Regular readers to this blog know that I am a huge believer in creating content on a consistent basis for your website. Content is huge in terms of marketing. It is the process of creating relevant information to attract and engage visitors to your site. I’ve been preaching the importance of creating content on a consistent basis for your website for years, yet most ecommerce sites are simply product-based. You open a typical ecommerce site and see products, prices, a hort description, and (sometimes) long descriptions and specifications. Occasionally you see a rare few following Amazon’s example and showing reviews.Most ecommerce sites are simply product-based. A content driven ecommerce website on the other hand provides valuable information for the readers in the form of blogs. Click To Tweet
A content driven ecommerce website on the other hand provides valuable information for the readers in the form of blogs and other media, including YouTube videos, as part of the products that they sell. They tell authentic stories about how people are using their products and the results they are getting. This approach is much more powerful and these types of sites allow you to really stand out from your competition. Imagine sharing your customer’s stories every week and categorizing these stories by product type so they can be easily searched. You write a new post every week highlighting how someone has used your product or service, not as a sales piece, but relevant information for your readers. Perhaps your readers have contributed content, or maybe you’ve done a short interview with them to capture their success. The images are of your customers actually using and enjoying what you sell. Then, you give people the opportunity to purchase the product near the end of the story.
With WooCommerce, there are two ways you might do this using shortcodes. You could specify to include a single product page like this:
The problem is that the entire product page is then embedded into your post, including related items and the description. If you just want to include the add to cart button (since you have already included images and prices in your narrative), you can use this shortcode:
Where the id is the actual product id number that you are discussing.
You often see this form of content driven ecommerce with affiliate marketing and long-form sales letters or squeeze pages. But there is no reason you can’t do this with your own online store. In fact, there are a lot of good reasons to do this, even if you also approach your website in a traditional shopping cart mode.There are a lot of good reasons to use a content driven ecommerce model, even if you also approach your website in a traditional shopping cart mode. Click To Tweet
Search visibility is one reason for considering a content driven ecommerce site. Search engines prefer new content and frequently updated content. They also like longer narratives as that gives them a better understanding of what your product page is really all about. But more importantly, customers love stories. Stories sell more. That alone should be a good reason to consider using a content driven ecommerce approach.Customers love stories. Stories sell more. That alone should be a good reason to consider using a content driven ecommerce approach. Click To Tweet
Content driven ecommerce can both help educate and inspire. But a common challenge for many companies is that they struggle to […]