The world has rapidly evolved since the advent of digital technology. Gone are the days when customers have to go to physical stores just to buy their groceries, clothes, and other essential products that are needed on a daily basis. Now, eCommerce websites have emerged from every direction offering different types of products and services.
In this article, I’ll be talking about how content creation for eCommerce businesses is different from regular blogs and other types of posting.
What Are eCommerce Websites?
eCommerce websites are online platforms or service and product pages wherein customers can buy products or services from any online business (C2B). Alternatively, they are avenues in which business can sell their products or services to customers (B2C).
Think of it as a convenience store with additional information like nutritional value, carbs, fats, and all that. Many of us are very particular in what we intake. That’s the benefit of buying things online, you get the specifications, and know what is the right fit for you and your diet.
However, there is more to it than meets the naked eye. Building a successful eCommerce site is a challenging task. You want to have experts with various specialties team up and develop strategies to run successful eCommerce content marketing campaigns. There should always be an expert on SEO, customer engagement, outreach, and an excellent content team to execute a comprehensive content marketing strategy for website pages, service descriptions and blog posts.
The collaboration is important to build brand awareness that will pique the interest of your target audience by creating a sales funnel, and ensuring top results in search engines like Google. Content creators know that eCommerce websites are entirely different from regular blogs that is why their marketing efforts are geared more towards promoting and advertising their products.
Blog Sites
Content strategy is highly dependent on the content types you want to write. Each content type is different. It can be a service page, product description page, home page, or landing page copy. Blog sites on the other hand focus on specific topics.
A blog post will guide you on what to do but won’t show you the specifics of the product you are trying to purchase. With an e-commerce site, you know what you are looking for along with the specifics and everything that comes along with it. The bottom line is that blogs target audiences and customers based on a particular topic that they are looking for whilst an eCommerce website covers a bigger volume of information.
eCommerce Content Marketing Strategy
eCommerce websites are diverse and offer a variety of products and services, unlike most normal websites. The difference is, the verbiage is usually based on a specific niche but an eCommerce website specializes in a multitude of products and services.
An eCommerce website provides detailed descriptions and options regarding their products and services, so the content strategy must have a goal to convert the visitor into a buyer. The writer should structure his content pieces to navigate the user through the sales funnel, while creating compelling copy according to business brand.
A solid eCommerce content strategy also focuses on the right keywords to target, ensuring they are properly optimized for SEO purposes. Why? Using the right keywords in your eCommerce website is part of on-page SEO and increases the chances of Google noticing the products and services listed.
Equally as important in eCommerce are the descriptions and titles of products. Search engines also read this, and no one would buy anything without having an idea of what the product is all about.
How To Do Content Marketing For eCommerce Sites
Here are some tips on how you can create or improve your eCommerce site and reach a wider audience:
Content Marketing Tip #1 – Know Your Target Market
Back in the day, the popular approach was to develop a company and market it. That is not the case anymore. It is very important to know your target audience first before creating content. Here’s some additional information you need to think of and why they are of utmost importance to the foundation an e commerce store:
Demographics
The demographic segmentation can refer to anything like age, sex, education, nationality, ethnicity, or religion. Knowing this segmentation is important when you come up with the outline and goals of the content strategy. These factors allow you to understand your target market better.
When you have the statistics and data of your target customers, your content efforts will be easier and creating or developing content ideas becomes a breeze.
Geographics
This segmentation usually tells you where your target market is located. Companies often position their products based on the density of the population. The more consumers, the better. You can also target a small community, but be sure there aren’t many competitors in that area so more customers buy from your company.
Psychographics
Learn how your target market thinks, and understand their lifestyle and attitude. Knowing what inspires and drives them on a daily basis is a big help. This way, you can come up with the useful information for your company items and how to offer them to your target audience. When you consider this in your content strategy, the chances of having a repeat customer is guaranteed.
Content Marketing Tip #2 – Create Excellent Product Descriptions
eCommerce website users are very particular when looking for something. You have to provide thorough information and specifications regarding the items on your product pages. People rely on details, product reviews and answers to their needs to persuade them to make a purchase. Remember, these are very important!
Accurate descriptions are also important for SEO optimization and especially useful when you want to drive more inbound marketing traffic your way.
Content Marketing Tip #3 – Perform Intelligent Keyword Research For Web Content Creation
Keywords are a big factor in the success of any company who wants to start an eCommerce business. These are crucial factors when it comes to search engine optimization, so having a good SEO tool makes everything easier. You can use popular tools like SEMRush, AHRefs, MOZ, and Spyfu for keyword research. When you come up with the right keywords, you can start to create content and blog posts that convert into sales.
Having the right keywords and search phrases can guide you on what to write and focus on, which results in increases in search visibility, search rankings, and search results that drive more traffic to your website and appearance in any search engine like Google.
Content Marketing Tip #4 – Invest In Social Media Marketing
Aside from devising an excellent content strategy, you should also tap into a Social Media Platform like Facebook, Twitter, Instagram, Tiktok, and many more.
People nowadays are hooked to their phones and spend a lot of time on social media. This is beneficial in promoting and advertising your brand to more people and driving more traffic your way. Maximize this opportunity and invest in social media marketing to engage your audience more.
Content Marketing Tip #5 – Devise A Good Email Marketing Strategy
Obviously, most people use social media but there are a few people out there who don’t. Emails are another form of communication and can help follow up with buyers to promote your brand. Together with a social media platform, this is one of the best strategies in creating a marketing funnel, traffic, and sales funnel that is a sure fire way to higher conversions your way.
One thing to remember, your content strategy includes bulk email campaigns using tools like Vbout or MailChimp. You can send out multiple emails at a time, or create a follow up sequence with special offers or coupons. This approach definitely lessens the time and effort you sacrifice by sending individual emails to your audience.
Content Marketing Tip #6 – High-Quality Web Design
Although content for eCommerce is very important, another factor that comes into play is the website design. Be sure that the design fits your product or service and that it complements them aesthetically. Any business that wants to succeed should have a great web design.
People are more likely to engage with an eCommerce website that has an interactive and colorful design. The customer journey and user experience will be better, resulting in higher traffic.
Remember that having high resolution images and logos are important as well. This helps in marking your brand identity.
Also, form a simple and understandable table of contents. Customers do not like clutter or confusion, which is why organizing everything on the site properly is vital. This is one easy, yet useful tip that is going to increase your audience and generate more sales for sure.
Content Marketing Tip #7 – Perform Analysis On Competitors
Study competitor companies and know what they are doing right. You can use tools in performing the analysis to copy their approach, but improve it. This is a great way to gather more useful data and create your tactical plans to outperform competitors.
Content Marketing Tip #8 – Routinely Perform A Content Audit
One of the main things you have to do in any content strategy is performing audits. Be sure that after launching your site and waiting for some time, perform a content audit, look if there are errors, analyze, and perform the necessary solutions to make it better. Hiring a professional SEO content rewriter may be smart to help with this.
Pros and Cons Of eCommerce Content Strategy
As previously mentioned content development for an eCommerce store business is different from regular service pages.
Pros
- Insightful Product Descriptions – eCommerce content strategy varies. It depends upon the product or services that the website offers. The good thing about it is that for every product or service featured on the site, descriptions and prices are abound.
- Customer-centered – Blogs or physical stores would never prioritize the well-being of their customers. All they want is to generate sales. Having said that, eCommerce content is written to educate and guide consumers throughout the customer journey.
- Convenience – Most people have one thing in mind; simplicity. Well written website content can really lend to the ease and luxury of buying online.
- Diversity – You have unlimited options to choose from. The sky’s the limit!
- Automated Revenue – Your content is a factor in how much money your website can make.
Cons
There are a lot of customer stories saying how horrific their experience was while shopping online. Users have become used to reading and researching before they buy, so here are the cons to poor eCommerce content marketing:
- People will become more confused than if they were shopping at a physical store.
- Users overwhelmed by choices with no inaccurate or unsatisfying information.
- High bounce rate, leading to decreased searched ranking.
- Your company brand image can easily become tarnished.
Site Rewriter – eCommerce Content Marketing Expert In Chicago, IL
The last and final tip that I suggest is finding the best eCommerce content writing service. Here at Site Rewriter, we offer content writing for eCommerce sites which includes product and service content descriptions. We specialize in eCommerce website content, eCommerce solutions, and SEO services for clients.
Along with our best content marketer, Kevin Khoury, our content team members are dedicated in providing extremely valuable content that drives higher conversions to your business. Our team will work hand-in-hand with you and ensure that your company grows!
FAQs
How do I create eCommerce content?
First, you have to specify what you want to sell. Study the market that you want to dive into. From there, build your content and start selling the products.
What is content in e-commerce?
It is a variety of products or services. If you’ve specifically targeted a niche, build your website’s content around it.
How do you create content?
Content marketing efforts depend on what you are trying to sell. You have to be specific. Study your target market and learn if your product is applicable to them. Next, the segmentation process lets you know which demographics and psychographics to target.
What is included in creating content?
As aforementioned, content strategy creation is based on the type of product or service you are offering. It will always be on a case-to-case basis, but always answer common questions, and fill a need in your copy.
Content Creation For Ecommerce
This is not a walk in the park. One, it takes time. Secondly, the expertise of a content marketing expert who can provide a legit content marketing strategy guide is needed.
I’m a 9 year SEO veteran who has mastered the fine art of writing compelling content using highly researched competitor keywords in order to get a business website over the hump in Google SERPS.
Website rewriting services are needed when a site gets stuck in search ranking, and requires the perfect balance of readability, keyword research and salesmanship to market a company using SEO best practices.
