Today's modern retail businesses need more than just top eCommerce content writing.
Why is this important?
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eCommerce content writing is a healthy inbound marketing solution for retail businesses to promote their products. When you're creating retail content, you’re providing free and beneficial information to your customers, enticing newer visitors to your website, and retaining existing ones through sales engagement.
You’re also delivering some tangible ROI for your business, as these content writing stats demonstrate:
- 61% of online purchases are directly related to a customer reading a blog.
- Content writing generates 3 times more leads as traditional marketing and costs 62% less.
- SMBs that use content writing get 126% more leads than those that don’t.
- eCommerce businesses that publish more than 16 blog posts a month get 3.5 times more traffic than those that create less than four posts per month.
You could say then that writing content equates to business growth.
So, let’s get started with your retail content strategy.
Creating a retail content plan
Content exists everywhere; some would say it's not needed for retail businesses. Yet if you have an online shop, then content is the chief means to communicate with potential customers, either through writing or more visual media. What is obvious, is that one size does not fit all when posting content on different platforms.
Social Media content
Plus, should someone follow you on social media it could be considered a warm lead — they have already registered that they are interested in your products, so now is the time to keep showing them your online products.
Website eCommerce content
Website content should prioritise in three areas: your brand, your target keywords, and your products. Like blog content, the copy on your website needs to guide and inspire visitors to your products easily. Think of web content like a navigational map to your product.
Act with caution and do not turn visitors away through social media feeds and other distracting elements. Once you have enticed a potential new customer, websites must do all they can to keep them onsite, and that’s the critical function of website content.
The goal of blog content is to promote your business by attracting newcomers and bringing in potential customers into the sales funnel. Blog content should be a free resource that’s not directly tied to sales, but a well-crafted piece of material to ultimately generate revenue for your eCommerce business. As mentioned above, research has demonstrated that companies that blog more get more traffic and more leads than those that don’t.
Analysing your present content strategy
Ultimately, and arguably the most decisive step in eCommerce content writing is examining your existing content. Without data, how do you know what you can improve?
There are several ways you could measure when analysing your content, so use your goals as a guide to set some targets. Whatever you want to accomplish with your retail content will help you determine your metrics.
What you analyse is entirely up to you, but here are some ideas that we suggest for our clients to measure:
- Conversion Rates: the percentage of visitors that engage with a CTA (Call-To-Action).
- Bounce Rate: the percentage of visitors who abandon your site after visiting only one page.
- Engagement Rates: the number of people who interact with your content through comments, shares and likes.
- Organic Traffic: the amount of traffic that arrives from search engines.
- Audience Growth: either new fans or subscribers that are formed from a piece of content.
- Page Views: the number of views that your content page generates.
Get started with your content writing
Writing content for retail is an iterative process that tremendously rewards businesses with increasing their audience.
Once you have the content creation process formalised, you’ll be able to create content that not only impresses your audience but also skyrockets your online business sales.
Let us write your retail content for you. Or if you are just starting out on your online shop read our guide to getting started here.