Ecommerce businesses need reliable and effective content marketing to boost sales and facilitate company growth. Cloud hosting is one such solution, with major advantages. Here, Santi Costa, chief marketing officer, Cloudways, explains the benefits of cloud hosting in detail.
Digital marketing, specifically the elements that rely heavily on content, plays an integral part in the overall success of any ecommerce business. Without effective and consistent content marketing, retailers put themselves in an unfavorable position that could see them losing out on sales and company growth. While many may assume that utilizing impressive marketing tools or throwing money at the problem is the best solution to striking content marketing gold, there is one small and inexpensive adjustment that is more effective.
Cloud hosting, the technology that is set to be embraced by more than 85% of organizations by the year 2025, according to Gartner, is the content marketing boosting tactic that many ecommerce companies need to pay attention to. While many are more accustomed to server hosting, when pitting it up against the cloud, it is clear that it does not facilitate an effortless content marketing process. Instead, server hosting puts a bigger burden on businesses, forcing them to do the heavy lifting.
It is well-known that the majority of U.S. Millennial and Gen-Z consumers are most likely to buy a product after reading about it in a blog or seeing a favorable review of the item on social media. So perhaps it is time that ecommerce companies look into cloud-based infrastructures that facilitate and boost their content marketing goals.
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According to a CNBC report, the electric vehicle and clean energy company Tesla sold 78% of its 2018 Model 3 vehicles from the company’s ecommerce portal. Since then, Tesla has restricted all in-person sales, allowing all transactions to take place on its website. This strategy stops the large majority of purchasers from test driving the brand’s vehicles and, consequently, requires Tesla’s content marketing to overcompensate for the lack of in-person guidance about the products’ features and capabilities.
According to Built With, Tesla uses Drupal as its content management system and Shopify for ecommerce. Ordinarily, retailers using a dedicated server-based host would need to use a special plugin or integration to ensure that both platforms operate smoothly on separate domains. Another major setback for businesses using more traditional types of hosting is the storage limitations, which make it difficult and expensive to store hi-resolution images, videos, product images, and a library of blog posts and downloadable written content. In other words, big-name retailers such as Tesla would be unable to easily toggle between two domains and multiple software solutions if they utilized dedicated hosting.
With a cloud hosting provider, business-to-consumer brands can consolidate and unify content and ecommerce technologies without having to worry about ever reaching storage capacity or relying on using a single content management system to fulfill both content and ecommerce requirements.
A key feature of the cloud is that it offers accessibility to data and files. Small to large companies that use on-site servers often find themselves in an unfavorable position when employees are working off-site, owing to employees having little to no access to files when outside the office.
Ecommerce businesses that want to increase content output to drive traffic to their websites and product pages rely on employees working collaboratively and quickly to produce content relevant to any new trends and news taking place at any given time. When data is not hosted on the cloud, this becomes almost impossible. Cloud infrastructures make it easy for teams located on-site or remotely to access files, assets, campaigns, and data at any time or place.
For example, a content producer, brand manager, and product manager can transfer and access content while working collaboratively in multiple locations. The accessibility of all assets, coupled with the ease of collaboration, means that all members of the marketing team can effortlessly have all hands on deck when launching a new product or omnichannel campaign while ensuring that all the different elements are aligned in messaging and sentiment. As a result, the organization is able to ramp up its content output at an accelerated rate, driving more visitors and conversions to the commerce section of the website.
Small to medium ecommerce businesses using cloud hosting can forgo forking out the exorbitant expense of hiring in-house IT professionals. The average salary of an IT professional is $60,250 per year, and the cost doubles for a senior IT hire, with a chief of technology’s salary averaging around $175,551, according to Glassdoor.
With the cloud, remote technical support is available to assist at low to no cost, leaving SMBs with more financial resources to spend on boosting content and advertising campaigns. For many companies, the additional room in their budget means they can afford to hire a specialized marketing agency to assist in content distribution and specialized targeting, allowing them to compete with larger brands. Spending money on enhancing the quality of the content through specialized equipment or utilizing multimedia content specialists is another option available to companies that use the cloud.
The ability to free up funds and redistribute them to fuel content marketing by making one simple change can greatly impact an ecommerce brand’s revenue and scalability.
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As cloud hosting continues to gain traction among tech-savvy businesses, it is important for ecommerce companies to see its value. Most businesses are aware of the benefits that content marketing provides, namely increased traffic and revenue through conversions. However, there is still a gap in knowledge as it pertains to the impact that cloud hosting can have on facilitating efficient and successful content delivery. To reach marketing goals with an impressive ROI and create a seamless work and software flow, ecommerce companies should look into adopting cloud infrastructures.
Are you using cloud hosting to assist in effective content marketing? What benefits have you seen? Let us know on Facebook, Twitter, and LinkedIn.