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Content marketing is to e-commerce as a shop assistant is to sales.

No, it is not an exaggeration but a reality. When you enter a store, you encounter two types of orders. There is the one that will lead you to buy one or two more clothes than you wanted and the one that will make you lose the desire to ask for advice.

How do the two types differ? In the attitude and completeness of information, they will give you to make you buy the most expensive items in the store. For example, do you know that there is a psychological trick that shop assistants are taught to get you to buy exactly what they want?

It is based on reverse psychology and is used a lot in online marketing as well. For example, a good salesperson will never offer you the garment she wants you to buy but will always start from the most expensive and, consequently, the most beautiful. 

You will look at that shirt; you will see the price. Price is the amount of money required for a product or service. In a broad sense, the price is the sum of all, and with a simulated disinterested air, you will say that you were looking for something else in reality. Here, the shop assistant’s trap has been activated. She will offer you, immediately after, a garment that is very easily accessible for you but which you do not like. Coincidentally, that garment is always present in the shop. It never sells.

This time, moved by a sincere thrust of disappointment, you will say, “mmm nice, but no, we are not there.” At that point, the good saleswoman who knows her stuff will offer you a € 70 garment that can be discounted very casually.

You, who have already been in the shop for a while and would like the € 150 t-shirt but can’t buy it, opt to “settle for it.” But, unfortunately, you just played the game of the expert saleswoman, because she is the very garment she wanted you to buy.

A good saleswoman always makes a difference in a physical store. And on the online one? There is no natural person who gives you advice on what to buy; you cannot ask for information. You can only rely on the photos and product descriptions you see.

This is exactly what content marketing is for: it’s your virtual job. The category descriptions, those of the product sheets, and in general, the communication of your site are all based on sound content.

Simple, direct, informative texts: this is how those of your e-commerce must be.

Content marketing for e-commerce: much more than just texts

Most of the time, when it comes to content marketing, we forget that this area is much broader than the simple concept of “written text.” Content marketing also includes:

  • Video
  • Podcast
  • Photo

Images, in particular, play a vital role in an e-commerce strategy that aims at conversion. In web marketing, conversion means when a user takes a specific – measurable – action that is important to your business. Examples are access to the site, the visit of In this article, it is explained in detail.

In the specific scope of analysis, we are considering now. Only videos and photos can support texts. Although it could easily fall into the strategy, the podcast would require an unsustainable workload for an e-commerce store, significantly if the number of products exceeds 100.

So we will only analyze the texts, photos, and videos. In this sense, content marketing could be beneficial for the sale of your products.

A little more on, we talked about the role of the saleswoman and the fact that in the physical store, this is covered by content marketing. This is the case, as there is nothing better on an e-commerce site than a well-done product description.

The real problem of those who buy online is trust. Content marketing helps bridge this gap – how? Now we see it.

As always, I will give some examples to understand better how to structure an effective content strategy for your e-commerce.

Example 1

I need to buy a camera. I want the best one because I have decided that I want to start studying photography. I am looking for a reflex. After visiting many sites and comparing the prices, I decided that site X is the one that convinced me the most. At least for the price. On the other hand, we are talking about a costly purchase, and I want to make sure not to make mistakes.

The product sheets of online stores that sell technology products, such as cameras, have a huge problem:

Copy the camera information from the manufacturer’s catalog.

There is no more wrong action to take. In this case, I am looking to buy a camera; whether I am an expert in the subject or not, I was hoping you could give me all the most critical information.

I want to know if the camera suits my desire to go nature photography in the woods. 

Then I want to be seduced by what this camera is capable of making me immortalize. I want to imagine myself taking the photo; I want to experience the experience through words.

How can I get all this? With content marketing. It would be a brilliant idea if the online store put a short 1-minute video on each product page in which the camera is shown to me. Indeed, this choice of content would be winning. In addition to photos, videos, they allow you to have the sensation of “touching a product with your hand.”

I always say that when you sell online, you make a big mistake: you think about selling the product, putting pressure on the price. That’s is where content marketing should step in.

You have to sell the product experience. People want to dream, even when they buy an appliance. A competitor is a company in the same sector or a similar sector that offers a similar product or service. Could be…, for the contents, it must be the ability to make the sensation of intangibility feel as little as possible.

Anyone who wants to buy a camera online wants security and information. So writing a good product sheet, perhaps accompanied by video and beautiful photos, is your competitive advantage.

Example 2

I want to book a trip, but I don’t want to rely on agencies. Plus, I’m alone to rely on travel organization sites for singles, like WeRoad.

Let’s analyze this service sales site.

As soon as you enter the home, you immediately see a video that shows you the groups of travelers who jump off a cliff to dive into crystal clear waters, explore the jungle, travel aboard characteristic cars, enjoy a sunset altogether.

They are all happy, of course. Target refers to a group of potential customers to whom a company wants to sell its products or services. The Target is consequently also of this business are singles, and therefore we know that it is not enough to show the beauty of the places you are going to visit. Excellent photos are not enough; you have to show more.

Thing? The beauty of traveling alone, without being afraid of meeting unsavory people. The site shows you who you will travel with, and you can select your destination according to your needs.

They will organize a trip for you by filtering your other companions by age, job, and interests. Then there is a filter that shows you itineraries based on prices. The UX of this site is very well done: intuitive and straightforward to understand.

It is always e-commerce that we are talking about. Except that a service is being sold here, and the content marketing must be flawless.

Beautiful photos, enticing videos that make you smile – sitting at the desk in front of your pc – and very well-described cards. There are no long texts. Instead, you are informed about the trip, the mood – another filter based on which you choose the trip – and the type of physical commitment it requires.

There is a particular message that reaches the target immediately:

You choose the destination. We take care of everything, even our friends. 

And that’s precisely how it works. Those who arrive on Insurance sites like these do not want to face difficulties. So he has no friends to involve in the trip he wants to do, and that’s why he chooses WeRoad: because he does it for you.

And judging by the videos, he is not wrong. No?

As you can see from my two examples, content marketing plays a pretty decisive role.

Whether you sell products or services, the content marketing strategy – texts, videos, and photos – is your winning weapon to go “from click to customer.”

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