90% of B2C marketers use content to promote their companies or products. 78% of them focus on posting articles.
And only 7% rate their efforts as effective.
Lack of time perhaps. In this year’s B2C marketing survey, Content Marketing Institute found it to be the number one challenge marketers face.
Engagement, however, is not far behind. With audience’s expectations constantly changing, it’s no wonder that 51% of CMI’s respondents admitted having problems with creating engaging content.
With that in mind, I complied a list of content types I believe will rock ecommerce audiences in 2015.
Last year, 61% of customers admitted they are more likely to buy from a company that delivers custom content. And what’s a better content in ecommerce than one designed to help a buyer use a product better?
Perhaps there are certain non-obvious features of your products. Or perhaps they can be used in a number of ways. Maybe there are certain safety features customers should pay attention to when using a product?
All these offer great opportunity to create different kinds of content, from tutorial blog posts to demonstration videos.
90% of customers say their buying decision is influenced by online reviews. But how many reviews do you manage to collect for each product? If you run a smaller store, chances are that it’s none.
But do your products have a potential to change or enrich people’s lives, hobbies, passions?
Then showcase those for whom they did.
Create a series of posts or interviews presenting your customers’ success stories. This way you’ll overcome lack of reviews and present how useful a product is.
This type of content will help you drive awareness and purchases from the so-called methodical buyers – people who need to be convinced that a particular item is the best to solve their problem.
Tomorrow’s customers will have even less time to shop around for ideas. They’ll be expecting you to suggest them the best products or gifts.
Create seasonal list posts and gift guides. These posts could range from simple guides, ie. “10 tech gifts your parents will love” or “10 small gifts to bring on a first date” to in depth product comparisons like “10 ways laptops are better than desktop computers.”
Any content that helps clients decide if a particular product is right for them will rock in 2015.
But with our brains processing visual information 60000 times quicker than text, it’s no wonder that audiences begin to prefer visual guides to text.
Create infographics showing customers the benefits of specific products. Help them choose a product that’s ideal for them or show them how to look after the product in a specific situation.
Creating content that entertains or touches upon issues close to audience’s heart is already the key to engaging B2C markets.
But how do you stay entertaining in 2015? By focusing on important days and events.
From a “talk like a pirate day” to Halloween and Independence Day, the calendar is full of opportunities to create content that will entertain your audience while putting your store in front of them.
Video is becoming the most engaging Ecommerce content type. And its popularity will only increase in 2015.
52% of shoppers already admit that they are more likely to buy a product after watching product videos. And 46% are likely to seek more information about a product after seeing a video.
These numbers will only grow next year.
But the good news is that you no longer need a large budget to create professional videos. Vine (or Instagram) allows you to create engaging movies with your smartphone.
Here are few examples of ecommerce brands using it to promote and raise their awareness.
2015 will be another year of content. But not every content type will engage tomorrow’s audiences. Focus on tutorials, success stories, videos, list guides and thematic content to avoid creating irrelevant content.