Maintaining an eCommerce website presents its own unique set of challenges.

More than just displaying offerings and items up for grabs, eCommerce websites need to keep their content engaging to hold on to a customer’s attention in a sea full of competitors. While it’s relatively simple for general blogs and informational websites to create an effective content strategy, the majority of eCommerce websites seem to struggle with expanding on topics when there are hundreds or thousands of items in their online store.

The diversity and broad spectrum of issues to cover in eCommerce websites make it harder for business owners to find their footing when it comes to this domain. What can these websites do to reinvent their content strategy? Read on as we pinpoint the types of blog content that make for an impactful eCommerce presence.

Video Content

Video content was considered “the future of content marketing," but today, it is essential for eCommerce sites. Many studies and market researches have proven that videos are a driving force in content marketing. One study found that 55% of people consume video content thoroughly, and 43% want to see more video content produced by marketers in the future. Consider the following types of videos to leverage on your eCommerce platform:

1.    How-To’s:

While many might think how-to videos are elementary or unprofessional, a study found that editorial videos are an effective medium for reaching the audience. How-to searches on YouTube grow by 70% each year. This strategy fulfills the criteria as companies may enlighten their potential customers how to use a particular product establish themselves as an expert, extending the effort as customer service.

2.    Products:

According to Google’s study, nearly 50% of internet users look for videos related to a product or service before visiting a store. Demo videos are also proven effective content for videos if used for marketing. eCommerce websites must demonstrate to their customers the use of a product and the value proposition. Experts even advise creating a more engaging experience by incorporating virtual reality as more than 170 million people will actively use VR in 2018, and this number will keep growing.

3.    Webinars:

Webinars are an efficient addition to the content strategy of established businesses. It can be utilized as a presale content type for a product your eCommerce website is carrying. Semrush advises this train of thought:

— Identify the problem your product solves

— Describe the problem and possible solutions

— Offer your product as a solution

A word of caution, though: people know when you are hard selling. Usually, it’s obvious when the speaker tries to promote and sell the product rather than educate viewers. Make it a goal to establish your brand as an authority, and because of this credibility, your business is able to host free educational webinars.

Text Content

Rich, relevant text is still an industry standard and best practice when it comes to branded web content. However, content that may be effective for other websites may not be as effective for eCommerce. Below are text content types you can leverage for your business.

1.    How-to Guides:

Similar to informational videos, how-to guides can be an extremely efficient content type because people want to learn online that can help them solve their problems. The key here is to find topics/issues worth covering. Utilize keyword analytics devices that can filter the most relevant keywords and topics you should write about for your eCommerce website.

2.    Buying Guides and Lists:

If you sell any physical or virtual products, it’s easy to come up with several ideas for buying guides. People love to learn how to solve their pain points so the ability to divert the topic into helping them make an informed decision when it comes to their spending can make an impactful difference. Create a comprehensive guide and answer all possible questions a visitor may have. Great in-depth content acquires more links and ranks better in Google, but it’s important to ensure that your website does it properly by making it concise and very informative.

3.    Interviews:

Whether in text or video form, posting interview content on your eCommerce website is a useful tool to drive more traffic and establish credibility. Regular discussions can bring you a ton of exposure, links, and mentions, as 96% of B2B buyers want to read content with more input from industry experts.

User-Generated Content

UGC provides a platform for your company to gather customer feedback on products and share ideas on how to improve them. UGC regarding your products help deliver relatable information that your customers can leverage. For example, if consumers find that the product description and sizing details on your website are accurate, they are more likely to have a positive impression of your brand and continue to support your business as loyal customers.

Ultimately, each business is unique, and each content strategy is highly dependent on defined business goals and brand nuances. While the above serves as a foundational guide, it is important that all efforts are in alignment with your core brand identity and key messaging to your audience.

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