
Try these tips to start attracting more visitors and watch your sales roll in.
Employ SEO and keywords when creating your listings and store description
One of the most effective ways to ensure you land on the front page of search results is through search engine optimization (SEO) and creating rich content that utilizes keywords. As you create your store description and product listings’ content, be sure to employ SEO strategies and keywords throughout.
For example, using the brand name of your product in your page URL, product listing title, description, and even in the alt tags on images and their descriptions.
Strategically place keywords to increase the chances of your Shopify store being seen on the search engine results pages.
Not sure what your keywords are? Make sure you do your keyword research instead of simply guessing. A tool like Ahrefs can help you identify the best keywords for your store and individual product listings.
Have a blog linked to your Shopify store
It wouldn’t make sense to try to cram all the keywords and key phrases into your Shopify listings – you’d end up with keyword soup, listings that are totally unattractive, and content that isn’t reader-friendly. This is where a blog comes in.
Having an active and insightful blog will give you an authoritive voice in your industry and help establish your business as a leader in your area.
For example, if your Shopify store specializes in camping equipment for the outdoor enthusiast, you can talk about more than just products in your blog. You can write posts about your favorite campsites or campfire meals, share long weekend camping trip ideas, and recommend winter camping necessities for colder climates.
Within each post, you can link to products you recommend. These types of digital advertorials inspire trust in your customers while also bringing meaningful and useful content to them.
Write guest posts for sites within your niche
When other websites include information about your Shopify store’s products, your credibility rises dramatically. Write guest posts for sites within your niche to link back to your Shopify store and attract potential buyers from there.
For example, if you run a camping equipment store, you might look for websites that share similar outdoor adventure information. You can write about the 5 best rivers to canoe in the Midwest, or the most challenging hikes in Alaska. These articles will bring a new voice to whichever website you partner with, and you can use your author bio as an introduction to your store, or recommend a few products within your article.
By offering guest posts, you introduce your brand and products to new spaces while delivering valuable, relevant, and consistent content to new audiences.
Having your content and products on other, trusted sites will also lend credibility to your business, increasing the likelihood of customers making a purchase.
Leverage influencer marketing
Word-of-mouth marketing is one of the most powerful forms of marketing for eCommerce businesses. This is a big part of the reason why influencer marketing is so successful.
Influencer marketing allows smaller businesses to compete with large, well-known brand names by leveraging the Internet’s most powerful voices to reach a particular target audience and spread the word about products or services.
Word-of-mouth referrals from online influencers works because their audiences trust their opinions, and your store can benefit.
Once you have some third-party content, such as a review or testimonial from an influencer, you can also share it across your social media profiles and on your website.
When it comes to content marketing, start by focusing on two types of articles (or videos, infographics, etc.).
- Evergreen content, which can be used again and again regardless of season
- Campaign-specific content, which lines up with particular seasons or events throughout the year
Evergreen content can be updated from time to time to ensure it remains relevant, but provides nearly endless opportunities for sharing.
Campaign-specific content may become outdated quickly but ladders up to your campaign goals. For example, think of the sales from a holiday gift guide.
With a little research, work, some creativity, and a content calendar, you can use one of the most effective strategic marketing techniques out there to attract visitors who are ready to buy.