Content for eCommerce is where it’s at. Having an efficient content strategy for eCommerce is an indispensable requirement for marketing departments in Corporate America. We talked to Emilly Jordan, VP Marketing, Willow Innovations and to Wilson Calil, Director of Inbound Marketing, Primary Arms to gain an understanding of how their companies position content for eCommerce.

The shift to e-commerce will drive more than 70% of sales growth across food and beverage categories through 2022, according to Boston Consulting Group. The same consultancy adds that E-Commerce channel advertising (advertising that is integrated within an online marketplace like Amazon, Target, Walmart) grew by 38.8% to US $17.37 billion in 2020 and is expected to grow by 29.8% to US $22.54 billion in 2021. With this rush to convert users into buyers, it is no wonder that strategies for efficient content for e-commerce have become crucial. It’s all about converting online audiences on third-party marketplaces or on companies’ own e-commerce sites.  We asked two executives in the Portada network of brand marketers to share insights and recommendations.

Perfect Marriage: SEO and Content

Confent for eCommerce
VP of Marketing, Willow Innovations, Inc.

SEO and Content are a perfect marriage, says Emily Jordan, VP of Marketing at  Willow Innovations, Inc. a FemTech company that markets wearable breast pumps.

“Whatever content you are putting out there you want to make sure that you are optimizing it for search and especially for Amazon. So we definitely use similar content across our DTC channel and Amazon and then look at what content resonates in the upper funnel vs. lower funnel and then adjust our search accordingly.”

“Whatever content you are putting out there you want to make sure that you are optimizing it for search and especially for Amazon.

Content for eCommerce is the material that is created to attract potential customers and can include eCommerce content includes tutorials, social media, user-made posts, product descriptions, and blog posts.

 

Content for Ecommerce: Direct vs. Third Party

Wilson Calil
Wilson Calil, Director Inbound Marketing, Primary Arms

But what content should be pushed more? The content that drives traffic to a company’s own eCommerce site or the one that directs users to a third party-marketplace? “Due to the lack of inventory in the whole industry, Amazon hasn’t been a priority lately since we’re driving much more sales through our own eCommerce, ” explains Wilson Calil – Director of Inbound Marketing at Primary Arms. Primary Arms was founded to provide firearms enthusiasts, professional shooters, servicemen and women the highest quality optics at affordable prices.

“The idea is to optimize our profitability”, says Callil. “To make our Amazon Ads more efficient, we have just started using a new AI system called Sellics to reduce ACoS (Advertising Costs of Sales). We are increasing the budget on campaign keywords that are lower ACoS and reducing it where we have higher ACoS. The AI system is helping us find the best bid combination. We also started investing more in demo videos.”

We are increasing the budget on campaign keywords that are lower ACoS and reducing it where we have higher ACoS. The AI system is helping us find the best bid combination. We also started investing more in demo videos.

Content for Ecommerce: Top vs. Bottom of Funnel

Creating an efficient content strategy for E-Commerce is an indispensable requirement for marketing departments in Corporate America. Willow Innovation’s Jordan notes that “content is king on Amazon. You have to be very distinctive about the top of the funnel for someone who is just learning about your category vs. bottom-funnel for someone who is ready to convert.”
“Unlike for example companies in the confectionery or chewing gum sector,  who are more in the impulse category, we have an extremely long purchase cycle, moms are looking for a breast pump for a very long time. They do a ton of research and we need to understand what the key pieces of content are for them to include them in the brand positioning and put it before her at the right time.”

Moms are looking for a breast pump for a very long time. They do a ton of research and we need to understand what the key pieces of content are for them to include them in the brand positioning and put it before her at the right time.

 

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Portada Staff

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