7 Effective B2C Content Types to Convert Visitors to Shoppers
Content marketing is one of the most effective marketing strategies you can use, and the phrase “Content is King” is still highly relevant. It lets you communicate and share information about your business in a way that is engaging and useful to create a relationship with your prospects.
B2B marketers have long understood the importance of content marketing by offering case studies, webinars, infographics and similar content types. Their counterparts in B2C plan to increase their content marketing spend and use an average of 11 different content marketing tactics to increase their chances of converting visitors. However, 61% of B2C marketers believe they’re not using content marketing effectively.
So does content achieve anything more than increase website visits?
How Can Content Marketing Work in B2C?
No marketing is successful if you don’t understand your target group. You have to be smart about it by putting consumers first, speaking their language and using the power of emotions.
Content for end-consumers has to be pithy and erudite. Creating explosive content in small packages isn’t always easy, but with the massive streams of content available, shoppers don’t have the time to struggle through long content.
Be engaging, be entertaining, then drop the mike and leave them begging for more.
7 Types of Successful Content to improve Traffic, Conversion and Brand awareness
Remember that all consumers are looking to solve a specific problem. With your content you can help them find solutions while improving the positioning and recall of your brand. The most important content types that will help you convert shoppers are the ones that strengthen the
- Brand experience
- Information experience
- Advice experience and
- Comfort experience
Here is a compilation of the most effective content forms you should integrate in your content marketing strategy to increase conversion and sales:
The purpose of these content types is to tell consumers about your brand to create trust and build relationships.
- Social media is a great place to converse with customers and brand followers alike as you build a sense of community. Facebook and Twitter is where you introduce your brand and show how your company can solve their problems or fulfill their needs. With the integration of “buyable pins” Pinterest is emerging as a valuable traffic driver and big ticket sale driver.
- With your company blog you can go into detail about your company and let visitors look behind the scenes to find that your company consists of real people. Balance information with brand engagement without constantly trying to sell to people (37 Point Checklist to create engaging content).
Customers are on a mission to find what they need and seek to make a purchase quickly. Your website needs to be organized in a way that makes it easy to understand product benefits and your content has to be straight to the point.
- Product comparison charts will help consumers see how your products stack up against each other without leaving your site and high-quality product images are the best way to let consumers know your products are what they want.
- Product videos – Showing customers how to use your product will help them get a better idea and feeling for what they are buying. Zappos has found that its sales have increased by as much as 30% when adding product videos to its website.
Once customers understand your website has what they are looking for, you need to help them decide what products they want and ultimately position yourself as expert to develop a relationship that fosters loyalty.
- Branded Content Tools are perceived as extremely helpful by shoppers. They help you position your company as trusted expert and deliver compelling, valuable, and relevant content.
Kraft has created ifood assistant, which is a mobile app that provides consumers with recipes from the Kraft Kitchen Experts with helpful and easy-to-follow how-to videos.
In 2006 Nike launched Nike+, the largest global running club – an online community of runners that allows you to trace your runs, visualize progress, compete with other users, get expert tips etc.
Nike also developed an interactive running shoe finder as branded content tool to help their community members choose the right pair of running shoes. By 2008, 40% of community members, who didn’t own Nike+ shoes, ended up buying Nike shoes.
Simply Piste is a UK based online retailer for Skiing and Snowboarding clothing and accessories. They found that by including expert advice and demos on their product pages, customer service calls have decreased and returns have also dropped by a third because customers were able to find what they want the first time.
When consumers are purchasing items from a company for the first time, they often have doubts. In order to help move items from the shopping cart to the shipping department, you need to close the deal by reassuring the consumer that he or she has made the right decision.
- Consumer reviews and ratings on product pages will reassure customers you sell quality products and are willing to be transparent.
- Expert reviews from market influencers are another way to help consumers understand they can trust your company and its products. Never buy reviews. Instead, offer market influencers free product samples for them to try and they will write an honest review.
Content helps to support decision-making by providing consumers with detailed information about your brand and products in a short, engaging format. Creating the right content for the right stage of the customer journey will help you increase traffic, engagement, and sales.
Having a content strategy is necessary for you to deliver the right content in the right place at the right time to create a community of loyal and engaged customers.
So then, happy content-producing!