How do you raise awareness of what you sell online?
Through blog posts and emails.
How do you get a high ranking position in Google?
By writing quality content that meets all requirements from Google.
How do you grow a base of leads that you can convert to customers?
By sharing helpful content with them and getting them to subscribe to your blog.
This is just some of the benefits that content writing has for eCommerce websites. Without content, your business will surely be outcompeted in Google search because, well, you’re not giving the search engine a lot of chances to find you.
How Does Content Connect eCommerce Stores and Customers?
Let’s suppose you’re looking for running shoes. Since you’re not an expert in this, you turn to Google. Chances are that you’ll start your search with a description of the shoes instead of a particular model, e.g. “best running shoes for beginners.”
Okay, you’ve got some results: buying guides, reviews, and product pages. However, after reviewing them, you discovered that many cost above $100, which is your budget for this. So, you return to the search bar and correct your request. Now we’re looking for “best running shoes for beginners under $100.”
Quickly, Google generates a list of guides like “Top running shoes under $100.” The ball is in your court now: all you have to do is to make an informed choice by reading features and reviews of specific products to know more about them.
This was a simple demonstration of how Google used written content to connect you to sites that have what you need: information, and, more importantly, the product. In fact, a recent study found that 81 percent of online shoppers conduct online research before buying, which explains the explosion in content production that we’ve been witnessing in recent years.
So, let’s explore the main reasons why the world of eCommerce became so enthusiastic about content.
To Help Online Shoppers Decide on a Product
Many people don’t really have a specific product in mind when they start their research. Just like in the above example, we knew that we wanted to find good running shoes for beginners, but we weren’t really looking for a specific product.
In other words, we were open to learning about options, and that was exactly what the content we found helped us with.
Takeaway: if you want your website to be featured in Google results, then produce buying guides, “Top products” guides, and other content that could be helpful to customers.
Showcase Your Expertise
One of the reasons why customers conduct online research before buying is to find a company that is a trusted authority in the niche and can provide good advice. By writing content such as buying guides and product reviews, you’re working on establishing yourself as a trusted authority rather than selling products, at least not in immediate future.
This also explains why customers are increasingly relying on online reviews to make purchasing decisions; for example, Bright Local’s survey suggested that 91 percent of millennial buyers (people aged between 18 and 34) say they trust online reviews as much as personal recommendations.
Help Google Find Your Website
When you produce content that answers the most common questions customers have about your products, services, industry, and other relevant things, you’re making it easier for Google to link to your website (for example, by including keywords used by your potential customers to search for your products).
In other words, content production is critical to help Google connect your store with potential buyers looking for professional advice. Here’s the complete list of eCommerce written content that you should consider to improve your position in search engine results:
- Custom pages for products with extended descriptions
- How-to articles describing how to select a product or use it properly
- “Top product: lists, e.g. “Top 10 best running shoes under $100”
- Interactive content. Price calculators, product generators – everything that does something when customers provide some input
- Contests and giveaways that you organize to raise awareness of your brand, a new product, etc.
- Social media posts like product updates, sales announcements, contests, new blog items, etc.
- Case studies. They demonstrate how your products actually helped people and provided them with benefits you promise.
Show What Makes Your Brand and Products Unique
By producing the content types that we’ve listed above, you’re telling your readers what makes your brand and offerings unique and better than competitors’. If you keep content production consistent, then you’re maximizing the chance of delivering your value proposition to more people.
Surely, consistency means that you’re going to spend a lot of time writing, proofreading, and defining what makes your brand unique, so getting some help of professional writing services like WoWGrade.net is often recommended. (Read further to find a great product description that is an excellent example of unique writing in the 6th section).
Build a Base of Leads and Nurture Them
Newsletter can be a great tool to drive readers of your blog down the funnel by supplying them with helpful tips, news, product reviews, updates, and other content they find useful.
For example, by encouraging people who visit your blog to subscribe to a newsletter, you have a chance of building a list of high-quality leads interested in your brand, products, or industry (or people who want to receive discounts and sales alerts from you, it really doesn’t matter).
Moreover, by segmenting your subscribers by their interests, you can create even more targeted newsletters (and, therefore, more relevant offers) that provide a higher chance of increasing your conversion rates.
Build Your Brand Identity
Last but not least, excellent content is one of the best ways to build your business’s brand. For example, by using a unique style of writing, you can build a certain reputation online and make your brand instantly recognizable by those who’ve read your content before.
Example? Highway Robery’s writing style is an awesome example of how a brand lets its personality shine by using conversational phrases and lyrics in product descriptions.
A word of caution for you, though: in order for content to help you build your brand, the style and tone of writing should be consistent across all digital marketing channels to avoid confusing your readers. Also, make sure that everyone in the company is on board with a certain writing style because it should resemble its vision.
From helping your eCommerce website to get higher in search engine results to nurturing leads, written content is critical for anyone selling online. If written consistently and properly, relevant and engaging content can improve the experience of customers with your brand and drive profitable action, which is exactly what you need to succeed as an eCommerce business.
Emma Robertson is a professional blogger who is interested in helping small businesses write unique and relevant content to be able to compete with well-known content producers in the niche. According to Emma, SEO is nothing without valuable content, so small businesses can improve their digital marketing armed with the knowledge of how to create it. Emma has contributed to numerous blogs and currently provides writing and editing help at Studicus.