Content marketing on Amazon

The eye buys. Far too often, the effectiveness of content marketing on Amazon is underestimated and consequently little attention is paid to it. It is not uncommon to see product pages on Amazon with only one main image and less than 20 characters of bullet points.

What makes a good listing anyway?  

People buy from people - also on Amazon. Often the algorithm is perceived by sellers as so important that keyword stuffing is done in long texts where creatives actually belong. The A+ content on Amazon, for example, has so little SEO relevance that the long texts hardly bring anything except a poor conversion rate. Online shoppers are at the mercy of a flood of information and no longer want to read long texts.

The Amazon algorithm hates a bad conversion rate. This makes it all the more important to pay attention to both customers and the algorithm when creating content, and to differentiate between the two parties.

The algorithm, i.e. the SEO relevance, mainly includes title, bullet points and backend keywords. Of course, keywords can still be placed in the meta descriptions or in the product description in the backend; however, from experience, these do not make any relevant differences.

The customer, however, especially owns the product images and the A+ content in the listing. It is a well-known fact that the eye also buys. It is therefore all the more important to convince the target group here. Especially in the mobile version, often only the top two bullet points are displayed, which makes it all the more important to communicate all relevant information and purchase arguments in the product images.

The Listing replaces the retail salesperson. In contrast, however, the customer cannot ask the Listing any questions regarding the application and functions. The buyer cannot touch the listing to evaluate the material. Sizing is more difficult to assess. That's why it's critical that the listing answers all possible questions. Here, details, functions, applications and size ratios are important and must be presented as realistically as possible.

If you are selling a bathtub mat, for example, the USP of slip resistance is the focus here, as the concern for other people is central to the purchase. If the product is for children, buzzwords such as toxin-free and BPA-free are also relevant. Draw attention to it with your content! Amazon shoppers go on a product search to be convinced. If you succeed in communicating your product and its advantages in a comprehensible way in a short time, you've made it.

Our strategy for successful content marketing

A clean concept is the basis. You should not start without a strategy. Because sellers themselves are often already blind to their own product, it is helpful to call in content specialists.

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 ratings, many effects can be pursued. Especially a higher CTR as well as a higher conversion rate are important KPIs that can be influenced with content marketing.

Once the goal is clear, the target group must be scrutinized: Who belongs to the target group? In what situation are they and with what concerns and problems do they come to 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 will be difficult to create individually convincing content. In turn, it helps to ask what problems the product solves. While online retailers know their product better than anyone else, it is not uncommon for the USPs to seem too self-evident that they no longer seem worth mentioning. This is where it's helpful to get outside advice.

When creating and implementing sales arguments, it is essential to present the product honestly and authentically. Instead of unrealistically raising expectations, it is better to remain transparent here. For example, 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 is highly dependent on the coffee powder and it may take several attempts before the coffee tastes the same as from conventional capsules. Products are problem solvers and an investment in quality of life. Whether it's a coffee capsule that makes your life more sustainable, a calendar that gives you more structure in your daily life, or a household cleaner that ensures better hygiene in the kitchen - this must be conveyed in the content. Depict people in their target state and communicate your USPs not as hard facts, but formulate them as advantages for the customer.

This is followed by the design process. In addition to high quality and well thought-out storytelling, this is about visually implementing the USPs in the graphics. The details must be highlighted and be all-around target group oriented, so that the future customer understands the product with just a few clicks and has no other choice but to click "Add to cart".

Have more questions about content strategy on Amazon?

Please contact the head of our content department Romea Nass. 

E-mail: romea.nass@efly-amz.com