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The way consumers shop has changed. Today, 87% of consumers begin their product searches on digital channels like search engines.
eCommerce brands need great content if they want to connect with their audience and win these potential customers. It’s why a copywriting service for eCommerce retailers has become such a popular option.
The truth is, creating content that catches your audience’s attention and converts users into paying customers requires significant time and consistency. If you’re running a busy eCommerce business, you likely don’t have that kind of time to spare.
The biggest mistake brands make is allowing their content to become just another item on the to-do list — one that gets done only sometimes or gets done in a rush without focus on quality.
If you feel like you can relate, you’re not alone — according to the Content Marketing Institute, about 70% of companies currently outsource their content. Those that do are able to focus on their core business while delegating content to experts who write optimized, customer-focused content day in and day out and know how to deliver.
In this article, we’ll cover why a consistent content marketing service for eCommerce retailers is such a game changer, plus 8 specific services you can expect to receive from a quality content agency.
Quick Takeaways
- A content marketing program for eCommerce companies allows organizations to focus on core business strategies while maintaining high-level content production.
- Companies with blogs earn more than 400% the organic traffic than those without one.
- Brands should optimize every page on their website with professional web copy.
- eCommerce content services can also handle content like email, social media, video scripts, and ad copy.
- Many content marketing services also offer strategy support to align content with larger business objectives.
What’s so great about a copywriting service for eCommerce retailers?
There’s no doubt about it: a content marketing program is an investment for eCommerce businesses. So why should you think about doing it? A common myth about outsourcing content is that it’s too expensive compared to handling it internally. But in most cases, that’s not how it shakes out.
The average salary for a full-time writer in the USA is about $65,000. Add to that the cost of benefits, IT equipment, office space, and other overhead costs that come with an additional employee, and things can get expensive quickly.
When you outsource your content, you’re only paying for your content, and you can easily scale up and down as needed. You don’t have to worry about managing writers. You can have confidence that your content is going to deliver the results you expect and need. A copywriting service for eCommerce businesses also has a wider range of resources and content expertise than most internal marketing teams.
Best of all, your content can always be a priority. It won’t have to lose out to your other business responsibilities. You’ll never have to sacrifice content volume or quality due to lack of bandwidth. You and your team can focus on what you do best — serving your customers — without worrying that your content will suffer.
What can a weekly content service do for your eCommerce business?
Blogging
Your blog is the core of your entire content marketing strategy. Why? Well, the proof is in the numbers:
- Companies with blogs earn 97% more links to their websites than those without them.
- Adding a blog to your website can increase its organic traffic by more than 400% (!).
- More than three-quarters of consumers regularly read blog content.
Blogs are a way to connect with your customers beyond standard transitions. Over time, they’re a way to build trusted customer relationships and establish expertise to your audience.
They’re also the most time-consuming part of your content marketing strategy. Research has consistently shown that companies who blog more frequently earn better results than those who publish less. HubSpot research shows that 11-16 blog posts per month is optimal, earning 3.5x the traffic as those publishing 3 or less articles.
Image Source: Hubspot
A copywriting service for eCommerce companies can typically handle end-to-end blog services, including critical steps like keyword research, SEO optimization, and even publishing. The benefits are two-fold for companies: huge time savings coupled with a high-quality blog that drives organic traffic and new customers.
Web copy
Your website is often your first impression with new customers. A copywriting service for eCommerce businesses can handle conversion-focused copy for all of the destinations on your website that lead people to making a purchase, including about pages, product and service pages, and landing pages created for specific campaigns.
Your web copy can and should be SEO optimized, too — and professional copywriters know how to do it. Even better, working with a copywriting service gives you access to writers with specific expertise in your industry. They know the types of messaging that will get results for your target audience.
Email content
There’s no doubt that people’s email inboxes are more crowded than ever. The average professional receives up to 121 emails every day. That said, consumers have overwhelmingly reported that email is their most preferred method of brand communication, and 87% of marketers are using it as a primary channel for reaching their customers.
Image Source: MarketingSherpa
It’s imperative that your email content stands out from competitors (and everyone else sending emails to your customers). A copywriting service can help you deliver targeted campaigns that keep your customers moving along their buyer journey. Whether you’re promoting a new offer, nurturing current leads, re-marketing to increase conversions, or running a retention campaign, you can work with copywriters to develop attention-catching, engaging content.
Email is also an effective way to amplify your blog content and other important announcements. You can work with a copywriting service to develop engaging newsletters that keep customers engaged with your brand in an ongoing way.
Social media
Social media has become a pretty standard part of every company’s digital marketing channel. On average, consumers spend time on 7 different social media platforms every month. The majority of brands worldwide are planning to increase their investment in social media across top platforms:
Image Source: Hubspot
It can be a complex task keeping up with engagement on all of the platforms where your customers are active. Social media strategies vary across companies and industries, and some platforms work better for certain companies than others. Content requirements for each platform are different as well.
Copywriting services have the expertise to know what content will earn the most engagement across the platform your brand is using. Not only this, but it can also help you streamline your messaging and consistency across platforms.
Not to mention it’s a major time saver. Like your blog, maintaining active social media accounts takes a ton of time, commitment, and consistency. Delegating this job is a time weight off your shoulders, and the payoff is huge. You can interact directly with your audience, give your content more share-ability, and increase your brand visibility where your customers already are — their social feeds.
Video scripts and branded images
Video is the most in-demand type of content in 2022. Here’s what the statistics say about it:
- Cisco predicts that video will account for 82% of all online traffic by the end of this year
- On average, people watch 16 hours of video content every week
- 87% of marketers report that their video content brings them positive ROI
Image Source: Wyzowl
The key to video marketing success, however, is to optimize it just like you do for your blog and other text content. Well-written video scripts ensure your video has the focused, compelling message it needs to resonate with your audience and get them to act. A copywriting service can develop a script that feels natural for participants and conveys the important message your video is communicating.
Another way an eCommerce copywriting service can help you enhance your visual content is with branded images that support your blog articles, emails, and other web copy. Branded images make your company more memorable and create a comprehensive, consistent brand experience for your customers.
Ad copy
Ad copy can be tricky. It’s got to be clear and straight to the point, but it also needs to capture your brand message and compel people to act. This is one area where eCommerce companies really shouldn’t play a guessing game with copy. Ad copywriters are experts in striking the right balance with your ad content and making sure you get the most possible ROI from your investment.
Marketing assets
Lead magnets and marketing assets like ebooks, whitepapers, and print brochures are key to driving conversions for your eCommerce business. They contribute to your marketing and sales strategies by serving as physical and digital representations of your brand, establishing your expertise and authority, and building critical trust with your customers.
It’s important that your marketing assets look well-developed and professional. These types of assets often require a combination of great copy and design. Copywriting services have the expertise and resources to handle the entire project for you. They can work with you to develop the right messaging and putting visuals behind it that showcase your brand.
Strategy support
Last but definitely not least, a copywriting service for eCommerce businesses can support you in executing your overall content strategy. They can work with you to align your content with your larger business objectives and be sure every piece of content serves a real purpose.
eCommerce copywriting services also typically report on performance metrics and allow you to consistently see the ROI on your efforts. This keeps your strategy more agile and enables you to adjust it as needed to optimize results.
Enhance your eCommerce marketing strategy with great content
The team at Marketing Insider Group can deliver you optimized, ready-to-publish content every single week for one year (or more!). To learn more, check out our SEO Blog Writing Service or schedule a quick 15 minute consultation with me to get started.
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