IT CRAFT

Much of what visitors learn about your e-store is a result of what they read,  view or listen online - on the search engines, videos and social networking platforms. Major chunks of content is controlled by the company as they decide what image, texts, videos and other content to publish. While another part comes from the customers in terms of feedback, review, comment on a blogpost or their social media. 

Content is much more like a movie - if it lacks storytelling, conceptualization and plot then it will not attract viewers’ attention. Crafting an impact-driven content demands a comprehensive understanding of the product, the audience and the marketplace in which you intend to sell your product. You have to identify the most effective ways to reach your audience and make them interested in what you have to offer. 

You need to decide on the focus of your website. Will it be a general store that sells a large selection of goods or a particular niche like jewellery or hike- related products. Do you intend to sell the products by using a storefront or offering a catalogue? Once you have decided on a strategic direction for your online business, you need to craft an e-commerce content strategy to support it.

An e-commerce content strategy reflects the overall theme and tone of your site. It helps people understand who you are, what you do and where you can be found. With your carefully curated content, you are able to tell your audience what they can expect to find at your site. The key to designing an e-commerce content strategy is being aware of your target audience. You should know their interests, goals and preferences. 

This will help you determine what kind of tonality they expect. By knowing who you are writing for and what kind of information you want to convey, you are empowered to write content that provides readers with real value. It should be insightful, intriguing, informative, unique and entertaining.  This will hold their interest and help them advance in the sales cycle. 

Content strategy also includes using keywords and content that are search engine optimized (SEO). By doing this you ensure that your site is ranked highly for specific search terms. This will allow potential customers to find you when they conduct a search for products similar to yours. 

Create “shareable” content -  Your marketing efforts will go in vain if your followers and visitors are not sharing the content which you publish. Create “how-to guides” video content by collaborating with a famous vlogger or Influencer. Create personas of your target audience to design targeted campaigns for them. 

Stay current with “Topicals” - Multiple brands across the world create viral content capitalizing on the new trends, subjects, news, cause and issue. For example - campaigns highlighting climate change, inclusion, black lives matter, me too movements and more grasp more eyeballs. 

Over to you

Be consistent and focus on the context - move your readers by adding value to their lives with your content.