Register

5 Content Mistakes That Will Kill Your E-commerce Business

Marketing

photo

Social Media Week is a leading news platform and worldwide conference that curates and shares the best ideas and insights into social media and technology's impact on business, society, and culture.

Few working in online marketing would disagree that content will make or break your e-commerce business. But there are right and wrong ways to go about creating that content and it is entirely possible that your content can hinder rather than help your business if you don’t approach it with care. Here are five content mistakes to avoid like the proverbial plague.

Having duplicate content – Having content which is identical to your competitors is bad from a business sense. But it can be even worse from an SEO point of view. Google and all of the other major search engines have a strong dislike of content duplicated from elsewhere, and will at best choose not to index your content, thereby making it invisible from a search perspective.

However if they believe that your use of duplicate content was a deliberate attempt to ‘game’ the search results, they may penalise your site by removing it from their results altogether. Don’t use duplicate content; hire a web copywriter to create fresh content for your e-commerce business.

Creating content for content’s sake – Yes, content is important. But it won’t do you much good having just any old content on your site. Your content should serve a purpose and actually be useful to those who read it. It should inform them, entertain them or persuade them. You could create hundreds of pages of content for your site, but if it has no purpose and is of no interest to your customers then it will simply be a waste of time and money.

Failing to give your content a unique voice – There are millions upon millions of ecommerce websites out there, and it can be hard to make yourself heard above the background din of so many other businesses vying for attention.

If your content has a bland, generic tone then it is unlikely that people will pay much attention to it or remember you at a later date. The flipside of that is that if you hire a copywriter to create lively, entertaining content which has a distinctive tone and style, you will lodge your site in people’s minds and make it more likely that they will make a purchase and bookmark your site for future use.

Not writing with the search engines in mind – You shouldn’t write solely for the search engines, but you shouldn’t ignore the important role that they play either. If you don’t take writing for the search engines and SEO into consideration then there’s a good chance no one will ever read your content anyway. Use keywords as appropriate, but don’t let them get in the way of the overall quality of your content.

Getting your intern to write your content – Not that there’s anything wrong with interns per se, but unless they’ve got a natural flair for writing and have experience of writing marketing content for an online audience, it’s unlikely that the content will achieve the results your seeking. There’s a reason why businesses hire professional web copywriters, either on permanent or freelance basis – they’re skilled with words and they know to create content that sells products.

Creating compelling and interesting content takes time and effort and doing so can really help your e-commerce business grow.

The web and Google focus on unique and high quality content and the aforementioned helps with that no end.




Newsletter Subscription

Get the latest insights, trends and best practices from today's leading industry voices.


Watch SMW Live

SMW Insider is a premium video platform that streams more than 180+ hours of talks, presentations, and interviews from leading industry experts.

Subscribe Now

Write for Us

Interested in sharing your ideas and insights with the world? Become a SMW News contributor and reach 300k readers each month.

Apply Here