Allocate content activities

As you have probably noticed by now, having an e-commerce shop is not only about selling products. You need a multitude of things to make sales possible, from a great platform, throughout advertising, ending with content management. Yes, content matters a lot too.

Does e-store need any content?

Social media, blog, product descriptions, etc. – all of these are examples of content created by e-store. Properly executed content marketing not only impacts the position of your website in Google Search but also helps you in positioning yourself as a subject matter expert. 

If e-store selling furniture has a wide selection of guides on how to pick the pieces that suit your style, it’s more likely to encourage customers to buy there. Sometimes they just google the topic without knowing where they will buy furniture and your content might just convince them to purchase in your e-store.

What’s more, content is great also for pitching clients who come to you with questions. If you manage it well, it might turn into a well-managed base of FAQs along with ready-made answers.

Where do I get a content management system?

Some e-commerce platforms come with built-in CMS, which helps in managing and editing the content. Its integration with the website allows you to seamlessly put the content exactly where you want it to be. Sometimes you don’t even need any code for it, which frees you from having to rely on developers or other external resources. With the integration of other plugins, you are able to take your content omnichannel, i.e. to social media or other external sites such as Medium or WordPress, without putting in a significant amount of effort.

How to select the best CMS outside the e-commerce platform?

If for some reason you cannot utilize the e-commerce platform’s CMS, you can easily find inexpensive alternatives that don’t need coding knowledge. The most effective way to decide on which CMS is best is to test each of them for a given time (2 to 4 weeks). If possible, every stakeholder and writer should be involved in tests to make sure that the outcome suits everybody.

What factors matter when choosing a CMS?

When considering a CMS, you need to take into account several matters:

• Does it allow seamless cooperation between many parties, i.e. freelance copywriters, editors, etc.?
• Does it make it easier to produce and distribute omnichannel content?
• Is it SEO-friendly and easy to optimize for UX?
• Does it enable many integrations that can expand its features?

Example popular systems include:

• HubSpot
• BigCommerce
• Wix
• Prestashop
• WordPress
• Drupal
• Joomla