"The continued importance of social media in ecommerce has also fuelled the desire for companies to use content to attract and retain customers" - James Gurd, owner of Digital Juggler
Website content is "at the heart" of ecommerce and is integral to digital marketing.
That's according to Digital Juggler owner James Gurd, who told Econsultancy that content marketing is a component part of all online activity.
He believes this is being driven by the increased consumption of online media and the variety of content formats available - blogs, video, images, reviews, social discussions and the rest.
According to IMRG, the UK online retail market in 2013 is estimated to be worth £87 billion. Within that mobile commerce is growing at a rate of 300% a year (see previous article on importance of mobile content).
Gurd goes on to note that with social media in the picture as well, web content has multiple uses. "It's not just a one-channel entity," he says.
However, he cautioned businesses about pinning all their hopes on content marketing, explaining that "content is not by itself the saviour".
"For content marketing to work, the inputs need to be good," he said. Indeed one thing we can see happening already is that with so many companies taking a stab at content marketing, there are a lot of poor efforts.
"Content has to serve a purpose and provide a value to the end-user. I personally think there is too much content being produced at the expense of a focus on quality," adds Gurd.
Instead of just "throwing up" blogs, articles and buying guides on to a website, there should be a "coherent" content marketing strategy.