Content management for eCommerce involves researching, strategising, and publishing content on websites and social media. Content may include blogs, eBooks, research papers, and thought-leadership whitepapers that hold the potential to establish a brand as an industry leader. If your content provides value to the readers, they are more likely to check your brand’s product. Such content can either be produced and managed by your in-house team of writers and web developers, or you can outsource your content requirements to a content creation agency.
Content is at the core of digital marketing. We know that it helps brands engage with the right audience and increase brand awareness. Today, most consumers research independently before purchasing a product. They read blogs, whitepapers, product descriptions, case studies and reviews, and if convinced, only then do they add a product to the cart and check out. Content helps marketers position their product as the solution to prospects’ needs. Before buyers purchase from your online store, they search for information that helps them make their purchase decisions.
So, what is content management for ecommerce? What are some effective strategies? Read further to find out.
What Does Content Management for eCommerce Include?
The most effective ecommerce content management strategies include:
In a scenario, where the consumer’s decision-making process is longer, content needs to be research intensive and informative. So case studies, white papers, blogs, reports, and eBooks work best as ecommerce content. However, creating content is just one step in content management. You also need to make sure your audience sees it. You must optimise your content based on your audiences’ search, including the keywords they use, the content they consume, and the devices they use. This makes SEO an inseparable part of website content management strategy.
Product Descriptions and Taxonomy
ECommerce content aims to guide your audience toward your product page. So, focus on creating lucid yet detailed product descriptions. Research the needs and wants of your prospects to curate descriptions that address their pain points.
You must also ensure that all product-related information is easily accessible. Product taxonomy is an important ecommerce website content management strategy as it involves defining categories and attributes so website visitors can find a product without any hassle.
Social media has become an effective marketing tool with businesses turning increasingly digital. It is perfect for finding newer audiences and increasing brand awareness. Connecting with a digital marketing agency for social media management will not only save you time and money, but will equip you with the right tools at the right time. So, social media marketing must also be a part of your ecommerce content management.
For marketers, platforms like LinkedIn and Twitter are perfect for increasing brand awareness and social selling. Leverage the power of social media to build and strengthen your personal brand.
How To Do Content Management Right?
There are two ways to implement ecommerce content management for your business:
In-house content management
In-house content management gives brands complete control over the content they want and how they want to create it. But it requires businesses to assemble a team of content writers, copywriters, and website developers. Also, researching, strategizing, creating, publishing, and promoting could be overwhelming. As a result, only 40% of firms manage their content in-house, and the rest rely on digital content production agencies.
In-house content management gives you control over content but is time-consuming and expensive. You can save yourself the hassle and outsource content-related tasks to a content management agency. An experienced content creation agency will help you through social media management and provide content creation services for organic traffic and revenue growth.
What Things To Keep In Mind While Outsourcing to a Content Management Agency?
Outsourcing content management allows brands to implement a uniform and long-term content creation and management strategy. But before you outsource the responsibility, here are some things to remember:
- Decide what content you want to outsource
- Decide between outsourcing to a freelancer or content management agency. Freelancers are usually subject matter experts ideal for small projects, while agencies have a team of expert writers who can produce large-scale content in lesser time and money.
- Provide the brand’s style guide and content resources to the agency, so the content is in-line with your brand identity and content strategy for a custom content strategy
- Ask the agency to provide a content calendar so you can identify any gaps, fill them, and avoid last-minute changes
- Provide detailed feedback so the agency can improve the content they create
Content management is a continuous process of strategising and publishing content to increase brand awareness and generate more leads. Publish content on your website and social media regularly to engage with audiences and drive them deeper into the sales funnel. Also, create detailed product descriptions and categorise your products so your audience can find it in fewer clicks. With your content informing your prospects, you can be sure of generating more qualified leads and converting them into sales.