Looking for more traffic from Google and other search engines? Want to expand your lead generation potential? Feel like you need better customer engagement?
Ecommerce content can help with all this. Of course, on the digital shelf, it’s not just about knowing what types of content to use; you also need to understand how and where to use them if you hope to succeed!
In this article, we explain what ecommerce content is and how you can use it to grow your business online.
Ecommerce content defined
Keeping it simple, ecommerce content is any material created online for the express purpose of encouraging customers to purchase your products or services.
The chief goal of ecommerce content is to help drive conversions, yes, but that doesn’t mean your ecommerce content needs to be purely focused on promotion – if anything, this could put customers off!
Ecommerce content can also be used to engage with, attract, inform, entertain and inspire your customers. Just as long as the end goal is to win their business, you’ll be working towards part of a larger ecommerce content strategy.
What are some ecommerce content examples?
Ecommerce content is usually crafted using written media, such as:
- Press releases
- Product reviews
- Social media posts
However, mixed media can also be used as part of your wider ecommerce strategy, through forms such as:
- Scrollable image galleries
- Linked videos
5 ways to support your ecommerce content strategy
If you want to win at the digital shelf, knowing how to leverage your ecommerce content is key.
For the best chance, keep in mind the following best practices:
1) Data-driven decision-making
Gone are the days when you could simply toss a campaign like a Frisbee and anyone would jump for it; people don’t play that game anymore! Instead, if you want to be successful with your ecommerce content, you’d better have some data behind your ideas.
Pay attention to things like keyword research, brand sentiment, even your online share of voice. Understanding what people are saying about your brand and the wider industry will help you identify which content is most meaningful to customers.
2) Audience identification
Who is your ecommerce content really for? Are there any specific demographics you want to target? If so, why?
Focusing your target audience is a good way to prevent your brand from becoming too generic and not giving anyone a reason to convert. Try crafting specific personas for your brand and seeing how well they perform online. You should notice a significant uptake in customer engagement, providing you’ve done the proper research.
3) Competitor analysis
Monitoring the competitive landscape is essential for any successful business. This allows you to identify problem areas with your ecommerce content strategy and address them before serious damage occurs.
Be sure to conduct a full competitor analysis ahead of crafting new ecommerce strategies or content; you must know where the opportunities are first, then you can go in full production mode to address the gap!
4) Choosing the correct channels
Remember that your ecommerce content strategy will only be successful if you’ve chosen the optimal channels for showcasing your brand.
For example, if you own an interior design business, you could make a decent impact with blogs and other written content. However, visual media that highlights all your vibrant work will be so much more powerful, so make sure you establish a strong social presence that shoppers can enjoy. Who knows, they may even hire you afterwards!
5) Analyse everything
A campaign’s success depends on how you measure it; things you can look at include:
- Content consumption – page views, sessions, click through rate, etc.
- Social media engagement – impressions, likes, comments, clicks, etc.
- Total sales activity – for the duration of that particular campaign
Ensure you have a good digital shelf analytics (DSA) platform in place to help you sift through all the metrics you should be monitoring. This will save you time and effort and help your whole team focus on making improvements to key areas!
What are ecommerce content benefits?
Ecommerce content can help businesses realise their full digital potential by:
- Boosting brand visibility
- Engaging with customers
- Improving search engine rankings
- Driving web traffic
- Positioning your brand as a credible, reliable resource
- Minimising checkout abandonment
- It will be up to you, as a key stakeholder, to decide how to manage your wider ecommerce strategy for the best chance at success!
Tailor your ecommerce content with Magpie DBX
Looking to make serious improvements to your ecommerce content strategy? You need a fully integrated, supportive platform!
Magpie DBX collects and synthesises data from all over the internet, giving you a clearer picture of where to act. It also helps you locate any content on your digital shelf space that could use a tune-up, empowering you to make the right decisions for your company.
Also, specifically tailored to your business, modules like Brand Compliance show just how well you’re performing to the people who matter the most – it really is that intuitive!
So, if you think Magpie DBX could get your ecommerce content strategy back on track, contact us today to request a free demo!
And don’t forget, if you follow our social media, you’ll get even more valuable marketing insights!