Creating and Scaling E-Commerce Content

The rise of content marketing has been one of the most talked-about topics in the e-commerce world over the past few years. Whether you're just starting out with e-commerce, or you've been in business for years, it's important to remember that content is the foundation for discovery on search engines and e-commerce platforms. Your brand's content is what will attract visitors in the first place, and it's also what will keep them coming back for more. The more relevant and engaging your content is, the more likely your customers are to convert.

With so much content noise and competition out there, it can be difficult to stand out from the crowd. Your customers will quickly move on if they don't find what they're looking for on your site or a marketplace PDP (Product Detail Page).

This is why it's so important to have a strategy in place that can help your product and brand get discovered, and meet your customers' needs.

In this blog post, we would like to focus on the fundamentals of creating and scaling e-commerce content. By following these guidelines, you can make sure that your marketing messages are working and helping to bring in new business.

Creating E-commerce Content

Making sure that your content is relevant and engaging can be a challenge, but it's important to remember that your customers are the ones who will ultimately decide whether or not they're interested in what you have to say. Here are a few tips to keep in mind when creating content for your e-commerce efforts:

• Decide what formats and channels will help drive interest and conversions

E-commerce content is not limited just to a text description on a product detail page. It also includes images, videos, infographics, and other types of content that can be used to drive interest and conversions. You need to decide which formats and channels will work best for your brand and target audience, and then create content that is compelling and informative.

• Avoid subjective assumptions

One of the most difficult tasks in creating any content, not just the one for e-commerce, is to produce it based on data insights and have it matched to customer intent. Write about topics that are interesting and useful to your audience (and not what you believe people will like). Avoid writing about things that are only loosely related to your products or services. The more relevant your content is, the higher the engagement.

• Use product descriptions that are informative and helpful 

Product descriptions are one of the most important pieces of e-commerce content. They need to provide all of the most important information, but they also need to be concise. Keep in mind that your customers will likely be looking at multiple product descriptions, so make sure that yours stands out. Use strong headlines, images, and videos to grab attention, and have your descriptions clear and to the point.

Avoid jargon or technical terms that a customer wouldn't know. Instead, write in a manner that everyone can understand. And finally, be sure to proofread your texts before you publish them. There's nothing worse than seeing a typo in a product description! Take the time to make sure that everything is correct before you put it up on your website.

• Use keyword research but avoid keyword overstuffing

It's no secret that keywords are important for page discovery. However, it's just as important to avoid keyword overstuffing. This is when you cram too many of them into your texts, which can make them difficult to read and understand.

First, you need to find the right keywords for your business. There are a number of tools you can use, such as ahrefs, SpyFu or Moz. Once the research is done, integrate keywords in your website copy, PDPs, and other relevant content. However, don't go overboard. Inserting keywords for the sake of having them added will only hurt your brand. Use each keyword sparingly so that your materials are easy to read. What exactly is your customer interested in? Think intent-first.

And finally, monitor your website's search engine rankings (both Google and e-commerce platforms) to ensure that you're using the right keywords.

• Don’t just copy and paste content – always write unique texts

In the online world, with a lot of duplicate content issues arising, it's important to have unique descriptions everywhere you publish information about your brand or product – your website, marketplaces, retailer platforms, blogs, social, etc. Otherwise, you may hurt your ranking in search engines, or even get penalized.

Also, when you regularly update content, it shows search engine and retailer platform algorithms that you're keeping up with the latest trends and putting in the effort to provide quality content for your readers. 

Content is the bread and butter of the internet. It is what people are searching for when they search the web, and it is what drives traffic to websites. This is what will help you build a strong reputation for your brand. Great content shows that you are an expert in your field and that you are passionate about what you do, helping you build trust with your audience.

Scaling the Creation of E-Commerce Content

When you are ready with your e-commerce content strategy, core creative idea, and an initial set of materials, you need to scale to be discovered. People interact with so many touchpoints today, and it's important for your content to be there and then when they search for it. 

Scaling e-commerce content means expanding your materials to new channels and platforms, as well as increasing your output to meet rising demand. Here are some tips for how to do that:

• Create a content calendar

It may sound obvious, but having the calendar with dates and formats helps everyone stay organized and not miss deadlines.

• Increase your output

Create more relevant content, more often. If you can, try to batch your content production so that you can be more efficient. There's a way to quickly and efficiently create original and engaging materials. At Intentful, we train AI to know your brand and products, the industry, business goals, all resulting in companies being able to rapidly scale the creation of content, at a fraction of the cost and time of traditional methods. With us, you can quickly and easily produce high-quality texts that are consistent with your brand's voice. Contact Intentful and see how AI can help you take your content creation to the next level.

• Create new types of content

If you only have one kind of content, try to branch out and create new types that will appeal to different audience segments. This could include video, infographics, podcasts, or even just new blog post formats.

• Repurpose old content

If you have older content that is still relevant, consider repurposing it for new channels or platforms. It could be creating a new video from an old blog post, or turning an infographic into a social media graphic. Remember updating it in a way to be unique, and avoid any duplicates.

• Create evergreen content

This is the type of content that is always relevant and does not need to be frequently updated. This could include guides, how-tos, or even just listicles. Creating evergreen materials can help you save time in the long run, as you won't need to keep updating it as often.

Scaling E-commerce Content Distribution

To get the most out of your work, make sure your content is being seen by as many people as possible. Promote it through your owned channels (such as your website or blog), as well as through paid and organic media.

Get creative! There are endless possibilities when it comes to promoting your materials. Don't be afraid to try out different strategies until you find what works best for you and your brands. Here are a few tips:

• Use email marketing. Email marketing can be a great way to promote your content to people who have already expressed an interest in your brand. You can send out a weekly or monthly newsletter with your updates, or even just include a link to your latest blog post that introduces new product features.
• Utilize social media. Social media is a great way to promote your content and reach a wider audience. Make sure to post regularly and use relevant hashtags to help people find your e-commerce pages.
• Paid media. We all want to use organic as much as possible, but paid media helps reach a wider audience. Depending on where you sell online, use Google Ads, Amazon Ads, Walmart Advertising or Facebook Ads to target people who are interested in your products or services.
  
• Influencer marketing. Partner with someone who has a large following on social media or a blog. They can help promote your products to their audience, which can help drive more traffic to your e-commerce content. 
• Use instant messaging. Your customers are already using messengers to communicate with their friends and family, so why not use it to reach them as well? You can use WhatsApp, Facebook Messenger, Viber or any other instant messaging platform to send out your latest content or even just to answer any questions they might have.

Finally, measure the results of your e-commerce content marketing efforts to ensure that your strategy is effective and make adjustments as needed. There are three key metrics you can use to analyze your methods:

1. Engagement. This shows how often people are interacting with your materials. If they are liking, sharing, and commenting on your posts, that’s a good sign that they’re finding them valuable.
2. Leads. If you see an increase in the number of people signing up for your email list or contacting you about your product or service, it means your content is effective.
3. Sales. Ultimately, you want your e-commerce efforts to lead to increased conversions. If they grow, that’s an indication that your content marketing strategy is working.

Though e-commerce has its challenges when it comes to content, they are nothing that can't be overcome with a little creativity and innovation. By thinking outside the box and being willing to experiment, businesses can find the right mix of content that will help them scale their e-commerce operation and reach new heights.

And when it comes to being efficient and creative, contact us to learn how to quickly and easily create original and engaging materials that resonate with their audience. From start to finish, Intentful is the perfect solution for companies wanting to produce high-quality content in a timely and cost-effective manner.