The Basics of On-Page Content & Content Marketing for Ecommerce
Owning and operating a small ecommerce business is a bit of a mixed bag. One day you might scramble to send out marketing emailsand social media posts; the next, you are perusing suppliers for the cheapest cardboard boxes and shipping labels. Yup, no two days are the same.
However, one of the most commonly overlooked duties is content marketing. Below we will discuss the basics of on-page content and content marketing for ecommerce, the possible benefits, and how you can get started.
Advantages of Content for Ecommerce
What is an ecommerce store? Ecommerce platform provider Shopify defines it as a site engaging in the sale of products via the Internet. But as any ecommerce storeowner will tell you, it’s much more than this.
An ecommerce store is a one-stop shop for customers’ concerns. Sure, they buy goods from your e-store, but they also use your site for consumer reviews, information about your history, ideas on how to use your products and more.
Optimizing your on-site content and content marketing will better serve your curious customers and reach new shoppers.
Smart content strategies improve SEO, keep your site top of mind, provides fodder for social media posts and marketing emails, and offers customers another reason to interact with your site.
Brainstorming Types of On-Page Content
So, you are on board with on-page content for your ecommerce site. But what are you going to post on your blog? Here’s a few suggestions to get you started.
- Tutorials– Nobody know your products better than you do. Unfortunately, that can lead to problems. What happens if a buyer doesn’t know how to clean or repair their newly purchased goods? They might get frustrated with their product, ruin it or even leave you a negative review online. Instead anticipate these issues and post tutorials on your blog discussing repairs/cleaning, proper use, improvements, and more.
- Accessorizing– Shopper might love your “boho” clothing options; but they will love your styles even more if they know how to properly accessorize their wardrobe. Give your readers/shoppers tips on how to accessorize on your blog.
- Buyer’s guides– The holidays are right around the corner; and shoppers are clamoring for buyer’s guide or gift guides. Anticipate consumer questions and provide recommended gifts for dad, mom, a 14-year-old male cousin, etc. Your readers will appreciate it.
- Product comparisons– Consumers often search online for comparisons between Product A and Product B. If you sell one or both of these products, you should create comparison posts on your blog. When a web users lands on your on-site blog to find more information, they will be more likely to buy their merchandise from your e-store. You are the expert, after all.
- Copy your competitors (to a point)– If you are struggling to come up with content ideas, try copying your competitors. See what topics they are covering and use this as inspiration to get new ideas flowing. DO NOT plagiarize content. It will only hurt your brand and reputation.
Finding the Right Frequency
How often should you post? Experts disagree, but recommendations range between three times a week to once every two weeks. The real takeaway is not “how often should you post?”, but rather “are you saying something valuable?”. If you are posting garbage content every day, it won’t do you much good.
Create a content calendar to help schedule valuable posts on a regular cadence. For example, you could post weekly gift guides in December and only two or three posts in slower months. Planning is key!
Push Your Content Elsewhere with Content Marketing
At last, let’s discuss content marketing. Unlike on-page blogs, which may promote products and your brand, content marketing does not explicitly promote your brand. Instead it might talk around a subject in a meaningful way.
For instance, you may sell fine jewelry online. But instead of writing about that, you write an article about timeless romantic gift ideas or traditions behind the engagement ring.
To help win backlinks, you can actually shop this content out to third-party websites and publishers. Be sure to include links back to your website on important key terms (such as “engagement rings online” or “romantic anniversary gifts”).
Of course, these are just the basics behind on-page content & content marketing for ecommerce. To really understand this medium and unlock its potential, you’ll need to get your hands dirty by writing some blog posts. Get started today!