As traditional marketing methods become less popular and effective, content marketing continues to gain traction. More and more people are spending their time online. And a lot of the time, we factor in a business’s online presence when deciding whether or not to buy from them. This means businesses must adapt their marketing approach to widen their reach and keep up with online trends. 

Content marketing is one way to do this. But what exactly is content marketing?


Content marketing, at its core, is about creating and sharing online content. Some of the most common types of content are:

  • Blogs
  • Whitepapers
  • Videos
  • Case studies
  • Ebooks
  • Infographics

Despite what a lot of people think, content marketing isn’t necessarily about your specific product or service. It’s about providing insight and explaining concepts that relate to your product or industry. 

Chances are someone who visits your site will know what you offer. It’s content marketing’s job to establish trust and give them valuable information. If your audience view you as a useful resource and an authority in your industry, they will be more likely to choose you over your competition.


Content marketing helps to increase sales. The way it does this is two-fold. It improves traffic to your site through search engine optimisation (SEO). It then encourages this traffic to choose your brand over anyone else.

Content marketing helps establish your business as an authority in your industry. This means it can help get your name out there and reach new audiences. It also fosters long-term customers. If you’re giving your customers valuable information for free, they’re more likely to remember you and come back when they’re ready to buy.

If you’re wondering why you should consider content marketing when traditional marketing methods are currently working for you; on average, content marketing costs 62% less but generates three times the leads.


It’s best to start with a plan – a strategy on exactly what you want to get out of your content marketing. It’s important to consider factors like your resources, finances, staff allocation, and timescale at this initial planning stage. How often will you publish content? Which methods will you use? When it comes to choosing content methods, try to always play to your strengths. You want to be putting the most effective and valuable content out there.

Make a consistent schedule for your content. If you post sporadically, you’re unlikely to see the results you’re looking for. Consistency looks professional and will keep your business at the forefront of an audience’s mind.

If your team lacks the skills needed to make your content marketing the best it can be, delegate tasks where necessary. For example, if you haven’t got a skilled writer in-house, you might consider outsourcing some of your content needs.

Your key considerations should be:

  • Minimising errors in the content you publish.
  • Establishing a tone for your business. It should match who you are and reflect any core values.
  • Writing should always be clear, concise, and readable.
  • Audiences respond best to emotion and relatability. Think of how your content will make the reader feel. 
  • Target your approach. Build your content strategy based on your key audiences. 
  • Be flexible. It’s important you’re open to changing your approach as you go, based on what works and what doesn’t.


Content marketing is key to business growth. Your online presence is one of the main ways to attract an audience. It’s important you’re publishing content that will make your audience want to choose you over anyone else. With so many businesses out there, your content helps to stand you apart.

Once you’ve established a successful content marketing approach, you can expect to see your eCommerce business go from strength to strength. Shopit has marketing features built-in to get you ahead. Whether you need data to make more informed choices or SEO support, you can count on us. And we can support you now and throughout your growth and development. To book a free trial, get in touch with us today.

Fleur Underwood
Fleur Underwood

Fleur is a marketing enthusiast and writer, and an integral part of our own digital strategy.

In supporting our clients with marketing tips and ideas, she also writes about how Shopit can improve so many businesses