By Ry Glover
Every e-commerce brand should be blogging.
Not just because content marketing is a super effective tactic for building trust, generating leads, and increasing sales. (Though it is really good at these things!)
But because—quite simply—other marketing methods aren’t doing their jobs as effectively anymore. Or, at least, they’re not able to do it on their own.
Direct response product advertising, for instance, is great at some things. It gets people to take action immediately. It’s easy to objectively measure. And it’s especially useful for brands just starting out who need to quickly sell products to grow their business.
But direct response also falls short in some important ways:
- Timeliness. Product ads only appeal to people who are in the buying mindset. E-commerce marketers need to deal with the fact that people aren’t always ready to buy something—especially not right away, and especially from a brand they’re not familiar with.
- Saturation. Saturation happens when you’ve hit your audience over the head with the same ads over and over again. When this happens, the cost of acquiring customers just keeps rising.
- Nurturing lifetime customers. People typically don’t remember brands—at least not after one purchase. They remember stories. Think about the last time you ordered something on Amazon just because you needed a specific product at that exact moment in time. Do you remember the brand of the product you bought? Probably not. More than likely, you processed your payment and never thought about that brand again.That’s convenient and great for consumers! But it’s pretty terrible for brands. And for small brands that are just starting out, being an afterthought is a death sentence.
That’s where content marketing—and especially an entertaining, informative blog—comes in.
You can use blog posts at every single stage of the sales funnel. They’re really good at building brand awareness, establishing long-term trust, and staying in touch so that customers will remember you and continue to buy again and again and…you get the point.
But how can time-strapped, budget-conscious marketers at growing e-commerce brands make sure they’re getting the most out of their blogs?
What types of blog posts should small businesses publish?
That’s the million-dollar question we set off to answer in our 2019 Content Marketing Benchmark Report.
We analyzed how a whopping 9 million readers engaged with the 10,000 articles our customers published in 2018. Then, we used this data to establish content marketing benchmarks and understand what type of content generates the best results.
Keep in mind that this is not a comprehensive guide to business blogging. Instead, our goal is to give you clear actions you can take today to improve your blog content’s performance in terms of traffic, engagement rate, and reader time.
So without further ado, here are three fascinating findings from our 2019 Content Marketing Benchmark Report.
1. Long-form content is powerful, but it has to be easy to read.
You’ve probably heard that humans now have a shorter attention span than goldfish.
Read more here:: B2CMarketingInsider