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Why you should be optimising your content marketing for E-commerce
So many industries have had to adapt and change since the pandemic. One in particular is e-commerce. With the rise in demand for online shopping, brick-and-mortar retailers have had to go online in order to survive. 

What’s been interesting to see is the push for content marketing in this space.  Brands like Cotton On and Superbalist have found that optimizing content for their e-commerce brand can drive success, with content that their audience wants and needs.

You won’t be surprised to know that the digital natives driving online sales are millennials. They account for 73 percent of the B2B buyer group. They have grown up shopping online and look for content to support their buying decisions. 

So how can you optimize your e-commerce content? 

  • Emphasize user-generated content (UGC) to plug into your social media profiles to improve your credibility.
  • Define your target audience and their shopping behavior and use this data to create relevant content. 
  • Stay agile by adopting new channels or formats. Think of TikTok or Snapchat and how you can use these platforms to connect with your audience. What about IG TV? 
  • Make sure you know as much about your audience as possible using insights, data, and trends. 

The bottom line? Buyers are changing. And they’re not going to hang around for you to play catch up. Adopting content marketing in your e-commerce model can reap huge rewards, but only if you’re prepared to keep your finger pressed firmly on the pulse and adapt your approach when necessary.

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