E-commerce
Catalogue na content plan wey wear disguise
Every category na subject. Every season na run of posts. Every restock, every discontinuation and every product wey you go explain before anybody go buy am na something to write about. Most shops dey sit on six months of plan and dey treat am like spreadsheet.
Di two audiences, and why dem need different channels
Shop dey talk to two groups of pipo wey almost get nothing in common. Di first one don already know you: dem dey follow di account, dem don buy before, and dem wan know wetin new and wetin don come back stock. Di second one neva hear about you before and dem dey search for problem, no be for your name.
Di socials serve di first group and nearly no use at all for di second. Di blog na di reverse: e dey slow, e dey patient, and piece wey dem write for March still dey get found for November by somebody wey type question inside search box. Any plan wey treat dese as one channel with different formatting go underserve both.
So di share matter here pass anywhere else. Shop wey give di blog twenty per cent of im effort and expect am to bring new pipo go disappoint for reasons wey no get anything to do with di writing.
How to turn catalogue into six months
Start with di categories wey need explanation. For every catalogue, products dey wey pipo no buy because dem no understand di difference between two options, or dem no know which size dem need, or competitor don tell dem wrong thing. Each of dose na blog post wey go earn im place for years.
Den di seasons, wey for shop dey precise: di eight weeks before your peak, di dead fortnight after am, di restock wey always land for di same month. Dem go enter di plan as seasonality once and shape six months of cadence.
Den di things wey dey repeat — new arrivals, di return of one line, di sale, di changeover. Dose na cadence no be themes: dem go happen, you know roughly when, and di plan fit hold slots for dem before you know di specifics.
- 1Blog"How to choose between di two obvious options" — di question wey di shop dey ansa by e-mail twelve times every week.
- 2InstagramDi new arrivals, one by one, with photo brief for each slot.
- 3BlogDi sizing piece. Dem write am once, product pages go dey use am for years.
- ·Dem hold am openTwo slots wey dem keep empty for wetin go land for di restock.
- 4FacebookDi season dey come, talk am practical way: dates, stock, delivery cut-offs.
Themes from di catalogueHow tings dey change for your year
Product pages no dey rank. Answers dey rank.
Three writers, three work
Di one wey dey explain, di one wey dey show, di one wey dey answer
Shops wey read well online don separate dis tins. Shops wey read bad get one voice wey dey try do all three, na why dia product descriptions sound like captions and dia captions sound like adverts.
Di explainer
E dey write di blog. Patient, structured, one question per piece, no urgency. Dis writer work na wetin dey bring people wey no dey find you, and na di slowest to pay off and di longest to keep paying.
Di one wey dey show
E dey write di socials for people wey don already follow you. Short, visual, specific about wetin don land. Every slot get photo brief, because good caption on bad photograph still na bad post.
Di one wey dey answer
E dey handle comments and questions under policy wey you set. Sizing, stock, delivery, returns. Anytin about specific order or complaint go reach person — na rule, no be setting.
Where di pictures dey come from
Product photography na your own and no substitute dey for am. Wetin plan fit supply na everytin around am: di seasonal image for top of blog post, di background for piece about how sometin dem make am, di photograph for di article wey no even concern product at all.
Dem fit come from castomAPI royalty-free media library, wey dey search eleven providers at once and import picture with im licence and attribution attach to di file instead of inside person memory. When post need credit line, di credit line dem generate am from di same record wey di picture come from, so e no fit drift out of date — and dat one matter pass for shop, because shop blog posts dey stay up for years.
Ads, and di line around dem
On di Business plan, paid reach dey run on your own ad account with your own money and your own cap. FABLS no go ever spend on your behalf without person: anytin wey concern money dey wait for approval no matter wetin di autopilot switches talk on di organic channels.
Na deliberate and e no be limitation wey we intend to relax. Automation wey fit quietly spend your budget na different category of product from one wey fit quietly publish caption, and di two no suppose share one switch.
Di honest part: content na slow channel for shop. Di socials go show sometin within weeks; di blog take months and den e go keep working for years. If you need revenue dis quarter, dis no be di lever — na di one wey you pull now so dat next year go easy.