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What does good content look like for merchants?

May 12, 2022

A solid content strategy can boost the profile of your company, leading to an uptick in sales and growth in revenue. But what type of content makes for an engrossing read, view or interaction? There’s no point just posting anything – you should create materials that resonate with your audience and increase engagement. 

If you’re keen on implementing a content strategy but don’t know what to share with your audience, this guide is here to help. We’ll be exploring what good content looks like for merchants and how you can use it to generate more sales.

Think about what your audience wants

No one knows your audience like you, so you’re already starting from a position of strength. Instead of creating what you think works, look at solving your customer’s pain points and curate engaging ideas around those topics. 

The aim of your content is to provide value. If you work in big pharma, for example, you should generate ideas that position you as thought leaders in that space. If you’re selling jewellery, create content about the latest trends, how it’s made and other topics your shoppers will find interesting. Give the people what they want, and you will be rewarded for it.

Answer questions

Search engines play a vital role in the distribution of content. Therefore, you need to create content that answers your audience’s questions.  Whether it’s information on a product or service or how to do something, people want answers.

If you can position yourself so that you’re answering the most searched questions in your industry, you stand a high chance of boosting sales. Using SEO tools like SEMrush or Moz can help you find the questions your customers may be asking. 

You can also use your own initiative, especially if you’re an expert in your industry and know what people want. Again, it all circles back to being a thought leader and looking like the de facto voice on a topic. Achieve that status, and you will raise the profile of your business.

Explore different types of content

Everyone thinks about blog posts when it comes to creating content. And while blogging is a fantastic way to interact with audiences, it shouldn’t be the only option in your arsenal. When it comes to different types of content, you’re spoilt for choice. 

Make the most out of social media platforms like Instagram and TikTok, create ebooks, white papers, infographics and send regular emails to give your content some variety. Doing so will allow you to open up more channels of communication and get your voice heard in more places so your business receives extra exposure.

Keep an eye on the market

Being an expert in your market is a necessity, but every one of your competitors is trying to show that they’re thought leaders. To stand out from the crowd, you’ll need to stay on top of industry trends and capture the moment for readers and viewers. 

When big news emerges, make sure you’re covering it. You may decide to write an article about something newsworthy or send a social media post. While none of these actions directly sell your products, they do increase your standing with shoppers, who will likely be more inclined to buy your products and services as they see you as a trustworthy brand offering more than just your items for sale.

Be original

Being original is tricky, especially when there’s so much information out there. Everyone seems to be copying each other in search of Google rankings and the need to be relevant. 

But if you can create original content that people aren’t reading elsewhere, then you stand a better chance of success. Try taking fresh perspectives and providing new information about current topics.

For example, a business selling fashion items could take a deep dive into how the clothes were made – especially if they use ethical and environmentally-friendly methods to make them. 

Without a fresh take, you’ll struggle to make progress as your content lacks originality and authenticity. Content is created for likes, clicks and engagement, but it will only perform well if it’s original and high in quality.

Look at your competitors

Inspiration is key for finding your own topic ideas. That’s not to say you should copy what your competitors do, but there’s no harm in reviewing their efforts to get ideas that could help you surpass their content.  

Essentially, you’re looking for content to beat – recreating strong ideas with your own twist (as mentioned above). This is especially true if the original content is performing well, as your unique take should, theoretically, beat it. 

Ask yourself how you can add more value, see how you can make it stand out with a different angle or hook, and ensure that your version is completely unique. The results could be better-performing content that gives you an advantage over the competition.

Good content

Content covers so many different angles, and it’s easy to get lost writing and recording about topics that don’t really interest your target market. But by keeping it simple and understanding the needs of your audience, you can create great content that strikes a chord and helps your business become a popular place where people love to shop.