5 Essential Types of Content For eCommerce Websites

5 Essential Types of Content For eCommerce Websites

Content Writing

Paring down your web content to the essentials improves your SEO by removing irrelevant information that dilutes your message. The ultimate goal of SEO, after all, is not just to deliver traffic to your site, but to deliver a specific audience. This is where quality, not quantity, serves you best.

As such, the content for your e-commerce website must attract the right visitors, then meet their needs with informative, useful content and a pleasant user experience. That’s the value your site offers, and below are the most important ways to offer it.

1. Blog Posts

One of the most cost-effective ways to drive traffic to your site, blogs offer information for consumers at all stages of the buyer’s journey. Whether your visitor is just considering a problem, researching product solutions or ready to purchase, your blog is an excellent long-form way to connect. It offers a space to give more in-depth product information or engage with the issues your audience is facing.

2. Product Demo Videos

Product Demo Videos

Product information and demonstrations on video gives a potential buyer confidence and a realistic set of expectations.

Product demo videos are crucial to a healthy e-commerce content strategy. They fill in the gap that exists between bricks-and-mortar stores, where customers can examine potential purchases in person, and online stores, where it’s impossible to try before you buy. Viewing product information and demonstrations on video gives a potential buyer confidence and a realistic set of expectations. If your budget doesn’t allow for videos for every product, start with the best sellers and work your way down the list.

3. Customer Reviews

Posting customer reviews lends credibility to your site and should be part of any e-commerce content marketing plan. This gives you the opportunity to highlight good reviews while dealing with unsatisfied customers right away. Most buyers now read reviews before purchasing, so this easy-to-implement strategy is worth the time it takes to set it up.

Social Media Interactions4. Social Media Interactions

These two-sided interactions give customers a chance to better understand your brand and gain confidence in the way you deal with other customers. Similar to reviews, social interactions give you a chance to shine a light on your customer service and build your credibility.

5. FAQs

FAQs cater to customers who enjoy researching a product from every angle before buying. They give your e-commerce content strategy a boost because they offer a detailed way to describe what you product can, and can’t, do.

Why Creating Content for Fashion is Different from any other E-commerce Category

Why Creating Content for Fashion is Different from any other E-commerce Category

Content Writing

From the accessory extravaganza to wedding trousseau, there’s a way of creating eCommerce content marketing when it comes to fashion writing. Over the last two decades, fashion has been democratized and trends have taken over: so, content on fashion has to be contemporary and keep up with the ever-evolving fashion trends that rule the runway. This is why, when compared to other eCommerce categories, content creation for fashion related products has an altogether different approach.

Fashion Content from Retro to Metro

Today, when feisty models are turning small town dreamers toward high-end fashion trends, stereotypical and generic content on apparel, footwear, jewelry and accessories are not likely to convince buyers to make a purchase. Let’s admit it; we are breathing the air of luxury, pomp, show-off and style that has taken over need and comfort to a considerable extent. It’s the pink pout, red hair and blue lash that define the look of the generation. Because of this, content has to be sassy enough to navigate through the reader’s or buyer’s heart and soul.

Tune the Tone and Juggle Words

Tune the Tone and Juggle WordsWhen it comes to fashion, language and style are intertwined. Through the right words, one seems to associate emotional and psychological dimension to fashion. Therefore, choosing the right words becomes critical. Unlike creating content for many other eCommerce categories, you need to be creative and playful with expressions. Straightforward statements may not always be enough. For example, if you have to sell a dress that isn’t so attractive, you can’t call it disgraceful or less attractive. A little brainstorming and you can come out with subtle hints like “conceptual” or “homely” or “simple” or “plain” etc. Also, you should know the right terms used for men, women, children, aged and so on. For example, it’s not appropriate to use the word “chic” when writing about men’s fashion or “dashing” when writing about women’s.

Visualize, Relate, and Act

The content should be written in a way that readers can almost imagine the style statement, you are talking about. For example, while describing the bohemian look of a gypsy, you can try creating a visual by using a couple of expressions like “uneven fringes”, “high-low hemline”, “printed long skirts”, “ a top that’s buckled at the waist with a heavily embellished belt”, “black capes”, “junk jewellery” and “charcoal eyes”. The sentences should be very thoughtful and creative so that buyers can almost see themselves wearing the fashion that’s being described.

Map Every Step Before you Cement WordsMap Every Step Before you Cement Words

The writing process should be so structured that it involves proper planning before creating the draft. This helps in evaluating how effective the content will be to the target audience. You should be able to know whether the tone of the piece should be generic or personalized and targeted to any particular audience or age group. This is the primary difference between content created for fashion and that for other eCommerce categories. For example, when you are writing about a utensil or an electronic gadget or a home furnishing product, it has a universal appeal and can be used by both men and women of different age groups. Your content can be generic and just highlight the features and benefits of the products.

But, when it’s time to write about a dress, all you can be sure about is it can’t be worn by men. But do you know what age group of women might wear it? Well, women of different age brackets, teenage college goers – middle aged moms – older ladies, may all carry that dress equally well. Hence, the content that you create for the product must cater equally well to everyone, but using a different individualistic approach when it comes to style tips.

Six Strategies For Getting People to Read Your (Whole) Blog Post

Six Strategies For Getting People to Read Your (Whole) Blog Post

Content Writing

In the age of instant information, most readers don’t typically finish a whole blog post. They scan it for information that’s relevant to them and move on. This is true for casual site visitors and loyal readers alike. And, unfortunately, it’s true whether the information in the blog is mediocre or remarkable.

So how can you get readers to slow down long enough to read the information you’re sharing? Is your tone boring people? Are your posts informative? Let’s assume you’ve got engaging and useful information (you’ve already made sure of that, right?). You’re still likely to lose readers unless you stick to the following blog writing tips for presenting your information.

1) Use Headlines With a Clear Value

Catchy Headline

The headline should be accurate and provide a quick and understandable answer to the question

Headlines are your tool for grabbing attention. But in order to keep the reader interested, you also need to be clear about what your article offers. The headline should be accurate and provide a quick and understandable answer to the question, “what’s in it for me?” Titles with “How to…” or “Top 10…” are popular because they get straight to the point.

2) Make Your Introduction Relevant and Engaging

Once readers continue past the headline, they’ll look to the introduction to be sure that the post fulfills the promise made in the headline. This is your chance to assure them that the article is tightly focused and to pique their curiosity with interesting questions on the topic. Keep it brief and always reiterate the value of the information you’re offering.

3) Numbered Headlines Work Better

Numbered HeadlinesHeadlines with numbered lists perform better. This may be because, in scanning the headline, the reader wants to get a sense not only of the content but of how many ideas will be offered (and how long it will take to read the piece). For example, while the headline, “How to Promote Your Brand on Social Media” tells the reader what information to expect, “Five Ways to Promote Your Brand on Social Media” additionally gives a clear picture of how many concepts to expect.

4) Leverage the Power of Subheadings

In a world where people scan before they read, subheads carry the eye through the piece quickly and break up long blocks of text. You can be a little more playful with subheadings, but they should still have a clear relationship to the text that follows.

5) Get to The Point

Long chunks of text put readers off. The best writers aim for brevity and clarity. A good rule of thumb is to keep most paragraphs to two or three sentences, with a maximum of five. Watch for wordy sentence construction and unnecessary words. They’ll only weigh down your text.

6) A Picture is Worth…

Visual elements help carry the reader through the text and offer a quicker way to understand your ideas. Include photos, charts or infographics to enhance the text. Videos are also a good way to draw readers in and keep them engaged longer.

Why Startups Should Invest in Content Marketing

Why Startups Should Invest in Content Marketing

Content Writing

The internet is a tech jungle where one primal law applies: survival of the fittest. Like a tropical rainforest, only creatures who adapt cleverly will succeed. In the case of a startup, whether the offering is a new product or service, innovation is only the beginning. If no one knows you exist, your chances of success are slim. In the natural world, the entry of a new creature is heralded by birds, sending the alarm that someone unfamiliar has entered the area. The internet mediascape, however, is crowded with the sound of many such birds in the form of content. Effective content marketing is the art of ensuring that your bird call is the loudest and most compelling. And the secret to effective content marketing is a combination of quality content and smart SEO strategy.

Quality content is an investment that startups cannot afford to ignore. It draws customers in with compelling information about your service, your brand and your unique offering. Once your brainchild has made it from concept to product, your next step is to announce your arrival to prospective customers. Well-written content outlasts traditional advertising and provides better ROI for startups. Here’s how.

1. Uninterrupted Access without Ads

Who enjoys reading internet pop-ads? Banner ads? Promoted posts? That’s right! Nobody!

Any message that wasn’t requested by the reader is unlikely to be welcomed. By nature, traditional advertisements are interruptive: they arrive when you didn’t ask for them and usually while you’re trying to access information that is valuable. Anything that disrupts that process is unlikely to stick, at least in a postive way, in the reader’s mind.

Strategic content writing, however, is by definition valuable information. It provides useful and relevant information. When you provide value to your readers, you don’t need to poke or interrupt them. They come to you for a mutually beneficial relationship. Readers enjoy content marketing done right. Accurate product descriptions, helpful blog posts and buying guides, videos and entertaining lifestyle pieces are an information exchange that deepens your relationship with potential customers.

2. Content Stays Online Forever

Traditional advertising requires the purchase of space, whether that takes the form of physical space on a banner ad or airtime on TV or radio. Content marketing sticks around and continues to draw people in for years. It’s shareable and can go viral at any time. This one-time expense continues to attract leads long after the initial investment.

3. Scale Up with Inexpensive Content Solution

Content marketing, when combined with expert strategy, is inherently scalable. Rather than submit to preset advertising rates, startups can strategize content according to their budget. Once the groundwork of a valuable content strategy is laid, it’s easy to scale up or down, change focus or intensify your content strategy. As your startup grows, so can your team of content writers and other creatives. With the right management, you can keep close control of your content, ensuring it adheres to your goals.

4. Create a Unique Identity for Your Brand with Content

The internet audience includes millions of potential leads, but only unique and valuable content will deliver them to you. It’s really this simple: what is useful or entertaining will be shared. Strategic content marketing ensures that your message is unique and entertaining. It allows you to build and stay true to your brand as your company grows. It amplifies what is unique about your startup and gets the message out to the right people.

5. Build Trust Factor with Customers

Consumers buy from companies they trust. Earn their trust with accurate, clear information about your products. Learn which customers care about and make sure their questions are addressed concisely and transparently.

SEO-savvy content marketing and intuitive content writing give startups the edge they need to build relationships with potential customers immediately. With little initial investment and built-in flexibility, quality content writing delivers the best ROI for startups entering the tech jungle.

Filter Your Content: CrewMachine’s Negative Filters

Filter Your Content: CrewMachine’s Negative Filters

Content Automation

With the amount of content necessary for building an adequate content marketing campaign or SEO outreach, how do you maintain your brand integrity? This was one of the problems we set out to solve in building CrewMachine, and our negative filters are one part of that solution. Our negative filters enable content managers to automatically block any language they deem harmful to their brand.

How Do They Work?

Basically, any content that contains a blocked word or phrase cannot be submitted to the next level of the workflow. Upon clicking “Submit,” the user will see a pop-up window alerting them to the presence of the banned text, and they will be unable to take any action until they remove it.

negative filters

You can add further instructions to the pop-up window to explain why the specific word or phrase is banned and what action should be taken by the user.

What Are They For?

For whatever you want! You can unilaterally ban any number of words and phrases from all the copy your workforce produces.

This way, you can avoid language that damages your brand or alienates your target audience. If your target audience is teens and young adults, for example, you probably want to avoid words like “vintage,” “classic,” and “old-school” in your product copy (and it wouldn’t hurt to avoid “groovy” and “swell” either). Block those words with the negative filters, and you won’t see them in any of the copy you produce.

You can also partially enforce your brand’s unique style guidelines automatically. As an example, AP style is to write “Wi-Fi,” not “wifi,” “wi-fi,” or “WIFI.” However, this stipulation is not enforced by most spellcheck programs. If your brand uses AP style and you want to make sure this spelling is used in the copy, you’re able to add all the incorrect spellings of “Wi-Fi” to the list of banned words, and add instructions to correct it to “Wi-Fi” if the incorrect spelling is used.

In addition, CrewMachine’s negative filters are already set up to block any inappropriate or explicit language, though you can always add to the list!

How Does This Benefit Me?

Put simply, negative filters enable you to define and shape your brand as broadly or as narrowly as you want — and the parameters you set up will be enforced by the software itself.

CrewMachine’s negative filters feature is just one of many that set it apart from the other content marketing platforms out there. Contact us or request a demo to see the negative filters in action!

A Content Creation Platform That Works! Really.

A Content Creation Platform That Works! Really.

Content Automation

We’ve all heard the platitudes — content is king, content is essential for engaging your customers and prospects, consumers want high-quality content instead of ads, and so on. But if you’re involved with content creation, you know that without the right people on your team and the right software supporting you, your content marketing efforts will fall flat.

That’s why having a powerful, efficient content platform on your side is not a luxury — it’s a necessity. There are a lot of impressive platforms on the market, but you need to be sure the one you use has the scope and features you’ll need. Let’s take a look at just what those essential features are.

Workflow ManagementWorkflow-Management

There are several steps in the content lifecycle, and a truly effective content creation platform will give you control over what those steps are and how many there are. Several platforms, including those offered by NewsCred, Skyword, CrewMachine and Contently, give you some degree of control over and insight into the workflow of your content projects.

CrewMachine, however, goes further than that. In addition to managing the workflow, CrewMachine enables you to set up custom workflows that are implemented by the software itself. Pieces of content can pass through the process you decide upon — whether you want each week’s blog post to go from writing to editing to publishing or from SEO research to writing to editing to further stages of review before it goes live. Not only that, but CrewMachine gives you visibility into each stage of the workflow on both a per-item basis and a project basis. Customize the workflow, and then track each content campaign holistically.

Each content project is different, and that’s why you need to be able to fully customize and manage each project’s workflow.

Workforce Management

Workforce-ManagementWhether you’re working with one writer, a team of researchers, external content vendors or a full complement of writers, editors and project managers, you need to be able to communicate with and synchronize your team quickly and easily. Though platforms such as Contently, NewsCred and Percolate offer a certain degree of workforce management, platforms that make communication simple while also giving you visibility into how your workforce is actually performing are rare.

From sending emails directly from the platform, to automated email alerts, to assessing and organizing your team via tags and ratings, to making direct assignments, CrewMachine is a content manager’s dream.

Brand Guidelines and Enforcement

Brand-Guideline-ManagementThis is a big one. Marketers know that maintaining their brand’s voice across everything they publish is essential. You also need to make sure nothing you put out on the Internet will harm your brand.

Though platforms such as Skyword, Percolate and CrewMachine enable you to develop creative briefs that guide your team or an external team, few platforms make it easy to enforce your brand guidelines in a practical way across every content project. CrewMachine, however, enables you to do that.

CrewMachine’s negative filters feature enables you to set up alerts for content producers when certain phrases or words are used. You can also unilaterally ban any words or phrases you want. The software itself does the work of protecting your brand for you.

Content Modules

Specialized-Content-ModulesYou wouldn’t write an infographic using the same process and format you’d use to write a white paper. Nor would you conduct a social media campaign the same way you’d moderate webpages. And yet most content creation platforms aren’t designed to accommodate this simple fact — with the exception of CrewMachine.

CrewMachine’s easy-to-use content modules feature enables you to set up different kinds of content projects with a few clicks. Decide whether you’re developing blog posts, landing pages or any other kind of content, select that module, and the content will be formatted and the interface customized according to that module’s requirements. This eliminates the need for complex formatting requirements for your workforce, and makes it simple to set up the correct workflow and interface for each project.


Only CrewMachine combines content modules, custom workflows, detailed workforce management and effective brand enforcement in one powerful platform to make efficient, closely managed, scaled-up content marketing campaigns possible. If you want to learn more about CrewMachine or request a demo, get in touch with us today!


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