Coming up with content for an e-commerce website can be as frustrating as yelling into the void. Hours go into creating your next big Instagram post or blog post, only to be rewarded with a few likes and small traffic. It is a familiar irritant among many online retailers attempting to compete within the cacophony of the market. It is not about making more content, but about making the correct content – the content that sticks among your audience members as well as gets your sales up.
Successful e-commerce content does more than feature a product, it recounts a story, it fixes a problem, it engenders a community. It is about reaching your customers on a deeper, more personal level so that they do more than purchase once, they become devoted enthusiasts of your brand.
This guide from Trigger Digital details actionable strategies that will enable you to create content that gets noticed, as well as turns browsers into purchasers.
Go Beyond the Basics
Most online shops commit the common error of posting just product photos. Good photos are needed, but your content strategy needs to be stronger. At each point, think about your entire customer journey and the kind of information would be valuable. This could be the writing of blog posts that address numerous pain points your customers are facing, the making of video instructions showing your product being used, or the utilization of user-generated content that builds social proof.
You need to provide value that extends beyond the sale. Educating, entertaining, and inspiring your audience builds trust and gets your brand recognized as a valuable authority in your niche. If you’re looking for the easiest content for e-commerce, try creating how-to guides and share customer testimonials – they’re simple yet effective ways to engage shoppers.
Ask Your Audience (There’s No Shame)
The ultimate way to figure out the content that your audience demands is to ask them. No need to guess when the answers can be directly obtained from the market. Utilize the services of social media polls, email surveys, or Q&A sessions to get the answers directly. Ask about their pain points, their preference as to subjects that they would want to learn, or their preferred content type.
It not only provides you with a veritable long e-commerce blog ideas list, but also makes your customers feel that they are attended to and cared about. Communicating this way with your customers fosters a sense of community, as well as showing your company is serious about fulfilling the needs of your customers.
Do What Others Aren’t
Look very closely at your competitors. What are they creating as content? It’s helpful to know what’s working for them, but your intention should be to identify the gaps and then close them. If all your competitors are blog writers, maybe there’s an opportunity to differentiate yourself as a podcaster or YouTuber. If their social feeds are full of high-end, professional photos, maybe your customers would be more willing to accept less formal, behind-the-scenes content.
Differentiating your content strategy allows you to corner a specific part of the market that no competitor is serving, and make your brand identity stand out as memorable and compelling. Don’t forget to look into programmatic display online advertising services that can complement your organic efforts and reach a broader audience automatically.
Just Begin (Even If It’s a Little)
Your head may spin at the idea of building a full-scale content strategy, but there is no need to do it all tomorrow. Perfection may be the enemy here. Do not wait until you are ready with the perfect plan. Start small. Choose a single channel and a single piece of content. It may be a weekly post on Instagram, a bulletin once every other week, or a monthly blog post. It is more about consistency than quantity, particularly as a start.
It’s all about getting the ball rolling, learning the results, and boosting your efforts incrementally as you get more comfortable as well as more insightful about what best resonates among your crowd. As you build momentum, feel free to experiment with new e-commerce advertising ideas like product demos or influencer partnerships.
Create Your Content Engine
Crafting great e-commerce content is a never-ending process of experimentation and optimization. It demands that you break free from mere product pitches to offer tangible value, listen aggressively to your customers, and be willing to be bold. By starting small and gathering steam, you will be able to forge a content strategy that generates traffic and sales, as well as establishes a long-term relationship with your customers.
Time that you spend crafting valuable content will yield returns in the form of brand loyalty as well as long-term growth. If you need additional help or are bored by staring at a blank document, contact Trigger Digital to bring your digital marketing strategy to life!