I was inspired to comment on the post Guidelines for Writing E-Tail Category Content by MyWebWriters. E-tail (electronic retail) content works especially well for customers who use a website as a resource, directory of products or research tool before buying. The article is a summary of guidelines from MyWebWriters that will help you teach customers about your product, entertain your customers, create urgency (need) and meet SEO goals.
‘Etailing’ is can be seen in the retail example below.
- Teach customers about – product and lifestyle concers
- Entertain customers – talk about a topic that many customers are passionate about
- Create urgency – discuss potential problems and suggest decision points and actions
- Meet SEO goals – such as use bulleted lists, mention keywords ‘sleep’ and ‘pets’ in various forms
In electronic-retailing (etailing), you can discuss controversial topics with your customers without delivering a concluding opinion. When creating digital content and entailing, you want to find topics that start a conversation and that are related to the use of your products or services.
Read some brief recommendations on how to choose topics and produce good ‘etailing’ content. Here’s a link out to the original ‘etailing’ article at MyWebWriters’ blog.