by Claudia Bruemmer

Many ecommerce sites focus their content on urging shoppers to buy, ignoring content strategies that focus on the consumer search part of the buying cycle. Since most consumers start the buying cycle with search, this article, will cover four content strategies: informational articles, blog posts, FAQs and press releases. This content will also help your site in two ways: (1) assist visitors looking for more information on various products, and (2) help you achieve better visibility in the SERPs.

One type of content that would satisfy consumers in search mode is a product review where they can see what other consumers thought of the products they are considering. Another idea is to post informational articles based on the keywords garnered from your site search logs or analytics program. This type of content has the potential to lead your prospects through your conversion funnel into a place where it rings “ka-ching.”

Before you start, it goes without saying that you need to review the list of keyword phrases people used on your site.  The list is probably long and covers product categories, sub-categories and brands. Review your list and note all the terms that didn’t work on your product pages. These terms can be used advantageously in creating SEO content. You know prospects searched for these keywords before, so when you create content about terms your visitors are looking for, it’s a win-win both ways.

Writing Informational Articles

Everyone has their own method of writing content, and some people think they must be inspired. However, writing content can be very methodical. The steps below can help you get organized and save time.

Topic. Using one of the key terms that is frequently searched on your site, brainstorm for ideas on what information would be useful to your visitors on that topic.

Audience. Is your audience a beginner, intermediate or advanced reader? Write to the level of your audience.

Research. Even if you know your topic well, it never hurts to get more information from experts in the field or recent research.

Article Length. Since most web surfers scan content, limit yourself to 450-500 words with plenty of white space and some useful images. Sometimes even 250-300 words is enough.

Outline. This will help you stay on target and sharpen the focus of your article. Taking the time to create an outline will always save you time.

Rough Draft. Every article should have a beginning, middle and end. Your introduction should tell your readers what you’re going to write about. The middle is for developing your ideas. At the end, you summarize the essence of what you told them. Use relevant keywords when appropriate.

Review, Rewrite and Post. After finishing your article, you should review to ensure it covers everything and is coherent. Put it aside or sleep on it. Then rewrite to perfection. Review once more to ensure accuracy. And then post.

Writing Blog Posts

Some people write blog posts in a casual manner because a blog is a chronological publication of personal thoughts, more or less like a journal published on the web. Not all blogs are personal thoughts, however, and some posts are written as link bait. Depending on the purpose of your blog, you can consider the tips below.

1. Brainstorm, research and outline your material.
2. Use relevant keywords in the headline and copy.
3. When writing link bait, be clever and outrageous, even.
4. Be sure your subject line grabs attention.
5. Write in a lively, self-confident style.
6. Make sure your information is fresh.
7. Use eye-catching images.
8. Keep it simple.
9. Cite your sources.
10. Make your link bait riveting to go viral.

Creating FAQ Pages

FAQs can be dry because they usually answer questions about shipping, delivery, return policies and the like. They are useful but not very exciting. However, these informational pages can present a marketing opportunity. If you don’t have an FAQ on your site, create one soon and check out the tips below.

1. You can write and review an FAQ in about an hour.
2. FAQs provide a great resource for visitors not yet ready to buy.
3. Link your answers to specific product/services pages.
4. Link from FAQ pages to inner pages for more info.
5. Use 300-750 words per page, but split FAQ into 2+ pages if needed.
6. Keep Q and A on the same page, or hyperlink to the answer.
7. Focus on 2 to 3 keyword phrases in each FAQ page

8. Include your main keyword phrases in the questions whenever possible.
9. FAQ pages can help capture prospects at early buying phase.

Writing Press Releases

A press release is a written statement to the media announcing news items, events, new product releases, etc. The information in your release can be used by reporters in stories if it’s newsworthy. Press releases should be SEO optimized using relevant keywords in the title, brief excerpt and first paragraph. The information in your press release must be newsworthy.

1. Provide information on who, what, when, where and how.
2. Write a headline that is brief, clear and concise, stating your main point.
3. Write clean, crisp, grammatically correct copy.
4. Start with a brief description of your news, stating who is announcing it.
5. Ensure your first 10-15 words are effective.
6. Write succinctly without adjectives or fancy language.
7. State all facts.
8. Provide your name, address, phone, fax, email, website URL.
9. Interview and quote people on the topic of your release.