Is the content on your website paying you or are you paying for the content on your website? If latter is the case and it has been so for a very long time, then it’s time to change your content from mere descriptions to strong marketing calls. It is important that you see your content as a medium to ‘talk’ to your customers because believe it or not but your customers love human interaction instead of automated responses.
So what kind of content marketing can get you more customers/ conversions?
First things first – get out of the habit of giving your sweet looking products a long & boring description. Try a fresh approach. Let your words be as good as the product is. Choose simple and ‘warm’ words that convey ideas and purposes and not just dimensions and elements of products. Remember that you are not talking to a non-living congolomerate of buyers but breathing and living customers.
Next – content is not something that cannot be avoided. Do not add unnecessary content (in other words – fluff) when a picture has already done the job. This fluff will only delay the buying action that the customer has already decided to make. Ironic as it may sound but adding irrelevant text is a failed content marketing attempt.
The final step – write unique. It is good to play safe with many things, but not necessarily with content. If you are writing for ‘your’ website, do add the ‘you’ in it. The easiest way to be unique is to bring into words your original character and personality or your online store’s. Sort out in your head the message you want to convey and then write down that message in exactly the way it came to your mind (after some moral and grammar filtering if needed :)) .
Content marketing is a simple technique to help each word on your website to get the customers to do something (like, share, comment or even viral it) if not buy from you. It doesn’t seem a bad deal at all to put some thought in it before. If you have tried all that a marketing book says, but are still waiting for graphs to show profit, write short, relevant and out of box content and see your sales figures shooting high.