Why do you need a content strategy for your eCommerce?

Why do you need a content strategy for your eCommerce?

Why do you need a content strategy for your eCommerce?

When it comes to eCommerce, content marketing is the most important aspect of driving sales. This is because content marketing helps build a brand. A strong brand attracts raving fans that not only buy products but also tell all their friends, share content and become ambassadors.

Content marketing can take many different forms, such as videos, blog posts or ebooks, podcasts, emails, pictures, and more. The best type of content marketing engages people emotionally. When done correctly, content marketing can help increase traffic to your website and generate more revenue for your business!

What is content marketing?

Content marketing is a strategic marketing approach focused on creating digital content to attract and retain a clearly-defined audience — and, ultimately, to drive customer action.

It’s a never-ending process that should be incorporated into your full marketing plan, and it focuses on controlling rather than renting media. Content marketing is intended to inform and engage your target audience without necessarily offering anything in return. It’s non-interruptive, interactive, and informative content that assists your target audience in making better decisions about

To be effective at content marketing, you need to have a content strategy that aligns with your business goals. For example, if your goal is to increase online sales by 10%, then your content strategy should focus on creating content that will help you achieve that goal.

Some common content marketing goals include:

  • Increasing brand awareness
  • Generating leads
  • Nurturing prospects
  • Closing sales
  • Retaining customers/building loyalty
  • Creating a community around your brand/product/service 

Content marketing can be used to achieve any of these goals and more. It all starts with understanding your audience and what type of content they want to consume. From there, you can create a content calendar that outlines the topics you’ll cover, the format of your content, and when it will be published. 

Is Content Marketing the same as Social Media?

Content marketing is not social media, but social media can be a part of your content marketing strategy. Social media is a platform where you can share your content and engage with your audience. It’s one way to distribute your content and get it in front of more people. 

While social media is a great way to reach more people, it’s not the only way to do content marketing. You can also use email newsletters, blog posts, ebooks, webinars, and more to reach your target audience. The key is to create content that is valuable and relevant to them. 

Why is a content strategy so important?

Whether you’re running a small online shop or a large eCommerce website, content is always going to be a key part of your overall eCommerce strategy. That’s because content is what helps you connect with your audience, build relationships, and drive conversions.

In other words, content is the fuel that powers your entire online presence. Without a content strategy in place, it’s very difficult to create the kind of content that will resonate with your audience and help you achieve your business goals.


A content strategy provides a roadmap for your content creation, ensuring that all of your content is aligned with your overall marketing goals. It also helps you to better understand who your target audience is and what kinds of content they’re looking for. Without a content strategy, it’s very easy to get lost in the content creation process and end up creating content that doesn’t serve a purpose.

How can content marketing help drive eCommerce sales?

Content marketing is a powerful tool that can be used to drive eCommerce sales. By creating informative, engaging content, you can build trust with your audience and establish yourself as a thought leader in your industry. This will make it more likely that they’ll buy from you when they’re ready to make a purchase.

In addition, great content can help you rank higher in search engines, which will result in more traffic to your website. And, as we all know, more traffic = more sales.

To sum it up, content marketing is the single most important aspect of driving eCommerce sales because it builds trust, establishes you as an expert, and drives traffic to your website.

If you’re not already using content marketing to drive sales, now is the time to start. Implement a content strategy that aligns with your business goals and start creating content that your audience will love. Your eCommerce business will thank you for it!

How does content marketing lift up your eCommerce strategy?

Content strategy and eCommerce strategy should be BFFs.


Because content marketing can do a lot to lift your eCommerce game.

For one thing, content can help you attract new customers and build trust with them. informative content about your products can show potential customers that you know what you’re talking about and that you’re an expert in your field. And once you’ve earned their trust, they’re more likely to purchase from you.

In addition, content can also help to improve your SEO and drive traffic to your online store.

By optimizing your content for the right keywords, you can attract more visitors from search engines and get them to take a closer look at your products.

Also, your content strategy should span social media which is where a ton of potential customers hang out. Posting great content on social media can help to increase brand awareness and get more people interested in what you’re selling.

In short, content marketing is a powerful tool that can help to improve your eCommerce strategy. So if you’re not already using content to drive sales, now is the time to start! Implement a content strategy that aligns with your business goals and start creating content that your audience will love. Your eCommerce business will thank you for it!

An in-depth look at the different types of content

Content marketing is a process of creating and distributing content that is relevant and valuable to your target audience. The goal of content marketing is to drive conversions, whether that means making a sale, generating leads, or getting someone to sign up for your newsletter.

To be successful, content marketing must be strategic, and that means having a plan for what types of content you will create and which platforms you will use to distribute it. Here are some of the most popular content types and platforms used in content marketing:

Blog posts

They are a great way to share thought-provoking articles, helpful tips, and interesting stories with your audience. Platforms like WordPress make it easy to set up and manage a blog, and there are several ways to promote your blog content, including social media, email marketing, and paid advertising.


Video is one of the most popular content types on the internet, and it’s no surprise why. People love watching videos, and they can be a great way to share your brand’s story, show off your products or services, or even just provide some helpful information. YouTube is the most popular video platform, but you can also host videos on your website or blog.


A picture is worth a thousand words, and that’s especially true when it comes to content marketing. People are visual creatures, so incorporating images into your content can help make it more engaging and memorable. Platforms like Instagram and Pinterest are great for sharing images, and you can also use them to drive traffic back to your website or blog.

EBooks/Guides/White Papers

If you have a lot of helpful information to share with your audience, an ebook or guide can be a great way to do it. These types of content are usually longer and more in-depth than blog posts or articles, so they’re perfect for addressing complex topics or providing detailed instructions.



It is a type of content that combines text and images to communicate information visually. They can be used to share data or statistics, tell a story, or even just explain a detailed concept. Infographics are popular on social media and can also be embedded on your website or blog.


Podcasts are another great way to share interesting stories and helpful information with your audience. They’re easy to consume on the go, and people can listen to them while they’re doing other things, like commuting or working out. iTunes is the most popular podcast platform, but there are several others, including Stitcher and TuneIn.


Still one of the most effective ways to reach your target audience, and it can be a great platform for content marketing. You can use email to share blog posts, promote new products or services, give helpful tips or advice, and more.

No matter what content type you choose or which platforms you use to distribute it, content marketing requires a strategic approach. That means having a plan for what kinds of content you will create, and how you will promote it.

Examples of how content marketing can launch a business

Gary Vaynerchuk Content Marketing Strategy

—> Wine Library

—> Vaynermedia


Gary Vaynerchuk has been creating videos since 2006 when he started WineLibrary TV to help grow his father’s liquor store in New Jersey.

He leveraged the attention that he got from his show, by launching an eCommerce store WineLibrary.com to grow the business from $3 million to $60 million in revenue.

That’s a 20x growth multiple that came largely from video content.

If that story wasn’t proof enough, GaryVee kept going, in a different industry: advertising.

He left his father’s wine business to start Vaynermedia–a social media marketing shop in 2009–when social media platforms were beginning to become popular.

Gary kept putting out un-godly amounts of content, mainly via Twitter and leveraged this attention and knowledge of social media to launch Vaynermedia.

He kept building his personal brand through content (mainly videos) on platforms like Twitter, YouTube, Facebook, and eventually LinkedIn, and TikTok.

This helped to drive growth because businesses trusted that he knew how to help them grow on these platforms as well.

It started with Vaynermedia getting community management clients for $80,000 a pop, to eventually managing creative and media for Fortune 500 clients like Pepsi, Unilever, Planters, and Budweiser.

This is a great example of how executives can create content and personal brand to build their authority, and leverage that into growth for their business.

TED Conferences Content Marketing Strategy

—> TED Foundation

Ted talks

In 2006, TED Conferences realized that content could be used to build their brand and grow their business.

They developed a content strategy that involved curating short, powerful talks, called TED Talks, on various topics and posting them online for free. This not only helped to attract new audiences, but also allowed TED to position itself as a thought leader in the fields of Technology, Entertainment, and Design.

By November 2012, TED videos had been viewed over a billion times and have continued to produce high-quality content and make it available to a global audience.

As of December 2020, there are over 3,500 available for free on their website.

Additionally, they’ve expanded their eCommerce strategy, offering memberships and event tickets for sale on their website.

As a result of its innovative content strategy, TED has become one of the most recognizable brands in the world reaching a global audience and generating sales from customers in over 190 countries.

Neil Patel Content Marketing Strategy

—> NP Digital

content strategy

Neil Patel is the co-founder of NP Digital and a well-known content marketing expert. He’s also the founder of Crazy Egg, Hello Bar, and KISSmetrics.

For years, Neil maintained a blog where he shared his insights on the latest trends in content strategy and eCommerce. Over time, he built up a loyal following of readers who appreciated his straightforward approach to complex topics. As his brand grew, Neil began to offer consulting services and online courses.

Today, he is one of the most sought-after experts in content marketing and eCommerce, and it all started with his humble blog.

In 2017, he launched NP Digital to help businesses grow their online presence.

In just 4 short years the agency has gone from 0 revenue to being awarded MediaPost’s Search/Performance Agency of the Year and a projected $70 million in 2021.

Neil’s experience and expertise have made him one of the most sought-after content marketers in the industry. Thanks to his years of hard work, Neil has been able to build a successful business that is helping brands reach their potential online.

Examples of how big brands use content marketing for eCommerce success

Glossier Content Marketing Strategy

content strategy

When Emily Weiss launched Glossier in 2014, she had already built a strong following for her blog, Into the Gloss.

She knew that content would be key to driving traffic and sales, so she used her blog to tell stories, give product recommendations, and build a community of beauty enthusiasts.

Over time, she began to experiment with eCommerce, selling limited-edition products and partnering with other brands. This content-driven approach paid off: Glossier quickly became one of the most successful direct-to-consumer beauty brands.

Today, the company is fresh off of a $1.2 billion valuation and continues to produce high-quality content, but it has also developed a sophisticated eCommerce strategy that includes everything from flash sales to subscription boxes.

Thanks to its content-first approach, Glossier has been able to build a loyal following of customers who are eager to buy its products.

And even better is that Glossier continues to innovate and pivot. Their blog now features content like “The Glossier Playbook” which helps new content creators learn how to develop a following and produce content that converts into sales. It also tells stories of how its customers integrate beauty routines and products into their lives.

This content strategy has been so successful that Glossier has been able to expand beyond just beauty products and now offers skincare, haircare, and body care products.

Burberry Content Marketing Strategy


Even luxury brands like Burberry are using content marketing to reach new audiences and drive eCommerce sales.

The company has long been known for its iconic trench coats, but in recent years it has become much more than that.

Under the leadership of CEO Marco Gobbetti, Burberry has embraced content marketing as a way to connect with its customers and tell its brand story.

In 2018, the company launched “The Tale of Thomas Burberry,” a short film that told the fictional story of the brand’s founder.

The film was an instant hit, garnering over 18 million views on YouTube.

But Burberry didn’t stop there. It also created a corresponding website that allowed viewers to explore the characters, locations, and products featured in the film.

This content-rich experience was so successful that it helped drive a 27% increase in online sales.

What’s more, is that this content strategy has allowed Burberry to reach a new generation of consumers who are interested in luxury but may not have been familiar with the brand.

By using content marketing to tell its story, Burberry has been able to connect with its customers on a deeper level and drive eCommerce sales.

GoPro Content Marketing Strategy

content has always been at the heart of GoPro’s marketing strategy. The company was founded on the principle of using content to sell products, and it has used that content to great effect.

GoPro cameras are designed for people who love adventure, and that’s reflected in the content that the company produces.

GoPro doesn’t just sell cameras, it sells an experience. And that experience is captured in the content its customers create.

GoPro has built a strong community of content creators who share their experiences with the world.

This content is then shared across social media, further amplifying the reach of GoPro’s content marketing strategy.

What’s more, is that this content isn’t just used to sell cameras, it’s also used to sell other products like drones and software.

By using content to tell its story, GoPro has been able to build a loyal following of customers who are eager to buy its products.

Red Bull


Red Bull was one of the first big brands to embrace content marketing. The company has long used content to connect with its customers and tell its brand story.

Red Bull’s content strategy is based on the principle of “experiential marketing.” This means that the company produces content that allows its customers to experience the brand in a new way.

One of the most successful examples of this is Red Bull’s Stratos project.

In 2012, Red Bull sponsored Austrian skydiver Felix Baumgartner as he attempted to break the sound barrier by jumping from a hot air balloon 24 miles above the earth.

The entire event was captured on video and shared with the world.

This content marketing strategy was so successful that it helped Red Bull increase its sales by 30% in the following year.


Content marketing is the single most important aspect of driving eCommerce sales because it builds brand.

When done correctly, content marketing can help a company connect with its customers on a deeper level, which in turn leads to increased sales.

The best content marketing strategies are based on the principle of “experiential marketing,” which means that they allow customers to experience the brand in a new way.

By using content marketing to tell its story, a company can connect with its customers and drive eCommerce sales.

What do you think?

Written by
John Timmerman
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