Doing More With Less – 5 Rules Of Publishing Only Top Quality Content For Ecommerce

When it comes to achieving success in eCommerce, simply setting up an online store with great products isn't enough. You also need to publish quality content on your eCommerce site to add value for your visitors, attract newcomers, and to be indexed on search engines. With over 2.14 billion online shoppers worldwide, the eCommerce industry offers immense potential for businesses to market themselves and to grow online.

The eCommerce marketplace is highly competitive, so you need to consistently optimize, learn, measure and test. By posting top-quality content on your eCommerce store, you can help your site become a trusted resource, thus increasing conversions.

Rule 1: Understand Customer Needs

By posting informational content such as blogs, videos, reviews, and more, you can increase engagement and also promote return visits. For example, if your eCommerce site sells coffee machines, posting an informative blog or video about the best way to make coffee will definitely keep your users coming back for more quality content. Research shows that customers are 131% more likely to buy after reading educational content.

eCommerce businesses can begin understanding customer needs by:

1. Seeking feedback from your customers: Brands can conduct polls through social media to get genuine customer feedback about new product launches and more.

2. Creating Buyer Personas: Step into the shoes of your customers and analyze your needs from a consumer perspective. Ask yourself, "What exactly is a customer looking for?" and take into account all demographics such as age, location, gender and more. This can help you tailor fit your strategies and brand message to resonate with your target audience.

3. Analyze Competitors: Analyze your competitor strategies in detail. Notice what products they're offering, what their prices are, what marketing channels they are using and much more.

Rule 2: Make Data-Driven Decisions

By utilizing tools such as Ahrefs and Google Keyword Planner, you can find relevant keywords with high search volume and low keyword difficulty. High search volume indicates customer demand and the keyword difficulty helps determine how difficult it would be to rank for that particular keyword.

Creating marketing strategies based on reliable data can help ensure positive results. It is important to remember that the eCommerce marketplace is constantly evolving, so keep an eye out for new trends that you can use to market your products.

You can also use tools such as Google Trends to view keyword trends over a specific span of time. Analyzing website performance in terms of traffic, conversions and other KPIs can help your business reach its goals.

Rule 3: Use Engaging Visuals

Simply writing good informative articles isn't enough. Adding visuals helps increase customer engagement and retention. The visual content should reflect your brand voice and should reflect your brand message.

You don't necessarily have to hire a graphic designer to generate images from scratch, you can also repurpose content from licensed/free stock photos. A great way to maximize engagement is to User-Generated Content.

There are different types of visual content:

1. Product Videos: These product videos could be posted on the website, on different social media channels such as Facebook, Instagram, TikTok and more. To find an example of a good product video, click here." to "on different social commerce platforms

To find an example of a good product video, click here. According to a survey conducted by Animoto, 96% of customers find product videos to be very helpful while purchasing products online.

2. Static Images: These images can be utilized throughout the entire site to generate customer interest. Keep in mind that these images have to follow your brand guidelines to resonate with your target audience.

For example, the Bohemian Traders website (shown below) includes a series of engaging static images that align with the brand values. 'Bohemian' stands for artistically unconventional, which is what is depicted by the product images on the website.

3. 360 Degree Product Images: This is another very creative way to display product images by allowing users to rotate the image a complete 360 degrees to view the product from all sides. This can help boost a customer's confidence in the product before they make a purchase decision. It is also important to ensure that these images are compatible for mobile, since a large portion of customers visit eCommerce stores via their phones. In fact, mobile eCommerce sales hit $359.32 billion globally in 2021, indicating the importance of optimizing images for mobile.

Luxury brands such as BMW offer customers a chance to design their own product and view the product from every angle (shown below)

Rule 4: Be Consistent

Creating a posting schedule for your content can help your brand add value over time by attracting a clearly defined target audience. Your brand messaging should be consistent too, since the quality of your content reflects the trustworthiness of your business.

Here's an easy way to ensure consistency in your posting schedule. Sign up for an account with a social media management dashboard such as Hootsuite. This dashboard can help you create, schedule and publish your content on different channels, all from one location. If you create a monthly content calendar within it, you do not have to worry about posting consistently throughout the month.

Rule 5: Explore Different Content Channels

Exploring different channels can help you stand out from your competition. Make an effort to understand the mindset of your consumers, and also analyze different competitor strategies. There is no one size fits all approach to eCommerce content strategies. For example, some businesses might get excellent results by promoting on Twitter, others might be generating traction through podcasts.

For example, Boohoo is a popular clothing line that is marketing its products on both Instagram and Snapchat. Their Instagram currently has 12.9 million followers and they have 1.2 million followers on Instagram as well.

As shown in the example above, taking advantage of all different marketing channels is crucial to reach your full audience and connect with them on various platforms. This increases the chances of customer conversions. By using platforms such as Hootsuite, you can schedule posts to be automatically published for all your marketing channels.

Conclusion

To summarize, the rules mentioned in this article outline the 5 rules that business owners should follow to publish high quality website content. eCommerce brands can achieve incredible results by following certain guidelines such as establishing a customer persona, analyzing trends, exploring different content channels and setting up a content management platform and more.

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Authors' Bio

Darko Dodig – Darko is the founder of Wisevu agency and has been specializing in technical SEO since 2008. His expertise includes teaching advanced SEO tactics and creating SEO processes and SOPs that result in consistent SEO success.