Make Your E-commerce Marketing Content Totally Consistent, Captivating, and Profitable
It's no secret that effective content marketing is one of the primary success drivers for any e-commerce business.
Consistency, in particular, is super important for your online presence.
If you're constantly switching up your style and voice across different platforms, it can be difficult for customers to know what they will get from you next — and that's not good for business.
Here are some tips on creating consistent, captivating, and profitable e-commerce marketing content.
Be consistent across all channels.
Let's start by discussing how to ensure consistency across all your channels.
Use the same tone and voice throughout all your channels: The most important thing is to use the same voice style across every channel where you publish content, whether email newsletters or social media posts. If you're writing something for your blog or an article, make sure it sounds like something you would say on your social media posts and paid advertising.
Use the similar images and video styles: If possible (and budget allows), use original artwork or photos taken by photographers who have experience shooting products similar to yours--the goal here is consistency across every piece of visual content created by your company, so there aren't any surprises when consumers view them online.
Create a style guide
A style guide is a set of rules to ensure your content is consistent and easy to read.
A practical style guide can be as simple as a list of words to avoid (like 'them' or 'that') or use instead ('this'). Defining what you mean when using terms like "customer" or "product" is also essential.
If you have a more complex brand identity, your style guide might include guidelines on which fonts are best suited for certain types of content, how much white space should be included around images, which colors work best for your image designs, and more.
Review your grammar and punctuation.
The first step to writing consistent and unique marketing content is ensuring you do everything correctly.
Grammar, spelling, and punctuation are the foundations of effective writing, but they can be tricky for even experienced writers to get right all the time.
You may think that people will understand your meaning regardless of whether or not you use proper grammar and punctuation because they know what you mean--but don't rely on this assumption.
If your e-commerce business wants its customers to trust its products and services, then it needs a reputation as a reliable source of information.
What does that entail?
Well, that means using proper capitalization (e.g., "I" vs. "i") at all times--and paying attention not just when writing titles but also body text too; especially if there are multiple people involved in creating content for your website's blog section or social media accounts.
Don't switch up your style or voice mid-thought
While consistency is key, feel free to mix up the style and voice of your content. Just make sure that you don't switch up mid-thought.
For example: "Did you know?" is an excellent way to start an article about how something works or its importance.
The question mark at the end of this sentence indicates that you're asking a question--and it forces readers who are scanning through content quickly (which is most people) to stop and pay attention for longer than they would otherwise have done if there wasn't anything unusual about this sentence.
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