O content marketing It is a digital marketing strategy that can yield great results.
Despite being a great option for different segments in the digital world, when it comes to e-commerce, content becomes even more important when it comes to winning over consumers.
Do you know why? Read on and learn everything about it!
Online consumer research
Who has never done a Google search before making the decision to buy a certain product, whether online or offline? This is a habit that advances in technology have given us, which ends up influencing our purchasing decision.
According to a survey by Math Ads, which specializes in social media management, nine out of every 10 Brazilians do research on the internet before completing a purchase.
According to the 2nd edition of the 'State of Search Brazil' study, carried out by the SEO agency Hedgehog Digital (specialized in Search Engine Optimization) in partnership with Opinion Box, 60% of people scan the first page and only 18% of them go further.
Do you know what that means? That sites that are well positioned in search engines can convert visits into sales without having to spend money on sponsored linkss.
So now you can get an idea of the importance of content marketing in the composition of your e-commerce, right?
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The consumer needs to trust your online store
Before we start detailing the strategies you can adopt and the importance of each one to improve your business results, it is important to remember something that is already quite obvious: The consumer who buys online needs to have confidence in your virtual store.
As your future customer will not have the merchandise in hand to analyze, feel the weight, turn it on, turn it off and perform other tests that are possible in physical stores, the purchase will be made based on the information present on your website, whether through texts, videos or photos.
In short: Content in the world of e-commerce goes far beyond simply advertising the product. It needs to provide security!
To introduce content to your website, know your persona
It is possible to further deepen your view of the customer, through the creation of person.
To summarize quickly, the persona is the personification of your ideal client, with specific career definitions, habits and needs.
From there, work begins on the content in your e-commerce.
Check out the main content marketing strategies that can help you achieve the best results!
Product Description
When it comes to e-commerce, you should pay extra attention to the description of your products, which is why this is the first strategy to introduce into your online store.
If you do a test and search for “long sleeve shirts” on Google, you will see that the sites in the top positions of the tool are those that have very detailed descriptions.
What these companies did was use the tools of SEO, that is, invest in keywords, both in the description and in the images of the products.
Blog
Creating a blog is the main strategy for achieving good results in organic searches.
Just like product descriptions, content posted on the blog must also use keywords so that Google's robot considers the material to be relevant and better positions your online store, which will result in an increase in the number of hits.
Remember: this content must meet your ideal client, therefore, analyzing the persona is essential to produce texts that really bring results.
Images
When carrying out their research, the consumer, in addition to looking for information about the product, also looks for good images to better visualize what they are about to buy.
For this reason, produce good quality images, where the customer can check all angles of the merchandise and have a similar feeling to a physical store.
Videos
According to a survey conducted by the E-tailing Group, 52% of consumers prefer to make a purchase after watching videos about the product. This shows how this type of content is growing and how it is functional.
Taking advantage of this, it is possible to produce videos detailing how your product works, its main features and giving tips for its daily use.

Content marketing in e-commerce: 6 tips
In e-commerce, marketing and sales must go hand in hand, as together they will generate financial results for the company.
Check out 6 tips below on how to introduce content marketing into e-commerce:
Search hard
The first step to implementing content marketing is to do a lot of research to understand your competition.
What are they doing? What strategies are they using? Which of these strategies are working best?
By analyzing this information it is possible to understand which path to follow.
Plan the contents
Creating content without planning will not generate results either. Therefore, planning what will be done is important.
By researching your competitors, you can get an idea of what is working and what is not in your niche. From there, you need to think about how to adapt it to your company without copying the competition.
Plan the publication
The date and time of publication are also important points, because each audience is more active at certain times of the day and it is at these times that content should be published.
First, you need to publish and analyze the data to understand which times perform best. Once you understand which times your target audience is most active, you can plan your content.
Make rich materials
Rich materials are more complete content offered to customers, such as e-books or infographics.
They are great examples of how to attract customers, as they are created to heal the persona’s pain.
In order for the person to obtain this material, it is possible to place a form where they will need to provide basic information such as their name and email address. With this information in hand, it is possible to plan personalized content, via email marketing, so that this lead becomes a customer.
Have a FAQ
When a consumer enters a physical store, sales staff are available to answer questions about products. This is not possible in e-commerce, so creating a FAQ is a great option.
The FAQ is a question and answer site where the most common questions regarding the products sold will be answered.
Using the questions most frequently received by customer service, you can create a FAQ and add more information over time.
Evaluate the results
Even if strategies are well thought out, there is no guarantee that they will work as expected. Therefore, after a period of implementation, it is necessary to evaluate the results obtained and understand what can be improved.
By carrying out maintenance whenever necessary, it is possible to achieve the best possible results.
Have you seen how content marketing can offer several benefits to your business? Don't waste time and start using it right now!