Success-oriented businesses around the world are striving to become an eCommerce company that attracts and retains customers from diverse backgrounds. Although products and services are typically oriented to a specific marketing sector, the reach of content marketing campaigns extends further than ever before. As a result, customer retention strategies tend to follow three primary content marketing rules to ensure loyalty to and engagement with the company.
Rule 1: Write to inform
Content marketing is designed to attract readers of various backgrounds who share a common interest. The topic of interest should be embedded in the product being marketed.
For example, mattresses are often marketed to potential customers with sleep problems or back issues. Anecdotes, or personal stories, whether fictional or true, are often used to grab the attention of readers who fit those categories. Benefits of the product will be geared toward those who may need of them.
Rule 2: Write to persuade
Convincing prospective customers that they want or need a product is the first step. The second is to keep the customer using the product long-term. Persuasive writing is necessary to help readers understand how a product can help them and why they need this particular product instead of one from a competing business. Customer retention is the goal, since it can be costly to continually attract new customers rather than get existing customers to remain committed to the product. Common strategies include helping customers to see themselves in a better light from using the product or as having the opportunity to improve their circumstances due to using the product.
Rule 3. Write naturally
A talented content marketing writer will avoid writing to impress readers. Glitzy language and unrealistic claims do not fool most and raise credibility concerns among many. Instead, an insightful eCommerce company will produce thoughtful marketing material that accurately describe the product without exaggeration. Focused, factual writing will draw and hold readers’ interest and perhaps their loyalty. Web content should be structured in tight, relatively short paragraphs that each deliver a key point that informs as well as intrigues readers so that they will want to continue reading and learn more.
Overall, marketing based on content is all about the product and enabling Web readers to quickly and clearly understand the advantages of using it. Following these three basic rules can lead to great copy that is able to impress readers to the point of buying and using the product.