What do you do when you need something for the kitchen? How about the bathroom? Or even your business? Chances are, you tap on Amazon, or your chosen E Commerce portal. With the growth of E Commerce, or online buying and selling, there has been a growth in competition as well. Before we get into the challenging yet rewarding world of E Commerce content, let us look at the E Commerce boom of 2020!

Is E Commerce Still Growing in 2020?

You bet it is! E Commerce is not just alive and kicking in the year 2020, but it has grown by leaps and bounds. The pandemic has left us in a state where we need to up our digital presence as business owners. Amazon and similar portals are the perfect place for us to create a store and list our products. Not only E retail giants like Amazon, but also others like Etsy for niche hand crafted and other products, have been doing well.

In fact, if recent statistics are to be believed, then we have made more progress in this industry than we did in the last 10 years, combined. The drop shipping rates have increased by a whooping $4 Billion USD this year. This signifies an increase of 7 per cent which is more than what the E Commerce industry has accumulated by way of growth, in the past decade.

If anyone had any doubts, then it should be clear by now that E Commerce has emerged as one of the greatest resources of our times. We can now bridge the gap between our necessities and the world of possibilities with international shipping and other such facilities. Additionally, we are able to do so from the very comfort of our own homes. Yet, while this may signify a world of opportunities for many people, there are many challenges due to the increase in competition and other factors as well.

Why do you Need E Commerce Content?

Before we get into a discussion about this, I need you envision a typical online buying process. What do you check out first? Since you do not know the exact names of the vendors, you would typically search by keyword or product phrase. Then, you would look at the top products and the headlines. The ones that carry the maximum features would appeal to you. A click would then be awarded as you would check out the product and the related products as well. Now, imagine not getting the best product because the E Commerce content was not on point.

Not only does your end user or the customer suffer, but you also suffer as a business owner. Do you see the importance and significance of E Commerce content? You cannot merely skip this step and then fruitlessly seek to crack the Kindle or the Amazon code. Whether you want to monetize your blog, or earn from Amazon, you would need content. Granted, the content would be used in different ways in both cases. But the point is that, content would most definitely be the crux point here.

The Amazon Algorithm and E Commerce Content

Since Amazon is the biggest E Commerce giant which has set many trends in the way this industry works, we will predominantly have this discussion in terms of the tools used by Amazon. Chances are, you can use the same tools for other platforms. This is because all E retail and shopping portals use the same proven technology to drive sales. Now, the name of the game is the A9 algorithm, and the fuel is spiffy E Commerce content!

So, how does the A9 Algorithm work?

Photo by Bryan Angelo on Unsplash
  • Keywords: The A9 algorithm searches with the help of features rather than keywords.
  • Not Your Standard SEO: Therefore, your standard SEO writing would not work for E Commerce content.
  • Click Through Rate: This algorithm ranks your product as per the number of times it has earned clicks and featured in relevant searches and buying processes.
  • Creativity: Therefore, your E Commerce content would have to be well structured with the right jargon and features from the headline to the actual description within.
  • Quick Checkout: This is because the algorithm has been designed to shorten the time between browsing and buying by showing the most relevant products.

How to Write Revenue Generating E Commerce Content

1] Write from the point of view of your customer. Concentrate on creating solution based E Commerce content.

2] Start with a catchy headline that has the exact features with a creative call for action. Remember, only 30% of the best headlines get a click to the second page. Do not use too many pronouns here.

3] Research and gather plenty of data to give a creative spin with the industry standards in place.

4] Identify trends and include them in your description. These are some of the most searched for terms.

5] Make your message relatable. Your brand message should promise a great customer experience. Yet, the description should not talk about how great the brand is. It should talk about the great things it can do for the customer.

6] If you are relatable, you will build a strong relationship with your customers. So, make sure you articulate their problems in the bullet points when you speak of a feature. Yet, clad the problem in positive words to show how a better experience can be achieved with your product.

For example: Try these noise canceling headphones that lets you walk through that crowded park in peace.

The above example shows you how we have used three things in E Commerce content:

  • Customer Experience.
  • Action with Features.
  • Positive Words.
  • Call for Action right on top.

7] Decide how you want your customer to feel. Then, paint a similar picture through your E Commerce content. Your words are your tools for depicting what many images cannot say. Remember to show your customer what your product can do, rather than merely telling them.

8] Do not stuff the E Commerce content or descriptions unnecessarily with keywords. Reading the content will become painful and people may abandon your listing to try another one instead. This would also have an adverse effect on your A9 ranking within Amazon or a similar portal.

9] Use positive words. Try to avoid the use of negative words like ‘cannot’, or ‘would not’ when you write your descriptions. These are known to have a more positive effect on one’s buying intention.

For example, instead of ‘misunderstanding’, use a word like ‘confusion.’

10] If you have an E Commerce website, blog on it often. In fact, you should link your Amazon listings to your blog. Include the posts of expert guest bloggers too. The best way to build your E Commerce authority is with content in various places.

11] Write above the line content with the features in neat and easy to read bullet points. This should be written in precise and creatively worded sentences. The sentences should flow and yet each sentence should provide the right information without any scope for confusion.

12] Replicate the language of your audience. You have to be completely aware of the demographic that you are playing with in order to do this efficiently. Watch your core audience interacting on social media. What kind of language do they use? Also, what are the words that they commonly rely on? Further, what is the tone?

13] Find hidden backend keyword tools with a keyword generation tool that would help you find the exact keywords that are used for several sub categories within your Amazon category. This way, you would get an edge over the competition as well.

14] Go to Manage Inventory in your Amazon Seller Central page to find these backend keywords so that you are able to use them appropriately. These keywords should not be stuffed randomly, but used for enhancing the USP of your offering.

15] Use the Key Product Features Tab to list and describe every feature with imagery, for below the line content.

With the above tips, you will be able to create content that speaks to the customer at an experience level and not just an information level. This is crucial when we have to position ourselves in a certain segment. And to do so, E Commerce content is the only way out!