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9 Ecommerce Content Examples To Inspire Your Marketing Campaigns

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9 Ecommerce Content Examples To Inspire Your Marketing Campaigns

Content marketing is tough to get right, but once you do, the results can be incredible – especially for ecommerce brands.

More traffic from Google? Check.

More leads? Check.

More trust built with prospects? Double-check.

Unfortunately, it’s not as simple as blogging randomly about topics you pull out of a hat.

With a strategy in place including research on who you’re targeting, what keywords to use, which topics to cover, and how often/where to post content, you’ll differentiate yourself from the run-of-the-mill brands posting forgettable blogs no one cares about.

(Spoiler: Most of the brands posting content on the internet fall into this camp, as 90.63% of all web pages get no traffic from Google, according to one Ahrefs study.)

Instead, your web presence will be memorable, and more importantly, needed in your space.

To inspire you about exactly what great ecommerce content marketing looks like, let’s explore nine examples from a wide array of industries.

1. Studio McGee

Looking for an ecommerce content marketing example that manages to combine product links with written content in a non-salesy, totally helpful way?

Look to Studio McGee, an interior design brand that also sells its own line of home goods.

Screenshot from Studio Mcgee, January 2022

On their blog, they focus on helping you create beautiful rooms in your own home, with inspiration from their designs and products.

Studio Mcgee table lampsScreenshot from Studio Mcgee, January 2022

It’s a tough balancing act, but Studio McGee manages it with aplomb.

The product links don’t scream at you, they gently nudge – and the beautiful product photography certainly doesn’t hurt.

2. BarkBox

Every pup’s favorite subscription box brand also has a great content marketing strategy.

Check out their content hub, Bark Post, for news on fresh and trending products, upcoming boxes, and keyword-focused, fun blogs that bring dog lovers straight to their virtual doorstep.

9 Ecommerce Content Examples To Inspire Your Marketing CampaignsScreenshot from BarkBox, January 2022

3. Lush

Lush, a cruelty-free, vegan beauty brand, is a great example of a retailer doing ecommerce content marketing right in various formats.

In particular, their video channel is full of targeted, engaging content, from whimsical animated shorts to “how it’s made” videos on their most popular products.

With millions of views on most of them, Lush obviously has their video strategy nailed.

Lush cosmetic youtube channelLush Cosmetics North America YouTube channel, January 2022

4. Almanac

Are you familiar with the annual magazine, The Old Farmer’s Almanac?

It’s the longest-running publication in North America, starting from the original version that circulated in 1792.

Today’s publishers also sell cookbooks, calendars, gardening guides, and more.

9 Ecommerce Content Examples To Inspire Your Marketing CampaignsScreenshot from Almanac, January 2022

Well, this practical staple also has an online presence, Almanac.com, complete with a full roster of content on gardening, weather, food, astronomy, and the yearly calendar.

In particular, their Growing Guides are impressive and exhaustive, giving you all the info you need on growing just about anything under the sun.

Almanac growing guidesScreenshot from Almanac, January 2022

The content here offers a doorway to their extensive library of books and guides for purchase.

5. Patagonia

For ecommerce content marketing that’s more story-focused, look no further than Patagonia, a retailer specializing in all things outdoors.

Patagonia landing page headerScreenshot from Patagonia, January 2022

On their blog, you might expect to find articles about how to gear up and get into nature and outdoor sports, but instead, you’ll find thoughtful pieces on conservation, nature, and the culture surrounding outdoor adventuring.

Nature focused stories on Patagonia siteScreenshot from Patagonia, January 2022

Patagonia knows its earth-conscious, nature-loving audience well, and its content reflects that.

6. Artifact Uprising

The folks at Artifact Uprising are print design and photography experts selling photo books and other printable, commemorative gifts, and their content marketing reflects that expertise perfectly.

Artifact Uprising websiteScreenshot from Artifact Uprising, January 2022

Their content taps into the art of creatively capturing memories, which fits their audience to a T.

7. Grammarly

If you write at all within your work or school life, you may rely on the Grammarly app to help your text stay clean and clear of errors.

You can also count on the Grammarly blog for comprehensive writing advice, how-to’s, and grammar tips.

Grammarly article on oxymoronsScreenshot from Grammarly, January 2022

Just like its writing tool, Grammarly’s content is all about helping you write your best.

In many cases, it’s also keyword-focused to bring in those people searching Google for writing answers.

8. Book Of The Month

Book of the Month is a book subscription service that features five curated new reads for users to choose from each month.

Their content marketing is, of course, centered on reading and choosing just the right book.

For example, check out this custom flowchart that helps you pick out your next read based on various either/or scenarios, and lead you to their monthly selections:

Book of the Month: flowchartScreenshot from Book of the Month, January 2022

9. Food52

A hub for food, recipes, home, the kitchen, and eating, Food52 also sells home goods, kitchen supplies, furniture, pantry staples, and anything else you might need for your next dinner party or weeknight cooking shenanigans.

The Food52 section focuses on food (duh), and topics are as broad as that word entails.

The content runs the gamut from complete guides on cooking with certain spices to news about the latest products to hit Trader Joe’s.

Food52 websiteScreenshot from Food52, January 2022

The site is sprawling, but the content is great no matter where you turn.

Cracking The Code In Ecommerce Content Marketing

What do all of these examples show us?

Ecommerce content marketing needs just a few elements to work:

  • Great writing that’s engaging and interesting to read (or listen to).
  • Deep knowledge of your audience and what they need/want from your content.
  • Clear, focused topics.
  • Smart use of SEO to bring in those prospects who have yet to hear of your brand.
  • Strategic (and usually subtle) tie-ins to products, if relevant.
  • Strong CTAs to encourage your audience to act on trust built as they consumed your content.

And, finally, all of these things should be spelled out in clear terms within a brand content marketing strategy.

It’s the overall map to getting results from content, and should never be underestimated or ignored.

Now, the question is, are you going to invest in strategic content marketing for your ecommerce brand?

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Google Hints At Improving Site Rankings In Next Update

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Google Hints At Improving Site Rankings In Next Update

Google’s John Mueller says the Search team is “explicitly evaluating” how to reward sites that produce helpful, high-quality content when the next core update rolls out.

The comments came in response to a discussion on X about the impact of March’s core update and September’s helpful content update.

In a series of tweets, Mueller acknowledged the concerns, stating:

“I imagine for most sites strongly affected, the effects will be site-wide for the time being, and it will take until the next update to see similar strong effects (assuming the new state of the site is significantly better than before).”

He added:

“I can’t make any promises, but the team working on this is explicitly evaluating how sites can / will improve in Search for the next update. It would be great to show more users the content that folks have worked hard on, and where sites have taken helpfulness to heart.”

What Does This Mean For SEO Professionals & Site Owners?

Mueller’s comments confirm Google is aware of critiques about the March core update and is refining its ability to identify high-quality sites and reward them appropriately in the next core update.

For websites, clearly demonstrating an authentic commitment to producing helpful and high-quality content remains the best strategy for improving search performance under Google’s evolving systems.

The Aftermath Of Google’s Core Updates

Google’s algorithm updates, including the September “Helpful Content Update” and the March 2024 update, have far-reaching impacts on rankings across industries.

While some sites experienced surges in traffic, others faced substantial declines, with some reporting visibility losses of up to 90%.

As website owners implement changes to align with Google’s guidelines, many question whether their efforts will be rewarded.

There’s genuine concern about the potential for long-term or permanent demotions for affected sites.

Recovery Pathway Outlined, But Challenges Remain

In a previous statement, Mueller acknowledged the complexity of the recovery process, stating that:

“some things take much longer to be reassessed (sometimes months, at the moment), and some bigger effects require another update cycle.”

Mueller clarified that not all changes would require a new update cycle but cautioned that “stronger effects will require another update.”

While affirming that permanent changes are “not very useful in a dynamic world,” Mueller adds that “recovery” implies a return to previous levels, which may be unrealistic given evolving user expectations.

“It’s never ‘just-as-before’,” Mueller stated.

Improved Rankings On The Horizon?

Despite the challenges, Mueller has offered glimmers of hope for impacted sites, stating:

“Yes, sites can grow again after being affected by the ‘HCU’ (well, core update now). This isn’t permanent. It can take a lot of work, time, and perhaps update cycles, and/but a different – updated – site will be different in search too.”

He says the process may require “deep analysis to understand how to make a website relevant in a modern world, and significant work to implement those changes — assuming that it’s something that aligns with what the website even wants.”

Looking Ahead

Google’s search team is actively working on improving site rankings and addressing concerns with the next core update.

However, recovery requires patience, thorough analysis, and persistent effort.

The best way to spend your time until the next update is to remain consistent and produce the most exceptional content in your niche.


FAQ

How long does it generally take for a website to recover from the impact of a core update?

Recovery timelines can vary and depend on the extent and type of updates made to align with Google’s guidelines.

Google’s John Mueller noted that some changes might be reassessed quickly, while more substantial effects could take months and require additional update cycles.

Google acknowledges the complexity of the recovery process, indicating that significant improvements aligned with Google’s quality signals might be necessary for a more pronounced recovery.

What impact did the March and September updates have on websites, and what steps should site owners take?

The March and September updates had widespread effects on website rankings, with some sites experiencing traffic surges while others faced up to 90% visibility losses.

Publishing genuinely useful, high-quality content is key for website owners who want to bounce back from a ranking drop or maintain strong rankings. Stick to Google’s recommendations and adapt as they keep updating their systems.

To minimize future disruptions from algorithm changes, it’s a good idea to review your whole site thoroughly and build a content plan centered on what your users want and need.

Is it possible for sites affected by core updates to regain their previous ranking positions?

Sites can recover from the impact of core updates, but it requires significant effort and time.

Mueller suggested that recovery might happen over multiple update cycles and involves a deep analysis to align the site with current user expectations and modern search criteria.

While a return to previous levels isn’t guaranteed, sites can improve and grow by continually enhancing the quality and relevance of their content.


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Google Reveals Two New Web Crawlers

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Google Reveals Two New Web Crawlers

Google revealed details of two new crawlers that are optimized for scraping image and video content for “research and development” purposes. Although the documentation doesn’t explicitly say so, it’s presumed that there is no impact in ranking should publishers decide to block the new crawlers.

It should be noted that the data scraped by these crawlers are not explicitly for AI training data, that’s what the Google-Extended crawler is for.

GoogleOther Crawlers

The two new crawlers are versions of Google’s GoogleOther crawler that was launched in April 2023. The original GoogleOther crawler was also designated for use by Google product teams for research and development in what is described as one-off crawls, the description of which offers clues about what the new GoogleOther variants will be used for.

The purpose of the original GoogleOther crawler is officially described as:

“GoogleOther is the generic crawler that may be used by various product teams for fetching publicly accessible content from sites. For example, it may be used for one-off crawls for internal research and development.”

Two GoogleOther Variants

There are two new GoogleOther crawlers:

  • GoogleOther-Image
  • GoogleOther-Video

The new variants are for crawling binary data, which is data that’s not text. HTML data is generally referred to as text files, ASCII or Unicode files. If it can be viewed in a text file then it’s a text file/ASCII/Unicode file. Binary files are files that can’t be open in a text viewer app, files like image, audio, and video.

The new GoogleOther variants are for image and video content. Google lists user agent tokens for both of the new crawlers which can be used in a robots.txt for blocking the new crawlers.

1. GoogleOther-Image

User agent tokens:

  • GoogleOther-Image
  • GoogleOther

Full user agent string:

GoogleOther-Image/1.0

2. GoogleOther-Video

User agent tokens:

  • GoogleOther-Video
  • GoogleOther

Full user agent string:

GoogleOther-Video/1.0

Newly Updated GoogleOther User Agent Strings

Google also updated the GoogleOther user agent strings for the regular GoogleOther crawler. For blocking purposes you can continue using the same user agent token as before (GoogleOther). The new Users Agent Strings are just the data sent to servers to identify the full description of the crawlers, in particular the technology used. In this case the technology used is Chrome, with the model number periodically updated to reflect which version is used (W.X.Y.Z is a Chrome version number placeholder in the example listed below)

The full list of GoogleOther user agent strings:

  • Mozilla/5.0 (Linux; Android 6.0.1; Nexus 5X Build/MMB29P) AppleWebKit/537.36 (KHTML, like Gecko) Chrome/W.X.Y.Z Mobile Safari/537.36 (compatible; GoogleOther)
  • Mozilla/5.0 AppleWebKit/537.36 (KHTML, like Gecko; compatible; GoogleOther) Chrome/W.X.Y.Z Safari/537.36

GoogleOther Family Of Bots

These new bots may from time to time show up in your server logs and this information will help in identifying them as genuine Google crawlers and will help publishers who may want to opt out of having their images and videos scraped for research and development purposes.

Read the updated Google crawler documentation

GoogleOther-Image

GoogleOther-Video

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ChatGPT To Surface Reddit Content Via Partnership With OpenAI

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ChatGPT artificial intelligence chatbot app on smartphone screen with large shadow giving the feeling of floating on top of the background. White background.

Reddit partners with OpenAI to integrate content into ChatGPT.

  • Reddit and OpenAI announce a partnership.
  • Reddit content will be used in ChatGPT.
  • Concerns about accuracy of Reddit user-generated content.

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