Why 90% of Internet Retailers Can’t Afford Quality Content

by | Jan 25, 2017 | Content Writing, Ecommerce

With more than 3-billion internet users around the world, it’s no wonder that buying and selling online have become so popular. The competitive eCommerce marketplace is primarily driven by quality content that’s original, relevant, precise and crisp. It sets the stage for products and services to be seen and heard and is what makes conversions and final sales possible, so it’s easy to understand the importance of content in eCommerce. But like all good things, quality content comes with a price tag.

What Exactly is Quality Content?

It’s one of the things that Google looks for when crawling websites. It helps you rank better in all search engines, increases your credibility and trustworthiness and eventually brings conversions, sales and repeat customers. Quality content should:

  • Be an appropriate length for mobile and desktop users
  • Be coherent, grammatically correct and include accurate spelling
  • Include strong keywords
  • Be supplemented with images, videos, infographics and other media
  • Be correctly formatted for the page
  • Should cater to the reader’s needs
  • Should answer whatever draws visitors to your website

Quality Content is Expensive

There are many reasons why quality content is expensive, including the following.

1. Creating Original, High-Quality Content is Hard Work

While it may seem easy, content creation requires skilled writers, programmers and database experts. You also need people who are proficient with computer graphics, mobile platforms and APIs. Producing content that speaks to an audience takes time and requires dedication, time and focus. All of these things take resources and experience, which of course, tends to be expensive.

2. Experienced, Professional Content Companies Come at a Premium

Content creation agencies do more than just write product descriptions, blogs and more. They spend a lot of time searching for data, studies and articles related to the specific topics they are working on to help them have a better understanding of the information. They also research other content that’s available and analyze its quality and search engine ranking and then look for ways to create content that is better and that could rank higher. Finally, the research that they do helps to ensure that all content being creative offers either direct or indirect support for the produce or service each client provides, backed up with relevant data. That lengthy process comes at a premium.

3. Content Requires Analysis

Crewmachine Content Cost Reduction StrategiesGood quality content is a marketing tool that keeps working over time. It’s much more than simply writing a few words or paragraphs and then walking away. It requires a lot of analysis and continuous improvement. It’s important to determine which themes and formats work best and then adjust the brand’s strategies accordingly. This continual analysis and reporting is critical and requires people with specific abilities.

Is it Worth the Cost?

Some brands don’t consider content marketing to be effective, and therefore don’t place emphasis on how it’s done or the results it achieves. However, those brands almost certainly rank poorly in search engines and miss out on a lot of sales. Companies that understand the importance of content marketing within their organization are much more likely to have a larger investment in content creation and more importantly emphasize the need for quality within their team.

Additionally, the process of developing a good content creation strategy will often uncover technical, logistical and sales changes that may need to be made to improve the effectiveness of content marketing. You could have the best quality content available, but if there’s no infrastructure to convert traffic from the content into sales, it won’t be effective.

Yes, quality content marketing is expensive, however, when done effectively it gets remarkable results. High-quality eCommerce content marketing, whether it be blog posts, landing pages or simple product descriptions lead to increased traffic and higher conversion rates. It also increases brand credibility, boosts client trust and often results in customers making more repeat purchases.

Ojasvi Sharma

Writer is an e-commerce content expert with 6+ years of experience in writing high quality product content for world top retailers.

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