Content marketing is based on a simple premise – offering something of value to people in return for their attention. Rather than blatantly advertising to your audience by treating them as the customer and your company as the salesman, content marketing allows you instead to build a relationship. You’re supplying them with something beneficial, be it entertainment, education or otherwise, and doing so without asking for much in return. And this altruism can generate serious goodwill.
But while content marketing can be incredibly effective, the issue of creating said content can often prove too great a hurdle to overcome. You’re in e-commerce, not art, and as such it’s no small task to come up with engaging content on a consistent basis.
So, to help get those content creation neurons firing for your e-commerce business, here are five super creative ideas for engaging content.
1. Create an FAQ section with a difference
The FAQ (Frequently Asked Questions) section of your website is obviously there to answer the pressing queries on your clients’ lips, but that doesn’t mean that it has to be dull and dreary. Why not spice it up a bit by adding some personality? Try telling some stories relating to each question, laying answers out in rhyming sonnets, or simply writing in a light-hearted way!
If you want to take it one step further it might also be worth embedding explainer videos into your FAQ section to get the more complex points across!
2. Show your customers how to best use your product
Speaking of explainer videos, how-to style tutorials can make for excellent – and extremely shareable – pieces of content in their own right. If you sell bikes a how-to video on changing a tyre tube is a great way to go. If you sell makeup, tutorials are an ever-popular video option.
These videos work particularly well if you sell a product that requires some guidance to use effectively. If you provide a service instead, an explainer video about what you offer may be just as effective, provided it is suitably entertaining or educational.
3. Collect up some fun and interesting industry facts
Depending on what your e-commerce business sells this idea could mean anything. Delve into the history of the products in your range, and find some quirky facts to offer up to your audience. These can be put in your company’s newsletter, as a cute little aside in a sales email, or posted to social media. Instituting something like a #funfactfriday post will give your audience a reason to follow your accounts.
If you’re a dab hand at Photoshop you might even be able to whip these up into a super shareable meme!
4. Show your e-commerce operation warts and all
It’s surprising exactly how engaging your fan base might find a #behindthescenes look at your e-commerce operation. It’s fair to say that the overwhelming majority of your audience will have never worked in an e-commerce business before, which makes it interesting to get a look at the cogs of your operation and understand how the whole thing ticks.
You and your employees may be a little hesitant to get in front of the camera, but this content idea is about as simple and effective as they come. Just film yourselves doing what you do.
5. Post your content as website Easter eggs
No, not the delicious chocolate. A digital Easter egg is defined as “an unexpected or undocumented feature in a piece of computer software or on a DVD, included as a joke or a bonus.”
Easter eggs are the sort of secret that you want to get out. If you hide your content within your website (and tell your audience that you’re doing so) it makes it that much more valuable, as the fun is not just in ingesting the content, but finding it too! An invisible hyperlink or smart flash design can make hiding Easter eggs simple and fun for web developers. It also gives people a reason to have a proper snoop around your site!
Remember that whenever you’re trying to create content the focus should always be on creating value. Over and above that, your content is limited only by your imagination!