A new online store without great content isn’t going to succeed. Youneed unique product pages, good category descriptions, and a lively blog andengaging social media channels to run a successful ecommerce store.
Great content isn’t just about optimizing for search engines and makingsales (though it’s good for both of those things), it’s also about buildingtrust with the user. Online content is your chance to build a brand and make adifference to your customers’ lives, as well as increase profits.
So whether you are a newbie retailer, or a seasoned veteran: here arethe key things you need to know about ecommerce content strategy in order tomake a success of your new online venture. (Before you dive in — have youchecked out our ecommerce secrets yet?).
Good contentstrategy comes from successful content planning, editing, testing and refining.
You need to see content production as a central asset ofyour online business and treat it accordingly. Shoddy content that is thrown upas an afterthought is a bad investment and won’t do you any favors.
Savvy brands like Hotter capitalize on seasonal trends bycreating blog content that revolves around their customers and their products. Combining seasonality with product marketingkeeps the brand’s blog relevant and engaging, and is a great touchpoint forblogger and media relations.
From summer fashion to holiday packing, their blog contentis timely and so much more likely to attract shares and likes. How to do thesame for your store?
A big element of the inboundsales & marketing methodology is connecting with your buyerpersonas through expertly timed and judged content. This is how the rightcontent can make a big difference to sales figures:
Michelin publish loads of tyre content — mostof it focused on the user and the types of questions they would ask — and theyrank very highly in search engines for all types of tyre and car-relatedquestions.
Their content neatly reflects different buyer awarenessstages — telling people why there is a need for tyres, then taking them throughtheir specific options.
Adopt a similarapproach for your content — start out broad and identify a product need, thenhone in on product selection.
Social media is a great place for ecommerce content.
Social media is a place for selling and engaging withyour audience. To be successful on social media, you need to devise a social mediastrategy in order to create compelling content that resonates with youraudience.
Pukka Herbs recognize that boring productplugs aren’t going to work on social — so they connect their teas to what’sgoing on in their customers’ lives instead.
By embedding their product within a wide customernarrative (working out), they improve their engagement rates, and make theirbrand feel more genuine.
How to do the same?
No online store is an island.
It’s not just about the content that you create orcurate – it’s also about the content that comes from your audience. Sellingwith social proof is becoming increasingly central to ecommerce strategy andyou want to have a store that has a lively community around itself.
LUSH USA has customer reviews that are socomprehensive you almost feel like you’ve tested the product yourself beforeyou buy it! The reviews are embedded on product pages and are really easy toread and navigate through.
Getting customers to upvote reviews is a great way toreward customers who engage with your review platform, but also ensure that themost helpful content wins out. Create a sense of community through your productreviews and see your conversions rise.
Want to make sales fast? The best way to launch asuccessful ecommerce store is to prioritize promotion and content – spending less time on the actual build andsetup of your online store. As an ecommerce store you will mainly be reliant onsearch engines and social media for sales – both of which need a ready andfresh supply of content.
These green entrepreneurs have used Shopify to launch anonline camping and outdoor emporium; BioLiteuse their blog as a place to share their story, mission, and values.
The whole store is focused around great user stories andimagery — and they really delve into the heart of sustainability issues. Agreat example of a brand who use content to create deep and meaningfulrelationships with their customers.
Launching a store with great content willmake you more likely to succeed. What do you think makes for great ecommercecontent, and why?
About the author: Hi there! I’m VictoriaGreene, digital marketing ninja. When it comes to ecommerce and marketing,I’ve got the moves. I want to share my knowledge with you and the world, so gocheck out my blog, Victoria Ecommerce.
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