From Content Marketing to Content Commerce

From content marketing to content commerce

Does your content inspire readers to instantly purchase products? In general, the main goal of e-commerce content marketing is to attract traffic and later drive it to the online shop. While it can increase the retention, overall conversion rates measured from the article to the shopping cart is relatively low. That’s why more and more marketers harness content commerce – turning content into instant purchases – as part of their marketing strategy. Now is the time to ask yourself: why aren’t you?

Seth Godin claims that:

And one simply cannot disagree with him. In 2015, the rise of content was the biggest trend in marketing.  86% of B2C marketers are using content marketing, and 37% believe that content is the most important way to engage customers.

But not every type of content works well for your brand. The way you speak, to whom, and where, are crucial for getting the right results. To design a content marketing strategy you need to take into consideration the different roles of social content, paid content, earned content, and owned content. You may ask yourself where to put the main focus. The most beneficial approach for the online shop is to host your content yourself. Only then are you fully independent and, more importantly, able to sell your products directly. With your own content – blog or online magazine – you can start inspiring your potential clients right away and gain a new audience.

The next step is to get them into the purchasing funnel.

To learn how to take your content marketing to content commerce, check out our latest presentation:

[slideshare id=54743004&doc=fromcontentmarketingtocontentcommerce-151104170405-lva1-app6892]

Written By

Ula Lachowicz has been in the tech industry for a decade, taking care of marketing and communication for SaaS and B2B products. At Styla, she is leading the marketing team. A strategic mind, she is a true visionaire of our content commerce solution and is happy to see how it changes the way brands talk.