Sell more with high quality
This is how you create content for retail in online trading and achieve higher sales in the long term.
Why is content important for retailers?
Endless product variety, no store visit, good price comparison options and open 24/7: It’s impossible to imagine our world without online shopping. Since ordering at the click of a mouse became possible, very few retailers can secure their long-term success with a stationary shop and a modular website. A well-thought-out website with retail content perfectly tailored to customer needs is essential for black numbers. The texts need to appeal to both the readers and the search engines that make your website or e-shop visible in the first place. With the right content, every retail business can get the best out of all digital platforms and perhaps a retail store as a showroom. Incidentally, 66% of all retailers use multichannel marketing and not only address regular customers with a virtual and stationary presence, but also manage to engage other - in particular young - consumers.
Content formats, localisation and resource planning
Regardless of whether you sell on Amazon, Shopify, ePages or in your own webshop, you can afford a higher ranking! This can be done with search engine optimised texts and fresh topics for your blog. When it is time to conquer new markets, take on the internationalisation of your website. With an individual marketing strategy, you plan how and when you can pick up and convert users with multilingual texts on your own site.
In addition to languages and content, you have to choose from the various formats for your retail business:
This content is your company's calling card. Since both the space and the attention of the user are limited, you need to limit yourself to the really essential information and arouse the curiosity of the consumers.
Pages that readers land on have a clear goal such as concluding a contract of some kind, i.e. mostly a purchase in retail. Texts on landing pages pursue exactly this goal and have a clearly formulated call-to-action.
Overview texts give consumers a quick orientation about the diverse products and of course also make them want to linger and browse for a longer time.
One of the most important points in retail content creation is the description of the individual products and services. These must stir interest in the consumer and also contain a call-to-action that leads to the purchase.
Some pages of a website have to be published in several languages in order to appeal to a broader group of buyers or to cleverly expand your trading radius to other countries. Native speakers are required here, who include cultural influences and specific idioms to make the content flow. But don't be afraid of skyrocketing costs: With the support of Computer-Aided Translation (CAT) tools, all translations can be done quickly and cheaply.
Even if you don’t have a company blog, it is always a good idea to regularly publish new retail content with added value. This ensures better placements on Google and reinforces the relationship with customers through exciting information or skilful infotainment.
Short, crisp and with potential to go viral. Retail content for Facebook, Instagram, and so on, must be created in order to address customers and encourage them to like and share.
If information is processed visually, it will be remembered longer. Clarity, aesthetics and of course current trends play a decisive role here.
The detailed texts, which are prepared by real experts, can mostly be found in the download area of the website. These contain tests, evaluations, or suggestions and ideas, and are often used to generate additional leads and to highlight your own expert status.
Artificial intelligence and retail content
It’s not just computer specialists, Steven Spielberg supporters and Elon Musk fans that are talking about Artificial intelligence (AI). The computer-based algorithms are also used in retail marketing strategies - for example for the internationalisation of content. greatcontent uses CAT tools to get a machine-generated translation of a text. The AI-based programs are constantly learning, remembering words and phrases used, and delivering increasingly consistent results. This translation is then edited by professional post-editors who put the finishing touches on every retail content. This human factor makes a decisive contribution to making the translations sound natural and to addressing users personally - regardless of the country. This is how you successfully open up new markets all over the world.
Localisation in online retail - what is the mentality doing to us?
When publishing texts, it is not only important to convey certain information, but also to address the readers on an emotional level. That is why we at greatcontent pay attention to the local colour, the cultural characteristics and the differences in local mentality. The Japanese saying "The leftover is sometimes the best" makes no sense at all when translated directly. With the appropriate background knowledge and feeling for the language, the German saying "Good things take time" emerges, which we all have to keep in mind from time to time.
Why are retailers picking up on trends?
With regular new content on your retail platform, you will remain interesting for readers and search engines. You can also use the latest viral trends to increase your company visibility. Be it challenges on TikTok, relevant hashtags on Instagram or viral posts on Facebook - don't be afraid to pick up the hits of the hour in your own retail content and adapt it to your company and corporate culture. Shares and likes lead to greater awareness on the internet and, in the long term, higher sales.
Where can you find current topics for content marketing?
Google Trends is the first port of call when it comes to getting the latest viral hits from the web onto your screen. The Rising Retail Categories tool from Google is also good, because it shows which products are currently experiencing increased demand in Google searches and have a lot of potential for increasing sales.
Do marketing texts turn users into buyers?
Whether the visitor who happened to come to the website becomes a convinced - and above all loyal - customer depends on the company's marketing strategy. While the SEO knowledge of the authors and the correct placement of keywords ensure that as many people as possible learn about your company and your product range, regular customers must be addressed more personally and emotionally. With your own newsletters or exciting blog posts you create customer loyalty and a relationship that grows with the added value of your content.
Money, money, money - how expensive is high quality content?!
Compared to many other marketing strategies, content marketing is cost-effective and long-term oriented. Because once bought, all rights to the texts belong to you. And since the internet never forgets, every piece of content counts towards your visibility on the internet in the long term. In other words, we are talking about a high ROI (return on investment). Incidentally, this also applies to slightly less extensive e-shop projects, for example on Wix or Jimdo.
Can you write the texts yourself?
As an online retailer, you can of course write the texts for the website yourself. You can also unload the truck full of new clothes from the current collections yourself or reupholster the furniture yourself. It is possible - but do you get the same professional and high-quality result?! Doesn’t seem likely.
That is why greatcontent is happy to take this part of the marketing strategy off your hands. Then you’ll have more time for all the other tasks of your online trading. Our language acrobats and technical experts implement your briefing and you will receive the texts you need promptly.
Get to know more about the cost-effective implementation of your content project!
Over 30,000 linguists, who are equipped with constantly improved technology and the latest AI, implement your desired texts in the shortest possible time and translate them into over 30 different languages.