ECommerce content strategies create a unique challenge for any content writer or content marketing campaign manager. Since an e-commerce product is typically a physical, tangible item, it’s not always something writers can create an in-depth piece on. They are limited by the practical uses of the item and its physical form.
However, an eCommerce content strategy is a must have for every business, as it provides authentic organic traffic to the website. Content marketing has become one of the most effective ways to engage viewers. Below you will find 13 tips for creating a content strategy for eCommerce that will encourage email subscribers, provide search engine traffic, and build a genuine audience around your products. When it comes to building a brand and gaining long-term recognition as an authority in your industry, a content strategy allows your voice as a writer to be at the forefront of your marketing campaign.
1. Understand Searcher Intent
One of the most important things you can do as a writer is to understand the searcher’s intent.
With any content strategy, your primary source of website traffic should be your organic search engine presence. This means traffic from users searching for specific keywords and keyword phrases on Google, Bing, and other search engines like Yahoo or Dogpile. When you do keyword research, your job is to uncover those valuable phrases that your audience is searching online.
However, the next step of the process is to truly understand the searcher’s intent and what they hope to find when they arrive at your website. If you don’t deliver on those expectations then your website’s bounce rate, conversion rate, and user experience will suffer, and inevitably, your traffic will decline as well.
Recommended reading: 10 Strategies To Lower Shopping Cart Abandonment And Improve Conversion Rate
2. Know Your Target Keywords
In order for you to understand searcher intent, you have to know what keywords that user is searching to find your website to begin with. Knowing your target keywords is extremely important to an eCommerce content strategy. When you produce content for your blog, you should be writing for your audience but with search engines in mind.
It’s important to use a wide diversity of keyword phrases as this indicates to search engines that your content is highly relevant. This is often referred to as LSI keyword usage and it stands for latent semantic indexing. It’s really just a fancy phrase for using relevant and closely related keywords.
Your keyword research process should be extensive and it should make it far easier for you to integrate these keywords into your writing. If you’re hiring writers, provide them with these keyword phrases ahead of time, before they begin to craft the articles.
3. Set Clearly Defined Goals
When you have clearly defined goals for your eCommerce content strategy, it’s much easier to meet your expectations because you know exactly what you need to deliver.
As an e-commerce blog, some of these goals should be about the types of content that you hope to create, the educational value of that content, and the impact that it should have on your audience. It’s a good idea to implement SMART goals, these are goals that are specific, measurable, agreed-upon, realistic, and time based. This allows you to hit the nail on the head with all aspects of your content strategy.
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4. Cover your Products Thoroughly
ECommerce content strategies create a unique challenge that service businesses don’t often face. One of those challenges is thoroughly covering your entire product selection through your content strategy.
A content strategy for an e-commerce website must be centered around the products that you sell. You can cover the different uses with your products, you can create educational content that teaches something unique about your products, or you can simply review some of the different products you provide to give your customers a well-rounded look at which ones are best for their needs. There’s a number of different ways to implement a content strategy for e-commerce and at the end of the day it’s important that your content be sales minded and cover your product selection thoroughly.
5. Create a Voice and a Brand
A content strategy needs to create a voice and a brand for the business. The most effective content marketing campaigns are ones that have this unique image for the brand and they build authority behind their online presence. This means commanding attention, creating engagement with the audience through the content, and being personable.
Don’t be afraid to create controversial content that attracts attention, generates interest, and creates a personality behind your brand. People want to buy from businesses that are more than just a source of products, they want to work with game-changers, innovators, and companies that are being progressive.
6. Be Approachable to Create a Buzz
If you’re new to blogging and e-commerce content strategies, being approachable might not be something that makes immediate sense to you. Being approachable however, is very important with content marketing and it can have a huge impact on your ability to create buzz and get attention to your blog.
One of the best ways to remain approachable is to leave comments open so that users can interact with you on your blog posts. After you publish content, be very attentive and monitor your blog posts carefully so that you can respond to any comments and interact with these users in a personable way. This shows your audience that you’re there to help them and it means something to you to have this personal relationship.
7. Try Different Content Formats
Whatever you do, don’t be one-dimensional. Try out different content formats and experiment with marketing channels. There are so many different types of content out there and it’s easier than ever to use these platforms. You can create videos, webinars, podcasts, traditional blog articles, infographics, and a variety of other content types.
The point is, you never know what’s going to give you your next big break and be significant to your traffic generation. These different content formats have a lot of potential and it allows you to engage your audience in unique and interesting ways that your competitors might not be doing. A content strategy for ecommerce websites should be multidimensional and widespread, giving you plenty of opportunity to follow the results and carve new and effective pathways for your business going forward.
8. Make Your Content Shareable
While traditional blog content typically doesn’t get shared all that often on social media profiles, videos, podcasts, and other types of engaging content often does. Give your audience plenty of ways to share your content by using social media buttons. You can also allow your users to download blog content into PDF form, allowing them to easily share it with colleagues, friends, and family. It’s really important that your audience have this opportunity available to them.
Make sure your content is share ready! This can’t be stressed enough. This means resizing your featured images to match the standards of Facebook and other social media networks.
9. Review and Edit Your Content
There is nothing that could hurt your brand and jeopardize your image more than failing to proofread content. If you’ve ever read a blog post from someone who has failed to review and edit their content, you know how painful it can be to get through a single paragraph. When grammar errors are continuous, users almost always hit the “back” button. Don’t jeopardize your own balance rate and your business by failing to take the time to simply skim over your content once you’re done.
10. Add Images to your Blog Content
Users enjoy interacting with content that is visual and engaging. By simply adding images to your blog content, you can make it far more exciting to read and it helps explain the ideas presented in the text. Images are essentially a visual aid that make it much easier to grasp difficult ideas. You can use stock image websites to quickly and easily find images and the impact it can have on your content strategy for eCommerce is significant.
Recommended reading: How To Choose The Best Website Images
11. Support Your Content with Data
By supporting your content with data, you show your audience that you’ve done the research to validate your point. Data makes your content less of an opinion and more of a validated ideas with statistics, facts, and intellectuals behind it. The more quantifiable data you can present, the better your content will be. Users want to see infographics and visuals that support the idea that you’re presenting and verify your claims. If you can present data that shows users why your products are important, your eCommerce content strategy will be effective at driving traffic to those product pages where sales are made.
12. Use How-To Video Content
In eCommerce industries, how-to video content can be extremely powerful. It provides an opportunity to educate your audience and show how your products can be used in ways that are unique and innovative. Create video content that shows how your products make a difference and can make the lives of consumers easier.
13. Do Your Research
Before you begin writing or producing a new piece of content, make sure you do your research. By properly researching the ideas and concepts presented in the material, you can deliver a much stronger piece that’s far more influential on your audience. In order for your content strategy to be perceived well, it has to be extensive with data and value. You can use online tools that allow you to search for content ideas and find trending content so that you can write about topics that are current and being discussed today.
As eCommerce brand, there are a lot of different ways that you can create compelling content that engages users and provides quality traffic. Every content strategy can benefit from the above tips but to take things a step further, think outside the box and try ideas that haven’t been implemented before.