Running an ecommerce store is no small feat. From managing inventory to handling customer service, the workload can be overwhelming. One area that often gets overlooked, but is incredibly important, is product content creation. After all, the better your product descriptions, the more likely customers are to make a purchase. But rather than burning the midnight oil trying to perfect every description, many ecommerce businesses are turning to outsourcing as a way to save time and improve efficiency.
In this article, we'll explore the ins and outs of outsourcing product content creation for ecommerce. We'll cover why it's beneficial, what to look for in a content creation partner, and how to ensure the process runs smoothly. By the end, you'll have a clear understanding of how outsourcing can help you focus on growing your business while ensuring your product listings shine.
Why Outsource Product Content Creation?
At first glance, writing product descriptions might seem like a task best kept in-house. After all, who knows your products better than you? But there are several compelling reasons to consider outsourcing this job. First and foremost, it saves time. Crafting quality content takes a lot of effort, and as your store grows, keeping up with content needs can become a significant drain on your resources.
Moreover, professional writers bring a level of expertise and creativity that might not be present within your current team. They know how to highlight product features in a way that appeals to potential buyers and can infuse your brand's voice seamlessly into the content. Plus, they’re often well-versed in SEO practices, ensuring your descriptions are not only engaging but also optimized for search engines.
Then there's the cost factor. While hiring a full-time content writer might be out of your budget, outsourcing allows you to access professional skills without the long-term financial commitment. You can scale up or down based on your needs, making it a flexible solution for growing businesses.
Choosing the Right Content Creation Partner
So, you've decided to outsource—wonderful! But who should you trust with your product content? The decision is crucial, as the wrong partner can lead to subpar descriptions that fail to convert. Here are some tips to help you find the right fit:
- Check Their Experience: Look for a provider with experience in ecommerce content. They should understand the intricacies of product descriptions and have a portfolio showcasing their work.
- Evaluate Their Writing Style: Ensure their style aligns with your brand's voice. Request samples or a trial project to see if their tone and approach match your expectations.
- Assess Their SEO Knowledge: Your content creator should have a good grasp of SEO best practices, ensuring your products are easily discoverable online.
- Look for Reviews and Testimonials: What do past clients say about them? Positive reviews can provide reassurance of their reliability and quality.
Once you've narrowed down your choices, it's time to communicate clearly about your expectations. Share your brand guidelines, target audience, and any specific requirements you have for your product descriptions.
Setting Clear Goals and Expectations
Outsourcing doesn't mean handing over the reins entirely. To get the best results, you need to provide clear guidelines and expectations to your content partner. Start by defining the scope of work—are you outsourcing just a few descriptions, or do you need ongoing content support?
Then, outline your goals. Are you looking to improve conversion rates? Boost your search rankings? Or perhaps you want to create a more engaging brand story? Whatever your objectives, communicate them clearly to your content team.
It's also wise to set up a feedback loop. Regular check-ins ensure that both parties are on the same page and can address any issues before they become bigger problems. This collaborative approach often leads to better content and a more rewarding partnership.
Managing the Outsourcing Process
Once you've chosen a content creation partner and set your goals, it's time to manage the outsourcing process effectively. This involves staying organized, maintaining open communication, and being ready to adapt as needed.
Start by establishing a workflow. This could be as simple as setting deadlines for drafts and revisions or more complex, involving project management tools to track progress. Tools like Trello or Asana can help keep everything on track and ensure nothing falls through the cracks.
Communication is key. Make sure your content partner knows who to contact if they have questions or need clarification. Regular updates—either through emails or brief meetings—can help keep the project moving smoothly.
Lastly, be prepared to make adjustments. Sometimes, the first draft won't hit the mark, and that's okay. Provide constructive feedback and be open to revisions. Remember, the goal is to create content that truly reflects your brand and entices customers to click that "buy" button.
Integrating Outsourced Content into Your Store
With your product descriptions polished and ready, the next step is integrating them into your ecommerce platform. This might seem straightforward, but there are a few considerations to keep in mind to ensure everything goes smoothly.
First, check for consistency. Your new descriptions should align with existing content in terms of style, tone, and formatting. Inconsistent content can confuse customers and weaken your brand's identity.
Also, consider the technical side of things. Ensure your new content is optimized with the right keywords, meta descriptions, and alt tags for images. This not only helps with SEO but also improves the overall user experience on your site.
Finally, test everything. Make sure the descriptions display correctly on different devices and browsers. A quick check can save a lot of headaches down the line and ensure your customers have a seamless shopping experience.
Measuring the Impact of Outsourced Content
Once your new product descriptions are live, it's important to measure their impact. After all, the main goal of outsourcing is to improve your store's performance, so you'll want to know how well the new content is working.
Start by tracking key metrics, such as conversion rates, bounce rates, and time spent on product pages. These indicators can give you a sense of how engaging and effective the new content is.
Don't forget about SEO metrics. Monitor your search rankings to see if your products are appearing more frequently in search results. This can be a powerful indicator of your content's success in attracting organic traffic.
Collecting customer feedback can also provide valuable insights. Ask your customers about their shopping experience and whether the product descriptions met their needs. Their input can help you refine your content strategy moving forward.
The Cost of Outsourcing: Is It Worth It?
One of the biggest questions when considering outsourcing is whether the cost is justified. While outsourcing can be an investment, many businesses find that the benefits far outweigh the expenses.
Think about the potential increase in sales from better product descriptions. If your conversion rates improve, the additional revenue can quickly offset the cost of outsourcing. Plus, the time saved by not writing content yourself can be spent on other business activities that drive growth.
It's also worth noting that outsourcing can be more cost-effective than hiring a full-time employee. You get professional quality without the overhead of a full-time salary, benefits, and office space.
Ultimately, the decision will depend on your specific business needs and budget. But for many ecommerce stores, outsourcing offers a way to access high-quality content without breaking the bank.
Common Pitfalls and How to Avoid Them
While outsourcing product content creation can be highly beneficial, it's not without its challenges. Here are some common pitfalls and tips on how to avoid them:
- Vague Instructions: Be as detailed as possible in your initial brief. The more information you provide, the better the final output will be.
- Ignoring SEO: Ensure your content partner understands SEO fundamentals. This is crucial for making your products discoverable online.
- Lack of Communication: Keep the lines of communication open. Regular updates and feedback sessions can prevent misunderstandings and ensure the project stays on track.
- Quality Over Quantity: Don't sacrifice quality for the sake of getting more content. It's better to have fewer, high-quality descriptions than a plethora of mediocre ones.
By being proactive and addressing these challenges early on, you can ensure a smoother outsourcing experience and get the most out of your content partnership.
Final Thoughts
Outsourcing product content creation can be a game-changer for ecommerce businesses, providing high-quality descriptions that drive conversions while freeing up valuable time and resources. From choosing the right partner to setting clear goals and managing the process effectively, a thoughtful approach to outsourcing can enhance your store's efficiency and performance.
And if you're looking for a partner to help with content and SEO, Pattern might just be what you need. We specialize in helping ecommerce brands grow by driving more traffic from Google and turning that traffic into paying customers. Unlike most SEO agencies that only focus on rankings, we care about results. Our team creates programmatic landing pages that target a wide range of search terms, ensuring your brand gets found by more people ready to buy. We also craft conversion-focused content that doesn't just attract visitors but turns them into paying customers. At Pattern, we don't make SEO a guessing game—it's a growth channel that drives sales and lowers your customer acquisition costs.