Reasons Informational Content Matters to Ecommerce Sites
A lot of online businesses usually think that “informational” content doesn’t bring them profit. This is the very reason many of them prefer to do viral marketing and captivate target audiences with emotionally appealing ads. Indeed, these are the more popular ways to get people buying into the products offered by e-commerce sites.
However, the perks they get from these methods may not last long. Also, after a few weeks or so, people would start wanting to know more about what these online businesses are truly offering.
If the brand or company you are promoting has not yet looked into that aspect, then your marketing strategy may end up in hot water.
Hence, like a person providing copywriting services, you must know how to write informational content. Boring as they may seem, this type of content may serve as your brand’s lifeline, should it be looking for long-term business prosperity. Why so? Below are a few good reasons to understand:
- Informational content establishes brand credibility online.
When e-commerce (and online business for that matter) first started, it created a warzone. There were no rules, anybody who can set up a website may start selling stuff, regardless of niche, category, or fair practice guidelines. Scammers and dodgy businesses became prevalent. Since their coverage goes beyond geographic borders, they couldn’t be quickly apprehended.
Over time, search engines such as Google started establishing rules and have been stringent about building credibility among e-commerce sites. Their changing algorithms and updates, not to mention their preference for organic traffic, have somehow set rules that subsequent e-commerce businesses have to comply with.
Thus, e-commerce websites need a lot of informational content for their pages. Emerging brands now make it a point to publish content that’s not into promoting a product or serving as an ad, but just a statement that informs the reader about what the item is about.
Informational content is now used to promote transparency in the e-commerce industry. By feeding people with the truth, the more legitimate the brand becomes. In the long run, it can achieve a steady stream of loyal customers.
- Informational content appeals to search engines.
One thing that e-commerce websites need is SEO. They have to be optimised so that they can rank for the keywords they use. But beyond using specific keywords based on searches made by audiences, ecommerce sites have to appeal to search engines too.
Back then, it is common to find websites that only sell products directly. Most of their non-sales related pages meanwhile are stuffed with gibberish and keywords that boost their rankings in search queries. Google and other search engines have come across this loophole, so they have begun imposing penalties on websites (including e-commerce sites), that they find doing these hacks.
Meanwhile, they see informational content to be organic, truthful, and legitimate. Search engines take high consideration for pages that post educational content, with sources coming from news, government, and academic sites. And yes, Google makes a point to continue imposing such punishments on sites and pages that go against their SEO guidelines, which can be avoided by promoting informational content.
- You boost organic popularity.
The overarching goal of copywriting services is to get sales, and you can only do that via organic conversions. Informational content helps you achieve that since it speaks to your target customers.
Informational content answers people’s questions on everyday issues that matter to your brand and business. It also gets your brand closer to the audience, since they go to you for learning.
Informational content likewise attracts organic backlinks as other bloggers, industry experts, and online communities make it a point to share sites that they find useful for their networks to benefit from.