Whether you are a well-known fashion brand or smaller niche ecommerce business, having good, well optimised and written content is just as important as ever. Content marketing is still a crucial means of communication to your current and potential future customers, especially for ecommerce brands and can help to build brand awareness, generate leads, promote a business’ values and much more.
Discover how to write effective content for ecommerce sites with the steps below.
As the name suggests, content marketing involves the strategic creation of content to assist in the promotion of a brand or its products. The content that is created needs to be relevant, attractive and engaging to the target audience for it to succeed. Examples of modern forms of content marketing for ecommerce businesses include:
While there is a near-endless variety of content types, the main focus still for many businesses is blog articles. Not only do they typically offer a lower production cost compared to other content types (such as videos or podcasts), but their potential outreach through online channels such as SEO is immense.
That being said, putting pen to paper as a brand requires strategic planning for the blog article to succeed. There are many factors to consider when writing content for an ecommerce site. From generating ideas to tracking the final outcome, we share our strategy on writing effective blog articles for any ecommerce brand or retailer.
To give your content the best possible chance at success, a thorough level of research and planning needs to occur before you start anything. Like a classic ‘conversion funnel’, we want to take the same approach when it comes to planning content—start with a wide net to capture ideas, which we then funnel down into one final blog article concept during the process.
Instinctually, many ecommerce businesses will start by using digital marketing tools to generate content ideas. While using keyword research to form the basis of your blog article is key, it’s also important to marry this planning with additional research to fully flesh out other ideas.
Ultimately, the content is going to be engaged with by your target audience, so getting a complete picture of their content needs is essential. Consider using the following methods to further research topic ideas and your reader’s needs:
Blog article topics can be typically divided between two categories, Evergreen and Seasonal. By choosing which category your content falls into will help plan when is the best time of year to publish it.
An example of Evergreen content could be a Product Buying Checklist (such as a ‘Buyer's Guide to Football Boots’), while a Seasonal content example could be a Gifting Guide (such as a ‘Father’s Day Gift Guide’).
However, depending on your chosen topic, the choice between Evergreen or Seasonal is predetermined which makes this step easier.
With a topic decided, it’s time to decide on the content of the article:
Ideally, an article brief can be created before writing content to ensure the article is well researched and optimised. It will also allow the writer to easily see what will be featured in the content and any information needed to create it.
If you’ve followed the process so far, you will now have a highly detailed plan for your article. All that is left to do is create it.
While your blog article must feature the keywords you want to rank for, it’s equally important that the article is primarily written for a real-life audience, not Google. The customer is king when it comes to content, but what does this mean in practice?
Whenever possible, always create a draft of your article before publishing it. This allows time for another person within or outside of your team to proofread and sense check the content. In particular for more technical topics, having someone outside of your team read through the article will help ensure it can be understood by people of different knowledge levels if that is a goal for the content.
When an article is ready to go live, ensure that it has had a spelling and grammar check, and that all links work correctly.
To further enhance your ecommerce content marketing strategy, blog articles need to be tracked and optimised in the future. Not only is it important to ensure the content engages your target audience, but it also allows you to adapt your strategy based on what did and didn’t work.
If you had created a goal as part of your article brief in the planning stage, it is simple to use that objective as your main way of measuring the success of your content. That being said, content can serve many purposes, which the goal should reflect. Here are a few objectives that you can measure your content by:
Updating and optimising your article breathes new life into your content—help setting it up for long-term SEO success. Both your audience and search engines benefit from content optimisation, making it an important factor that needs to be included in the blog article’s lifecycle. These are many ways to update and optimise your content, some of which include:
It’s no secret that content marketing needs to be part of your wider ecommerce strategy. Its longevity, low cost to produce and ability to grow online authority makes it highly attractive to ecommerce businesses. Other key benefits for content marketing include:
Throughout all the stages of creating content—planning and research, writing and creating content, and tracking and optimisation—the customer needs to always be the primary focus. The content is going to be read, consumed and ultimately actioned upon by them.
For more information about building an ecommerce content marketing strategy, contact Pattern Australia now.
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Entering the ecommerce landscape is a huge undertaking for any brand—it usually requires a large investment in resources and expertise to really be successful. Any brand can quickly get in over their heads trying to navigate the nuances of SEO, fulfillment and logistics, distribution control, listing optimization, and meeting the numerous other requirements and administrative tasks to show up well on marketplaces.
Unfortunately, because it’s so easy for third party, gray market, and unauthorized sellers to obtain and sell products online, many brands find themselves pressured to execute an ecommerce plan without the right resources to succeed on marketplaces and their other channels.
So, for brands looking to enter the ecommerce space or improve their current and future performance, it makes sense to partner with an ecommerce consultant.
Pattern’s global presence and proven success with hundreds of brands has allowed us to develop highly effective ecommerce consulting services. We can guide your brand to navigate issues both large and small in marketplaces worldwide. To maximize your ecommerce efforts, you’ll need to understand what an ecommerce consultant does and how to select one who drives the right value for your brand and products.
An ecommerce consultant is a specialist in the ecommerce space who can give you personalized guidance on how to market your products and grow their presence on digital marketplaces.
An ecommerce consultant should be able to analyze your brand, audience, category, opportunity, and current roadblocks and help you understand how to utilize your resources (or what resources are missing) to be most effective in capturing your opportunities in the ecommerce space.
Not sure how to evaluate a consultant? Here are 4 key attributes to look for as you make your choice.
At Pattern, we prioritize brand obsession for a reason—we know that a brand-centered mindset makes a crucial difference in the outcomes and results our partners achieve. So in our experience, when you begin your search for an ecommerce consultant, it’s important to look for a partner who is specialized in ecommerce, invested in the product, and passionate about helping brands build and improve their strategies. Typically, this means finding someone that consults exclusively for ecommerce marketplaces, rather than choosing a consultant who offers many different services.
It’s also important to avoid choosing a consulting partner who can’t deliver the right experience for your brand. The best indication of whether your potential consultant can do that is to review their history, data, and results with other brands. Ask if they’ve helped others in your selling category, if they’ve solved specific issues your brand is facing, and why they feel you are a good fit. The key is to leave the conversation feeling confident that you understand your consultants’ capabilities and whether or not they match up with your needs.
It’s best to pick a consultant who knows how to guide a brand onto and through multiple marketplaces worldwide. You’ll want to take a look at your long-term strategy and think about the regions and platforms you’re currently on and where you might want to take your brand in the future. If your consultant is truly great at what they do, they’ll be able to help you perform well enough with your current product roadmap that it’ll be a no-brainer to expand your presence at the right time.
The most effective partnership with an ecommerce consultant will be able to give you both recommendations and point you to solutions for making those changes in your planning, processes, and execution. Your time and money is valuable, so you want to make sure that you’re spending it as efficiently as possible as you follow your consultant’s advice. So, before you commit to an ecommerce consultant, ask about the resources and concrete solutions they typically recommend to the brands they work with.
Finding an ecommerce consultant that checks the boxes can be a difficult task. At Pattern, our entire focus and drive centers around giving brands the tools and resources they need to succeed on domestic and international ecommerce marketplaces.
With over 100 global ecommerce consultants across 10 global offices, we have the right tools to partner with brands across the world to achieve better ecommerce success. We give specialized advice, then make sure our partners have all the adequate SEO, social media, CRM, Amazon multi-channel fulfillment services, and ecommerce outsourcing services they need.
Interested in ecommerce consulting services? Set up a call here to learn what Pattern can do for your brand on global marketplaces.