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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.)

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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.

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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.

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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:

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  • 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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Featured image: Golubovy/Shutterstock

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A Marketer’s Guide To TikTok Analytics

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A Marketer's Guide To TikTok Analytics

While TikTok might be all fun and games for users, marketers know better.

This social media channel is full of essential metrics to help brands create more engaging and relevant content for their audiences, so let’s get right to it: TikTok analytics.

Read below to learn what you’re looking for on TikTok’s analytics platform, how to interpret the data you find, and how to use that data to grow your brand’s presence.

Accessing Your TikTok Analytics

The first thing to know is that you must have a business or an influencer account to access TikTok analytics rather than a standard account.

Make the switch to a professional account by:

Tap the Hamburger icon (upper-right)> Settings & Privacy > Manage Account > Switch to a Business Account > Select your business category.

Composite image: screenshot from TikTok, annotations by author, September 2022

Once you’re set, you can navigate to your analytics by:

Tap the Hamburger (upper-right) > Click Creator Tools > Click Analytics.

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TikTok analytics creator toolsScreenshot from TikTok, September 2022

Reviewing TikTok Analytics Data

When you navigate your analytics page, you will see three different categories at the top of your screen that you can click into for more data: Overview, Content, and Followers.

Overview

Like other social analytics platforms, TikTok offers a snapshot of how your content has been performing over a select period and the % increase or decrease since the previous period (shown in blue).

This data includes two significant aspects of your channel:

  • Video views: Shown in a graphical format, you can easily pick out trends over the last month on your channel regarding how many people watched your videos.
  • Profile views: Here, you will see the number of likes, comments, and shares for each video you’ve posted over a given period.

Additional metrics offered under the Overview tab include:

  • Likes: The number of likes your videos received in the selected date range.
  • Comments: The number of comments your videos received in the selected date range.
  • Shares: The number of shares your videos received in the selected date range.
  • Followers: The total number of users that follow your account and how that has changed within the selected date range.
  • Content: The number of videos you have shared in the selected date range.

Followers

When you scroll down on that same overview page, you’ll next see that you can click into your “followers” analytics (also found as a tab at the top of your screen, as shown above).

Here you’ll be able to see:

  • How many followers your account has.
  • Your follower growth percentage since the previous period you selected.
  • Demographic information about your followers, such as gender and location.
  • The hours your followers are most active.
  • The days your followers are most active.
  • The sounds your followers have listened to.

Although the actual analytics page might not look like much, we consider this the essential metric TikTok offers (more on this later).

Content

Your analytics page’s “content” tab is a great way to see which content you post is getting the most attention.

You will see this tab broken up into several subsections showing data from the last seven days, including:

  • Video posts: Here, you can see the last nine videos you posted and determine which video had the highest number of views.
  • Trending videos: The videos with the fastest growth rate in views over the last week are presented here.
  • Video views by section: Here, you can see if people found your video via your profile, someone else’s profile, or if you appeared in their feed.
  • Video views by region: This helps you understand where your content is resonating geographically.
  • Average watch time: We love this metric because it helps show you what’s engaging!
  • Total playtime: Unlike average watch time per video, your total playtime shows you a cumulative watch time for anyone who has watched your videos.

Note: If you have more than 1,000 TikTok followers, you are eligible to host Live TikTok videos. With Live videos comes another analytics page for you to see precisely how your live video performed. Learn how to get started with a live TikTok video here.

Extra: Total Engagement Rates

SocialChamp offers a little hack to help you get another metric that could be useful: total engagement rates.

Just follow one of the below formulas to calculate this number:

formula for tiktok engagementImage from author, September 2022

Monitoring TikTok Hashtags

Metrics surrounding hashtags aren’t found in the same place as the metrics discussed above. However, it’s still worth analyzing different hashtags in your niche and seeing the number of times a post with a particular hashtag has been viewed.

To find this data, use the Search bar to find a hashtag.

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Here, you’ll be able to see the number of views that hashtag has, the top videos that use the hashtag, and related hashtags.

TikTok Analytics hashtagsComposite image: screenshots from TikTok, collage by author, September 2022

Using TikTok Analytics To Grow Your Channel

Each section of TikTok analytics provides you with the valuable insight needed to grow your page and influence the right audience. Here are the three main takeaways:

Know The Ideal Times To Post Content

This is low-hanging fruit. See when (the day and time) your followers are engaging on the platform, and that’s when you should aim to post.

Understand The Videos That People Like The Best

Look at which videos people engage with the most through likes, comments, and watch time.

If you find that your funny videos outperform your informative ones, you know what to do!

These metrics should help guide your content creation strategy.

Discover What Is Working With Your Audience Beyond Your Page

Look at the analytics for popular sounds your audience likes and what hashtags they are using, and start incorporating these into your future videos.

Final Thoughts

Love it or hate it, TikTok isn’t going anywhere anytime soon.

Even if your audience isn’t on TikTok yet, we suspect more and more will adopt this platform, just as they eventually did with Instagram.

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So, getting a head start on understanding how it works and creating a channel that resonates with and engages your target audience is best. (Remember, you can always repurpose your TikTok content for platforms like Instagram and Facebook!).

Happy analyzing!

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Featured Image: Petryshak/Shutterstock

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