94% of first impressions are based on web design. Make a good one.
79% of shoppers judge a brand's credibility by its website. Build brand credibility.
Ecommerce sales are projected to reach $5.5 trillion by 2027. Get ahead of the competition.
Go On Demand
Explore More
eCommerce Content Marketing

You’ve got some awesome products, but how do you get people to notice them?

That’s where content marketing comes in!

It makes your business stand out in the crowd. From catchy blogs to eye-popping visuals and engaging videos, content marketing is all about grabbing attention, telling your story, and turning browsers into buyers.

So, let’s cut to the chase!

What is E-Commerce Content Marketing?

What is eCommerce Content Marketing

E-Commerce content marketing is a strategy used by online retail businesses to create and distribute valuable and relevant content in order to attract, engage, and retain a defined target audience, with the goal of driving sales and building brand loyalty.

This strategy leverages various types of content, such as;

  • Blog posts providing information, insights, and tips related to products
  • Social media posts for quick updates, and promotions,
  • Infographics to make complex topics more accessible and shareable,
  • Email newsletters for personalized updates and promotions
  • Instructions, FAQs on how to use products and solve common queries
  • Pictures, videos, and animations to showcase the product’s features, benefits, and how they work
  • Online forums for customers to ask questions and share their experiences
  • User-generated content to show reviews and testimonials from satisfied customers
  • Product Descriptions to help customers make informed purchasing decisions

To engage the audience at different stages of the customer journey

From awareness and consideration → decision and loyalty

Why is Content Marketing Beneficial for e-Commerce?

Content marketing is the third most important source of customer retention (32%). Email marketing is the primary source at 58%, followed by social media marketing at 32%. That’s why Content marketing is 3x more efficient at generating leads than outbound marketing. Also, look at these benefits;

Stand Out from Your Competitors

Content marketing clearly tells your USPs, like product quality, brand value, and services, making it different from other companies in the race.

Marketing Is Cost-Efficient

From the design of blog posts and social media updates to videos, content creation may be relatively lower compared to other conventional methods of advertising, hence making it a cost-effective approach to reach and engage with a target audience.

High-Quality Customer Experience

Your precise, valuable, and informative content will make the overall customer experience considerably high-quality, building trust and loyal relations with the audience.

Search Engine Optimization (SEO) Ranks Higher

Regular posting of relevant and optimized content will give a website a better search engine ranking, which will, in the process, bring it into more perspective for potential customers who are seeking similar products or services.

Enhanced Brand Awareness and Visibility

A content marketing strategy exposes one’s brand more times by delivering valuable and engaging content to the target audience several times in comparison with most other competitive companies. This practice forms the basis of greater visibility and recognition in the industry.

Customer Engagement and Retention

Content marketing will enable you to engage your audience at deeper levels, hence building relationships with them that will bring them back for repeat purchases over time.

Lower Rate of Returns

Provide customers with complete and realistic product information, tutorials, and reviews with the help of content marketing. Informed purchase lowers the rate of dissatisfaction returns.

Drives Lead Generation and Conversion

Other than sales, the output of content marketing can bring a direct impact through activities like email newsletters, gated content, and product demos that provide lead generation and lead the customer further down the sales funnel to increase conversion and sales.

How to Create a Content Strategy for e-Commerce?

With consumers increasingly turning to online channels for their shopping needs, the role of content in guiding and influencing purchasing decisions has never been more significant. Look at these actionable tips and tricks on how to create and distribute content that resonates with your audience;

Your Content Should be Visually Appealing

According to a survey by HubSpot, 83% of marketers believe that creating higher-quality content less frequently is more effective than producing lower-quality content more often.

GoPro is a brand that excels in creating visually stunning content.

They use user-generated content captured with their cameras to showcase the product’s capabilities in various adventurous and extreme settings.

This not only serves as proof of their product’s durability and versatility but also creates highly engaging and visually appealing content.

Brands like Nike, Warby Parker, Apple, and so on understand the power of visual content in e-commerce, leveraging it to;

  • Tell their brand story
  • Showcase their products in the best light
  • Engage their audience

Focus on the Platform that Works Best for You

Use analytics tools to monitor which channels (e.g., Instagram, Pinterest, YouTube, blogs) bring the most engagement and conversions.

Focusing on a specific channel that yields the best results is a strategic approach many successful brands have adopted.

If Instagram drives the most traffic to your blog, consider creating more Instagram-friendly content, such as behind-the-scenes looks at product creation or short styling tips videos, encouraging followers to visit your blog for more information.

For example, Gymshark has leveraged social media, particularly Instagram, to build a community around fitness and lifestyle. They engage their audience with;

  • High-quality workout videos
  • Inspirational fitness journeys
  • User-generated content

By focusing on social media, Gymshark has turned its brand into a global community, driving massive sales through these platforms.

Collaborate with Influencers

Partnering with influencers and experts is a widely adopted strategy in e-commerce, used across various industries to enhance brand visibility, credibility, and engagement.

Some brands known for effectively implementing this strategy are;

GlossierA beauty brand that has built much of its success on the back of influencer partnerships.
Daniel WellingtonThe watch brand is famous for its influencer marketing campaigns.
SephoraThe beauty retailer has a community of influencers called the Sephora Squad.
HelloFreshMeal kit delivery partnering with chefs, dietitians, and lifestyles influencers to showcase the convenience and quality of their meal kits.
AirbnbThe community-driven hospitality company collaborates with travel bloggers, influencers, and celebrities to share their unique stays and experiences.
AudibleAmazon’s audiobook and podcast service uses influencers and well-known personalities to promote its services.

One more example is Alo Yoga, which collaborates with;

  • Yoga instructors
  • Wellness experts
  • Influencers within the fitness and lifestyle sectors.

On another note, these partnerships would involve cross-creating content that covers yoga sessions, wellness tips, and even product showcases on their Instagram (3.3M), Pinterest (115K), etc.

Through these collaborations, Alo Yoga taps into the audiences of these influencers, expanding their reach and adding credibility to their brand.

Study the Marketing Strategies of Marketplaces

When considering the strategy of paying attention to the marketing tactics of marketplaces, it’s important first to understand the different types of marketplaces that exist. There are;

  • B2C (Business-to-Consumer) Marketplaces like Amazon, Etsy, eBay…
  • B2B (Business-to-Business) Marketplaces like Alibaba
  • C2C (Consumer-to-Consumer) Marketplaces like Facebook Marketplace
  • Service-Based Marketplaces like Upwork, Airbnb…
E-commerce content marketing is widely adopted, with 73% of B2B and 70% of B2C marketers including it in their advertising strategy.

Learn strategies of successful content creators on platforms like Amazon or Etsy and how they spruce up their listings through product descriptions, pictures, and customer reviews.

For example, Casper, the online mattress retailer, appreciated the value brought by strategies used in these marketplaces—detailed product descriptions, customer reviews, and a liberal return policy.

They applied it to their very own strategy, simplifying the process of purchasing a mattress online and offering detailed information and guarantees to reduce purchase anxiety.

Utilize SEO To The Full

There are plenty of such brands that have successfully made SEO a central part of their content marketing strategy to get benefits in terms of increased visibility, traffic, and, ultimately, conversions.

For instance, there is a company called Blue Apron, a meal delivery service, that highly focuses on SEO content and includes a recipe, cooking tips, and even the nutritional value rank in the suggestions. In fact, it’s powerful not only to make organic search traffic but also to give support for customer engagement by delivering value beyond just the meal kits themselves.

Ready For an E-Commerce Content Strategy?

Ecommerce content marketing serves the specific goal of guiding customers through their purchasing journey while boosting online sales for a brand.

The top key metrics that you can use to measure your content’s success are social media engagement (61%), organic traffic (52%), and email marketing engagement (47%).

Creating content for ecommerce websites requires a multifaceted approach that combines visually appealing content with informative text-based formats. By balancing both aspects, brands can effectively support customers throughout their purchase journey and drive online sales.

Rishi Thakker

Rishi Thakker

Rishi Thakker is the founder and CEO of Huptech Web, an eCommerce development and marketing firm that helps companies attract visitors, convert leads, and close customers. His unique writing tips give startups and well-known brands a palpable action plan full of innovation unmatched.

Leave a Reply

Your email address will not be published. Required fields are marked *