Collection of best practices for ecommerce content writing. Shows you how to write content for your customers.

1. Ecommerce Marketing
WRITING GREAT CONTENT FOR
ECOMMERCE
By
Mark Cijo

2. CONTENT WIRITNG GOALS
 Bring in more sales
 Convert Prospects to Customers
 Build existing customer relationship to sell
more & get more REFERRALS
 Become the industrial leader

3. TO MEET THESE GOALS
 Our brand value should grow
 The demand should grow higher

4. THE SPACE
Assuming a Market size of
100,000 searches per day
Market Share
You Your Competitor We get 37,000 hits while your
top competitor drives 43,000
New Aggressive Brand The Lazy brands
5%
15%
37%
43%

5. SCENARIO 1
WITH SERIOUS SEO EFFORT WE OVERTAKEN
UTSAV Assuming a Market size remains
the same of 100,000 searches
Market Share per day
You Your Competitor
We get 53,000 hits while your
New Aggressive Brand The Lazy brands
competitor drives 29,000
5%
13%
53%
29%

6. SCENARIO 2
WE CREATED A DEMAND AND MARKET SIZE
DOUBLES Assuming a Market size grows
200,000 searches per day
Market Share
You Your Competitor We get 74,000 hits while your
competitor drives 86,000
New Aggressive Brand The Lazy brands
5%
15%
37%
43%

7. WHAT SMART CONTENT WRITERS DO
 Look for opportunities to make a long-term plan
that increases the market size. The more we
are involved in increasing the size of the
market, the more prepared we are to capitalize
its growth.
 This is when we start stealing Market Share

8. FOR BLOGGERS
 Keep customer in mind. Write to create a demand. - Let
them say “I want one you just said!”
 In general – more basic the better
 Create a scratch file with ideas from: questions from
clients, emails you send to clients, emails from potential
clients, questions asked of you on social networking
sites
 Comb twitter, facebook, forums and blog posts to see
what your prospects and peers are talking about then
give your take
 Highlight special products and services (Self-promote!
This blog exists to promote your business!)

9. CREATE YOUR EDITORIAL CALENDAR
 Blog like a professional, not like a diarist
 Minimum frequency is 2x/week, if you stop
blogging people will stop visiting
 Pull 8 great ideas from your topic list
 Put the topics into your calendar of choice (I
like
 google calendar)
 Voila! 2x/week content plan for an entire year

10. ON SITE CONTENT – KB PAGES
 Word Meaning - Knowledge Base
 Informational content to increase the
customers knowledge on a Product Line
 Quality & Not Quantity that matters.
 We don’t need content just for the sake of it.
 Think – What product line this belongs to, what
sub categories It has got, what occasions this
can be used etc.

11. FAQ PAGES – WHAT IT DOES?
 Addresses distrust
 Acknowledges concerns, and then by
that, eliminates objections
 Speaking their language --- highly empathic

12. ON SITE CONTENT – FAQ PAGES
 FAQ – Break down in to Categories
 General Questions
 Product Specific Questions
 Shipping
 Payment
 Try to address all how to questions with its
supporting video or infographics.
 Work in hand with the Support team – Chat &
Email and get to know what customers asks them
and try to answer them in FAQ.

13. WHAT PROBLEMS DO OUR PRODUCT SOLVES?
 1 reason products fail is because they aren't
solving a problem someone has - if you're
product is a nice to have, not a must have, you
don’t have much power.
 Eliminates customization hassles; following up
with tailors, one stop Indian ethnic wear shop;
low (free) shipping; simple checkout, ordering &
customization from the comfort of your home.

14. PRODUCT DESCRIPTION
 Only write quality descriptive content that helps your
customers make purchasing decisions.
 Use the language you hear from customers when they
describe how they use the product.
 How much should I write? –
A great way to measure how much unique content you
need is to measure the default word count of a blank
product page. Count all the words that are used in your
navigation, sidebar, footer and any text that is present
on a blank product page. Make sure your unique
text, exceeds that “default” word count in order to have
a heavier weight on unique content.

15. ONSITE CONTENT – PRODUCT TYPE PAGES
THE MIND SET
 Purpose of the headline? To get your customer to
read the second line.
 Be clear. Not Clever. Clarity trumps persuasion.
 The best headlines get you to stop, jerk your
attention, have greed, curiosity, and unexpected
surprises in them
 Write to the individual, just like you’d talk to one
person. Don’t write to the masses.
 If you had a gun to your head, and the trigger was
pulled if your target customer didn’t clearly
understand your headline, would you keep it?

16. 3 RULES FOR GOOD CONTENT WRITING

17.  Rule 1:
WRITE FOR YOUR CUSTOMER

18.  Rule 2:
WRITE TO ELIMINATE OBJECTIONS

19.  Rule 3:
REMEMBER RULE 1 & 2

20. THANK YOU
 Contact:
 www.markcijo.com
Skype:markcijo-bd