The eye also buys. Far too often, the effectiveness of content marketing on Amazon is underestimated and therefore little attention is paid to it. It is not uncommon to see product pages on Amazon with just one main image and under 20 characters at bullet points.
What makes a good listing anyway?
People buy from people — even on Amazon. Sellers often perceive the algorithm as so important that keyword stuffing is carried out in long texts where creatives actually belong. The A+ content on Amazon, for example, has so little SEO relevance, which means that the long texts barely achieve anything except a poor conversion rate. Online shoppers are exposed to a flood of information and don't want to read long texts anymore.
The Amazon algorithm hates a poor conversion rate. It is therefore all the more important to pay attention to customers and algorithms when creating content and to differentiate between the two parties.
The algorithm, i.e. SEO relevance, mainly includes titles, bullet points and backend keywords. Of course, keywords can still be included in the meta descriptions or in the product description in the backend; however, these do not make any relevant differences based on experience.
However, the customer particularly owns the product images and the A+ content in the listing. As is well known, the eye also buys. It is therefore all the more important to convince the target group here. Especially in the mobile version, only the top two bullet points are often displayed, which is why it is all the more important to communicate all relevant information and purchase arguments in the product images.
The listing replaces the seller in retail. In contrast, however, the customer cannot ask the listing any questions about the application and features. The buyer cannot touch the listing to rate the material. Size ratios are more difficult to estimate. It is therefore crucial that the listing answers all possible questions. Details, functions, applications and scales are important and must be presented as realistically as possible.
For example, if you sell a bathtub mat, the USP of slip resistance is paramount, as the focus is on caring for other people. If the product is for children, buzzwords such as free of harmful substances and BPA are also relevant. Draw attention to this with your content! Amazon shoppers go on a product search to be convinced. If you manage to communicate your product and its advantages in a short time in an understandable way compared to the competition, you've done it.
Our strategy for successful content marketing
A clean concept is the basis. You shouldn't start without a strategy. Because sellers themselves are often already operationally blind to their own product, it is helpful to get content specialists to their side.
Since a wide variety of goals can be achieved with content, it is highly relevant to define your own goals. In addition to more brand awareness through skillful branding and well-thought-out touchpoints, more sales, a lower return rate or better reviews, many effects can be traced. In particular, a higher CTR and a higher conversion rate are important KPIs that can be influenced by content marketing.
As soon as the goal is clear, the target group must be scrutinized: Who belongs to the target group? What situation is she in and with what concerns and problems does she get on the listing? Which triggers do they respond to?
In order to ultimately create the right content for the target group, the product must be examined for its USPs. Otherwise, it becomes difficult to create individually compelling content. In turn, it helps to ask yourself which problems the product solves. Although online retailers know their product better than anyone else, it is not uncommon for USPs to seem too self-evident that they no longer seem worth mentioning. Here it is helpful to get advice from outside.
When creating and implementing sales arguments, the product should be presented honestly and authentically. Instead of raising expectations unrealistically, it is better to remain transparent here. In the product images of reusable coffee capsules, we not only mention how much more environmentally friendly and sustainable they are, but also that the result depends heavily on the coffee powder and it can take several attempts until the coffee tastes like from conventional capsules. Products are problem solvers and an investment in the quality of life. Regardless of whether the coffee capsule makes your life more sustainable, a calendar makes your everyday life more structured and a household cleaner ensures more hygiene in the kitchen — this must be reflected in the content. Picture people in their target state and don't communicate your USPs as hard facts, but formulate them as benefits for the customer.
This is followed by the design process. In addition to high quality and well-thought-out storytelling, this involves visually implementing the USPs in the graphics. The details must be highlighted and be completely target group-oriented so that the future customer understands the product with just a few clicks and has no choice but to click “Add to shopping cart.”
