How to Create Compelling Ecommerce Content

One of the biggest misconceptions that some e-commerce industries even today have is that why waste time to create content when their main idea is to sell. The fact is that if created well, the content is the most important thing that will differentiate your product from those of others and convert visitors into buyers.

Just think about your shopping experience offline. You are most likely to visit the stores that offer you the best ambience and have an appealing architecture and layout. Maybe in your first visit you just browse through the products and decide to buy later on. Similarly if the content on your website is appealing and engaging, it can turn the potential buyers into customers.

Initially people may visit your site only to get information or search a product. If your content gives them not only all the information they are looking for about the product they want to buy but also a shopping experience that engages them – you can turn your visitors into buyers.

Consumers visit those websites where they find something of value and also enjoyable. They will buy from those which give them new and engaging content that incline them to buy and keep visiting.

Steps to create compelling e-commerce content

1. The different types of content you need
2. Strategies to create
3. Ways to promote

What are the different types of content?

Ecommerce merchants need to create content not only for merchandising but also for promoting their products whether through social media or any other means. Let’s have a look at these different kinds of content required:

1. Content for the homepage – The homepage content should be appealing and regularly updated. As homepage is where customers come first, it should be attractive. Use seasonal themes and products to attract customers. Make sure that your contact info is easily available.

2. Twitter – It is a great platform for promotions and new product launch announcements. Be concise and use images to have a greater impact. It also encourages engagement through retweeting.

3. Newsletters – One of the best ways to grow your business is through newsletters. Apart from being cost effective, they give high ROI. Link your newsletters with your blog posts.

4. Blog posts – Write blogs about your products and services, your customers and also your success stories. Adding posts frequently will increase the organic search and drive more traffic on your site. Blogging is a great way for engaging customers and allowing them to share their experiences.

5. Pinterest Boards – Create your boards to depict the benefits of your product. This will lure others to repin it – thus increasing your audience.

6. Other social media content – Create compelling content for Facebook and other social media sites to promote your product. Don’t forget to include images.

7. Content for Ads – No matter what type of ads are you using, just be consistent and use appropriate keywords.

Now that you know what the different types of content you need are, the next step is to create a strategy to write effective content.

Strategies to create persuasive content

1. Create content that stands out and differentiates

Apart from creating and promoting content what needs to be taken care of is that content should be of high quality and unique that attracts the target audience. If you want your product to stand out, you have to stand out. Present your content in a way that differentiates your product from those of others. This can be done through videos or customer reviews. Encourage them to leave a message after each purchase.

2. Provide valuable information rather than talking about direct sales

No doubt, content can tempt your prospective customers to buy. Customers today are cautious of being “sold to”. So instead of using manipulative strategies to persuade them to buy, provide them the valuable content. They will get to know about you through it which in turn will build trust. And as the trust grows and they think of buying, your company will be the first to strike their minds.

3. Visual content is very important

Photos and videos have a great impact on the customers. Do you know that articles with photos receive 94% more views than those without? If you want benefits from your business, you need to create content with images and videos.

4. Your content should be shareable

Sharing doesn’t only mean sharing it on social media. Write content that people want to share and present it in a form that is easy to share such as videos or blog posts. Videos are easy to link to and can also be embedded by others in their websites or articles. Blogs can be shared easily and also gives room to invite comments. This encourages people to join in the conversation.

5. Content should be SEO friendly

Keyword research plays a very important role in knowing what your prospective customers are looking for. Once the keywords are finalized, writing becomes easy. Customers will feel that you are talking one-to-one with them which in turn help in building trust.

Now that you have created content for all the different platforms, the final step is to publish it and let your customers know about your product.

Read: Create Invoice with FreshBooks and get paid Faster! 

What are the ways in which your content can reach your customers?

1. E-mail Marketing
2. Writing blog posts for the new product
3. Promoting it on all social media platforms
4. Build partnership with other well known online stores such as Amazon, eBay and advertise on them.
5. Go for group buying sites
6. Give introductory offers

In short, create content which people find interesting and excite them to keep coming back.

“Content is where I expect much of the real money will be made on the Internet, just as it was in broadcasting.” – Bill Gates