5 Steps To Create Great E-Commerce Content


The truth is, keeping up with E-Commerce marketing trends could be a full time job.

In 2022 we’ve already seen a dramatic change in the ways people digest content. Short-form videos for one. So as the old saying goes, what got you here may not get you there. Simply put, E-Commerce Content strategies have changed.

To stand out in an ever more crowded online selling environment, it’s crucial to stay ahead of the curve. We’ve created this guide to help.

5 Steps to Great E-Commerce Content

  1. Define Your E-Commerce Content Strategy
  2. Perform a Content Audit
  3. Build Your E-Commerce Content Plan
  4. Create New Content That Will Engage and Convert
  5. Publish Your Content

Let’s dig into this in more detail.

1. Define Your E-Commerce Content Strategy

The right E-Commerce Content Strategy will set you apart from the competition. That’s key because the market now is more crowded now than ever. Amazon alone has some 350 million (you read that right!) SKUs available for sale.

A great E-Commerce Content Strategy should cover:

  • Your overall business goals
  • How your products will be differentiated in the market
  • How you will manage your products, whether that’s 10 or 10,000
  • Where shoppers are searching for your products and how to reach them
  • Your budget

For example, if one of your business goals is to generate 20% more sales this year than last year, how many more shoppers do you need to get in front of in order to achieve that sales lift?

2. Perform a Content Audit

Wait, I need to audit my content before I start creating new content?

Yes! Having a solid understanding of your content baseline is key. Even if you’re just starting out, you may have some existing content assets to work with. If you don’t, we can help you get the necessary product photography and other assets, such as lifestyle images, you need created.

3. Build Your E-Commerce Content Plan

The next step is to build out your E-Commerce Content Plan. Your strategy will define your goals and objectives. Your E-Commerce Content Plan will define the tools you need, the people who will execute it, and the schedule for implementing the strategy.

4. Create New Content That Will Engage and Convert

Just a few years ago, having a single product shot, title and description was enough. Today, every product needs to have product infographics, videos and complete product descriptions, in addition to the standard product shot.

Your content needs to engage your shoppers not just replicate the product packaging. E-Commerce product pages with video, for example, convert 80% better than those without.

5. Publish Your E-Commerce Content (Everywhere)

Analysts estimate that a brand selling online today needs some 200+ different types and formats of content for every SKU it sells. From different image dimensions to videos, infographics, banner ads and even NFTs, that’s a whole lot of content! In a lot of formats. On a lot of E-Commerce sites and platforms.

Fortunately, at IT’SRAPID we’ve got you covered. Let us help you rapidly create new forms of digital content from your existing marketing assets. And if you don’t have assets because you’re just starting out–or because you’re launching a new product, don’t worry. We can help you create those initial assets as well.


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