In an ever-growing e-commerce sector, marketplaces are looking for ways to onboard quality sellers, improve the customer experience for various pages and increase the conversion rate for their sellers. And sellers, in their quest to sell better, are continually adding their own stores and products in these marketplaces. There’s one thing that both sellers and marketplaces need: good content.
The Evolution of eCommerce
Over the last two decades, we have witnessed a paradigm shift in how the world shops. An increasing number of consumers shop online on their laptops and smartphones rather than making purchases at neighborhood stores or large shopping malls.
E-commerce is a booming industry that, according to some estimates, already has annual sales in the trillions, and it continues to take up more of the retail market share. In the U.S., e-commerce grew from 6.2 percent to 7 percent of retail sales from the first quarter of 2014 to the first quarter of 2015, according to the U.S. Census Bureau. In India, e-commerce’s share of the retail market is projected to grow from 0.9 percent in 2015 to 1.4 percent in 2018, for a total value of $17.5 billion, according to eMarketer.
Content’s indispensable place in e-commerce
E-commerce is a competitive as well as a growing industry. Both online marketplaces and sellers on these marketplaces face the challenges of making their products visible to prospects, and then converting those prospects once they’re on a page. That’s why content marketing should be such a huge part of any e-commerce platform’s strategy—and why, as David Bowen at EPIServer notes, “30% of companies plan to invest more in creating original and unique content.”
Textual, visual and video content inform the potential customer about the product, communicate its value, and add to the user experience. Such content is essential in the competitive online market, where consumers are growing ever more savvy about investigating and comparing products before they make a buying decision.
Fresh, original and informative content that’s indexed by search engines also brings prospects to your site by improving your pages’ search engine rankings.
Forrester’s report The Forrester Wave: B2C Commerce Suites, Q1 2015 points out, “As consumers spend more time researching product purchases online, the importance of high-quality product content becomes paramount for retailers, manufacturers, consumer packaged goods (CPG) firms, and distributors alike.”
The report continues, “[R] e-tailers need advanced tools to manage complex product taxonomies…support complex content creation processes, and, above all, provide governance oversight.”
eZdia’s content creation platform (CCP) is that advanced tool. It’s the only platform that empowers you to manage the entire content creation process, from content creation to publishing it on e-commerce websites, while also allowing you to scale your content initiatives.
A Look at our Content Solutions
Not only are the product pages and catalogs we create enriched with SEO advantages, but also all the data related to your product is carefully scanned for missing characteristics. The content we produce is accurate, high-quality, and created with an improved search engine ranking as the goal.
Partnering with eZdia to create customer-facing content is beneficial not just for the sellers on e-commerce platforms, who should see an uptick in sales, but for any e-commerce marketplace as well. Content will lead to increased traffic and a more customer-friendly experience and hence more traction on your marketplace.
eZdia’s CCP enables a more streamlined presence for the seller on an e-commerce marketplace. Through the platform, numerous product descriptions and articles can be published with a single click of your mouse, through our platform’s open-ended API plugin.
Our platform has helped content managers to quadruple their production, thanks to customized workflows tailored to any brand’s needs. eZdia’s CCP fosters productivity and makes content management simple through tracking tools such as project dashboards, and advanced search features to track content assignments either singly or in batches. It provides roles for researchers, writers, editors and project managers, and it makes the transition from one role to the next seamless.
And finally, our platform’s scalability sets it apart. Scalability is essential for modern content marketing initiatives; Colleen Jones, founder of Content Science, expects that in 2015 and beyond, “Brands that have steadily scaled their content efforts…will achieve more than we thought possible. … Brands that aren’t trying to scale their content strategy will flail” (h/t Joe Pulizzi, Content Marketing Institute). With our unique platform and our trained internal workforce, we’re positioned to help your brand scale like never before.
eZdia’s platform provides an integrated e-commerce content solution. If you’re a marketplace and you’re looking for end-to-end content solutions for your sellers or, if you’re a seller looking to create and maintain enriched content, then eZdia is right there to support you. eZdia has invested years in building the technology and workforce to provide high-quality content solutions to its e-commerce clients. Our content creation platform is currently serving over half the top 10 Internet retailers by creating unique product descriptions, category pages, and buying guides at a large scale.