Ecommerce Content Marketing Guide: Do’s and Don’ts to Maximize Your Impact

You’re ready for launch. Your online store is finally up and running, with sparkling new products you know your audience needs.

Why wait for them to discover you when you can get out there and show them how your offering can make a difference in their lives?

This is where ecommerce content marketing comes in.

But first, keep in mind that the goal of content marketing is NOT to sell products to prospective customers. It’s to inform, engage, and entertain them with relevant and useful content.

Consistently doing this can increase your chances of improving brand awareness, driving organic traffic, converting visitors, and retaining loyal customers. 

Want proof? 82% of marketers are very active in their content marketing efforts — a testament to the effectiveness of ecommerce marketing.

Let this blog post serve as your ecommerce content marketing guide. We’ll go into the ins and outs of creating content that grabs the attention of your desired demographic, encourages purchases, and strengthens brand devotion.

This will be your roadmap as you navigate through the often confusing landscape of ecommerce marketing.

Whether you’re an established ecommerce brand or just starting out with your online store, this ecommerce content marketing guide is designed to help you boost your content marketing efforts.

Table of Contents:

What is Ecommerce Content Marketing?

Content marketing refers to the practice of creating and distributing valuable and relevant content to attract and engage a target audience.

What is the role of content marketing in e-commerce?

Content marketing plays a crucial role in e-commerce by helping businesses attract, engage, and convert customers. 

Here are some key roles that content marketing serves in the context of e-commerce:

Building Brand Awareness

Content marketing allows ecommerce companies to create and distribute valuable content that helps increase brand visibility and reach. By consistently producing high-quality content that aligns with your target audience‘s interests and needs, businesses can establish themselves as industry leaders and increase brand recognition.

Driving Traffic to Ecommerce Stores

Content marketing plays a vital role in generating organic traffic to ecommerce websites. By creating optimized content that targets relevant keywords and addresses customer queries, businesses can improve their search engine rankings, increase organic search visibility, and drive more qualified traffic to their website.

Educating and Informing Customers

Content marketing enables ecommerce businesses to educate and inform their audience about their products, industry trends, and related topics. Through blog posts, articles, videos, tutorials, and gift guides, you can provide valuable information that helps customers make informed purchasing decisions. This positions your company as a trusted resource and helps build credibility and trust with potential customers.

Showcasing Products and Generating Interest

Content marketing allows ecommerce businesses to showcase their products in a compelling and informative way. Through product descriptions, demonstrations, reviews, and customer testimonials, you can highlight the unique features, benefits, and value propositions of your products. This helps generate interest and desire among potential customers, increasing the likelihood of conversions.

Nurturing Customer Relationships

Content marketing plays a role in nurturing customer relationships throughout the customer journey. By consistently providing valuable content, you can engage with your loyal customers, keep them informed about new products or promotions, and encourage repeat purchases. This ongoing communication helps build customer loyalty and fosters long-term relationships.

4 core components of content marketing

Key Components of Ecommerce Content Marketing

Content marketing is a vast field, but it can be broken down into some key pieces that are crucial for success.

The first piece is high-quality content. Your product pages and blogs should feature content that is first-rate: well-researched, well-written, original, devoid of errors, fact-checked, and full of value.

The second piece is SEO optimization. By optimizing your e-commerce website for search engines, your pages will show up in optimal positions on the SERP and draw in more potential customers. Use relevant keywords in your content and meta tags, and create backlinks from reputable sites to boost your SEO game.

The third piece is social media promotion. Platforms like Facebook and Instagram are perfect for reaching out to potential customers and promoting your products. Don’t just advertise — engage with your social media followers by answering their questions and responding to their comments.

Last but not least, we have the role of email marketing in e-commerce. Email newsletters give you direct access to people’s inboxes, where you can share updates about new products or promotions with those who have signed up for your email list.

Screenshot from Venngage

Types of Content Marketing Formats

Content marketing for ecommerce companies can take various forms, including:

Product Descriptions

Compelling and informative descriptions on product pages highlight the features, benefits, and unique selling points of your products.


This type of content written for ecommerce brands includes blog posts related to the industry, product reviews, how-to articles, case studies, tips and tricks, and other valuable articles that resonate with the target audience.

Social Media Marketing

Sharing engaging and shareable content on social media platforms helps ecommerce brands build brand awareness, engage with customers, and drive traffic to their ecommerce stores.

Video Marketing

Video is the hottest type of content in digital marketing today. Create and share videos that showcase your products, demonstrate through product tutorials, share customer testimonials, or entertain and engage the target audience.

Email Marketing

No ecommerce content marketing guide is complete without email marketing. This tried-and-tested form of marketing is most effective when personalized and targeted with relevant content, product recommendations, exclusive offers, and promotions to engage with customers and encourage repeat purchases.

User-Generated Content

Encourage customers to share their experiences, reviews, and photos related to your products. UGC is the best type of social proof that serves as authentic and persuasive content for other potential customers.

Whatever content formats you choose, creating compelling content should be focused on the target audience’s needs, interests, and pain points, and delivering valuable information that addresses those aspects.

The Content Marketing Matrix

Ecommerce Content Marketing Guide to Great Content

Content marketing is not about pushing your brand in front of people’s faces. It’s about engaging potential buyers and sparking their curiosity.

Creating content that evokes emotion can be a powerful way to engage your audience and make a lasting impact. 

Here are some strategies to help you create content that emotionally connects to your readers:

Gain a deep understanding of your audience: Do you really know your existing customers? What are their demographics, interests, and pain points? This knowledge will help you identify the emotions that are most relevant and meaningful to them so you can create good content.

Tell stories: Storytelling is a powerful tool for evoking emotions. Craft narratives that connect with your current customers on a personal level. Use relatable characters, compelling plots, and relatable situations to create an emotional connection.

Use vivid language: Choose your words carefully to create imagery. Use descriptive and sensory language to paint a vivid picture in the minds of your audience. Metaphors, similes, and other literary devices can enhance the emotional impact.

Appeal to basic emotions: Identify the core emotions you want to evoke, such as happiness, sadness, fear, anger, or surprise. Tailor your content to elicit those emotions by using appropriate visuals, music, and language.

Incorporate visuals: Visual content can be highly effective in reaching out to current customers. Use compelling images, videos, and graphics that resonate with them. The visual elements should complement and enhance the message you want to convey.

Use personalization: Personalized content can create a stronger emotional connection. Address your audience directly, using their names, job titles, or other relevant personal information. Show empathy and understanding for their specific needs and challenges.

Evoke nostalgia: Nostalgia can be a powerful emotion that triggers positive feelings and memories. Incorporate elements such as references to past eras, popular culture, or sentimental experiences.

Use social proof: People are often influenced by the experiences of others. Incorporate testimonials, reviews, or user-generated content that showcases positive emotions and experiences related to your brand or product.

Be authentic: Authenticity is key to establishing an emotional connection with your target market. Be genuine and transparent in your content. Share personal stories, experiences, or challenges that your audience can relate to.

Use music and sound: Music and sound effects can enhance the emotional impact of your content. Choose music that complements the desired emotional tone and consider using sound effects to create a more immersive experience.

Content Marketing Best Practices for eCommerce

In this final section of our ecommerce content marketing guide, we’ll share with you some of the best practices in e-commerce content marketing to maximize its impact.

  • Use high-quality visuals: Visual content is essential in e0commerce. Use high-resolution images, videos, infographics, and other visually appealing elements to showcase products and convey information effectively.
  • Optimize for search engines: Conduct keyword research and incorporate relevant keywords into your content to improve search engine rankings. This will increase the visibility of your content and attract more organic traffic to your website.
  • Tell compelling stories: Storytelling techniques can help you connect emotionally with your audience. Craft narratives that resonate with your customers, showcase your brand values, and demonstrate how your products solve real-life problems.
  • Prioritize mobile-friendliness: Ensure that your content and website are optimized for mobile devices. Mobile responsiveness is crucial as an increasing number of customers shop using their smartphones and tablets.
  • Offer valuable and educational content: Beyond product descriptions, provide content that educates and informs your audience. This could include how-to guides, tutorials, product comparisons, and industry insights.
  • Leverage user-generated content (UGC): Encourage your customers to share their experiences, reviews, and photos related to your products. UGC builds trust and authenticity, convincing potential customers to make a purchase.
  • Create a content calendar: Plan and organize your content marketing efforts with a content calendar. This ensures a consistent flow of content and helps you align your content with seasonal trends and marketing campaigns.
  • Incorporate social proof: Display customer testimonials, ratings, and reviews prominently on your product pages. Social proof enhances trust and confidence in your brand and products.
  • Monitor and analyze performance: Track the performance of your content marketing efforts using analytics tools. Analyze key metrics such as website traffic, engagement, conversion rates, and ROI to identify areas for improvement.
  • Encourage social sharing: Include social sharing buttons on your content and product pages, making it easy for users to share your content with their networks. This can increase your content’s reach and attract new customers.
  • Integrate multimedia content: Use a mix of content formats such as videos, podcasts, polls, and interactive content to keep your audience engaged and entertained.
  • Focus on authenticity and transparency: Be genuine and transparent in your content. Build trust by showing the human side of your brand and being honest about your products and services.

By implementing these best practices, you can create a successful ecommerce content marketing strategy that effectively engages your audience, drives traffic, and boosts conversions.

What to Avoid in Ecommerce Content Marketing

Now that we’ve laid out our best practices, what are potential mistakes that can hinder your content marketing efforts? 

Here are some common mistakes to avoid:

  • Lack of a content strategy: Approaching content marketing without a well-defined strategy can result in haphazard and inconsistent efforts. Develop a clear plan outlining your goals, target audience, content types, distribution channels, and measurement methods to ensure a cohesive and effective approach.
  • Poor content quality: Publishing low-quality, inaccurate, or irrelevant content can damage your brand’s reputation and fail to engage your audience. Ensure that your content is well-written, error-free, informative, and adds value to your prospective customers.
  • Lack of consistency: Inconsistency in content creation and distribution can make it difficult to build an engaged audience. Establish a consistent publishing schedule to maintain a regular flow of content and keep your audience engaged.
  • Sounding like a salesman: Content that focuses solely on promoting products without providing value or addressing customer needs can be off-putting. Balance promotional content with educational, entertaining, and informative content to build trust and engagement.
  • Publishing text-heavy content: No one wants to read a text block of 2,000 words on a single page. Incorporate multimedia elements such as images, videos, infographics, and interactive content, to make your content more engaging and appealing.
  • Post and go: Social media platforms offer an opportunity not just for content promotion but to connect directly with your audience. Don’t just post daily and leave. Actively engage with your social media followers, answer questions, respond to comments, and foster conversations.
  • Lack of measurement and analysis: Neglecting to track and analyze the performance of your content can hinder your ability to optimize your strategy. Monitor key metrics such as website traffic, engagement, conversion rates, and ROI to identify areas for improvement and make data-driven decisions.
  • Failing to adapt and evolve: Content marketing trends and consumer preferences are continually evolving. Failing to adapt to changing trends, emerging platforms, or new content formats can leave your strategy outdated. Stay up to date with industry developments and adjust your approach accordingly.
  • Ignoring customer feedback: Your audience’s feedback and comments provide valuable insights. Pay attention to customer feedback and use it to refine your content strategy, address concerns, and improve your overall customer experience.

By avoiding these mistakes and staying proactive in refining your content marketing strategy, you can make the most out of your digital marketing budget.


This ecommerce content marketing guide is like a treasure chest of insights and benefits for content marketers, entrepreneurs, and the ecommerce industry as a whole.

By understanding the key components of e-commerce marketing and implementing effective strategies, you can unleash the power of content marketing to drive traffic, engage customers, and boost sales.

Whether it’s crafting irresistible product descriptions or sharing juicy blog posts, a well-executed content marketing strategy can be a game-changer in today’s cutthroat online marketplace.

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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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