It’s clear that the next essential skill in Ecommerce is Content Writing.
A basic approach to Content writing from an Ecommerce executive or planner's perspective
In fact, we work closely with the Content writer (Brand team) and Graphic designer to finish banners, stores' layouts, promotion messages, taglines, messages of advertisement, product content, etc. As I know, in some companies, an Ecommerce executive takes part in content writing a lot. They write and manage their stuff. Therefore, this skill is so important and helpful. There are two facts:
1, We mostly don't write content, but we must know how to brief to the content writer what we want to deliver to customers
2, We are responsible for checking and controlling all content on our online stores.
What do we need to know about content writing in Ecommerce?
1, Content for products:
This is a short description of a new product we list in our store, what we put in the product's thumbnail.
Example: A description of a Jockey's T-shirt
Example: Lock & Lock product's thumbnail
2, Content for the landing page, stores' layouts:
This includes key messages, taglines, and the content flow to communicate with customers. We put them in landing pages or stores' layouts on mega sale 9.9 - 12.12, mall day, super brand day, or baseline day.
Example:
3, Content for advertisements:
Content to run Facebook ads, to drive traffic from social media to the online stores.
Example: Gumac Facebook ads
4, Other contents:
Live stream, feeds, KOL Affiliate, etc
A small note: Working in Ecommerce industry, we will soon be familiar with the campaigns & baseline days. During mega campaigns, preparing content is more complicated than in baseline days. While the key message on big sale days mainly focuses on discount offers to convince buyers to make their purchases, the most important statement on baseline days aims to show the product range, new products, product features, etc. Moreover, there are three stages of the content in mega sales: teasing, D-day, and after-party. Each step requires a bit different message to buyers because It's used for various purposes. Teasing - to introduce the mega sale; D-day - to offer strong reasons to make customers buy our products; After-party - still offer great deals, but not deep discount as on D-day.
How to learn and practice?
1, Try to understand customers' need
My boss said that "be a consumer before being a seller." It's very accurate. For example, when I sell Jockey's underwear, I try to put myself in my customers' shoes. What kind of information do I need to know to make a purchase? From a buyer's view, I need to have precise details on sizes, colors, materials, how I will feel when I put them on, exchange policy, prestige brands, etc. Next, I’m going to think in a seller's mindset. What unique selling points do I want to deliver? What else? After that, I will brief all this information to the content writer.
2, Learn from our competitors, some other market leaders, and our partners
Just steal like an artist. I've learned from Gumac, Happyhow, Coolmate, Loirechic, and Sabina in the fashion industry. Moreover, I've learned from Durex, Lock&Lock, etc. They are on top in Shopee for reasons.
Example: Lock&Lock: https://shopee.vn/locknlockvn
3, Start briefing and writing
No need to tell more. I think practice makes perfect. I'm still working on it.
Example: Brief (left) and final Content (right). Note: don't forget to add your references in our brief to demonstrate them.
4, Monitor, get feedback and adjust them
We call it A/B testing, and numbers speak themselves. Sometimes, we get feedback from a Digital executive about our content, sometimes from our partner Shopee, etc. And from our own experience, we will find out the content which is effective after testing different types of them.
5, Collect and put impressive content in a file
My co-workers and I have a file called "Lượm lặt" using Google Sheet. When we see some excellent taglines, landing pages, etc., we collect them and put them in this file. We open this file and find similar ideas whenever we need to brainstorm for a campaign's new content. It saves us so much time.
Example: We collect this landing page: https://shopee.vn/m/loirechic-2007 and put it in this file beneath
Content is everywhere. I think It's not too hard to learn nowadays. We have a lot of information on the internet. Just pay attention and absorb them every single day. For me, I'm still working on it.
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