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Written by Caroline Cox on Dec 13 , 2019

Having quality e-commerce content on your website is one of the most effective ways to improve your SEO rankings.

Here, you’ll find:

  • How content benefits e-commerce brands
  • How to determine your content topics
  • Why visuals are the key to quality content
  • How to define your brand’s content voice

Quality content and SEO go hand in hand — and that includes e-commerce sites. If you don’t think your website needs content, you may be opening your brand up to being lapped by the competition.

Whether you write it yourself, leverage a team member, or outsource to an agency, these are the elements you need for e-commerce content that’ll make your brand an industry thought leader.

How to Create Quality E-Commerce Content

The most effective content speaks to your audience in their language and with terms they know well. (Image via Unsplash)

Define your voice

Hopefully, you already know exactly who your audience is — from where they shop to how they search. Your voice should reflect your audience while being true to your brand’s mission and values.

The most effective content speaks to the audience in their language and with terms they know well. If your target audience is millennials or Gen Z, for example, you’ll likely have different verbiage and communication styles than you would if your target audience was affluent couples over 50.

Once you define your voice, consider codifying it via a brand-specific content and style guide so that everyone on your team is on the same page. This can also be referenced by the person writing social media posts, since brand voice should be consistent across those platforms as well.

Pinpoint where your content lives

Content can be many things: from videos, blog posts, and your “About Us” section to landing pages, social media, product descriptions, and more.

Not all of these content types will make sense for all e-commerce companies. But if you think a content strategy has no place in your business plan, think again!

Look at all of the content your brand produces and ask yourself things like:

  • Is your tone consistent across your various content spaces?
  • Is the audience you’re speaking to consistent across your various content spaces? (This excludes landing pages that may target different audience subsets)
  • Does the verbiage across these content spaces accurately reflect your brand?

Leveraging these content areas can be highly beneficial, not only by making your brand stand out, but by showing your target audience that you’ve taken the time to craft clever, eye-catching copy that speaks to them on their level.

E-commerce brands can leverage content in a number of ways. If a photo you post on one of your social media accounts does well, you can consider adding that photo to a blog or other page of your site.

The same goes for professional product photoshoots you do for products — consider using those images on social media in collages, carousels, or even Shopping ads if they resonate well.

Highlight what makes your brand unique

It’s simply a fact that no two brands are exactly alike. Because of this, content is a great way to showcase what makes yours unique. Write about your company’s mission, journey, and origin story.

Do you source your materials sustainably? Did your grandmother ignite your love of fashion design? Are your products cruelty-free?

These days, an increasing number of consumers want to buy from brands that are trustworthy and sustainability-minded — content can remind them that there are people behind your business.

HawkSEM: How to Create Quality E-Commerce Content

No matter the type, the most effective content has great storytelling at its core. (Image via Unsplash)

Use e-commerce content to educate and problem-solve

Content marketing shouldn’t be about trying to game the search engine system. Rather, the primary role of your e-commerce content should be to educate your consumers and help them solve problems.

This can have many different interpretations, depending on your industry. If you sell camping equipment, you could highlight how certain products could be best used in warm and cold climates. If you offer career coaching, you could post a blog article highlighting all the different professional stages where talking to a career coach could be beneficial (and how).

Focus on storytelling

“How tos” are widely understood as one of the most effective types of content you can publish. And while this may be true in the B2B space, B2C can be a bit more tricky. But no matter the type, the most effective content has great storytelling at its core.

According to Social Media Today, “Storytelling is one of the best, most effective ways in which [e-commerce] businesses can connect with prospective buyers, and also generate traffic and social shares.”

Think about the marketing campaigns or pieces that stick with you. Most likely, there’s an emotional element to the story the brand is telling, which helps make it more memorable to the reader.

Great storytelling comes from great writers — if your team doesn’t have the chops (or the time), you can consider partnering with an agency or hiring freelance writers via sites like Upwork.

As far as topics go, think about the stories you want your brand to tell. It could be anything from an inspiring customer journey to the way your business gives back.

Prioritize visuals

Visuals can take your content from good to great in a flash. Not only do images help us retain information better, but content with images often results in more engagement and shares as well.

While it’s not required, it’s also a good idea to make sure the graphics on your site are accessible to visually impaired people through descriptive text or captions.

Like your brand voice, the images on your website should be in line with your mission and audience. Add visual elements to your e-commerce content through things like:

  • Licensed or free stock photos
  • Well-designed graphics
  • Videos
  • User-generated images

Speaking of user-generated images, this can be an effective way to add a visual element to your content while highlighting your customers. See if someone’s tagged your business on social. If the image is high-quality (and in line with your brand’s aesthetic), use it!

Just be sure to ask their permission before sharing. Let the person know when the content is published so they can re-share with their networks for an extra boost of exposure.

Pro tip: When uploading any images to your site, it’s important to title the images beforehand to serve as alt text, which helps improve your SEO.

HawkSEM blog: How to Create Quality E-Commerce Content

User-generated images can be an effective way to add a visual element to your content while highlighting your customers. (Image via Unsplash)

The takeaway

For e-commerce brands looking to boost visibility and sales (and what brand isn’t?), implementing a solid content marketing strategy is the way to go.

By publishing content that’s authentic, in line with your company ethos, and speaking directly to your target audience, you can continue to see your SEO rankings improve.

Curious how we help e-commerce brands improve their SEO, SEM, and more? Let’s chat.

Caroline Cox

Caroline Cox

Caroline is HawkSEM's content marketing manager. She uses her more than 10 years of professional writing and editing experience to create SEO-friendly articles, educational thought leadership pieces, and savvy social media content to help market leaders create successful digital marketing strategies. She's a fan of seltzer water, print magazines, and huskies.

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