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Retail copy experts

The retail industry is more competitive than it’s ever been before, but you can get ahead of the pack by offering standout content that’s distinctive and memorable. YouTube videos alongside high-quality web content, plus an active blog, can establish your brand as the one to beat. At Woo, our retail copywriters have written for numerous retailers and we’ve got an enormous amount of experience in the industry.

This means our copywriting team has the know-how to speak to your customers directly, and tempt them into making a purchase. Artfully weaving SEO terms into compelling content allows you to reach the maximum possible audience while making the optimal impact.

As a copywriting agency, we have experience in writing for many different genres of retail including:

  • Beauty
  • Catalogues
  • Designers
  • E.commerce
  • Fashion
  • Footwear
  • General Goods
  • Handbags
  • Jewellery
  • Sales
  • Supermarkets

Branded SEO-friendly retail content

We're a retail copywriting agency, so we take time to understand your business, audience personas and commercial goals. This enables us to produce branded content that’s on tone while being focused on generating clicks, likes and shares. 

So, whether you’re creating retail copy for SEO, product descriptions or articles, we understand how to deliver high-quality retail copywriting tailored for people and search.
There are many benefits to investing in branded content in the retail industry. The best content:
  • is informative and helpful, not invasive
  • conveys your values
  • is optimised for your target keywords
  • is engaging and encourages shares and backlinks
  • makes an emotional connection with readers
  • inspires them to take action
Our approach
Woo uses a cloud-based platform to deliver content at speed and scale, on time and on budget. While every client is different, we have a tried-and-tested process for content production, where we plan, brief, create, edit and publish content direct to your CMS, all from one place. This approach streamlines delivery.

The typical process we apply when working with clients can be summarised into three phases:
Identifying and understanding customer profiles, defining content goals

Keyword research, trend analysis, competitor analysis, brainstorming

Content calendars, style and tone-of-voice guidelines, optimisation

Types of retail content we provide

No matter which type of retail copywriting services you’re after, we’re here to help. We write landing pages, blog posts, and press releases, to name but a few.

Some of the popular formats of content we can produce for you include:

Landing Pages

Whatever your field, we can produce engaging landing pages with the power to attract and maintain the interest of consumers.

Product Descriptions

From food and beverages to sporting equipment, our retail writing service is adept at informative product and service descriptions that clearly showcase what your business has to offer.

Evergreen Content

The ability to position yourself as an expert in your field is invaluable. Our evergreen content does just that, making sure that the voice of your business is seen as one to trust.

Blog Posts

Blog content is big business these days. In order to make your mark, we understand that posts need to be truly original and of genuine value to the reader. We will create blog content that is interesting, useful and entertaining and more importantly able to convert consumers.

Press Releases

Our award-winning press releases have gained both national and international coverage. No matter the subject, we can give your story the voice it needs to be heard.

Branded E-Newsletters

If you find it a challenge to regularly come up with newsworthy email content then the retail copywriting services team at Woo are on hand to create inspiring ideas that generate clickthroughs.

Shoppable Content

Whether you’re looking to create an editorial piece about a new product, or an interactive lookbook about a new line, we will ensure that your content supports your sales pages and is fully optimised for conversions.

Point of Sale

Our promotional copy is designed to attract consumer attention and to promote your brand. So if you’re looking for signage, product sheets or eye-catching advertising displays, we have the creative solutions capable of stimulating purchases directly at point of sale.

5 great examples of content marketing in retail

You don't have to be a marketing guru to realise that creating and curating content is now vital to growing any brand.

Companies with interesting things to say have always been more likely to engage consumers, but with the recent changes to Google's algorithm, the decreasing role of link-building and the ubiquitous influence of social media and smartphones, content marketing in retail should be at the top of every brand's priority list in 2014.

Content is king once more
The Content Marketing Institute has stated that marketers are now spending, on average, 28% of their budget on content marketing. Take a look at our post on content marketing trends in 2014 for more on the strategies that are developing. Whichever sector your company sits in, you should be considering your content.

Perfect for retail
Retail brands are perfectly placed to take advantage of the benefits of great content marketing. With a constant stream of new products, companies can utilise imagery, video and social channels to effectively engage their target audience. And retail brands are increasingly concentrating their budget and resources in this way.

A recent study showed that 4 in 10 retail brands are now using Vine, Twitter's short-form video service, as a way of demonstrating products and creating interesting content for their fans and potential customers to share. So with the retail sector placing ever-increasing emphasis on content marketing, we thought we'd take a look at five great examples that have really worked for retail brands, large and small.

1) Forever 21 – Blogger Crushes
In the past three years, the 'fast fashion' brand, Forever 21, has exploded. With sales of over $3.5 billion dollars, a strong foothold in Europe and Asia to complement their huge market share in the US, and almost nine million Facebook fans, it's squeezing the likes of Gap and American Apparel. So how have they achieved this success? Sure, their affordable but on-trend lines and heavy investment have been the foundations, but they are also extremely savvy in their use of social and mobile, recognising that their target market of 18 to 24 year olds are never off their phones and constantly engage with social media.

Their 'Blogger Crushes' campaign on Pinterest is a perfect example. Reaching out to the fanatically followed fashion blogger community, they have encouraged bloggers to 'pin' photos of themselves wearing the latest Forever 21 lines to their own Pinterest accounts, before Forever 21 curates this content on their own company Pinterest profile. The result is a constant stream of amazing product photos, reaching its audience via a medium that's perfect for mobile and short attention spans, whilst being endorsed by hugely influential fashion voices. Simple but very smart.

2) Keen – a product story
It's not just big brands like Forever 21 that are cleverly utilising content marketing though. Keen is a company that makes durable shoes, with a 'bungee'-style harness for your feet, ideal for trudging city streets or even hiking. The Keen website beautifully conveys the traditions of its product's craftsmanship through clear and interactive product descriptions. The copy and imagery is informative, easy-to-read and engaging.

This is followed through on social, where Keen interacts constantly with its loyal base, encouraging customers to submit their own guest blog posts about recent travel adventures they've had with their Keens. They also ask Instagram users to tag their photos with the Keen handle so they can be featured on the Keen account. The Keen blog is a masterclass good content, with travel inspiration, behind-the-scenes info and stories about the interesting things their employees have been up to. All in all it's a great way to tell the story of a potentially pretty dull product. They've brought it to life and engaged their audience through brilliant content.

3) ASOS – Unboxing on Vine
Not unlike Forever 21, ASOS are masters of content and how to seed it via social channels. Their attention to detail in terms of their customer's journey is often integral to them creating fantastic, clever content, and their 'Unboxing' campaign on Vine was no exception.

This entailed encouraging their customers to create a Vine video of them opening (or unboxing) their new delivery, and then tagging the Vine with #ASOSUnbox, allowing ASOS to showcase the videos on their own account. By taking the potentially unglamorous act of opening an ASOS box and making it into an exciting showcase of their products, they introduced a little bit of magic to online shopping as well as reinforcing their 'cutting edge' credentials.

4) Tesco – TescoLiving
The phenomenal success of platforms like Pinterest and Buzzstream have led to major brands reconsidering the look and feel and format of their content. The result is websites like TescoLiving, cleverly tapping into a template which allows them to feature photos, videos and user generated content from social.

Largely aimed at mums, TescoLiving provides high quality advice and 'how to' content in a large, image-driven design. The stories are concise and perfect for the time-poor and those reading on their mobile. Buzzstream-style quizzes and snappy 'how-to' YouTube videos help to make this an engaging portal for anyone in need of life advice.

5) DFS – Our Stories
In my house at least, DFS have always been a bit of a joke. The cheesy ads and constant sales have left them open to ridicule. But this is an interesting example of how a previously maligned brand can attempt something genuinely interesting. Recognising the need for search-engine friendly content and a little brand personality, DFS have created an 'Our Stories' section of their website.

Taking the reader behind the scenes to meet the furniture makers, it's a great way of showing off the craftsmanship and quality involved in the manufacturing process of that sofa you're considering buying. The content may sound a little dry but it's created with a lightness of touch which is rather endearing.

So there are five excellent examples of content marketing that have really worked for retail brands. It seems that the big brands in the sector are starting to get their act together when it comes to content, but small, agile businesses are often the ones that can create momentum and growth through simple but well-planned content marketing. Contact us at Ad-Rank to see how we can help you with your content strategy and creation.


  • ‘What’s most impressive about Woo is their understanding of how web content can positively impact SEO performance’

    James Stewardson
    SEO Account Director, PHD

  • ‘Woo grasped the style and tone we were looking for instantly and delivered great-quality content on time, every time’

    Vanessa Lenssen
    CEO, GoLearnTo

  • ‘I found Woo to be very diligent and dependable; they even delivered the output before the deadline. I highly recommend them.’

    Roberto Lattanzio
    Head of SEO, Gamepix

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