Is Content really the king? Tips to generate quality content for your e-commerce website.

Is Content really the king? Tips to generate quality content for your e-commerce website.

We have heard experts emphasizing about the importance of quality content. ‘Content is the king’, this catch phrase has often captured our attention. But have we seriously given this statement a real good thought?Is content really the king, especially in the context of e-commerce? Will bombarding an e-commerce site with videos and images increase your conversions, reduce abandonment rate, and improve your brand image? The purpose of this particular blog is to help you decide the answers to these questions on your own.

Any successful ecommerce website has one unique attribute and that is VALUABLE content.  The term ‘Valuable’ is really important in this context because it should have the following qualities

 

1.      Useful to customer – The most important fact when it comes to content creation for ecommerce websites is to realize that some of the product values  are not self evident and so it has to be brought out in a way which does not sounds like a sales pitch. Customers always want to be educated.  They seek a shopping experience rather than a product.  The best way to do it is to provide some useful information about the product.

Some examples of useful information which could be provided with the product in an ecommerce website  are

1. What is their advantage from buying this product at a given price?
2. What are other customers saying about the product?
3. What are experts saying about the product?
4. How does the product work?

 

1. SEO Friendly: It is very important to keep in mind that SEO has a big role to play in ecommerce. A lot of customers visit the landing pages of products by clicking on search results. Therefore, it becomes extremely important to optimize your content for SEO.

 

2. Contextual: You may want to tweak your content keeping the context in mind. Would you like to show adult diapers to a teenage customer even though it is your high margin product ? Use bahavioural analytics to your advantage.  Create separate set of content to deliver more personalized shopping experience to your customers.

 

3. Sharable:  There is nothing like word of mouth publicity. It is dependable, free and has maximum impact on customers’ decision making ability.  A sharable content is bound to be shared by customer to others via word of mouth or through social media. An important thing to consider here is the fact that a content shared in social media sites will even help your search result rankings as Google has started considering social media metrics also in its vast list of search parameters.

 

4. Engaging: Ensure that your content is engaging. By engaging I mean that it should initiate a dialog with the customers. Your content should promote a two-way communications rather that being a monolog. You can also use crowd sourced content in your website.

 

I hope that this blog will help you n deciding a content strategy for your e-commerce site. Now , I would like to ask again ,do you still think Content is the king ? My belief is that Value generated by the content is the king. Please visit blogs written by Mr Avinash kaushik for more details in this topic .

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