What is Content Marketing and How to Create Content that Converts

Content marketing can be an online store’s secret weapon. The powerful content and commerce combination is helping more brands rank higher in search, increase brand awareness and build a massive audience within a niche. By pumping out blog posts, vlogs, podcasts, social posts or some other form of content regularly you increase your chances of landing more customers. If you’re looking to take your brand to the next level or want to build for the long-term, this article will help you better understand what is content marketing, share some content marketing examples and you’ll discover what a winning content marketing strategy looks like.

What is Content Marketing?

Content marketing is a type of marketing that uses content like blog posts, video, podcasts, social media posts, ebooks or infographics to help promote a brand. For example, this blog post that you’re reading right now is a type of content marketing.

According to Content Marketing Institute, the content marketing definition is defined as ‘…a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action.’

We’ll break down what that means in the next section.

What is a Content Marketing Strategy?

A content marketing strategy involves creating relevant and valuable content to better attract readers and ease them through through the sales funnel.

Relevant content would be creating content geared towards your audience. For example, if you have a astrology store, the content you create is about zodiac signs, horoscopes and general information about astrology.

Valuable content is content that either educates or entertains readers. For example, ‘10 Traits of a Capricorn’ could both educate and entertain a capricorn reader on an astrology store.

If you regularly put out new content every few days on your website or on social media, eventually your content will be found organically in search or through reach.

Since you’re creating content geared towards a specific audience, you’re attracting qualified traffic which can result in qualified leads. A qualified lead is a potential customer who is likely to buy your products as they’ve shown an interest in them. Since the traffic you’re receiving is laser focused on your niche, you have a better chance of converting the visitor into a customer.

How to Create a Content Marketing Strategy that Converts

Most content marketing strategies tell you to create goals and create content. Well, duh. So here’s some of the strategies that work really well to convert your content into a money-making machine.

Benefits of Content Marketing

The benefits of content marketing include an increase in traffic, a boost in sales and content marketing helps build stronger customer relationships. Check out our infographic for even more content marketing benefits.

5 B2C and B2B Content Marketing Examples

50 Ways to Get Sales with Dropshipping is a B2B content marketing example I did for Oberlo. I created the ebook to help more store owners master ecommerce marketing. The ebook doesn’t explicitly tell you to sign up for Oberlo though some did end up signing up for Oberlo after reading the ebook. The goal of the ebook wasn’t to get new store owners but to help the merchants we have. The 70,000 word ebook is a free resource that anyone can read making this an accessible form of content marketing. If you found the ebook helpful, feel free to upvote it on Product Hunt.

Luxy Hair’s YouTube channel is a content marketing example for ecommerce. The brand sells hair extensions on their online store. Their YouTube channel might mention their hair extensions but it doesn’t go on about why you should buy it. Instead, they share hair tutorials on how to style your hair with hair extensions. They provide value by educating their customers on how to style their hair in various ways. They’ve amassed over 3.1 million subscribers to their channel.

Tortuga Backpacks is an ecommerce store that serves as a great content marketing example for those looking to start a blog. Their blog centers around travel as their primary customers tend to be travellers. Tortuga Backpacks shows you don’t need to start a blog in your exact niche, find a niche that’s relevant to your customers. Their blog is packed with long form content and countless articles.

Marc Jacobs is an online retailer who creates lookbooks that you can use as a content marketing example if you’re in the fashion niche. Your lookbooks can include lifestyle photos of your apparel, some copy to tell your season’s story, and videos such as behind the scenes footage. If you’re dropshipping, you can use influencer or customer photos for your lookbook (but make sure you have permission first).

Lululemon takes their content marketing offline by hosting events in the community. They’ll take part in festivals and host local yoga events abroad. This content marketing example is more personal as it helps humanize the brand. However, it’s this extra effort that helps build stronger customer relationships. If you’re on a budget, you can livestream events such as workshops to provide value without having to book a space.  

Why You Need to Do Video Content Marketing Now

Video content marketing used to an idea only top brands took advantage of. But with advertising platforms like Facebook allowing video ads, it’s a clear sign that video is going to take over other types of content marketing soon.

Video content marketing takes a lot of work. Well, at least that’s most people think. That’s why you need to take action now. Do what others won’t.

Truth is, video creation doesn’t have to be hard. You can literally pull out your phone, use a small phone stand and record a video in your home. Being in the video yourself helps humanize the brand after all. If your video is engaging, informative or all around fun to watch, no one cares what type of camera you used.

If you don’t jump onto the opportunity now, your competitors will. And they’ll outpace you. It’s better to walk the path few are on, especially when you know with certainty that more marketers will be creating video content.

This isn’t just about creating YouTube videos, it’s also about creating videos to supplement your blog posts, using videos for your ads and creating product videos to boost your store’s conversions. Competitors might not be doing it full force yet but that doesn’t mean you shouldn’t start now.

5 Content Marketing Tools to Check Out

Buzzsumo is the perfect content marketing tool you’ll want to use to find out what your competitor’s most popular posts are. You can choose to find best performing social articles a number of ways. You can add ‘author: [name]’ to find out what the most viral articles are for certain authors. Or you can add a website url to find out what the best blog posts are for certain websites. But you can also search by niche. If you’re working on creating blog content and what to stick to topics that are proven, this database will show you what a killer piece of content looks like. You’ll be able to see how much engagement the post received on Facebook, Twitter, Pinterest, LinkedIn and the number of links it received.

Headline Analyzer is a content marketing tool that needs to be used regularly. What hooks people into reading an article? The headline. And if it sucks, no one’s going to read it. It’s recommended that you list out several headlines until you find one that works. Truth is, you might land on a headline that doesn’t convert well on this tool but converts well with your audience. I like this tool because it forces me to keep trying out different titles until I come up with something great.

Buffer is a social media marketing automation tool that allows you to schedule your content at specific times. If you’d like your blog posts scheduled in a different time zone or after work hours, you won’t need to wait around to post it at those times. Buffer also allows you to post at the times that work best for you. If you find that 10 am is the time you get the most engagement but are often in 10 am meetings, you can schedule the post in advance. You can add up to 10 posts at a time using their free account.

Hemingway Editor is a free editor tool with an added bonus. Unlike other editing tools it also let’s you know your readability score. The lower the grade (closer to 1) your content is the easier it is to read. If you have an international audience, English might not be their first language. Aim for a reading level of 6-8 to ensure an international audience can understand your content. Plus, if you need help with grammatical fixes, this tool can let you know how you can create better sentences.

Canva is a content marketing tool for visual driven content. Need to create an infographic?  Want to create a thumbnail for your YouTube channel? Or maybe create quote graphics for your blog post? You can use Canva to do that for free. If you add their free graphics, you can create some pretty great designs without making a dent on your budget. If you have some money to spare, you can buy graphics for $1 a piece.


Content marketing has proven that it powerfully grows traffic and sales. If you’re planning to run your store for the long haul, a content marketing strategy will help you build your growth over time. When you’re starting out, especially as a solopreneur, it can seem overwhelming to create content regularly. But if you use some content marketing tools to help you out and stick with it, you’ll start to achieve more success. It takes some patience but content marketing results are worth the wait.

Want to learn more?

If you haven’t started content marketing yet, what’s stopping you? Comment below!


Categories: Content MarketingMarketing Your Store
Nicole Martins Ferreira: Nicole Martins Ferreira is a self-employed eCommerce entrepreneur. Her passion for eCommerce is so strong that she works on her website 7 days a week and has never been happier. She is committed to helping others succeed and is constantly learning new tricks to provide more value to entrepreneurs. Follow Nicole on Twitter at @NicoleMarFer
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