{"id":10171,"date":"2023-05-10T15:31:37","date_gmt":"2023-05-10T19:31:37","guid":{"rendered":"http:\/\/buzzsumo.com\/?p=10171"},"modified":"2023-05-11T08:45:13","modified_gmt":"2023-05-11T12:45:13","slug":"content-marketing-for-ecommerce-content-types-share-analysis","status":"publish","type":"post","link":"https:\/\/buzzsumo.com\/blog\/content-marketing-for-ecommerce-content-types-share-analysis\/","title":{"rendered":"How To Build An Ecommerce Marketing Strategy That Converts"},"content":{"rendered":"

Over emphasis on buyers at the bottom of the sales funnel has led marketers to neglect content marketing for ecommerce. They ignore the pool of prospects who are in the research and education phases of the buying process.\u00a0<\/span><\/p>\n

Ecommerce marketers should learn from the retailers of years gone by: content marketing works. It has been convincing consumers to buy since long before our grandparents were born.\u00a0<\/span><\/p>\n

\"ecommerce<\/p>\n

One of the early pioneers of content marketing was Jell-O, who started running content marketing campaigns (focused around their recipe books) in the early 1900’s. <\/span><\/p>\n

Here\u2019s a list article that Jell-O published in the Ladies\u2019 Home Journal in 1934, with a call to action for a free recipe book:<\/span><\/p>\n

\"JelloAs the saying goes, there\u2019s nothing new under the sun. <\/span><\/p>\n

We have clickbait, conversion funnels, and lead magnets. But our great-grandmarketers were writing list posts with CTAs for free books a century before it was cool! Their strategy included content marketing for ecommerce success.\u00a0<\/span><\/p>\n

[clickToTweet tweet=”Content marketing in ecommerce allows us to reach and build relationships with a much larger audience.” quote=”Why is content marketing great for ecommerce? It allows us to reach and build relationships with a much larger audience.”]<\/p>\n

Four things to expect from content marketing for ecommerce:<\/h3>\n
    \n
  1. Attracts customers that are earlier in the buying process<\/span><\/li>\n
  2. Educates and guides customers towards a buying decision<\/span><\/li>\n
  3. Builds a deeper relationship with customers and prospects<\/span><\/li>\n
  4. Creates positive brand appeal with target audiences<\/span><\/li>\n<\/ol>\n

    Let\u2019s dig into some data to see what types of content marketing work best for ecommerce sites…<\/span><\/p>\n

    See The Most Viral Ebooks and Guides at BuzzSumo<\/a><\/p>\n

    What Makes Content Marketing For Ecommerce Go Viral? Data, Please!<\/h1>\n

    Over the years, I\u2019ve worked on quite a few content marketing campaigns for ecommerce. <\/span>It’s critical for blog posts to be hosted on https sites<\/a>, as Google’s warning that a site isn’t secure will driver readers away. <\/span><\/p>\n

    It’s also important to think about what types of content work best. But for this article, I dug into BuzzSumo’s data to learn which types of content drive the most buzz for ecommerce sites. Here\u2019s what I did:<\/span><\/p>\n

      \n
    1. Identified 12 top ecommerce websites that are actively using content marketing.<\/span><\/li>\n
    2. Identified the 100 most-shared content pieces across all 12 sites during the past year.<\/span><\/li>\n
    3. Reviewed each content piece and manually classified it according to several characteristics.<\/span><\/li>\n
    4. Analyzed the content pieces to identify trends using Excel and PowerBI.<\/span><\/li>\n<\/ol>\n

      Here\u2019s what I found!<\/span><\/p>\n

      Don\u2019t expect 50 gazillion shares<\/h3>\n

      Even though I was analyzing content pieces from big, well-known brands, none of them had massive viral success. This shouldn\u2019t be surprising, as the <\/span>BuzzSumo Content Trends 2018 report<\/span><\/a> showed that on average social shares are down by 50%.<\/span><\/p>\n

      Here are the social share metrics for the 100 pieces I analyzed:<\/span><\/p>\n