Author: Craig Anderson
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Today, too many websites are still inaccessible. In our new book Inclusive Design Patterns, we explore how to craft flexible front-end design patterns and make future-proof and accessible interfaces without extra effort. Hardcover, 312 pages. Get the book now →
Effective content marketing holds people’s attention. It gives you a distinctive brand, loyal fans and increased sales. You don’t need a big budget to succeed, which is why good content marketing is the single best way to beat bigger competitors online.
Content marketing used to be about customer magazines and mailed newsletters. Now it covers blogs, email newsletters, eBooks, white papers, articles, videos and more. In this article, you will learn about content marketing techniques that you can apply to your business.Read more...
Quality product descriptions can transform e-commerce conversion rates — it's common to see increases of 30-100%. As well as converting more visitors, search traffic increases drastically when unique copy is written for each product. Most online retailers use manufacturers' copy or rely solely on images to sell products. They then use inadequate copy elsewhere on their site and fail to achieve a consistent tone to persuade their audience. This creates a compelling opportunity for savvy retailers: by writing quality e-commerce copy you will create a unique competitive advantage.
Essentially, your copy must achieve two goals — establish trust and convince visitors that your product is right for them. Potential customers cannot see or touch the product since it's not physically there in front of them. This is why it’s important that your copy anticipates the needs of your visitors while convincing them that your company can be trusted to provide excellent products. Persuasion and creating trust are difficult things to do with words alone; yet, they are still achievable.Read more...