Types of Content
When creating shopping content, it is important to first think about the channel you are producing the content for since the channel decides on the format and the requirements. Here are some of the most important content types our clients are monetising and some parameters for your orientation:
Populate existing content
A straightforward way to utilise existing traffic is to populate your most successful URLs with suitable products. Since traffic is one of the important success factors when working with e-commerce, this is a great way to increase exposure for products and introduce your shopping offering to your audience at frequently visited places.
Tip: Make sure that there is always a context - either visually or in written format. Simply adding products without highlighting them won’t feel native and will look like an ad.
Implementing a store raises the awareness amongst your audience that you are offering shoppable products and emphasises your status as a credible shopping destination with curated embedded commerce. It is great to have a landing page that you can promote through all your channels and give the audience a reason to visit your platform again. Whenever you build a store, make sure to update it very regularly so that your most loyal readers see something new every time they come back.
Newsletters are a fantastic way to connect with your most loyal audience. Whoever signed up is very interested in your service and most likely to purchase products. With regular send-outs, you have the opportunity to build a mailing list with clear shopping intent and high conversion rates on a regular basis. Your audience will frequently be reminded of your shopping offering, which also fulfils an educational purpose.
Tip: Checkout Everywhere offers a Joint Controllership Agreement that gives you access to personal data of your customers. Especially when monetising on newsletters, this is a great way of retargeting and building trust amongst your customers.
Producing SEO articles is, for many platforms a popular way of generating traffic. It is possible to combine your SEO efforts with embedded commerce. When selling products from those articles, please bear in mind that it sometimes takes up to six months until the articles trend. It is, therefore, crucial to offer only products with a permanent stock count to not risk having a great listing but nothing available to sell. Therefore, we don’t recommend building a whole strategy on SEO articles since it is very time-consuming. The audience usually doesn’t come with a clear shopping intent, and the performance is quite unforeseeable because of ever-changing algorithms. What we absolutely do recommend is the SEO-optimisation of your store and category pages that are easy to keep track of and enable you to build a sustainable SEO strategy.,
Tip: If you plan to sell from SEO articles, think about planning your inventory ahead of time to make sure that enough products are in stock.
The great thing about plain editorial articles is that you are producing them anyway, and it is not necessary to negotiate a special deal for those. If you consider offering products as a service for your readers, it will be easy for you to come up with suitable products to embed. If you are writing about summer trends, it would be a pity to not include the trends for dresses, sandals, and swimwear. It is important that the products suit the content and you are really writing about why they should be bought to give it an editorial context. Otherwise even natively styled and embedded products feel like ads. Embedding products to your editorial articles is the best way to promote your embedded commerce to the audience and give it a native touch.,
If you are a traditional newspaper or a magazine, you might even have access to a print issue. Print issues are yet another channel that you can utilise to promote your e-commerce offers. They are especially suitable for placing deals that need a little bit more explanation, such as technical gadgets. The reader can take time to make a purchasing decision. A regular print integration is, of course, also a way to make your audience aware of the digital commerce offering in general and helps to convert them from loyal readers to committed buyers. The loyalty amongst those readers is already very high and you easily can manage to drive traffic from offline to online.,
Selling products on social media feels very natural as these networks are more and more the source for information and inspiration. The personal recommendation plays an important role and helps to convince the audience of your shopping offering. With Checkout Everywhere, you can promote your shopping offers via your social media channels. Check out our technical documentation to learn more about how to combine social media and Checkout Everywhere.
Especially when it comes to content, there is no limit to your creativity. As long as you develop content formats that match your audience, everything is possible.