5 Tips for Learning to Write E-Commerce Content
Content marketing is crucial to promoting your eCommerce website in this age. The problem for many marketers is that they automatically expect customers to come because they create content for their website, and it doesn’t work like this. Your content will be nothing more than words mumbled together without any meaningful effect without the right strategy.
Content marketing has a clear goal and purpose, such as increasing sales funnel conversion, greater engagement with the audience, or boosting your bottom line. So, it is a challenge for content marketers to create content capable of generating quality leads.
By putting the right strategies in place, you may grow direct sales, generate leads, and increase customer engagement with content marketing. In learning to write e-commerce content, these are some of the top tips to consider.
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Know your buyer persona
Knowing your buyer is the first step to creating an eCommerce website tailored to them. So, it’s crucial to develop a persona based on marketing and real data insight before you aim content at them. You can also refine your content found on the part of the buyer journey you’re targeting and where you’re placing it on the sales funnel.
Some things to note for a buyer persona are demographics, personality, motivation, pain points, and preferred content channels.
1. Know how your target audience consumes content
Exploring industry trends and internal data will give you an idea of how your audience prefers to consume content, so you’ll know how to reach them. Some of the questions you may be looking to answer are:
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What social media does my target audience use mostly
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What specific type of content do they prefer (long-form content, video, whitepaper, etc.)
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Does my audience like to buy off their phone
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How long are they willing to spend to review content
2. Research before creating your content
To effectively create an eCommerce content strategy, you must do some front end research. For instance, you may carry out an SEO competitive analysis to consider how your competitor’s domain names are faring in the keyword gaps and search rankings to find the opportunities to create content for new search terms. Research is key to success in content marketing. Even if you employ the best professional writing services, you still need research.
You may start by comparing five of your competing domains through the keyword gap analysis. This helps you discover the keywords that your website may be able to rank for. It also allows you to see the level of competition in this space for some of the keywords you’re missing. With this, you’ll be able to prioritize some of the low-hanging fruits in creating your content.
3. Publish content where it’s sensible within the buyer’s journey
The marketing or sales funnel has three parts: the top funnel, the middle and the bottom-funnel corresponding to the different parts of a buyer’s journey.
At the top of the funnel, you have the awareness or customer delivery stage to demonstrate to them that you understand their pain points. Again, it is easy to find your content and consume it at this stage. Whether through social media marketing, blogging, search engine marketing, or other channels, your content will provide them with the solutions to their pain points without selling any of your services or product.
The middle part of the funnel is called the consideration stage, where you get to engage with the prospective customers more deeply and create trust. You have proven to them that you know their pain points, and they will be looking forward to you pointing them towards a solution that eases their problem. Before you were trying to educate them now, you’re guiding them to the solution, which, ideally, should be yours. It may be effective for you to offer case studies, comparison guides and some free samples to them. At this stage, your consumers are already researching the topic, which includes whether your solution is ideal for them.
The bottom part of the funnel is referred to as the purchase stage. This is the last stage of the funnel where the consumers are willing to part with their money for your solution. This is the point where you prove to them that your value is too outstanding to pass up. During this stage, you may use live chat, emails or chatbot with the customers while at the buying point or the remarketing point to ensure that your message is always in their faces.
4. Measure results
The content creation process for eCommerce is usually ongoing, so it’s essential to look at the results from your past efforts to make improvements going forward. With the right metrics, you will be able to show the kind of ROI you’ve achieved within a specific period. There are several measures you can use to gauge success, such as:
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Conversion rate
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Leads
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Organic traffic
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Social shares
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Time on page
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ROI
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Engagement
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Backlinks
Conclusion
Content marketing is essential for eCommerce websites, and the importance is only growing as the years go by. It allows you to reach your customers where they are and promote your brand to them.
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