5 Best Practices For Ecommerce Content Marketing

ecommerce content marketing

Content marketing is becoming prevalent these days.

You should write blog posts, share it on social media and repeat the process over and over again. And you should make it as part of your marketing strategies.

But you are just starting out. You are selling physical products on the Internet from the comfort of your home. You don’t have a big budget to run ads to promote your e-commerce website.

Here is the good news – content marketing is for all. Whether you are running a small business, a trading company or a brick-and-mortar business, you can have a piece of content marketing to attract customers and to make sales.

And it even better than paid advertising.

Research has shown that companies which implement content marketing experience 61% lower cost per lead compared to the paid advertising-oriented companies.

That’s because content marketing revolves around creating valuable content that informs, inspires and educates the audience. As a result, it helps you gain trust from customers, builds your followers and brings your brand into life.

From the ROI perspective, content marketing generates revenues for your business without spending more on paid advertising.

It’s not too hard to implement it for your e-commerce business. Here are five best practices for e-commerce content marketing you can apply today.


1.Technical aspects of e-commerce content marketing


Before we jump into creating content, the first thing you should do here is to take a look at the one of main component of your e-commerce site – search engine optimisation or SEO.

Your site should be able to integrate fully SEO built-in features so your site can be found on the Google’s search engine result pages.

This is an important part of your whole content marketing ecosystem as Google reckons creating a unique, customer-driven content as a part of the content marketing practices.

The other essential elements you should look on are:

• The ability to create rich content – text, images, videos.
• The capability to post fresh and date relevant content.
• The effectiveness of creating a knowledge base for “evergreen content” – the FAQ section or support forums functionality

Most websites are built by modern e-commerce platforms like Woocommerce, Shopify and its extensions, tools, plugins and themes, so this shouldn’t a big issue here.

You might also consider hiring a professional web developer to setup your e-commerce site to its fullest potential.


2. Creative aspects of e-commerce content marketing


When it comes to the creating content, you need a content strategy to get started. It’s all about creating the right content, to the right people, at the right times and for the right reasons.

Here are four aspects of creating a core content strategy statement, based on the strategy by Brain Traffic:

• Substance: what the content is about
• Structure: how the content is organised and displayed
• Workflow: what people and processes are needed to support content creation and management
• Governance: who will decide what, over time, to produce content based on the strategy

Let’s say you are selling a nutritious detox food for women. Here’s how you can break the stuff down:

• Generate content ideas based on the detox food mission
• Narrow the list based on the target audience
• Further narrow the list based on the business goals
• Refine the list based on the content objectives

Tied up everything in one core content marketing statement. Using the example of the detox food for women, you can create a core content marketing statement like this:

“At Detox Food for Women, we help increase new and recurring orders by creating, distributing, and managing motivating content that shows how Detox Food for Women fits into women’s lifestyles.”

This idea gives you a better picture of what your content marketing should look. This statement also can help you produce a better direction when creating a content.

Next step should help you with the topic of your content.


3. Creating fantastic content ideas


You have lots of stuff to write about in the beginning. However, as time goes by, you will start running out of ideas. You will be dreading to come out with the new content.

Don’t worry. Use these content ideas to keep your e-commerce content marketing running for the entire year:

  • Seasonal content

    This is something you can write about that’s relevant to occasional events only. Depending on your niche, this might be the new fall collection, the latest trends in your industry, the best things to buy from your store as for the holiday season, the must-have items for vacation, etc.

  • Evergreen content

    This ever-permanent content offers something you can write that fulfil your audience’s needs. For example, you can write about the products quality, tutorials on how to use your products, technical installation instructions, and general advice.

  • Aggregating content

    Find the most popular content related to your niche, and aggregate together as your content.


4. Types of content


Now you have jotted down the content ideas. It’s time to choose what type of content you can write. Here are some examples:

• How to Guides

How To Guides is the perfect type of content to maximise readership and engagement. Customers love to know how your product can solve their problem and how it makes their life better.

Here’s how DIY Ready connects with their readers through a useful, how to guide blog post that relates to Thanksgiving (seasonal content).

how to guides content marketing

• Free Samples

Giving out free samples is not just a marketing ploy, but it generates leads in such as way that offline businesses do.

Create an opt-in form to get the subscriber’s name and their email address, and make it as your email marketing list so you can send promotions, newsletters in the future.

Survivallife has put several opt-in forms for free samples on their homepage.

Lead magnet opt-in form

• User Generated Content

Storytelling is one of many ways to create engaging content. With the user-generated content, you spread your content by letting your customers tell their stories on your site.

GoPro has done a brilliant job to build a community by allowing their users to share videos on GoPro’s channel. As a result, GoPro generates tons of traffic from social media like Youtube and Instagram.

user content social media

• Video Content

A video is an easy way to hook people into your content, especially if you sell a beauty product on your e-commerce site. Luxy Hair sells clip-in hair extensions that give you bigger, fuller hair than ever before.

They have a ton of videos on their blog where customers can learn how to pick an exact shade, how to clip in the hair extensions, how to use these extensions with short hair and many more.

video content beauty product

• Contests

Contests work well on social media such as Facebook, Instagram and Snapchat. It helps boost followers and increases the exclusive feel for your audience.

Smucker’s did very well with the photo contest that run across Instagram, Facebook, Twitter and their website.

best instagram contest

5. Measure Your ROI


Measuring the performance of the e-commerce content marketing is critical to your business. Although most businesses tend to look at ROI through product sales, there are other metrics you can consider to assess your content marketing efforts:

• Number of inbound link and site engagement rate

Start digging your Google Analytics to see the traffic, the number of visits, the most visited sites and so on. Look on what type of content your customers like most. Adjust or change the strategy and restart again.

• Number of email list growth

As you churn out the content marketing effort for an e-commerce website, you should see the increasing number of email list growth. This comes from the opt-in form where you create a lead magnet for your e-commerce site.

You will start seeing the value of your content marketing when you keep analyzing your site frequently to see your return on investment.



The success of the e-commerce content marketing lies in the measurable, predictable practices that placed on every aspect of your business.

It may take some time to gain momentum and start bringing results, but once it starts, it is an unstoppable force that maximizes ROI for your e-commerce business.

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Web Copywriter at Web Copy Services
Zafifi Ideris is a web copywriter and web copy consultant. He combines a wide-range knowledge in direct response copywriting, sales psychology, web architecture, usability and conversion rate optimization to help his clients getting better business results.
About The Author


Zafifi Ideris is a web copywriter and web copy consultant. He combines a wide-range knowledge in direct response copywriting, sales psychology, web architecture, usability and conversion rate optimization to help his clients getting better business results.