✍️ The problem (and solution!) of content marketing for e-commerce

Content marketing is an integral part of the e-commerce landscape. From research by the Content Marketing Institute it appears that 92% of B2C organizations do content marketing. But: only 26% think they are actually doing this successfully.

Moreover, success is mainly achieved with the 'soft' business goals: generating brand awareness, creating trust and credibility and sharing knowledge with the customer were numbers 1, 2 and 3.

The money metric - how many euros of extra turnover does content marketing bring us - only comes seventh.

And that while really good content marketing for web shops has a big impact on money. This requires that you work with personal rather than generic content. Only when that is the case, the “soft goals” of content marketing are converted into hard euros.

What exactly is that about? And how do you, as a webshop, make your content really personal? We're going to explain that.

Would you prefer a real-life case? Then check out this article: At Toppy, decision aids are an integral part of the content strategy.

Content marketing for web shops in 2022

An important part of content marketing for web shops consists of writing articles to inspire customers. For example, think of 5 ways to keep your kids entertained on vacation, 10 fashion tips for spring, These leaf blowers will blow you away, and How do you choose your ideal backpack?.

The purpose of these types of items is to be seen as the expert as a webshop, and to easily help the customer get started from that position. Of course, this is super convenient for the customer, but also for the webshop. Because it's exactly this type of content that ranks highly in Google's search algorithm.

But despite the fact that the vast majority of these types of articles are of excellent quality, well-written, with good images and correct (technical) SEO, we still have to conclude that customers drop out quickly. Compare the average 'time on page'of your blog articles, but agree with the estimated reading time.

The problem of content marketing for web shops today

The “expert content” of web shops has one (significant) disadvantage: this content is static, generic and not personal.

A blog like The best backpack for a backpacker is difficult to write, because you know nothing about the backpacker in question. The 'best' backpack depends a lot on whether you're going to tour Vietnam for two weeks, hiking in Limburg for a weekend, travel around South America for three months, or cross the Arctic Circle.

You can make your content more specific (Three ideal backpacks (if you're going to travel through Asia for two weeks), but this in turn ensures a smaller range. You can write a 'guide' - how to choose a backpack that fits you perfectly - but reading a thousand words is usually too much to ask for the average customer. It's an attention span that most customers simply don't give you.

And even for customers who do read an article, the threshold is high. In addition to reading, they must understand, interpret and apply the content to their own situation. That is quite a task.

The advice and inspiration content therefore works well for the attracting of webshop visitors, but does it really have an impact on conversion and turnover figures? Well, no. For this, content is too generic, complex and... boring.

In other words: eyeballs are not euros.

We know: for many marketers, sales a dirty word. And this is no different when it comes to content marketing. For example, 65% of marketers are concerned about the dividing line between the customer's information needs and the organization's sales goals. And 37% want to create valuable content instead of sales-oriented content (well). For many marketers, it's about “helping”, “inspiring” and “assisting” customers.

However, a customer is not helped with a blog article. Such an article is a means, not an end. For the customer, it remains a time-consuming puzzle that stands in the way of the desired result: buying a product that makes them happy with as little effort as possible.

Bridging the gap between content and euros

What are the counterparts of generic, complex, and boring? Personal, easy and fun. If we really want to make our content marketing work for us and our customers, that's what it has to be.

That is why the use of interactive content - such as a decision aid or a quiz - is on the rise. It provides an experience and helps a customer in 5 clicks - instead of 500 words - to personal product advice. It is the ideal short cut: maximum results with minimal effort.

Interactive content meets the customer's current needs, expectations, and attention spans. This is how 96% of people make that starts with a Buzzfeed quiz, he actually finishes. And 89% of all decision help sessions result in advice.

With a decision aid, you bridge the gap between your generic product range and that specific customer. You're still 'luring' visitors with beautiful SEO content. But then you can really help them with a personal, easy and fun way their best product.

And this doesn't have to be difficult. In fact, a decision aid is nothing more than an interactive version of most of the inspiration and advice content that has already been written. As an online store, if you want to shift your focus from acquiring to activating - helping people buy - then a choice aid on your content pages is absolutely essential.

Curious about practical examples? Check out these case studies:

• At Toppy, decision aids are an integral part of the content strategy
• Cortina is talking from the bike shop, also online.
• How Goossens achieved 138% more conversion in 3 weeks

Want to get started yourself? Schedule a demo with us. Together, we ensure that you can help your customers better and that you translate your beautiful content into concrete results.

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