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Ecrubox Digital Ltd.

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Ecrubox Digital

From Bricks To Clicks

In the process of switching from bricks to clicks? We know it can be overwhelming when you think of transitioning your whole physical store and turning it into an online business, but don’t let 2020 get the better of you… 

Here’s the ultimate guide to help kickstart your content marketing strategy.

  • Step by step guide on building a Content Strategy. 
  • How can online content best help my business?
  • What should my business’s content talk about?

There is plenty of opportunity in e-commerce for brands that once depended on in-store sales to build a new customer base online. However, the content strategy needs to be focused and specific in order to drive results digitally. 

Let’s get back to basics:

Why is it important to have a content strategy? 

Some brands believe that their work is done as soon as they have posted their products online, but really, the work has only just started.

“Creating regular content gives potential leads a reason to visit your site, and then keep returning, giving you the chance to prove your worth promoting your products and/or services. It also offers existing clients/customers added value, encouraging them to build loyalty with the brand and strengthen relationships ahead of further purchases.

In addition to this, your content strategy can help to boost your ranking on the search engine results pages. If you ensure that you create content which talks about relevant topics, use top ranking keywords and optimise your readability, you’ll see your website climb the rankings, helping you to be one of the first (organic) hits for searches that relate to your brand.

An overall content strategy can include blog posts, social content, and marketing assets such as newsletters but before you start drafting up your content calendar you need to make sure your digital store is well designed and the products are easy to discover. 

No one wants the full branded experience unless they at least think they are interested in what it is that you have to sell. 

So you need to make the content on your digital storefront inviting. 

And remember, the only “sense” we have to experience products online is sight, so creating aesthetically pleasing solutions to serve your customers with the best form of content is paramount; videos, 360 images, descriptive copy, and reviews are all ways to capture the attention of your audience.

As marketers, our jobs online are different as opposed to the physical world. We need to educate shoppers about product information and its meaning. This means more copywriting, diagrams, and explainer videos than a brand would ever make to sell an in-store product. As the brand creates and publishes more digital content, the resulting analytics (from social media, emails, browsing, transactions, etc.) will help to determine what shoppers care about. 

Consider the days when visiting a regular physical store was the norm. 

First impressions were and continue to be everything. 

If the products in the store window were placed without thought, then I guarantee it would have taken you less than 10 seconds to decide to turn around and walk out. 

The same goes for your online store. 

If the products are not well placed in your digital store if the information and instructions are hard to understand and you can’t easily find what you are looking for you probably won’t even hang about for the pop-up to subscribe to the blog.

In a matter of seconds you will have lost your customer. 

So let’s get the foundation right before you start building.

According to a Kissmetrics study, 93% of buyers consider visual appearance to be the most important factor when making a purchase. 

To create a profitable online store, the design should be a priority. Elements should captivate visitors, such as using full-width images and avoiding distraction with minimal text. 

The structure needs to be strong.

Okay, so when the products are set in place, then it’s time to start welcoming customers to the store. 

Give your customers a reason to stay

The front page of your site might look attractive but you have to entice visitors to want to stay. Here are some content ideas to consider:

  •   A descriptive, engaging, and fun “About Us” page that leaves them wanting more is a good place to start. 
  • Excellent online support– Virtual chats, video messages and instant messaging that offers a personable and empathetic approach to helping customers in their buying experience. 
  • Build buyer trust with product reviews- Ratings on product pages save consumers’ time by quickly showing what other customers think about the product.

Okay, so now you have laid your digital bricks to your storefront, what’s next?

Now it’s time to start building out your content.

Build out your main pages with content that digs a little deeper, offers your users informative data, and engages them in a new and original way. Consider the following forms of content to help increase your clicks.

  • Video: According to Forbes, 90% of customers say that a video of a product helps them make buying decisions. And 64% say that watching a video makes them more likely to purchase, according to Animoto. 
  • Ecrubox Example: We created a video series on the future of e-commerce that featured a range of guests and experts with helped with brand exposure and our own position as thought leaders in the industry
  • Infographics: Here’s a shocking stat. Since 2012, search volume for infographics has increased over 800%, yes 800%. According to Hubspot, blog articles that included infographics gained over an average of 178% more inbound links and 72% more views than regular other posts.
  • Ecrubox Example: We created our a survey as an agency to generate our own data to support our exclusive campaign- Human Commerce.
  • Research-based articles: Quality content encourages repeat traffic and builds trust. Ensuring your articles for your blog and newsletters are well researched and documented will entice users to come back. It also provides valuable knowledge to the audience, increases brand awareness, increases exposure, and also promotes your products and services.

Decided on the type of content you will include in your strategy? Now the fun starts as you decide on the topics and conversations you will have with your audience. 

Here are some quick tips:

  • Curate evergreen pieces that won’t go out of date. This is the type of content you want to invest in and have live on your main pages so you can keep your audience engaged and new users interested. 
  • Interactive content around timely discussions is also important when it comes to building a digital community. Encouraging users to leave reviews, add comments, or take part in quizzes highlights to them that their opinion matters. 
  • Featuring guests/ experts and thought leaders in your content helps 

Have we got your content wheels churning? Feeling inspired? Don’t forget to include a call to action, otherwise, all of that hard work may have not been worth it… And like all good teachers, we should practice what we preach so here’s ours. 

Transitioning to digital? Contact us today to see how we can make your journey seamless and don’t forget to download the Human Commerce report which gives you all of the latest trends, insights, and key takeaways from global leaders about the future of e-commerce. 


In- house Content Strategist, Fashion and Food Enthusiast.