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Content Marketing Strategy for eCommerce Websites

One of the biggest challenges with online marketing today is content creation. My goal here is to provide you with a few quick and easy guides on how to write good content for your website. Since content is needed in various areas of a website, I’ve decided to break it down and focus on specifics areas.

Part 1 of my Content Marketing Guide is focused on writing product descriptions that will drive customers to your ecommerce website. I’ve seen a number of small businesses truly struggle in this area. However, by following these simple steps, you’ll find that writing product descriptions is easier than you think.

As we all know, the product description can either make or break a sale. You want to provide good, relevant and unique content regardless of how simple or complex a product may be. There are six things I want you to keep in mind whenever you’re writing product descriptions for your website: who, what, where, when why and how.

Product Page Content Marketing Plan

  • Who is the buyer?
  • What are they trying to accomplish?
  • Where would this product be used? Is it meant to be used at home, the office, indoors, outdoors, etc?
  • When is this product useful or used? Is there a time of day, specific season, holiday or climate (vacation)?
  • Why is this product important and better than your competitors?
  • How does this product work? Is it something to be applied and take effect over a specific amount of time? Are there electronic components or is it something that needs to be installed?

Product Page Content Marketing Strategy

Once you have a better understanding of who your customer is and their needs, you can start to focus on the best way to present information on your website. As a marketing consultant, I’ve always encouraged small business owners to provide a clean image, brief description and or bullet points along with a CTA (call to action) above the fold. Other details can be included within the page as well; however, keep in mind you want to avoid anything that may distract or lead the user away from the page.Iowa City, Iowa

Here’s an example of a product page which allows the image, a brief description and bullet point list, as well as a call to action to all remain above the fold. It’s very clean, neat and organized so the user can quickly determine if this is the product they’re looking to purchase.

The bottom portion of this product page includes a couple tabs. This allows you to provide all the detailed information that will answer the questions we covered under the Product Page Marketing Content Plan (above). Always use tabs and or subcategories to neatly organize and group product information. This will help the end user navigate and locate details needed to make a buying decision.

Still have questions regarding product page content marketing? Or do you have any ideas for writing content for eCommerce websites? Feel free to post in the comment area or use the form to the right.

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