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Good content is the fuel that can launch your e-commerce venture into the stars. And we'll share the best content creation tools to power your rise.
It's not for nothing that content creation has become viewed as such a valuable asset to online businesses. Indeed, the role has proven to be one of the most exciting and engaging opportunities in the marketing profession; allowing for and rewarding endless creativity and exploration. However, your creative potential will be for naught if you don’t have a good foundation for your ideas.
With the demand for good content higher than ever before, it’s imperative that you have access to the best content creation tools for the job. Sometimes it can feel like there are more content creation software options geared towards e-commerce content marketers than there are grains of sand on the beach and finding the appropriate tools for your niche can create a paralyzing choice.
Specialization is a defining feature of the digital age. Content creation is no different. The tools that might be perfect for someone in the edtech or robotics space might be a far cry from what is required to succeed with an e-commerce blog. Below, you can find some of the tools that will help you rise to the top of the game as a content creator for either your own or other’s e-commerce ventures.
These content creation tools are geared towards content creators working in the e-commerce space and who need to drive traffic to a specific storefront and grow their sales.
When working for an e-commerce store, having a single source of truth for the products on offer can be one of the most powerful weapons in your arsenal for creating a compelling top-of-funnel brand vision for your store.
This example from Beardbrand’s blog shows the value of understanding the needs of your consumers
While at first glance you might think that product information management (PIM) software might be primarily geared for managing catalogs, these versatile programs go beyond merely providing data to product managers. The insights provided by these tools can help you create specialized content around your store’s offering using insights that get to the heart of what your consumer base wants and needs from your products.
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Once you’ve developed a strategy surrounding the insights you’ve gleaned from PIM software, it’s important to capitalize on that by tracking your progress towards your goals.
For content marketers, digital analytics software can be a lifeline in a storm when swimming through the constant influx of data that comes with tracking web visits and traffic. The point of generating content is to get eyes on your writing, and through that, your business. Digital analytics software can provide insight into whether or not your current strategies are working, as well as provide avenues for new tactics to help increase conversions to your storefront.
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While the aforementioned categories of tools above will help you craft content that will resonate with your audience, there is still work that needs to be done in order to optimize your overall content strategy.
Any content marketer worth their salt will tell you that good SEO is critical for gaining traffic and nabbing those sweet sweet conversions. After all, no one is going to buy stuff from you if they can’t even find your blog. SEO software can help you stay on top of the shifting landscape of on-page optimization by helping you analyze keywords, tracking backlinks, and running competitor analyses.
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While getting organic traffic to your content is a great way to tell how well your strategy is working, there are other avenues for getting eyes on your content and brand that you would be silly to leave untapped.
This example from online flower shop ProFlower’s Twitter page demonstrates a good way to leverage the topical nature of social media for a boost in traffic
Leveraging all available social media platforms has never been easier with the help of social media suites. These tools will allow you to manage posts to multiple platforms at the same time, and even allow you to set up campaigns where you can schedule posts well in advance in order to take advantage of the ebbs and flows of your audience’s social media activity. It’s crucial to monitor your social media activity to stay connected with your brand’s audience. For example, you can see in the chart below how your social media reach will change depending on the day of the week and time of day:
Graph courtesy of Sprout Social's report on the best times to post on social media.
This will, of course, vary wildly from platform to platform; the average Facebook user is incredibly distinct from the typical Instagram junkie. Social media suites will help you navigate these challenges and ensure the most successful social media strategies possible for your content.
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With these tools, you should have everything you need to succeed as a content creator for any e-commerce venture. Standing on the shoulders of giants will help you reach for innovations previously unimaginable.
Piper Thomson works with G2 as a Content Marketing Associate. Originally from Cincinnati, Ohio, he graduated from Kenyon College with a degree in Sociology. Piper spends his free time playing video-games, climbing rock faces, and pondering why people form systems of knowledge in this fast-paced digital age we all live in.
Raúl Galera is the Growth Lead at ReferralCandy, where they’ve helped 30,000+ eCommerce brands drive sales through referrals and word-of-mouth marketing. Over the past 8+ years, Raúl has worked hands-on with DTC merchants of all sizes (from scrappy Shopify startups to household names) helping them turn happy customers into revenue-driving advocates. Raúl’s been featured on dozens of top eCommerce podcasts, contributed to leading industry publications, and regularly speaks about customer acquisition, retention, and brand growth at industry events.
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