Content marketing offers immense benefits to ecommerce brands (and any other type of business, for that matter). It can raise brand and product awareness. It can help delight your target audience. And, more often than not, it’s exceptionally effective at increasing conversion rates.

Most brands dedicate a quarter of their marketing budgets to content production and distribution. Considering the benefits of ecommerce content marketing, that’s no surprise. Yet, the simple fact is that producing great content necessitates a strategic approach.

Yes, you could create excellent content as you go and reach your marketing goals. Nonetheless, to guarantee that all your hard work delivers results, you must understand what works and what doesn’t.

The good news is that following a simple set of guidelines can greatly improve your chances of content marketing success.

Do you wish to take your business to the next level? Here are the top ecommerce content marketing best practices and some great examples to inspire you.

Ecommerce content marketing: The planning phase

What’s the secret to content marketing success? You might guess it’s a hefty budget. It could be a frequent posting schedule. And you might see great success by investing in innovative formats that set your business apart from the competition.

But take a look at the research data. One particular element connects all brands with positive content marketing outcomes. The secret ingredient is a well-thought-out strategy.

Check out the State of Content Marketing 2023 Global Report. It shows that 80% of ‘very successful’ brands had a documented content strategy.

Source: semrush.com

But how do you develop an effective ecommerce content marketing strategy? Most of it depends on setting goals and doing research. You also need to align your content production efforts with your audience’s wants, needs, and preferences.

Set clear ecommerce content marketing goals

What’s the first thing you must do if you want to create content that benefits your brand? Set relevant, specific, and attainable goals.

There are many reasons for investing in content. These can include raising product awareness. You might wish to establish brand credibility. And you could even set out to attract more organic website traffic or generate sales.

But, to be successful, you must know what you want to do with each piece of content you produce. With this in mind, set clear objectives for your content production and distribution activities.

For example, your primary objective may be to boost sales. However, that goal is not specific enough, so you’ll have to ask yourself a few additional questions.

Does your target audience already know about your products? Do they trust your brand? Do your products fit their budget and quality expectations? Or have you yet to convince them of the superiority of your brand’s solutions?

These are all essential considerations when developing a content strategy. So, make sure you address these questions. That way, you can set specific (and realistic) goals for your marketing approach.

For example, do you want to enhance sales by attracting consumers in the mid-to-low sales funnel stages (to keep marketing costs to a minimum)? Why not invest in evaluation-stage content with a commercial focus?

Whole Wood Playhouses does precisely this with its Plastic or Wooden Playhouse article. Here, the brand lists all the benefits wood offers over its artificial counterpart. It also includes a ton of purchase-inspiring visuals. It presents readers with relevant product page links. And most importantly, the brand offers valuable content on how to get the most out of natural materials to ensure durability, safety, and style.

Source: wholewoodplayhouses.com

Work hard to understand your audience

Having a clear set of goals is an excellent first step toward ecommerce content marketing success. But remember, the only way to produce sought-after resources is to deeply understand your audience.

Research shows that doing audience research pays off. More importantly, so does demonstrating that you care about your prospects. According to Adobe, most consumers think it’s essential for brands to show they care about them if they are to consider purchasing.

So, you’ll need to conduct in-depth audience research to inform your content strategy. Especially knowing that your ability to attract (and retain) customers depends on your capacity to demonstrate user-orientedness.

Collect demographic and online behavior data about your potential (and existing) customers. Study your prospects’ pain points, frustrations, and aspirations at each stage of the customer journey. And examine the search terms that attracted website visitors to your business.

That way, you’ll have access to valuable information to help you optimize your content to appeal to your target audience.

And remember, the connection between audience research and great content isn’t just a one-way street. Yes, understanding your prospects can help you produce better resources. Nonetheless, content can also help you collect information about your potential customers.

For example, Function of Beauty encourages web visitors to take a Custom Hair Quiz. This interactive questionnaire helps funnel buyers through the sales cycle. It does so by presenting personalized product recommendations. But it also serves the brand by collecting valuable customer info. 

For instance, Function of Beauty may discover that many web visitors struggle with caring for their fine hair. This is an excellent signal for the brand to invest in content and ads targeting this pain point. That way, it could attract more prospects whose needs it can successfully solve.

Source: functionofbeauty.com

Keep tabs on the competition

Competitor research is another essential aspect of a successful ecommerce content marketing strategy.

For one, it can help you discover appropriate content topics related to your niche. Secondly, it’s an excellent way to uncover marketing opportunities to gain an advantage over your opponents.

Let’s explore a great example of using competitive analysis to inform your content strategy. For instance, you could create posts around topics your competitors aren’t addressing.

BJJ Fanatics understands that many martial arts learners seek inspiration by studying the techniques of renowned fighters. Yet, many companies from the industry don’t use this knowledge to their advantage. So, BJJ Fanatics creates content about famous martial artists like Justin Gaethje. That way, it constructs the ideal opportunity to attract organic traffic. Moreover, it raises product awareness in a relevant setting, helping the brand boost sales.

Source: bjjfanatics.com

Alternatively, competitor research can also help you learn about your products. Look at how your competitors describe their solutions. The content could help you identify benefits that make your solutions the best option for your target audience.

From there, all you have to do is create resources that highlight these benefits. That way, you can assist shoppers in conducting product research. You can maximize your brand’s chances of making sales. Plus, you can convert buyers with a high potential for becoming loyal customers.

Check out how Yumi does it on its website by including a comparison chart on its homepage. Here, the brand emphasizes everything it does better than its direct competitors. The tactic is an excellent method for boosting conversion rates. It positions Yumi as best-in-class in an otherwise competitive industry. And it highlights the shortcomings of the brand’s competitors, maximizing Yumi’s chances of winning over customers who want the best for their kids.

Source: helloyumi.com

Identify relevant industry authorities

Finally, if you want to create content that converts, find out who your target audience trusts.

Yes, content can do wonders for business credibility. But most people still prefer to listen to scientists, experts, peers, and influencers. So, why not identify these industry authorities and piggyback off their trustworthiness? That way, you can make your content much more effective at helping you reach your marketing goals.

Do you operate in the food industry? In that case, your target audience is most likely to already trust brands like The Food Network or follow culinary influencers. Associating your brand with these entities could benefit your business.

Made In understands the power of positive feedback. It dedicates an entire webpage to social proof, showing off mentions from famous chefs and well-known publications. But, the brand also uses its association with credible industry voices to make its content strategy more effective. 

Made In regularly publishes YouTube videos featuring famous chefs to attract new prospects. The brand uses the recipes and insights to capture people’s attention. Then, it creates opportunities to mention specific solutions, effectively boosting product awareness.

Hannah Smith’s Double Crust Apple Pie | Made in Cookware

Source: youtube.com

Ecommerce content marketing: The production phase

Developing a content marketing strategy is essential for success. Nonetheless, strategizing won’t be enough to make your posts stand out.

To maximize the potential of your marketing efforts, you must also pay attention to how you approach the production process.

Quality trumps quantity, so it shouldn’t be much of a surprise. Still, there are a few specific best practices for content creation that can achieve maximum success.

Provide value for each stage of the buyer’s journey

One of the most essential rules for creating content that attracts and converts customers is that it must be valuable.

So, why should you prioritize value? Is it just because your audience expects your brand to answer their questions and help them solve their pain points? No. In addition to engaging your target audience, high-quality content increases your brand’s likelihood of ranking high on search engines.

Let’s look at how Google’s Search core ranking system works. According to Google, it favors original, helpful content that offers a delightful customer experience. So, to attract high-value prospects to your website, produce the best resources possible. And remember. The likelihood of attracting organic traffic diminishes the further your post is from position zero on a SERP.

One way to ensure high visibility and click-through rates is to invest in content optimized for your audience’s position in the sales funnel.

When targeting awareness-stage consumers, address their pain points and present them with product recommendations to help solve their needs. If you’re trying to engage people in the mid-phases of the sales cycle, provide information to help them evaluate solutions. And don’t forget to invest in content for the purchase and post-purchase stages of the funnel. Remember, it could make a considerable difference to your customer loyalty stats.

This might include sending thank you emails, offering helpful resources for product use, or providing exclusive post-purchase content. These actions not only build trust but also keep customers engaged with your brand long after the sale.

Pergola Kits USA understands how essential the set-up process is for a positive customer experience. That’s why it dedicates significant resources to content marketing campaigns directed at helping new customers get the most out of their purchases. The Learning Center doesn’t just give basic instructions on the anatomy of a pergola. It includes actionable advice on building the structures. Plus, it presents readers with links to manuals, ensuring that buyers have all the info they need to make a beautiful and durable structure in their backyards.

Source: pergolakitsusa.com

Prioritize readability and accessibility

Ensuring your posts are valuable to your web visitors and social media followers is an excellent first step toward creating user-oriented content that converts.

But, if you want the best possible results, make these resources easy to consume.

Investing in readability and accessibility is an excellent way to ensure a positive user experience. Research shows that people don’t like to read online, preferring to skim text instead. So, try to optimize your articles for easy readability and accessibility.

When writing, use simple language and short sentences. Break big chunks of text into short paragraphs. Organize content with bullet points and formatting. Finally, pay attention to color and contrast, as these can significantly impact the UX (and accessibility) of your content pages.

Moreover, choose a user-friendly page layout to make it easy for readers to extract value from your content.

For instance, the lawnmower structure appeals to internet users because it alternates between text and images. This system makes it easy for users to comprehend distinct concepts. It also encourages scrolling, making it a great way to motivate prospects to interact with your website until they’ve found what they need.

Check out how Ovaeda employs this layout on its homepage. Knowing that it offers multiple product types, the brand must find ways to help web visitors discover the right solution for their needs. By organizing content with images, attention-grabbing headings, text, and CTA buttons, Ovaeda enables skimming. It provides a straightforward browsing experience. Most importantly, it maximizes the chances of web visitors finding relevant content that presents a solution that fits their needs.

Source: ovaeda.com

Pay attention to aesthetic appeal

What do consumers prefer? Content that’s plain and simple? Or do they want resources that look good?

According to research, almost 60% of people would choose to read a beautifully designed piece over one that’s too austere. So, if you want your ecommerce content marketing efforts to stand out, invest in aesthetic appeal.

Start by choosing the right typography. Use formatting to aid readability. Then, explore advanced ways to visually upgrade your content.

For example, aligning your content’s appearance with your brand’s visual identity can be a great way to enhance appeal. Furthermore, enrich blog posts with beautiful (ideally non-stock) images. This can be a great way to engage prospects. And it can even help build emotional connections between your target audience and your brand.

In addition to elevating your content’s appeal, visuals can be a great way to communicate key user benefits.

For example, you can supplement product collection page text with trust badges. This is what Vitamart does on its Vitamin C Supplements page. This is an excellent tactic, as it draws readers’ attention to the uniqueness of the brand’s offer. Plus, it enhances brand credibility, further increasing the chances of a web visit resulting in a conversion.

Source: vitamart.com

Choose the right formats

Beautiful resources outperform their plain counterparts. So, what does this tell you about the best ecommerce content marketing practices?

The message is simple. The formats you choose to invest in can make or break your efforts.

For most business owners, the idea of content marketing equates to blogging. And, sure, investing in these posts is an excellent way to reach your audience, attract organic web traffic, and engage prospects. But, if you want to stand out, consider other, more exciting formats for your content strategy.

What are the highest-performing types of content in 2024? According to Forbes Advisor, these include videos, short-form and long-form articles, and social proof. Moreover, you can achieve exceptional results with online events. Finally, original research, data visualizations, and podcasts also do a great job.

And, sure, you may not have the resources to invest in each of these content formats. Nonetheless, you can look at your brand’s strategy to identify the types of content that align with your goals.

Does your target audience spend their time on social networks like YouTube, Instagram, Facebook, or TikTok? If that’s the case, invest in video content. You can create multimedia versions of existing articles to present your audience with value. 

You can also take inspiration from the USA Gymnastics Federation. This organization publishes entertaining, engaging content. It works because it attracts new audiences. More importantly, the content encourages them to become invested in the sport.

Source: tiktok.com

Invest in content that reflects your brand’s values

Lastly, if you want to follow the best practices for ecommerce content marketing, don’t forget that your posts must reflect your brand’s personality. After all, people actively choose what businesses to support based on relatability, likability, purpose, and values.

There are a couple of ways to do this. You can be direct in saying what your business stands for. You can use your reach to make a positive difference in your community by addressing core social or environmental issues. Or, you can choose more subtle ways to have your content reflect your brand’s purpose.

For a great example, check out LickiMat. This brand aims to create high-quality and healthy pet products. But, instead of addressing how its solutions reflect these qualities, the business bases its content strategy on the idea that pets deserve royal treatment. The outcome is a series of visually stunning, endearing posts. They don’t just inspire emotional connection, they also clearly demonstrate what LickiMat stands for, allowing the brand to attract its ideal customers.

Source: instagram.com

Ecommerce content marketing: The distribution phase

You’ve developed your ecommerce content strategy. You’ve created valuable, engaging posts. Now, it’s time to get some eyeballs on your work. One of the easiest ways to do this is with social media marketing. 

Distribution is commonly overlooked. Nonetheless, it’s essential for ensuring the success of your marketing tactics.

Yes, you could wait for your target audience to discover your resources. And if you publish high-value resources, invest in search engine optimization, and prioritize user experience, you’ll see success.

Still, embrace the following distribution tactics if you want the biggest bang for your buck.

Post frequently and consistently

The only way for your content to deliver results is to publish consistently.

At the end of the day, high-quality resources can convince your target audience of your brand’s authority. They can build trust. And they can demonstrate the superiority of your products.

But if you don’t secure enough touches with potential buyers, they won’t remember your brand once they’re ready to convert.

This doesn’t mean you have to publish several posts per day. But, creating an attainable posting schedule for your distribution channels will help meet your audience’s expectations.

A good rule of thumb is to be more present on social media with at least a few weekly social media posts (ideally one per day). As for your company blog and email newsletter, publishing once a week will be more than enough to reach your goals.

A pro tip that can significantly elevate your results is to try and make your audience excited about seeing new content from your brand.

For example, look at Highway Robery. The business incentivizes email newsletter signups by advertising a monthly giveaway. But it also demonstrates that it cares about not spamming subscribers. Plus, it points out its dedication to maintaining its customers’ data privacy.

Source: highway-robery.com

Don’t overdo it with too many distribution channels

The cost of producing content can escalate if you target too many distribution channels. But the thing is, you don’t have to be present everywhere to capture your target audience’s attention. Instead, you have to build a presence on the best channels for your brand.

With this in mind, one of the rules for successful ecommerce content marketing is to pick where you publish.

A company blog holds tremendous potential if you’re trying to work on brand awareness. Moreover, a social media presence is essential, as 67% of consumers use these platforms to check product reviews and perform product research. Finally, email offers exceptional benefits for boosting customer loyalty.

However, the only way these channels can benefit your bottom line is if they align with your audience’s online behavior.

If you’re trying to reach older consumers, the best place to engage them won’t be on TikTok (no matter how popular the platform is). Instead, you’ll have a much higher likelihood of capturing their attention with blogs, YouTube videos, or even sponsored content.

Check out how well Magna Ready approaches content distribution. This brand knows that the highest likelihood of reaching prospects won’t be to target them on social media. Instead, Magna Ready understands it needs to engage caregivers by utilizing social media platforms that feature active support and advice communities, such as Facebook.

Source: facebook.com

Use off-site content to generate high-quality traffic

Investing in content marketing to attract and engage your ideal customers is an excellent tactic. However, to maximize your ROI, you must shorten the sales cycle. And that means you must encourage your prospects to take action.

Now, the way to do this on-site is relatively simple. By placing a few well-positioned CTAs or product page links throughout your blog posts, you can nudge buyers toward the lower stages of the sales funnel. You can even use content on landing and product pages to maximize purchase intent — especially if it can promote brand confidence.

But what if your primary publishing channels include social media? In that case, you’ll have to take a few extra steps to ensure the profitability of your marketing tactics. Sure, you can make use of social commerce features to boost sales. But that might not always work.

Research shows that three-quarters of Gen Zers won’t use social checkout features due to privacy concerns.

So, the easiest way to guarantee your content yields conversions is to direct any resulting traffic to the right pages on your website.

Add relevant CTAs and product page links to your ephemeral content. Send paid traffic to optimized landing pages. Finally, use the option on your social channels to help prospects find what they need. That can mean including a Linktree page on your profile. 

Alternatively, can add multiple destination links to your brand’s bio. That’s what Pacsafe does on Instagram, allowing followers to choose whether to browse the brand’s site or read its blog posts.

Source: instagram.com

In Closing

Sticking to the ecommerce content marketing best practices outlined here shouldn’t be difficult. Still, it’s a great way to ensure the best possible outcomes for your business.With this in mind, try to follow these rules. No, you don’t need to do so blindly. There’s plenty of room for adjustment and experimentation. But remember to prioritize value, relevance, and reader/viewer experience. Most importantly, always consider how a post benefits your business before clicking that “Publish” button.