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Ecommerce Information |
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Your Readers are Publishers Too
Too often we charge ahead and treat the web as if it were just like any other medium. We know it isn't, but somehow we just can't resist retaining complete control of the creation and publication of our website and newsletter content. Meanwhile, our readers are writing blogs, participating in discussion lists, writing book and video reviews, adding their opinions on shopping comparison sites, completing online surveys and so on. Our readers are also online publishers. They are creating valuable, interesting content every day. There are two opportunities here. First, you can have your readers contribute content for your site and your newsletters. Take a look at Amazon.com. They have thousands of pages of content written by their customers. Imagine the cost saving of having their customers write all those reviews. And it's not just about saving money. It's also about recognizing that the aggregate knowledge of all your customers is a great deal larger than that of any individual writer. When you invite your readers to participate in the creation of content, you are tapping into an extraordinarily broad base of knowledge and experience. Also, when you get your customers and subscribers involved in writing, you are building content that is directly relevant to the interests of your readers. As editors and marketers it is sometimes tempting to create the content that *we* think is best. Invite your readers to contribute, and all of a sudden you'll start building content that is much better attuned to the interests of the people who come to your site. In addition, you increase the credibility of all your content. You are no longer perceived as just another publisher who pushes their views and marketing messages. Slowly, that perception will shift. You will be seen as a company or organization that has the courage to open the doors and publish outside views and opinions. Even contrary views and opinions. And there's more. This is where the second opportunity lies. When you include reader-created content to your site and newsletters, you are transforming the nature of the relationship between yourself and your customers or subscribers. Your site and newsletters cease to be *your* places, they become a shared space. When your readers become participants in the creation of content, they take on a small element of ownership. And when your site or newsletter becomes a shared place, the perceptions of all your readers will begin to shift. Those who have made contributions will want to come back more often, will want to contribute more often. And word of mouth will spread faster too. If someone has found their review, question, interview or opinions posted on your site or in your newsletters, you can be sure that they will be more likely to tell their friends and colleagues. Word of mouth is a primary driver in the growth of community and network sites and lists. Include your readers in the creation of your content. Share the burden of writing. Invite your readers to become participants in the growth of your business. Increase the credibility of all of your content. And watch the power of word of mouth increase your site traffic and newsletter subscriber base. Nick Usborne is a copywriter, author, speaker and advocat of good writing. You can access all his archived newsletter articles on copywriting and writing for the web at his Excess Voice site. You'll find more articles and resources on how to make money as a freelance writer at his Freelance Writing Success site.
MORE RESOURCES: How to optimize your ecommerce ad spend and budget for the best ROI Search Engine Land Motley Fool: Etsy is a creative force in e-commerce The Dallas Morning News You Don't Have to Pick a Winner in E-Commerce. Here's Why The Motley Fool TikTok plans major growth in Seattle area as it looks to take on Amazon with e-commerce feature GeekWire JD.com subsidy scheme for store owners fails to appease investors; shares tumble South China Morning Post TikTok expanding in Seattle area as it ramps up e-commerce business - Puget Sound Business Journal The Business Journals E-commerce platform Homesome to begin accepting online SNAP Winsight Grocery Business With 14 million ecommerce sites, the US is atop the online world Digital Commerce 360 The Limited Role of AI in Ecommerce Retail TouchPoints Latin America ecommerce growth outpaces other regions’ CAGRs Digital Commerce 360 DHL eCommerce opens consolidated distribution center near CVG ... Supply Chain Dive Ecommerce Game-changers (in 2014) Practical Ecommerce FMI Reports eCommerce is Expanding in Packaged Food Market Food Engineering Magazine Ecommerce Website Builders Market 2023 | Modern Report: Key Players and Innovations for 2030 Benzinga Deloitte: Holiday ecommerce sales to grow this season Digital Commerce 360 It’s Official – Amazon is an Ecommerce Enabler First and a Retailer ... Retail TouchPoints 3 E-Commerce Stocks You Can Buy and Hold for the Next Decade The Motley Fool AI and E-commerce: Simplifying the Sales Process CO— by the U.S. Chamber of Commerce How Plural Keywords Impact Search Intent For Ecommerce [Data ... Search Engine Journal Build a Community, Says Sendlane CEO Practical Ecommerce Google launches new report that flags checkout issues on e ... Search Engine Land FedEx launches new Picture Proof of Delivery for eCommerce ... Enterprise Times B2B Strategy Report: Pacing B2B Ecommerce Trends Digital Commerce 360 Optimizing the ecommerce payment experience Digital Commerce 360 Branded eCommerce Soundbars Trend Hunter DHL eCommerce opens flagship sorting hub near Cincinnati ... Parcel and Postal Technology International Ingredients Online adds ingredient supplier Caldic to its B2B ... Nutritional Outlook Borsheims Promotes Andy Brabec to Vice President of Marketing ... Columbus Telegram Sponsored Love: Crafting An Effective E-Commerce Inbound ... Harlem World Magazine eCommerce businesses leveraging technology to win customers VnExpress International Amazon: Beyond E-Commerce GuruFocus.com Challenges and Decline in Ecommerce Stocks Best Stocks Retail and eCommerce news from the week beginning 21st August ... Enterprise Times ShopClues parent firm to invest Rs 165cr to speed up cross-border ecommerce The Financial Express Luxury performance footwear brand, Athletic Propulsion Labs (APL ... - Premier Construction Magazine Luxury performance footwear brand, Athletic Propulsion Labs (APL ... Premier Construction Magazine Amazon-CCI row: E-commerce giant gets brief respite as SC schedules hearing for December | Mint Mint Retail and eCommerce news from the week beginning 28 August ... Enterprise Times Poundland relaunches ecommerce website | News Retail Week Laravel Ecommerce with Lunar PHP Laravel News How Affiliate Marketing Can Transform E-Commerce Total Retail People Are Shopping Online Again: 2 E-Commerce Stocks to Buy Now The Motley Fool 40 jobs lost as Belfast ecommerce firm goes bust Belfast Telegraph SERP Signs of a Trusted Brand Practical Ecommerce Charts: U.S. Manufacturing Trends Q3 2023 Practical Ecommerce The role of e-commerce analytics in informing business strategy Retail Customer Experience Laws on ecommerce to be reviewed for better consumer protection The Star Online Best Content Types for ChatGPT Practical Ecommerce UK Food Safety Testing Finds One Third of e-Commerce Samples ... Food Safety Magazine Q2 2023 E-Commerce Report PitchBook News & Analysis The E-commerce Germany Awards 2024 InternetRetailing |
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