Content Marketing: Crafting Product Pages that Convert (episode 075)

by April Buencamino-dy

Emma has been crafting the copy that turns browsers into buyers since 2014. At her agency ‘Marketing by Emma’ they help eCommerce brands by creating the perfect copy at every (and any point) that copy is required. With a particularly impressive track record in the product page.

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About Emma

Emma shares that while she has always been a strong writer, she couldn’t pinpoint at first what it was she was meant to do.

It wasn’t until she met her husband that she considered starting her own business. With his push, Emma got her first batch of clients, asking for help with their companies. So Emma credits the start of Marketing by Emma to her husband / business partner.

Where Do We begin?

There are key pieces you need to work on before you even start writing for your product page.

  • One, have a strong understanding of who you are as a brand because this will influence how and what you communicate.
  • Two, have the same depth of understanding about your customer. Be specific about who you’re targeting and talking to. This will help you in determining what you need to include when creating your copy.

After determining both, you can begin to brainstorm what you’re going to write.

The Mindset Of The Customer Now

In determining what to include in your copy, Emma says think of what makes sense to present now to your customer.

Details and information about your product that can drive your customer to add to cart and ultimately purchase, must be part of your copy. When you have these figured out, then you can start begin writing.

No Distractions

The copy on your product page should grab your customer’s attention and hold it for as long as possible. It should tell them why your product meets their needs.

The clarity with which you write also leads to trust and relationship-building with your potential buyer, so they know you have their best interest in mind, and that service and support will be available even after they make the purchase.

Text, Video, Or Graphics?

Don’t think of these elements as separate.

Instead, think of how you can combine text, video, and graphics to position and present your product even better.


Since you may have hundreds of competitors on Amazon, you need to emphasize what makes you unique and special.

Know where you fit, make yourself stand out, and give the customers a clear understanding of why your product is the best option out there.

One More Tip

Find brand crushes and look at how they communicate with their audience, especially when you’re unsure of what you’re going to do. Take inspiration from them and figure out what makes you and your brand special.

Insider Tips

If we’ve inspired someone to take their first step with content marketing – what do they need to know to give themselves the best chance of success?

Lean into what makes you and your product special or what sets you apart from your competitors.

If you’re able to do this, you’ll be able to build stronger relationships with your audience and create a space for yourself in the space you want to be in.

Once you’ve started of course you’ve got to ‘keep optimising’! So what’s your favourite way to improve content marketing performance?

Take whatever product feedback you have at the moment and work with it to optimise your content.

If you don’t have feedback yet, look at competitor reviews to find out what your potential customers are saying. Use that information to improve and optimise what you currently have.

If someone listening wants to learn more about content marketing is there one cheap/free resource you’d recommend?

Emma has two recommendations. 

  • First, engage with yourself as a customer. Get curious about everything you’re consuming, then relate that a bit of human psychology and how humans operate. With the insight you get, you’ll be able to write what you need to.
  • Second, read the book Thinking, Fast and Slow by Daniel Kahneman which talks about what drives the way humans think.

Crystal ball time – what’s coming up in the next 6-12 months that we should be getting ready for in content marketing?

Social selling or live in-person selling is what’s coming up.

If this is not something that’s realistic for your brand at the moment, take note of some ideas and elements that you can integrate into your own website.

You may also look at platforms like TikTok for having live in-person engagements with potential customers.

Interview Links

Emma on Social media:

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