Best Practices in Ecommerce Content Marketing for Success

“Content is king,” they say, and nowhere is this more true than in the world of e-commerce content marketing.

Without effective marketing, a great product may remain unknown and unsold.

On the other hand, when content marketing is done well, it can help small businesses build trust with their audience by telling the story of their company in an authentic and engaging way.

For this reason, 70% of marketers continue to invest in content marketing.

But where do you start? What should you focus on? How do you create compelling content that resonates with your audience? What are the best practices in ecommerce content marketing?

This blog post will guide you through the ins and outs of a successful ecommerce content marketing strategy.

We’ll dive deep into audience targeting, search engine optimization, effective content creation, and incorporating video into your strategy.

In essence: we’re going to show you how best practices in ecommerce content marketing can help take your business to new heights!

Table of Contents:

Why You Need to Step Up Your Content Marketing Game

In the digital era, ecommerce content marketing has become a crucial part of any successful business strategy. With an effective content plan, you can attract potential customers and convert them into loyal customers. However, not all e-commerce companies understand how to leverage their content marketing efforts for maximum ROI.

The key is in creating valuable content that addresses the needs and concerns of your target audience. This goes beyond simply having a blog post or two on your website — it requires consistent effort for both creating new content and updating existing content across different platforms.

Your competitors are already investing in ecommerce content marketing strategies, but many fail to get real returns because they don’t focus on the right types of content or have no idea how to scale their operations. By prioritizing quality over quantity, you can differentiate yourself from other businesses while building brand loyalty among your customer base.

So what are the best practices in ecommerce content marketing?

Best Practices in Ecommerce Content Marketing

Identify Your Target Audience

Understanding your audience is one of the best practices in ecommerce content marketing. This isn’t just about knowing their names and email addresses but digging deeper into their shopping behaviors, preferences, and needs.

Create Buyer Personas for Effective Targeting

A buyer persona is a semi-fictional representation of your ideal customer based on market research and real data about existing customers.

buyer persona example

Buyer persona example from Clutch

Create detailed buyer personas that capture the essence of who your consumers are — what they want, need, fear, or aspire to.

Align Product Offerings with Consumer Needs

Your product offerings should align seamlessly with the consumer needs you identified in your personas.

If you sell eco-friendly products, for instance, and discover through research that a segment of your audience is passionate about sustainability, then this becomes a key area where you can provide value through content creation.

Here are some steps you can take to truly understand your target audience:

  • Use analytics tools or social media insights to understand more about who’s engaging with your brand online. This will give you valuable insights into demographics, behavior patterns, etc., which could help refine buyer personas.
  • Solicit feedback directly from customers via surveys, interviews, focus groups, etc. This gives you first-hand information on their likes and dislikes, helping shape future strategies effectively.
  • Closely monitor your competitors’ activities as well. See how they engage audiences, what type of content seems popular, and any gaps left unaddressed, all of which could serve as opportunities for differentiation and improvement.
  • Keep refining and updating your buyer personas because people change over time. Don’t rest on your laurels, instead strive for continuous learning and growth.

Improve Your Rankings with SEO

Search engine optimization is the heart and soul of successful e-commerce content marketing efforts.

This isn’t just about stuffing keywords into your blog posts or product descriptions. It’s a strategic approach that involves understanding how search engines work.

Optimize Content Structure

Your ecommerce store is similar to a physical retail outlet. The more attractive and effortless it is to explore, the more likely customers are to take their time browsing and purchasing.

An optimized online store helps Google understand what you’re selling, leading to better visibility on search engine results pages (SERPs). And one way to help Google crawlers find your store is to use the proper keywords. These terms and phrases should match what your target customer is looking for.

Apart from using relevant keywords strategically throughout your website, there are other unique ways you can improve your rankings on Google.

  • Create high-quality backlinks by collaborating with influencers in your niche or guest posting on reputable sites within your industry — also called influencer marketing.
  • Publish fresh content regularly to keep visitors coming back for more and signal Google that your store is active — which can boost both user engagement and SERP rankings.

Source: Thrive My Way

Create Amazing Videos

One of the best practices in ecommerce content marketing is integrating videos into your content plan.

Statistics show that video can seriously boost audience reach and engagement levels.

How can video be a game-changer for an e-commerce store?

Product Demonstrations

Videos allow sellers to showcase their products in action, demonstrating their features, functionality, and benefits. This visual representation helps customers better understand the product and its value, leading to increased trust and confidence in making a purchase.

Enticing Product Descriptions

Instead of relying solely on text and images, videos can provide a more immersive and engaging experience for customers. Sellers can use videos to highlight product details, show different angles, and provide additional context that text and images may not capture effectively.

product description with video - raspberry pi

How does a computer built into a keyboard work? Raspberry Pi has a product video that shows you how.

Product Reviews and Tutorials

Creating video reviews and tutorials of products can be immensely helpful for customers in their decision-making process. Sellers can either create their own video reviews or collaborate with content creators in their industry to generate informative and unbiased content. Positive video reviews can significantly impact customer trust and drive sales.

Storytelling and Branding

Videos offer a powerful medium for storytelling and establishing a brand identity. Sellers can create videos that share the story behind their brand, the inspiration for their products, or customer testimonials. This emotional connection can foster loyalty and differentiate the seller from competitors.

User-Generated Content

Encourage user-generated content from loyal customers featuring products that they purchased from your store. This can be a powerful marketing tool that provides social proof and demonstrates real-life usage and customer satisfaction. Sellers can incentivize customers to share videos by running contests, offering discounts, or featuring them on their website or social media channels.

Video Advertising

Video ads can be highly effective in capturing attention and conveying key messages. E-commerce sellers can leverage platforms like YouTube, Facebook, and Instagram to run targeted video ads that showcase their products, highlight promotions, or tell a compelling story. Well-executed video ads can increase brand visibility, drive website traffic, and boost conversions.

Influencer Collaborations

Influencer marketing can be a highly effective marketing strategy. By creating engaging video content featuring influencers using or endorsing their products, e-commerce sellers can tap into the influencer’s audience and gain exposure to a wider customer base.

Social Media Engagement

Video content performs exceptionally well on social media. E-commerce sellers can leverage platforms like YouTube, Instagram, TikTok, and Facebook to share videos that entertain, educate, or inspire their target audience. Engaging video content can drive higher engagement, reach, and shareability, ultimately boosting brand awareness and customer acquisition.

Source: Oberlo

Market to Your Email Subscribers

Email marketing can be highly beneficial for an online store in multiple ways:

Customer Acquisition

Email marketing allows you to capture leads and convert website visitors into subscribers. By offering incentives like exclusive discounts or content, you can encourage visitors to sign up for your email list. This enables you to build a targeted audience for future marketing efforts.

Relationship Building

Email marketing provides a direct and personalized channel to communicate with your audience. By consistently delivering valuable and relevant content, you can nurture relationships with your subscribers, establish trust, and position your online store as a trusted resource in their inboxes.

Segmentation and Personalization

Email marketing platforms offer robust segmentation capabilities, allowing you to divide your subscriber base into specific segments based on demographics, purchase behavior, or engagement levels. By tailoring your email content to each segment’s interests and preferences, you can deliver more personalized and relevant messages that resonate with your audience.

Promotions and Offers

Email is an effective medium for promoting sales, discounts, new product launches, and special offers. You can use emails to create urgency, provide unique codes, and drive traffic to your online store. Segmenting your email list based on customer preferences and behavior allows you to tailor offers to specific segments for better results.

Abandoned Cart Recovery

Many potential customers abandon their shopping carts before completing a purchase. Email marketing can help recover these lost sales by sending automated follow-up emails to remind customers about their abandoned carts, offer incentives to complete the purchase, or address any concerns they may have.

Product Recommendations

Based on customer behavior and purchase history, email marketing enables you to send personalized product recommendations. By suggesting relevant items that complement customers’ previous purchases, you can increase cross-selling opportunities and drive additional sales.

Customer Retention

Email marketing is instrumental in retaining existing customers. By sending personalized emails, such as order confirmations, shipping updates, and post-purchase follow-ups, you can enhance the customer experience, encourage repeat purchases, and foster customer loyalty.

Feedback and Surveys

Email also provides a convenient platform to collect customer feedback, conduct surveys, and gather insights. You can use email campaigns to gather feedback on customer experiences, product preferences, and suggestions for improvement. This data can help you refine your offerings and enhance the overall customer experience.

Source: Thrive My Way

Best Tools for e-Commerce Content Marketing

Ecommerce content market can be hard if you’re doing it manually like in the old days. Thankfully, we now have advanced tools to help make the job much easier.

Here are some of our top picks:

Buffer: Sharing informative content on social media platforms can boost brand awareness significantly. Buffer, a powerful tool for scheduling posts and tracking engagement trends across various channels, should be an integral part of your toolkit.

BuzzSumo: Coming up with fresh blog post ideas regularly can be challenging but vital in retaining customers through compelling content creation efforts. With BuzzSumo, not only can you generate creative concepts based on what’s trending online within specific topics or competitors but also find influencers who could amplify your reach.

Canva: Visuals make a significant impact in attracting organic traffic towards blogs or product pages alike; they’re essential elements that complement written text effectively while enhancing user experience overall. For non-designers looking to create visually appealing graphics without much hassle, a great solution would be using Canva.

ChatGPT: This powerful chatbot can help e-commerce marketers in several ways: 

  • Content creation: ChatGPT can quickly create content in different content formats such as product descriptions, snippets, social media captions, and email newsletters.
  • Market research: ChatGPT can help you gather market insights by analyzing customer feedback, social media conversations, and industry trends. You can use this information to identify emerging customer needs, competitive strategies, and potential business opportunities.
  • Ad copywriting: ChatGPT can generate persuasive ad copy for online advertising campaigns targeted toward different customer personas, including titles and descriptions that drive clicks and conversions.

Content at Scale: This end-to-end publishing tool is the answer to all your blogging needs. Content at Scale can generate a 2,900-word, SEO-focused blog article in just minutes — just enter your keyword, YouTube URL, or a competitor’s URL. You can also publish directly to your Shopify store straight from the Content at Scale dashboard.

Screenshot of Content at Scale

CoSchedule: If managing multiple pieces of work seems overwhelming at times – especially if it involves collaborating with team members – consider adopting CoSchedule. It has a WordPress plugin that simplifies task management by providing features like comments sections for collaboration purposes as well as custom workflows.

Best Practices in Ecommerce Content Marketing Planning

What about best practices in ecommerce content marketing strategy and planning?

The first step in creating a marketing strategy for ecommerce companies is to understand the importance of SEO. This is crucial because SEO can help improve SERP rankings, enabling potential customers to find your products while they are looking for information online.

Start with a mobile-optimized website design. Most online searches originate from mobile devices and search engines prioritize these sites. Tools like Google Search Console can help identify and correct any SEO issues on your site.

The next focus of your marketing strategy should be creating content. Focus on blog posts that answer customers’ questions or provide valuable information about your products. A well-crafted blog post not only helps retain customers but also guides them through the sales funnel toward making purchases at your online store.

Remember that updating existing content regularly keeps it fresh and relevant while email marketing remains an efficient way of reaching out directly to both current customers and prospects, thereby boosting customer lifetime value.

A strategic blend of all these tactics forms an effective ecommerce content marketing plan helping small businesses thrive amidst competition.


Implementing best practices in ecommerce content marketing is crucial for driving success and growth in the online retail landscape. By creating high-quality, engaging, and valuable content, an ecommerce business can establish itself as a trusted authority, connect with its target audience, and drive customer engagement. 

From compelling product descriptions to captivating blog posts, videos, and social media content, a well-rounded content strategy can enhance brand visibility, increase conversions, and foster long-term customer relationships. 

By staying informed about industry trends, analyzing data, and continuously optimizing their content efforts, ecommerce marketers can stay ahead of the competition and unlock the full potential of content marketing to drive their online store’s success.

Photo of author

About the author

Julia McCoy

Julia McCoy is an 8x author and a leading strategist around creating exceptional content and presence that lasts online. As the VP of Marketing at Content at Scale, she helps marketers achieve insane ROI (3-10x their time back at 1/3rd the cost) in a new era of AI as a baseline for content production. She's been named in the top 30 of all content marketers worldwide, is the founder of Content Hacker, and recently exited her 100-person writing agency with a desire to help marketers, teams, and entrepreneurs find the keys of online success and revenue growth without breaking.

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