The 4-‐stroke content writer – a trusted partner in your ecommerce journey
Recently, we received an inquiry from a furniture manufacturer who wanted to venture into online business after their retail success. They came to us looking for content writing support for this ecommerce initiative. They were clear about the type of content they required and also had some reference sites in mind – every piece of furniture needed a product specification and the rest of the space was to be filled with images. That was it – this imagery was their version of an ecommerce website – content marketing through ecommerce meant shifting all the images online and including captions and descriptions. Surprisingly, I had to spend quite a few sessions with them before I could make them understand the purpose and reach of an ecommerce initiative and that it is not just product specifications and a set of photos that will help them sell their products online; ecommerce content marketing is an entirely different ball game. Fortunately I had many examples to quote from – cb2.com and Urban Ladder, for instance. Although these sites follow a different business model, they are great examples of how niche ecommerce sites can provide an enriching experience to their online visitors, immediately building connect and trust with them. Niche ecommerce sites have the advantage of immediately securing 100% of the audience’s focus, rather than the general retail ecommerce sites that have a diverse audience with a much reduced attention span, given the extent of distractions in these sites. The scope for variety of content for ecommerce is immense with niche sites, allowing smooth transition of content from one concept to the other; for example: • •
options to compare and review products options to try out interesting ideas such as staging each room with furniture and varied room décor ideas