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The Ecommerce Content Strategy That Grows Your Business

Content is the lifeblood of ecommerce success. But creating an effective ongoing content strategy can feel overwhelming.


In this post, I'll break down a smart framework to develop and execute a content plan that drives consistent traffic, leads, and sales for your online store.


We'll cover how to map out a multi-channel editorial calendar optimized for both customers and search engines. Let's dive in!

Goals

Start With Your Business Goals

Like any marketing initiative, begin your content planning by defining business goals. What purpose should content serve?

Typical ecommerce content objectives:

  • Attract and acquire new customers

  • Engage and retain existing customers

  • Educate about products to inform buying decisions

  • Build trust and credibility for your brand

  • Increase traffic from organic and paid sources

  • Nurture leads down the funnel to purchase

With your core objectives aligned, now craft a content mix across formats and channels that maps to each goal.

Journey

Build a Content Mix That Matches the Buyer's Journey

Your content must attract and engage prospects at every stage of the buyer's journey. Steer customers from initial awareness to informed decision making and finally conversion and loyalty.


A balanced ecommerce content mix hits on these key stages:


Awareness Stage Content

  • Brand storytelling

  • "About us" content

  • Industry education

  • Thought leadership

  • Spotlighting specific products

Consideration Stage Content

  • Detailed product information

  • Product reviews and comparisons

  • User guides and tutorials

  • Demonstrations and videos

  • Customer case studies

Decision Stage Content

  • Pricing and payment information

  • Shipping, returns, exchanges details

  • Responding to common questions

  • Promotional and coupon offers

  • Urgency and scarcity cues

Loyalty Stage Content

  • User-generated reviews and stories

  • Community engagement and discussions

  • Ongoing education and tips

  • Loyalty rewards

  • VIP access and perks


Map Content to Match the Buyer's Mindset

For each stage, deliver content tailored to the visitor's mindset and motivations.


Early stage content should focus on education and awareness. Later stage content converts interest into decisive action.


Touch on branding, emotions, and problem-solving at different points of the journey to propel customers closer to conversion.

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Calendar

Set Up an Editorial Content Calendar

With your content mapped to business goals and buyer journey stages, build an editorial calendar to manage creation and promotion.


A simple Excel spreadsheet works, with columns for:

  • Date

  • Content format

  • Title/topic

  • Related products

  • Keywords

  • High level notes

  • Promotion channels

Plot out what content you’ll produce weekly or monthly across different formats like:

  • Blog posts

  • Social media

  • Email newsletters

  • Paid ads

  • Videos

  • Infographics

  • Webinars

Keep topics varied and seasonal. Plan product spotlights, limited promos, holidays, and events.


Always focus on serving the audience first - not just promoting products. Offer truly valuable information they want.

Evergreen camapign

Blend Evergreen and Trending Topics

Strike balance between evergreen content with long-term value and trending topics tied to current events, seasons, or news.


For exampleRecurring/evergreen content:

  • Product guides and tutorials

  • Common buyer questions

  • Branded storytelling

  • Industry primers or glossaries

Timely/trending content:

  • Seasonal buying guides

  • Holiday gift suggestions

  • Reviews of new product releases

  • Reacting to current events or news

Refresh evergreen staples as needed but focus energy on staying topically relevant. Capitalize on trendsing keywords and hashtags.


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Write SEO-Optimized Content

Optimize every piece of content for organic search visibility by:

  • Including strategic keywords in headlines, body copy, alt text, etc.

  • Using keyword variations and long-tail phrases that attract traffic.

  • Crafting meta descriptions that compel clicks.

  • Structuring content in semantic HTML for accessibility.

  • Tagging images with descriptive alt text.

  • Interlinking related content to build internal site graph.

  • Managing XML site maps and robots.txt

Mastering SEO best practices earns long-term organic search visibility for your brand over time. This should complement, not replace, creating content expressly for customers.


Promote Content Across All Channels

Don't just publish content and move on. Promote every post aggressively across channels:

  • Add blog content into ecommerce site navigation and internal links

  • Share on social media when published, allowing repromotions and evergreen sharing

  • Send blog post summaries in email newsletters

  • Run paid ads to blog content and amplify through retargeting

  • Make videos searchable on YouTube and share across the web

  • Pitch influencers, journalists, and industry experts for additional signal

  • Insert gated content offers into ads to capture lead gen

Repurpose each piece of content as many ways as possible. Extend reach through partnerships and collaborations. Make content the glue tying together all customer touchpoints.


Measure What Resonates

Pay close attention to engagement and conversion metrics for each content piece:

  • Organic traffic and conversions from search

  • Social engagement like shares, comments, follows

  • Email open and clickthrough rates

  • Paid ad CTR, cost per lead, conversions

  • Backlink growth supporting SEO strength

Double down on performing topics, formats, and distribution channels. Kill off or rework underwhelming content quickly.


Use data to inform an evolving, customer-centric content roadmap over time. Meet your audience where they already exist.


Outsource Help If Needed

Producing great content across channels takes significant time. Don't overcommit your resources.

If needed, leverage help like:

  • Freelance writers and designers

  • Affordable video production

  • Done-for-you blog services

  • Content partnerships and guest contributors

  • Community user generated content

The right mix of in-house content with outsourced help sustains consistency at scale. Know when to augment skills and capacity.


Ecommerce Content Creates Connections

Done right, content marketing educates shoppers to buy, engages customers to stay loyal, and attracts new audiences through search visibility and partnerships.


Map your content strategy back to core business goals. Plan a thoughtful editorial calendar suited to each buyer journey stage.


Stay topically relevant, promotionally savvy, and data-driven. Great content converts casual visitors into lifetime brand advocates.


Let me know if you have any other ecommerce content strategy questions!

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