Preston Pilgrim
Author Preston Pilgrim
Digital Marketing PM
Posted in Marketing , Digital Commerce
April 12, 2016
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Content + Commerce — The New Era of Marketing

So you want to run a successful ecommerce business, eh?

Believe it or not, one of the most important aspects of ecommerce today is content. If that sounds crazy to you, do not worry, it will all make sense after reading this article because we will show you why content + commerce should be a key strategy in your marketing plan.

But, first we need to define what exactly Content + Commerce means.

Content + Commerce — What is it?

Content + Commerce can be summed up as:

Content is all the great stuff you publish. This can be done in many different forms like blogging, rich media, email, Facebook, Twitter, Videos, etc.

Commerce on the other hand is the selling of your products online.

When you combine these two you create the ultimate selling machine for your ecommerce business, Content + Commerce!

The Problem With Most Ecommerce Businesses

The problem in today's market is that most ecommerce businesses have all their focus on selling to their customers with little focus on providing them with value (i.e. content). While this might seem like the normal thing to do as a business owner, you have to realize that people rarely buy from your brand if you are not providing value to them, and the best way to provide value to your customers is through high quality content.

In fact, if someone doesn't know your brand it can take on average 7-13 interactions before they build up enough trust to buy from you. So what are you doing to establish these interactions and build that trust with the buyer?

I hope you said content... and not just any content, high quality content that actually provides value to potential customers.

Types of Content You Can Use

Below I am going to highlight the types of content you can use in conjunction with your ecommerce site to overcome this barrier and build trust with your customers. Obviously these strategies will vary depending on each industry, but the principles behind what is going on remain the same.

Blogging & Email Marketing
Blogging combined with email marketing is one of the most powerful solutions for building trust and establishing your brand as a thought leader in your industry.

Why this works?
First of all, most ecommerce sites do very little blogging to begin with, so if you are blogging, you are already way ahead of the competition.

Secondly, when you continue to put out high quality content that your potential buyers love to read then you become the go to source of information for your industry. If you keep putting out great content that your target customers love reading you will build trust and they will buy from you over and over again. This is why blogging can be a very powerful tool in your marketing strategy.

The reason I combined email marketing with blogging because if you are building an email list you will have the ability to constantly share new content (blog posts) with your potential customers rather than just hoping they will find their own way back to your website again.

Here are some eye-opening statistics:


Social Media (Facebook, Twitter, Linkedin...etc)
Just like a blog, social media gives us another platform to share great content with our potential customers.

There is no doubt that the majority of people are spending a lot of time on social media platforms. These are the highest trafficked websites in the world and if it makes sense for your business to be on these social platforms then I suggest you start right now.

Social media gives you a great platform for potential customers to find your great content. If you are constantly on these platforms providing value to your customers they are going to become more and more connected with your brand, they are going to trust you more and ultimately buy from you over and over again.

With social media platforms you have the ability to get your content out to a broader audience. This is very similar to email marketing in that just as you email your list when you have posted new content, you should share this content on social media too to drive people to your ecommerce website.

Here are some statistics pulled directly from hubspot:

  1. “92% of all marketers indicated that their social media efforts have generated more exposure for their businesses.”
  2. “80% of marketers indicated that their social media efforts increased traffic.”
  3. “72% of marketers are using social media to develop loyal fans.”

Implementing a strong content strategy for your ecommerce business is critical to maximizing your success and reaching the largest audience possible.

Is Drupal The Best Solution for Content + Commerce?

Despite there being many different CMS platforms and content builders available a common theme exists among them all: They are either focused strictly on the transaction aspect of ecommerce with very little thought given to leveraging content or vise versa.

Now don’t get me wrong there are some amazing platforms that work great for both content and commerce, but they just don’t have the flexibility and customization that Drupal can provide. From creating a blog that has the features you want, customizing your rich media and creating clear Call To Actions (CTAs) that lead customers down the sales funnel. So if you're not using Drupal, you may be holding your business back.

Content is seen in many different forms and how you display your message to your customers is going to be different on every single website. With most platforms this can become an issue, which is why we put our focus on Drupal, so you can display your content and brand in a way that makes the most sense for your business.

To learn more download our free eBook “Why Drupal Commerce is the Best Platform for Online Business Owners”.

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