3 Content Strategies that Work Great for Ecommerce

You’ve chosen the best products for your customers, you’re spending top dollar for advertising and your customer service works great. Yet something seems to be missing. Your online store does not yet stand out. If so, you may be in need of some content marketing.

Now content – this is a rather big word and it may mean lots of things for lots of people. For me, content is about more than keywords stuffed on product descriptions or carefully changing your product title to match whatever Google is into these days.

It’s about your shop’s personality. It’s about standing out and standing up for something. It’s your story to the world.

So let’s have a look at five ways to build great content for your online store:

1. Tell your story. No one cares “About us”.

What do you do when you meet someone? You try to look as interesting, smart and great looking as possible. You wouldn’t just go ahead and show them your ID card and recite a bunch of boring facts about you.

You tell a story.

Ecommerce sites all have a story. At some point someone thought – hey, I can do better than my competitors. They decided to stand for something. Yet most of the times they miss the opportunity to show this. They get lost in boring and useless “About us” statements that fail to transmit anything else than the fact that someone bothered to fill in some words on that page.

Others, however, they make it personal. They tell everyone what they stand for and why should you choose them. Meet Warby Parker:

Warby Parker's Buy a Pair, Give a Pair program
Warby Parker’s Buy a Pair, Give a Pair program

Warby Parker decided they would have none of that boring “About us” corporate double talk. No sir. They went on and shared everything the company stands for. The history, their social responsibility program, even why they’re named Warby Parker (Turns out they’ve named the company from two characters in a Jack Kerouac book).

The point: tell a story, not just a few facts about the company. After all, your customers are people, not robots.

2. Show them “How To” do it

So you’re selling lots and lots of products. That means you should be some kind of expert on how they could be used. As shocking as you might find this, your customers are probably not.

So tell people how to use your products.

Take Sephora for example: As their online sales grew intensively, they’ve built a special How To’s page. It features videos, inspiration photos and user posted tips on how to best use make up.

Even the products have their own how to’s and user submitted gallery:

How to look good at everything on Sephora. Being a complex product, it gets easier to use with videos and photos.
How to look good at everything on Sephora. Being a complex product, it gets easier to use with videos and photos.

The point: make your customers understand how to use the product. You probably know a bit more about the products than they do.

3. Earn your media. Own your media. Have a voice.

You know who’s the best at saying great things about you? That’s right. You.

Don’t rely on others to say great things about your products. You know they’re great. Otherwise – why would you sell them?

Build a magazine for your niche and stick to it. Explain what your customer should do to look better, feel better, spend better. After all, you have already picked those “whats”. The times where media was owned by large corporations and they alone could make or break your business – those times are gone.

Just go ahead and build a blog and fill it with great advice, just like the good folks at Gilt.com did. The Gilt MANual is a great resource for men interested in fashion. It’s ran by Gilt and very popular.

giltmanual

And Gilt is not the only case where ecommerce sites built their own media outlets. Bonobos publishes great fashion advice on Equateur. Alex and Ani, one of the fastest growing online retailers in the US runs a great blog that showcases events, company news and things customers would take interest in.

The point: start writing and earn media instead of paying for it. It’s a great way to share insights with your customers and build relationships.

Leave a Reply

Your email address will not be published. Required fields are marked *