Content marketing is one of the best and most important investments that online retailers can make. In fact, 87% of shoppers rate product content extremely important when deciding to buy and 50% have returned and item they bought, because it didn’t match the product description.
There are several types of content that generate demand in eCommerce and you as a retailer need to decide which will suit your audience the most and help you improve your business. Content marketing strategy is one of the best ways to improve your eCommerce business, increase incoming traffic to your website and grow your sales. It is crucial to provide content that drives awareness of your brands’ products or services.
We have prepared a guide to creating a content strategy that will help you increase your eCommerce traffic, and boost your sales.
What types of content are trending in Ecommerce?
Content marketing is the creation of content in various different formats and sharing of that content to targeted audiences in order to attract more prospective clients, building your brands’ awareness and driving more sales on your website. There are several content types that you should implement to your eCommerce marketing strategy.
Blog posts are central to demand generation and marketing as a whole, because you can write about anything starting with news or industry to reviews of your products and guidebooks. Blog posts can be beneficial in many ways- they can be used by any business in any industry to foster brand loyalty amongst their readers, increase demand for their products/services as well as improve SEO and drive traffic to your online store.
Can you imagine reading an item description and making a purchase decision without seeing it? No, me neither. It is crucial to show off your products in all their glory by displaying high definition and clear product imagery. This is especially important for fashion brands and other highly aesthetic industries that rely on visuals to entice their users to make a purchase.
Video Marketing is said to be one of the most powerful forms of content in eCommerce, in fact 57% of consumers claim that videos boost their confidence in the products they purchase. Information shows in video is easier to retain and is much more engaging than reading a text. The most popular forms of video are how-to’s, tutorials or product reviews that give the extra reassurance of the product quality and the urgency to buy it.
4. Rating and Reviews
Positive reviews are an excellent source of proof that you’re selling something worthwhile. It is a great way to build trust and strong relationships with your customers, who will pay you back in loyalty. If you happen to receive a bad review, make sure you don’t leave it unattended- respond to it and improve what was wrong, to show your audience that you care and to avoid the same situation happening in the future.
5. Emails and Newsletters
Email marketing is a way of consistent and effective reach to your audience with information about your brand, new products and offers/discounts for your subscribers. In fact, 80% of consumers like it when they receive retail emails that recommend products to them, based on previous purchases. The carefully tailored content is much more effective than overly promotional offers, so try to personalise your newsletters and include more than just a recipient’s name.
How to Create Your Content Strategy
Now that you know what types of content are trending and are effective in eCommerce, you can discover how to implement it to your eCommerce strategy and drive more traffic to your site.
1. Be creative with your product titles and descriptions
Online stores such as ASOS are very descriptive with their products, because of their large catalogue. It allows customers to find exactly what they are looking for and it is more likely that products will come up under more searches in general. If more customers see your products that simply means more sales. Do not copy and paste any content under your product descriptions because it decreases your chances of being shown in any search engine.
2. Don’t ignore meta descriptions
Meta descriptions are short sentences that sum up the content of your page and appear in search results. Creating an informative summary of your page and including relevant keywords will definitely increase traffic coming to your site and attract more potential customers. Meta descriptions are the first thing that people see when they search for your site or any other information via search engine, so making a good first impression is very important.
3. Provide answers to any questions your customers may have
Think like a customer, what would you like to know about certain product/service? Make sure you are as informative as possible and provide answers to any common questions that your shoppers may have, such as delivery options and its cost, shipping and returns and detailed product descriptions with measurements and size guides. If you are a fashion brand, specify model’s height and the size she/he is wearing. Being informative will definitely build trust and your business’ authority.
Social Media Content Strategy
Social media marketing is definitely essential in shaping your eCommerce content strategy. Sharing your content on social can help you connect with more potential customers and reach your target audience. To start with your strategy, follow these simple steps:
- Choose social media platforms that will work best for your business’ purpose by learning about its demographics.
- Work with influencers in your niche who can help you build brand’s awareness, trust& authority, generate sales and distribute your content so it reaches wider audience.
- Find a balance between providing interesting and engaging content and being overly promotional.
- Engage with your audience and don’t leave any comment/messages unattended.
- Let customers do the work and repost content from them to gain more trust and authority and put a smile on someone’s face.
Let’s wrap it up
Ecommerce and content go hand-in-hand like best friends and if you want to do well in the crowded market, you better invest your time to have your content marketing strategy in place. Providing relevant content can benefit your brand in many ways such as increase incoming traffic to your site, build brand’s awareness and authority and maximise your sales. In order to be successful in creating content, remember these few tips:
- Choose some of the trending content formats in eCommerce such as:
- Rating and Reviews
- Emails and newsletters
- Be creative with your product titles and descriptions
- Don’t ignore meta descriptions
- Provide answers to any questions your customers may have
- Work on your social media content strategy