Content Marketing for eCommerce Sites

Updated: May 5

No content, no trust, no sale

Content marketing is no longer optional.

With approximately 80% of consumers making a purchase online every month, businesses without an effective content strategy are close to being invisible.

Apart from occasionally letting out a few squeaks in the form of paid advertisements that fade from memory as quickly as they pop up on newsfeeds, businesses can only hope and pray that consumers remember them 6 months down the road when their products or services are required.

While shelling out a huge amount of money for advertisements may get you a couple of sales, without a solid content strategy in place, you will find yourself constantly pumping hard-earned revenue into paid advertising in order to keep your brand top of mind.

It is interesting to note that Hubspot’s marketing report shows that content marketing gets 3X more leads than paid search advertising.

Hence, having a well-thought-out content strategy allows brands to communicate their offers in an engaging, non-intrusive, and cost-effective way that’s palatable to their target audience, fostering a relationship of trust that ultimately leads to sales and customer loyalty.

Enough said, let’s dive in.

Creating a content marketing strategy

The starting point for creating an effective content strategy is to first understand the Content Marketing Funnel.

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3 stages of the Content Marketing Funnel:

  • Top of the Funnel (TOFU) focuses on brand awareness and attracting leads

  • Middle of the Funnel (MOFU) focuses on helping interested prospects to gain a better understanding of your products or services

  • Bottom of the Funnel (BOFU) focuses on converting individuals who are ready to make a purchase by highlighting one’s unique value proposition

The Content Marketing Funnel is essentially a non-intrusive framework that serves to warm up your audience and prepare them to make a purchase decision; using purposeful content to eliminate uncertainty and answer every question in your audience’s mind.

Each stage of the funnel corresponds to a specific phase of the customer’s journey, and every piece of content should serve the purpose of leading customers one step deeper into the funnel.

3 Types of Content

1) Evergreen Content

Content that continues to be relevant long past its publication. They usually revolve around topics that audiences will look for regardless of seasons or trends, hence the term “evergreen”. Quality evergreen content will often generate long-term traffic to your website. Below are some examples:

  • Clothing colour combination guide, checklists for backpackers, and curated lists of helpful resources etc.

  • Educational content and visually appealing infographics

  • Product reviews for audiences who are looking to learn more about your products and how they compare to other similar offerings on the market.

  • Free ebooks that provide helpful content and resources

Case Study of Beardbrand

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Beardbrand intrigues its visitors with a personalized quiz that leads to a recommended list of products that’s tailored to the user’s preference.

The quiz includes interesting questions such as “Pick your poison” and “Which fictional beardman are you most like?”.

This creative use of content is not only fun for users, but it also allows Beardbrand to generate leads as users are eager to provide their email addresses to have the quiz results sent to their inboxes.

2) Seasonal Content

Content that’s based on specific seasons, events, and holidays. Days of the Year is useful for identifying interesting holidays (eg. Petite and Proud Day) to incorporate into your seasonal content calendar. Below are some examples:

  • Coffee-flavoured pancake recipe to celebrate National Pancakes Day (26th Sept) and gift guides for Boss Day (16th Oct)

  • Winter activities bingo sheet and swimwear matching guide for summer

Case Study of Bakestarters

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Bakestarters anticipated the collective craving for Christmas-themed food to surge during the holidays and responded with their very own alcoholic eggnog recipe.

Talk about having a good time.

A little Call-to-Action button was cleverly included at the bottom of the article to introduce their audience to the Christmas Collection product line.

3) Social Media Content

Social media content is daily or weekly content that you share on owned social media channels. Social media content is useful for engaging your target audience in a way that humanizes your brand and strengthens the business-customer relationship. The aim is to be engaging in a meaningful and lighthearted way that keeps your brand top of mind. Below are some examples.

  • Instagram Stories featuring behind-the-scenes moments of your business

  • Interactive content such as photo contests and “what’s next” polls

  • User-generated content that can be used as social proof via Instagram and Facebook Stories

Case Study of Urban Outfitters

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Relevance is key to an effective piece of social media content. Due to the Coronavirus pandemic that has forced many to stay home, Urban Outfitters promptly created home workout videos that meet the needs of its audiences who are feeling restless at home and desire to incorporate short exercise into their daily routine.

Shoppable Content

Shoppable content, the holy grail of the eCommerce content marketing strategy.

Shoppable content bridges the gap between browsing and purchasing that often leads to an increase in conversion due to its ability to turn shopping into an entertaining, interactive, and seamless experience.

According to a report by Styla, ECommerce businesses that have adopted shoppable content see a significant increase in not just conversion, but retention and social shares as well.

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If you are running an eCommerce business, incorporating shoppable content onto your website or social media channels as part of your content strategy should be a non-negotiable.

Most importantly, shoppable content allows eCommerce businesses to “sell without selling”, which is often a huge turnoff among consumers who are not ready to make a purchase.

Some examples of Shoppable content are Instagram Shopping, Taggshop, and Photoslurp’s Instashop & Shoppable UGC app.

Case Study of Ted Baker

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Ted Baker harnessed the power of interactive and shoppable video that kept shoppers intrigued while simplifying the purchasing process down to 3 simple clicks.

Shoppers can click on a callout and be presented with the product description as well as a Call-to-Action button to purchase the item.

Tools for creating awesome content

As understanding your audience’s interests, concerns, and questions they are seeking answers to will enable you to create highly relevant content that drives website traffic, engagement rate, and sales, below are some recommended tools to help you achieve those goals.

Search volume and intent

Building buyer persona

Content ideas

Content-creating tools


While having an effective content strategy in place is imperative to the success of every eCommerce business, developing a content strategy that’s consistent at delivering results can sometimes feel complex and overwhelming.

For more information on how to develop an effective content marketing strategy that works, click here to check out our content marketing training courses.

If you’d like to save yourself some time from having to figure it out all on your own, do not hesitate to reach out to us by scheduling a consultation.

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