Creating content for an eCommerce website is not an easy task. There are many things to take care of. After all, it has an impact on your bottom line.
Content is still king and is likely to remain so for a long time. Even the digital marketing and technology boom has not affected the importance of content and content marketing. Content plays a massive role in bringing customers to any eCommerce store. In fact, its importance has soared over the years.
Content marketing generates 3 times more leads per dollar spent as compared to paid search marketing. This shows the importance of having a content marketing strategy in place for all kinds of eCommerce stores and other businesses.
Consider content creation and marketing for your eCommerce store as a money making machine. It works tirelessly day and night helping you reach more customers. It also lets your customers find you on the Internet.
However, not all content for eCommerce websites will work. You must follow content writing and marketing best practices to be on top of your competitors.
Content Marketing Best Practices
To help you boost your content marketing efforts for your eCommerce store, we have listed the best practices you must follow:
1. Learn SEO
Learning the basics of Search Engine Optimization is essential to increase high-quality traffic to your eCommerce store organically. Here are some benefits of following SEO best practices for the content you put on your eCommerce store website:
- It gets you traffic
- It increases your eCommerce store visibility
- It helps you rank for specific keywords
You can enroll yourself in one of the popular SEO courses to learn the basics. The following websites offer SEO courses:
2. Create a Content Plan
It is very important to create a content plan before you start writing content for your eCommerce website. Create a document detailing your topics. Target market, segmentation, short and long-term goals and how you aim to achieve your goals.
Plan your activities for the next week, month, quarter and year. Create a list of blog topics that you will write content for. Also, mention the social media posts you will make and the time and days of publishing your content.
It is important to stick to your content plan. However, as mentioned before, don’t just publish content for the sake of it. You will not do your eCommerce store’s SEO any good if you create and publish high-quality content. Quality matters much more than the quantity of the content.
3. Work on Those Headlines
Your headline is the first thing that a potential customer will notice when they land on your eCommerce store. Therefore, it must be done right every single time. It should help you get the attention of your readers from the get-go.
Use power words in your headings. Your aim should be to create headlines that drive traffic to your store. Also, adding a number to your headings also increases its chances of getting clicked. Your headline should also create intrigue among the readers and tell them what solution are you offering.
When you have written your headline, run it through a headline analyzer tool like Sharethrough.com.
Try to improve upon your score by working on the suggestions provided by the website. This will help you create more engaging headlines with a higher click-through ratio.
4. Choose the Right Keywords
Choosing the right keywords is very important as this is one of the main factors that determine your rank on the search engine. You must learn how to choose the right keywords. There are different free keyword research tools that you can use.
· Google Keyword Planner
Google Keyword Planner is easy to use and gives you a clear picture of your keywords.
It imports results directly from Google. You will know what will work on Google and what will not.
UberSuggest is another popular keyword research tool you can use.
It gives you details on how well your keyword will perform online. Furthermore, it also gives keyword suggestions and ideas that you can choose from for your eCommerce website.
Other excellent keyword research tools include aHrefs, LongTail Pro, and SEMRush.
5. Start Writing
The success of your content marketing efforts largely depends on how well you create the copy. It should be informative and engaging. Only then will customers be romanced into buying from you. In addition, this is how you will show up in search results. Now that you know the basics of SEO and specific keywords to work with, start writing.
Think about the topics that will interest your readers. When you’re writing content for your eCommerce store, ensure that it’s easy to read. It should also be interesting to read and engaging. Only then will your readers be interested in reading it until the end.
Creative, fertile, plentiful, prolific, productive… your content should be all these things. Only then can it be called great content. Your content will spread like wildfire if it has all these factors in it.
Your content should give your readers a reason to share it. They will also engage with your content if it gives them some food for thought. In simple words, your content should be awesome. Creating shareable content is often not easy, especially when you are running an eCommerce store. But keep trying. You should at least make sure that your website blog is the best in the industry.
6. Create Guides
What do you sell on your eCommerce store?
Create guides on related topics. This will give your audience the information they can use. For example, if you sell backpacks on your eCommerce store, make some travel guides. The customers who buy your backpacks will be interested in reading these travel guides.
Make sure the guides you make are beneficial for your customers. Write keeping them in mind and make it simple. Listicles help too. However, make sure that your guides don’t scream ‘Buy from Us’. Let the audience make this decision themselves.
Reading content that only sells can be frustrating. It will also impact your sales negatively. Therefore, be smart about it and write content that helps your readers make the best and informed decisions.
7. Write Longer Copies
Longer copies tend to work better for SEO. Search engines love long copies as they think it is adding more value. However, you must write high-quality, relevant and valuable content. Don’t just write to fill space. Write something that your readers will want to read.
On average, try and make your posts at least 2,000 words long. This will improve your chances of ranking in the top 10 pages of Google. Work on your keywords and SEO best practices and if everything goes right, you will reach the first page of the search engine.
It is a common belief that readers don’t read long posts. It is just a myth. They will read anything no matter how long it is, as long as it offers them valuable information.
8. Use Visual Content
As per Buffer, tweets with images get 150% more retweets than the tweets with no visual content.
This is also true for other social media websites and even for blogs and articles on your website. Thus, be creative with your content. Don’t just limit yourself to written content only. Add pictures, videos, infographics, and any other form of visual content that you think add value.
Let your imagination play.
9. Email Content
Your eCommerce content marketing will get a much-needed boost if you add email to your content strategy.
Do you know that for every single dollar you spend on email marketing, you can generate an average of $38 in ROI?
You can use email content marketing in a variety of ways to boost your content marketing efforts. Send personalized emails to your customers. Tell them if you have any promotions going on or give them discounts on your products. You can also send them holiday-themed and seasonal emails. This will boost your sales and increase your ROI.
Remember, personalisation is the key to success when it comes to email marketing. Tailor your content as per your specific customer. This will help you click with them and you will make more sales. Emails are the best channel to communicate with your customers directly. Use it wisely.
10. Consider Guest Blogging
Getting inbound links is not easy, especially when you are an eCommerce business. It is difficult to get links to product pages. One way to come around this is to write guest blogs for other websites within your industry.
Writing valuable, informative and engaging guest posts and submit them to guest blogging websites. If it gets accepted, it will give a boost to your eCommerce store sales by improving your search engine ranking.
It is important not to be too promotional when you are writing guest blogs. You are writing for the guest blog site’s audience. Pack your guest blogs with as much information as you can. This will also help build your credibility in the industry.
Don’t forget to add visual elements to your guest blogs and try to make it long. However, don’t compromise on the quality. Try to follow the best guest blogging practices to maximize interest and engagement.
11. Create Interactive Content
Many people still prefer to buy in-store because it gives an interactive experience. Why not offer your customers something different than what your competitors are doing?
Invest in interactive content and you will see customers flocking to your eCommerce store. A great example of interactive content is the Sephora website.
The Sephora Virtual Artist app allows the customers to apply makeup. This gives them an idea about how a particular product will look on them.
While this isn’t a perfect substitute for the experience of in-store shopping, it is still a step ahead from just selling products online.
12. Try Storytelling
Instead of just writing long how-to blogs for your eCommerce store, invest in storytelling. It has more appeal than other kinds of content. It can help you gain customer loyalty by building your image as a brand.
Here are some factors to consider before you start working on storytelling:
- Your target audience
- Your products and services
- Your brand message
- The beliefs and values of your audience
- How your products help buyers
Adding an emotional element to your message can encourage more customers to share their stories with you. One of the most popular examples of this storytelling approach is YETI.
YETI is well-known for incorporating customer stories into their content marketing efforts. In fact, their entire content marketing strategy is based on visual storytelling. Their videos get hundreds of thousands of views on YouTube. This is what makes them different from their competitors.
13. Create Product Tutorials
Another way to improve your eCommerce store’s SEO ranking is to create product tutorials. You can create video tutorials about how to use your products and the different things customers can do with them.
Video tutorials perform much better than written how-to guides. Be a little creative and create a fun video tutorial. It will not only attract more traffic to your website but will also give you an opportunity to engage with your target audience.
Ranking high on search engines is not easy, especially when you are an eCommerce store. There are so many competitors selling the same products as you. You will only be able to rank high on search engines if you are creating relevant, high-quality and different content than what the others in the industry are offering.
Do something different from your competitors. Create content that makes you stand out from the rest. But also ensure that your content is valuable and informative for your audience. Only then will the search engines find it worthy enough of ranking high.
14. Work with Social Media Influencers
The present digital marketing environment is characterized by influencer relationships. Influencers are the people who have a sizable following on social media. They can be bloggers, journalists or anyone. If you want to perform better on social media, then working with influencers is the way to go.
Your eCommerce content strategy must include working with influencers. Find who the big shots are in your industry and collaborate with them. Do all you can to nurture your relationship with them. Just a single mention of your brand name by an influencer can lead to spectacular results for your brand and sales.
15. Write Comparison Articles for Two or More Products
Another great content idea for your eCommerce website if to write comparison articles. Do you sell products on your store that people like to compare before buying? For example, cellphones.
People like to compare the features of one cellphone with another to help them make the right choice. They prefer to buy from the eCommerce stores that offer these comparisons so they don’t have to go anywhere else for information.
Help your customers make an informed decision by providing a comparison of two products. Make sure that you create an honest and unbiased comparison. Biased comparisons are a big turn off for competitors.
16. Write Press Releases
Have you considered writing press releases for your eCommerce store?
If not, then you are missing out on a lot.
Press releases bring in the right traffic to your eCommerce store that is likely to convert to customers. You can showcase your offers and discounts in press releases. Moreover, you can also use them to market any new products you feature on your store.
Make press releases an ongoing part of your content plan. It should not be a standalone activity. Get your message across to the target audience and they will come to buy from your eCommerce store.
17. Outsource Your Content Marketing to Experts
Running an eCommerce store doesn’t make you a great content writer. Your content greatly impacts your ROI and sales. Thus, you cannot take any chances with it. Therefore, it is best to leave the content creating tasks to the experts.
If you have enough budget, create an in-house content writing team. This team should only be tasked with creating content that converts. However, most of the eCommerce stores don’t have such a big budget.
The best way to manage your content creating and marketing needs is to outsource it to experts. This will not only save you money but you will also have experts working for you. These experts know what needs to be done to improve the search engine ranking of your eCommerce store. They will help boost your sales by creating the best content that is out there.
18. Create Communities
Another way to boost your eCommerce sales through content marketing is to create communities for your customers. They can talk to one another, indulge in healthy discussions and also address the concerns of one another.
This tells the search engine and the customers how engaging your brand is. It will improve your search engine rankings as well.
19. Write Better Products Descriptions
Your eCommerce content marketing efforts are only as good as your product descriptions. Your product descriptions are the most important piece of content on your eCommerce store. These are what makes a customer buy from your store.
Your product descriptions must give out a detailed description of your products. They should be interesting enough that it makes a visitor want to buy the product. Consider them as the Holy Grail for your eCommerce store. Write them in a way that they help establish a connection between your customers and your products.
Not only that, but you must also optimize your product descriptions for SEO. Use appropriate keywords and insert them naturally into the content.
Talk less about your product features and more about how these will benefit the customers. Chubbies’ product descriptions are a good example.
20. Get Listed on Review Sites
Another content marketing strategy to help you improve your sales is to get listed on review sites like Yelp. This will bring more visitors to your eCommerce store when people are looking for similar products as you offer.
However, don’t just list your store on review sites. You must also ask your customers to leave reviews on these sites. This will improve traffic to your eCommerce store and help you get more sales.
21. Take Advantage of Social Trends
When you are creating content for your eCommerce store, also keep an eye on the latest social trends. What are people talking about these days? What is the trending hashtag? Is there any new viral content?
Incorporate these into your content. This will bring more people to read your content and you will also see a lot of people sharing your content. This will result in better performance of your eCommerce store.
Last, but not least, never shy away from studying your competitors and learning from them. Check out which content marketing strategies they are using. Find out what is working for them and try to follow in their footsteps.
While you shouldn’t copy them, it is perfectly alright to take inspiration from them and learn from them. It will help improve your content marketing efforts and will bring more customers to your eCommerce store.
This was all you needed to learn about creating content for eCommerce website. Remember, content is king and you must invest your time, efforts and monetary resources in creating effective content. This will give you great ROI and will provide great results for your bottom line.