In my 10+ years in ecommerce, I’ve learned that standing out is both an art and a science. Blending human creativity with AI’s precision can spark magic.
In today’s issue, I want to share some tips to utilize AI to upgrade your ecommerce content and strategy. When applied properly, these tactics can help you better understand customers, craft captivating stories, and boost conversions.
Craft Your Unique Brand Voice
To use AI effectively for your brand, you first need to picture your brand as a person with a distinct personality.
Are you outdoorsy and adventurous or sophisticated and sleek? Identify 3-5 adjectives that embody your essence.
Does your brand use specific vocabulary or writing style? If so, include that too.
Once you have that, fill in the gap in this sentence:
“I want people to recognize my brand as \______.”
Identify Your Content Type and Platform
Next, you need to determine the content type you want to create and the designated platform to which you want to post it.
Are you writing an article for a blog? A product description? A social media post?
Since each platform addresses content in a unique manner, you’ll want to identify that. Are you making a Tweet? A LinkedIn post? Something for your website?
Once you have those, fill in the following gaps:
“I want to create a \____ on _______ platform._”
Leverage Data to Guide Your Strategy**
AI excels at detecting patterns in data, but it lacks human context. Combine its computational capacities with your insights about customer motivations and needs.
- Analyze search trends via tools like Google’s Keyword Planner to identify high-opportunity keywords and optimize content.
- Review support tickets and product reviews to uncover pain points to address.
Once you identify your customer insights, fill in the gap below:
“This content should cater to my target audience, which is \_____.”_
Optimize for Scannability
Chunk your content into scannable sections tailored to digital reading habits.
- Use clear headers and subheaders so readers can quickly navigate to key points.
- Highlight 3-5 main takeaways up front through bullet points.
- Break sections down to 300-500 words for quicker consumption. Check Quality Before Publication
Like with any marketing asset, properly vet your AI-generated content before publicizing it to ensure quality.
- Have an editor review for typos, formatting issues, and factual inaccuracies.
- Compare against brand guidelines to guarantee appropriate voice and tone.
- Run plagiarism checks to verify 100% originality.Bonus: Craft Compelling Stories
Storytelling helps brands make emotional connections. Use AI to craft authentic stories that resonate.
- Share the origin story of your business or products on your homepage.
- Convey a day-in-the-life featuring your products through a customer’s eyes.
- Turn positive reviews into shareworthy testimonials.
Something as simple as “Craft this in a compelling story”
Putting It All Together
Now that you have these elements, you can put it altogether with a prompt like the following:
“Please write a product description for our high performance running shoe on our website. The messaging should be catered to our target audience, which is young athletes between the ages of 18-25 looking to get a step up on their comptition. Write the content in the conversational, yet professional tone. The content should capture the essence of our brand’s voice, which is motivating, inspirational, and dependable. Please also optimize for SEO by using terms such as ‘athletic shoes,’ ‘high performance footwear,’ and ‘best shoes for running’. Highlight the shoe’s use of light materials, durability, and key features such as soft cushioning, air vents, and sleek design. Use real-life scenarios to illustrate the shoe’s effectiveness when running on a track, and conclude with a call to action towards getting an unfair advantage over the competition.”
Key Takeaways
- Define your brand personality and integrate it across content
- Combine AI capabilities with human insights about customers
- Tell compelling stories that forge connections
- Use descriptive visual language and scannable formatting
- Vet all AI-generated content for quality control before publishing
This is just scratching the surface of how AI can complement your brand. New discoveries are happening all the time with the impacts of AI, so just experiment for yourself and see what you can come up with! Now you’re ready to unleash the data-driven storytelling power of AI to stand out in the crowded ecommerce marketplace.
To Your Success,
Josh