As an online store owner, you can’t just focus on your products. You must also include relevant content to attract and engage your target audience. Knowing what content to include and how to best do it can be challenging. Whether your store is on eBay, Etsy, or you host your own website on Shopify, the content you post can make a difference in site traffic and increase your sales. To help you, we’ve put together a list of the best types of content for ecommerce websites and some strategies that will help you produce it effectively.
Blogging is by far the most popular type of content for ecommerce websites because of its versatility. Blog topics can include just about any kind of format you can think of, but some of the more common ones include news posts, how-to tutorials or guides, reference guides, and opinion posts. They’re also a great way for you to establish yourself as an authority on your products or services.
Best Practices for Blog Content
- Catchy headlines – Your readers will often decide whether they will read your post based on the headline or title alone, so you must make sure that it is engaging, relevant, and click-worthy.
- Short paragraphs – Many blog readers will pass over content that looks too lengthy. Use shorter paragraphs to appeal to your audience.
- Interesting images – Pages that are filled with text only can look boring and unappealing to the reader, so use interesting or humorous images to break up your text.
- Regular posting schedule – When your audience knows that you have a regular posting schedule, they are more likely to visit your site more often, so do your best to keep a set publishing schedule.
Video content is modern and visual, two qualities that appeal to today’s online shoppers. Like blogging, you can create video content about any subject matter. Video content for ecommerce websites can show your products in action, provide customers with additional information about your products, and it has been shown to strengthen bonds with buyers and improve customer loyalty.
Best Practices for Video Content
- How-to videos – Whenever you post a “How-To,” whether written or video, you are demonstrating that you are an authority on your product. Use videos when the procedure is better explained visually, or when you are appealing to a younger audience.
- Product videos – All online stores should have product videos – the statistics prove that:
- 58% of buyers believe companies with product videos are more trustworthy
- 71% of buyers think that videos explain products better
- 73% of buyers buy after seeing a product video
- Publish transcripts – Including a transcript of your video will improve your SEO ranking, as search engines cannot yet handle video as text. It will also appeal to your shoppers that prefer reading.
You cannot neglect social media content for your ecommerce website. Posts on social media can drive traffic to your main site, attract new buyers, develop more personal relationships with shoppers, and promote sales events and campaigns. Plus, it’s free. Where else are you going to find free marketing?
Best Practices for Social Media Content
- Engage with your viewers – Social media allows you to have direct contact with your buyers – use it! Remember that you can start conversations as well as respond. For the best relationship building, the street should run both ways. Asking your followers questions is a great way to get conversations started.
- Apply the 70-20-10 Rule – Many professional media marketers use this rule:
- 70% – posts that are relevant to your products, but not self-promotional
- 20% – shared content
- 10% – self-promotional content
- Pay attention to platform demographics – Be sure that you are using the right social media platforms for the audience that you want to target. The following are some industry user demographics for the most popular social media sites:
- Twitter – ages 18-29
- Facebook – ages 25-54 (60% female)
- Pinterest – ages 18-35 (80% female)
- Instagram – ages 18-29
- Google+ – ages 25-34 (67% male)
- Use a posting tool – There are many posting tools available that will remember to post for you on a schedule, so you don’t have to set any alarms. It’s as easy as entering your posts and then they will publish on their own when you schedule them. Hootsuite and Sendible are two of the most popular.
Email should be a staple of your toolkit. It allows you to have direct communication with your shoppers. You can use it to alert them to new sales, campaigns, products, and personalized recommendations. Another useful email is a survey that will allow you to improve your site based on the feedback you receive. While the best practices for email marketing depend on the type of content you’re producing, there are some general rules you can follow.
Best Practices for Email Content
- Compose creative subject lines – The subject line of email often determines whether the receiver will open it, so make yours creative and enticing.
- Personalize – Use your customers’ purchasing history to create personalized emails. You can offer customized recommendations, let them know when items that they have previously purchased are on sale, or when you add products that fit their interests.
- Use transactional emails – These emails are not sent to everyone, but rather they are triggered by a customer’s action on your site. Some examples of transactional emails are:
- Welcome email – Send this email whenever a shopper registers or enters their email address. Welcome and thank them for signing up and list some of the features of your site and products.
- Follow-up email – After a customer makes a purchase, send a follow-up email to ask for reviews, ratings, or feedback.
- Abandoned cart email – This email is a friendly reminder that the customer left your site without making a purchase.
- We miss you email – Send this to customers who haven’t purchased anything for a while. You may want to include a discount code, free shipping, or other incentive if they come back.
Make Good Content
It isn’t enough to just have content. You need to make it great. Quality is better than quantity. Check out this article if you’re interested in the ecommerce sales funnel and how content marketing helps move shoppers through each stage of it.