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The Ultimate Guide to E-Commerce Content Marketing

Updated: Nov 30, 2023

E-commerce content marketing has helped many brands grow their audience and generate sales.

But what exactly is e-commerce content marketing? How does it help your brand?

This post will dive deep into e-commerce content marketing, why it's essential, and how you can rock it.

What Is E-Commerce Content Marketing?

what is e-commerce content marketing

E-commerce content marketing involves making original, high-quality content that attracts and interests your target audience. It also focuses on communicating with prospects without hard selling.

Instead of pitching products or services, content marketing provides content that educates or entertains your audience. It primarily focuses on constantly delivering valuable content without asking for anything. As a result, your audience will respond by becoming loyal customers.

Successful e-commerce brands use content marketing. In particular, these businesses understand their target audience and the content types that resonate with them.

Using this information, brands create a strong content strategy that outlines the goals and tactics of their content marketing efforts.

Content marketing comes in many forms, including the following:

  • Blogs

  • Vlogs

  • Podcasts

  • E-books

  • Checklists

  • Downloadable guides

  • Games

  • Quizzes

  • Social media posts

  • Case studies

  • Webinars

  • Infographics

  • User-generated content (UGC)

  • Testimonials and reviews

In the world of spam emails and paid ads, content marketing aims to give consumers valuable content that makes them pause, think, and take action.

Why Is E-commerce Content Marketing Important?

content marketing

Without great content, marketing becomes impossible to pull off. So why is content marketing valuable for e-commerce?

Whatever product you're selling, content is a crucial part of your marketing strategy. Creating and sharing valuable, free content makes prospects trust you.

Great content also keeps customers engaged, giving them something to share with their peers or on social media. In addition, content marketing helps you attract and convert prospects into loyal customers.

Plus, the number backs it up. When done well, content marketing can lead to your brand's success.

In fact, according to a 2020 Hubspot report, 70% of marketers invest in content marketing for many reasons.

For one, it helps brands build trust with their audience in a way that several other types of marketing can't do. Content also helps brands tell their stories and what they stand for.

Additionally, e-commerce content marketing communicates the benefits of a product authentically.

So, creating and sharing free content allows brands to build relationships with potential and current buyers.

But how can you make content that will turn prospects into loyal customers? In the next section, we'll explore four tactics that will take your e-commerce content marketing efforts to new heights.

4 Proven Ecommerce Content Marketing Tactics

Winning in content marketing means using proven tactics. Here are the top four things you can do to dominate your market:

1. Make your content visually appealing.

visually appealing content

E-commerce puts a lot of emphasis on visual content than other sectors. It's because buyers want to see what they're buying in as much detail as possible.

For this reason, the biggest brands in the e-commerce game hire the best photographers, videographers, and graphic designers.

Remember, having visually pleasing pictures, videos, and graphics separate you from your competitors.

For one, they give buyers an idea of what they're buying. These pieces of content also show the quality of your products. Lastly, they encourage users to produce UGCs you can use to market your products further.

2. Invest in SEO-friendly blog posts.

seo blog posts

Search engine optimization (SEO) is one of the biggest benefits of content marketing.

When you write original blog articles, you can insert keywords that'll help your pages rank in search engine results pages (SERPs).

It's like hitting two birds with one stone: the first one being your ranking and the other your engaging content.

To start, look for keywords that your market typically looks for. Then, plug these keywords into e-commerce SEO tools, and voila! You get a list of content ideas you can write about.

Combine this with the right e-commerce link building techniques, and you'll appear on search engine results.

You can also spy on your biggest competitors and analyze their tactics.

First, look for their top-performing content, high-ranking keywords, and pages with the best backlink profiles.

Next, take a look at what these blog posts have in common. Do they guide the buyer? Are they listicles? Do they feature reviews?

Then, write the same content, but better. You can also group keywords into topics you can write in-depth articles about.

3. Determine what types of content to focus on.

type of content

There's no cookie-cutter approach to defining which type of content you must focus on. Instead, you need to see how things pan out after you put out different content.

The truth is, there'll always be types of content that'll stand out. For some brands, it might be TikTok videos. For others, it might be blog posts.

But whatever type of content you do, make sure to produce awareness and sales-centric content.

Awareness content will produce few direct sales. However, it makes your audience more aware of your brand.

Using awareness content also makes building backlinks for your e-commerce store easy since they're primarily educational and likable.

On the other hand, sales-centric content has higher conversion rates and generates more sales. However, sales-centric content gets lower traffic from search engines.

4. Double down on what works best for you.

content marketing for e-commerce

Content marketing is a long-term investment, so you must find what works best. It usually takes months to determine which type of content and platform are worth giving more marketing budget to.

Possible content and platforms include the following:

  • Blogs: Guides, lists, reviews, and more for your target market.

  • Facebook: From photos to short and long videos, Facebook lets you reach a larger audience of any age.

  • Instagram: Whether you create bite-size stories, graphics, or longer reels, Instagram connects with a usually younger audience.

  • YouTube: By expanding your presence on YouTube, you foster your expertise in your industry.

  • TikTok: It seems like every store is on TikTok now. More people (especially the young ones) make purchasing decisions based on what they see on TikTok.


E-commerce content marketing supports your customers throughout their purchase journey. It also increases brand visibility and boosts sales.

One of the most crucial aspects of content marketing is creating SEO-friendly content. But without backlinks, your content won't get the exposure it needs.

This is where we come in. Tribu LinkBuilding is an experienced link building outsourcing agency helping business owners get backlinks through white-hat strategies that Google won't penalize.

Plus, you only have to pay after we get live links. Contact us to jumpstart your link building success now!

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