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Content Marketing for e-commerce and retail

Practical copywriting tips and examples for e-commerce websites

As Coronavirus spreads around the world, e-commerce websites need messages telling customers what service they can expect from the new normal. A few are doing these really well, but many are falling into the trap of writing in a stiff, legalistic language that does nothing to reassure or persuade customers to carry on buying. It’s understandable.  Plummeting sales figures (unless you’re selling Vitamin C) means that Business owners are panicked about keeping the company afloat, senior managers are petrified about their jobs and everyone is scrambling to get their work done. As human beings, they are worried about their friends, family and possibly their own health too. Those huge levels of anxiety permeate through to stiff, formal wording that does nothing to reassure with statements like “Our existing business continuity plans have been designed to support the continued…

To sell products online, your e-commerce website content needs to be persuasive. Here are three metrics to measure whether it is.

We all want to be persuasive, don’t we? To influence others, to get stuff done. Most of us readily use all the tactics in our toolkit: smiling, quickly building rapport, and, over time, earning all-important trust. Then we leverage this ‘relationship equity’ to get what we want (or not). In the e-commerce selling realm, persuasiveness — not just content — is king. To crown our site a UX king we need to a) first track how persuasive our site is, and then b) employ new tactics that we hope will increase, or lift, this persuasiveness. [si_guide_block id="20212" title="Download our Individual Member Resource – E-commerce success mapping" description="This template introduces an analytical approach which we think is particularly useful for improving results from e-commerce site marketing but can be applied to other types…

Content marketing should explicitly be about promoting the right content to the right audience at the right time in order to achieve your marketing goals

Whether you're creating content from scratch or refurbishing existing content, your goal should be to engage and entice your target audience effectively on different platforms and, ultimately, prompt action. Your blog posts, videos, infographics, contests and ads all need to be perfectly aligned with the buyer’s journey. This means you need to understand the awareness, consideration and decision stages. [si_guide_block id="70710" title="Download our Premium Resource – Content marketing strategy e-learning course" description="Use our course to step through the analysis, planning and implementation activities which will take your content marketing to the next level."/] However, it’s quite difficult - if not entirely impossible - to do this without having a documented plan that covers effective distribution of your content. At the same time, your content marketing campaigns may end up…

Is your fashion store missing out on the potential of fashion apps?

Recent data released by Google confirms what we already know - mobile is the future of retail.  Over 64% of smartphone shoppers turn to mobile for ideas before heading out to shop and 1 in 4 mobile video viewers in the US have visited YouTube for help with a purchase decision.  While consumers may not always have access to a tablet or laptop, mobile is the one device that is always on, connected and in reach.  Mobile is the ideal platform to bridge retailer’s in-store and online experiences and is the perfect avenue for brand’s to communicate directly with the customer. Recent data released by Google confirm what we already know- mobile is the future of retail. Over 64% of smartphone shoppers turn to mobile for ideas before heading out to shop and 1 in 4 mobile video viewers…

9 Key Content Types For Your Ecommerce Site

With so many ecommerce websites in each category, how can a retailer cut-through if they're not a 'high street brand'? And while each of them is unique in their own way, they all have something in common too. They aim to deliver what their visitors expect to find, from products to great user experience AND useful content. Content is the backbone of today’s marketing strategies. Be it a short snippet in an AdWords ad or a lengthy blog post, it helps you to attract new visitors and build an audience. But there is another type of content - the generic information about your store, which should be available right from the home page that convinces users to buy from you. Here are the 9 content types every ecommerce site must have.

1. Shipping Information

You know that, to many shoppers, the cost of shipping is one of the key factors…

 Knowing if you’ve got a successful retail SEO campaign all starts with picking the right metrics

With a wealth of information at your fingertips in Google Analytics, how do you determine what the key performance indicators (KPIs) are for your website? Everyone wants to demonstrate the value of organic campaigns but since the cruel and unusual punishment of the removal of the organic keyword conversion report in Google Analytics to be replaced by the opaque 'not-provided', it can seem difficult to measure the impact of all the hard work although the improved Search Console-Google Analytics integration does help. Before we dive into the KPIs, it’s important to remember a few things when you’re pulling data out of Google Analytics and drawing conclusions from this…

What is data without human interpretation?

As with any quantitative data you get the what but not the why. Human interpretation of this data is where the…