How to Make eCommerce Content Work for You

In this post, we will be discussing the benefits of eCommerce content marketing.

Choose a Content Format

You don’t have to spend time, money, or energy on creating different forms of content distributed across multiple platforms.

If you’re not sure of which content format to use, or planning your content, it’s better to hire a marketer who can take care of this for you.

The best thing you can do is get started with one thing.

Focus on creating one type of content. Focus on just one platform.

The type and format of content you create and publish depends on your product, the market you serve, and the customer you serve.

For example, email content has a ready audience and is therefore something anyone can get started with.

Always make sure that you use social proof your blog’s pages. This ensures that people share it more. Use a tool like SmashBallon to make that possible.

eCommerce Content

Most successful B2C marketers use email marketing.

It works. Email marketing provides the highest return on investment.

Automated welcome emails, promotion emails, and event emails are common forms of email marketing.

If you are running a new promotion it’s a good way to drive traffic, and sales and run promotions.

These are guys who already like your product or service.

But, do you know how to create these email marketing campaigns?

To get started, you need a medium.

Even if the medium isn’t email you can get started.

There’s a blog section on your eCommerce store where you can start writing. Or you can upload videos to YouTube.

You can upload podcasts, and more.

Once you see success you can decide which medium you will prefer. You can then choose to work on others.

There’s also the opportunity to repurpose a piece of content from one format to another.

You can publish a blog post as a podcast or as a YouTube video. You can also share statistics of the download numbers of your podcast or videos with a tool like TrustPulse.

eCommerce Content

Build product or service guides

Choosing how to share your content is one decision. The other is deciding what to share.

A quick and easy way to start is to build guides for your customers. This is especially true for those with online stores.

These guides should act as a resource where you provide guides on how to assemble products or fix stuff. These in-depth details are great for understanding your products or services in more detail.

When you create content you can provide useful information and answer people’s questions and build trust in that way.

You can also help them move through the purchase funnel and provide even more useful information.

Don’t use the channel as a way for you to sell stuff.

Guides should show the audience that you care about them and want to educate them to make the best decisions.

Include visuals as well. Customers want to see how things look like and how they work. With this you can help them visualize your products.

An infographic is a fantastic way to add information and visuals into a guide.

People love infographics because they provide information and are also fun to read and absorb information from. If you create a good one, people love sharing it.

They will give you links too.

To understand which guides are going to be extremely useful conduct an NPS survey to fully get the details.

Create product or service videos

People love visual stuff. So it shouldn’t be a surprise when you see the next suggestion where I ask you to add videos.

You can do short ad campaigns, webinars, courses, or anything else.

Find a length that matches the medium where you want to publish content.

The ad campaigns you run must have engaging hooks.

Webinars and online video courses too can grow your online store. Let’s say you’re running a project management tool. Plenty of people will be confused by its features and what it can do. In all such cases a webinar or online video can help.

An interactive webinar can build great engagement because you can use the channel to interact with people and record the contents to offer it to them later.

You can also host your videos on platforms like YouTube and create a whole new educational series.

If customers are repeating the same questions, there’s an option for you to package them all under FAQs.

  • Which areas do you deliver
  • Is shipping free
  • How soon you ship
  • Is there a return policy
  • And so on

You can revisit FAQ sections periodically and add new questions and answers to them.

Share customer stories

Sharing customer stories gives a face to your brand.

You’re showing potential customers that existing customers already love your brand. Customer feedback is real, authentic, and cheap to produce. SendLayer helps you send emails at bulk and you can use that to solicit feedback for your site.

eCommerce Content

You can share customer success stories of people using your products or services.

Do you already have great reviews? Reach out to people to provide more information.

Try and find unique stories that inspire people. Reach out to customers and ask them for more information.

Try and find inspirational stories and then request their permission to share the lessons you learned along the way.

You can also create competitions to encourage customers to share their stories, their videos, and pictures of them using a product.

At the same time focus on negative reviews to learn what you shouldn’t do and incorporate that feedback into your marketing strategy.

Provide research studies or whitepapers

Unlike case studies, research studies and whitepapers appeal to a larger segment of your audience. A case study may prove how your product solved a specific problem and helped customers.

A research study shows how a certain type of product helps customers.

If you provide details, that becomes a case study.

They are helpful because they build trust and more people are likely to see you as an authority and expert in the field. There’s plenty of data that helps you understand and make sense of this.

In addition to these tactics you can also make people to subscribe to your blog with the help of pus notifications. Send these notifications through a tool like Pushengage.

eCommerce Content


What do you think of the strategies discussed? Do let us know in the comments below?