Blog > 10 Top Tips For Ecommerce Content
Posted By Create
I've written before about getting started with content marketing and how to put together quality content on a tight budget, but there are some areas of content marketing that apply particularly well to the online seller.
Like any other marketing plan, from advertising to event attendance, there are numerous things to keep in mind when putting it together. Heed the ten simple tips I've provided below to ensure that you're not wasting time and money on ineffective content for your ecommerce store.
1. Make sure you value your content. The tone of voice you use in your content should not only fit with your brand and company personality but you should spend as much time developing and adhering to it as you would on other brand-centric tasks such as designing your company logo or selecting the colour scheme for your website.
2. Know your objectives. Before working on a piece of content, ask yourself what you want to achieve with it. Are you aiming to get more visits to your website? Looking to enhance your search engine ranking? Or do you want more followers on your social networks? Not only will defining your objectives make it easier to create content that has a specific purpose, but you can measure its success after a set time and decide whether it's working or not.
3. Put the customer first. Yes, creating good content can be important to improving your SEO and getting a better search ranking, but don't keep this at the forefront of your mind. You'll only achieve better SEO if you write for the customer or visitor, not Google. This attitude will ensure you create content that helps people. Remember, good content that solves a problem is much more likely to be shared. Ask people what they want and build a progressive conversation.
4. Always be 'on brand'. Never forget what your company is and what it wants to say. Don't let personal beliefs or opinions get in the way of an appealing brand. Ensure your brand guidelines are consistent throughout the customer journey. The tone of voice you use in a piece of content that attracts a new audience should be implemented in every step they take towards purchasing your product or service. A consistent style of writing builds customer trust, too.
Content marketing: made to measure. If you don't, you could be wasting your precious time on failing content.
5. Measure your success. If you know your objectives (see above) then analysing success will be a cakewalk. Use web stat tools like Google Analytics and social measuring tools like Sprout Social or Bit.ly to see the impact each piece of content has on your business, be it good or bad. It's important to know how well your content marketing strategy is working. After all, it makes creating content a far more pleasurable experience if you know it's benefitting your business.
6. Localise your content. If you're lucky enough to be running a global brand, it's important that content you create for a specific part of the world is tailored to that locality. This isn't just about making sure it's translated well, though. The ways we write differ all over the world and from culture to culture, so if possible get someone native to the place you're targetting to write the content for you. This will also ensure you don't accidentally write something that is sensitive to a particular culture. Your audience will recognise that they're being spoken to in their own language and with consideration of their culture and they'll love you for it.
7. Use scalable solutions. If you're creating content on a regular basis and you see that it's working, you'll find yourself wanting to create more and possibly even hiring a content creator. But whatever you do, don't implement marketing strategies that can't grow with your business. Be realistic about your objectives and take things slowly.
8. Know your audience. Take a look at what your customers are saying on forums and social networks, not just about your business but everything! This will help you get a picture of how they like to be spoken to, how they speak to each other and it may even give you some ideas for content! Research what your demographic is sharing and work towards fitting in with that. It's okay to get niche! Mass appeal isn't going to work for every business.
9. Be careful with topical content. Although it can be tempting to jump on a bandwagon when a seasonal holiday or big news event crops up, you should be aware that unless you have something truly unique and exciting to add to the conversation, your content will likely just get lost in the noise. Pick which events fit best with your company and make sure the content relating to them is of the highest quality. Also, be wary of alienating a section of your audience if you choose to relay your opinions on a particular topical story. Not everyone will agree with you and you could drive business away!
10. Keep your competitions simple. They should be easy to enter, with as few steps as possible. The most successful competitions are high reward, low effort. That is to say, don't make someone jump through loads of hoops if you're only going to give the winner something worth a fiver. Offer something incredibly enticing and make it a doddle to register their entry. Also, be sure to check the regulations of the platform you'll be using for the competition. That includes Twitter, Facebook and all other social media platforms. You might be surprised at how restrictive they are!
Read more about Content Marketing on the Create Blog:
If you're running a content marketing campaign or have tips of your own to share, let us know in the comments below!