Why does Sephora offer a virtual try-on experience? Their products are already amazing, and people love them.
So, why go the extra mile?
Because Sephora understands that it’s not just about great products anymore.
It’s about giving customers what they’re really after; a personalized and immersive shopping experience.
And today, more than ever, customers are chasing AI-powered convenience.
That’s why Sephora brought in this fancy feature to make online shopping more engaging and tailored to each customer.
Source: Milled
Look at any big eCommerce brand and you’ll see the same pattern. They invest heavily in AI marketing for a reason.
For example, Amazon invested an incredible $16B in AI in 2024. As John Chambers, former CEO of Cisco, famously said:
“At least 40% of all businesses will die in the next 10 years… if they don’t figure out how to change their entire company to accommodate new (AI) technologies.”
Every second you’re not investing in innovative content, your competitors are.
And with 81% of shoppers researching before they buy, if your content isn’t helping them decide, someone else’s is.
Source: Saleslion
Want to stay top of mind? Start identifying and solving your customers’ problems through smart AI content marketing. It pays off in more ways than one.
How Is Content Marketing For eCommerce Different?
eCommerce isn’t like running a traditional store where customers walk in and go through racks and aisles.
A brick-and-mortar shop depends on in-person interactions and local advertising. eCommerce, however, is a whole different ball game, with its own set of rules.
It all comes down to two key questions:
- How do I get people to notice my brand?
- (And once they do) How do I turn that interest into a sale?
That’s where content marketing steps in.
It’s not about tossing out random posts and crossing your fingers for likes. Instead, it’s about guiding your customers through a journey.
From that first Instagram reel that grabs their attention to a product page that answers every question, your content has to do the heavy lifting to build trust.
Plus…
Your Google Ads, TikToks, emails, and SEO blog posts aren’t just there to exist.
In fact, they’re your connection points, stopping people in their tracks, getting them to click through, and trusting you enough to hit ‘Buy Now’.
Now, the big question is: what does it take to craft effective content campaigns?
But even before that, you should know that eCommerce isn’t just about local customers anymore.
You’re now competing for global attention.
Moving from billboards to online content marketing strategies might seem like a big leap. But it’s not as complicated as it sounds.
Where to start?
You’ve got to understand SEO, A/B testing, and audience segmentation.
Moreover, today’s eCommerce marketers are using data, automation, and personalization to connect with customers worldwide.
With a bit of understanding, you can apply the same strategy to gain a clear edge in the market. For instance, this triple-T strategy works really well for me;
- Target specific demographics.
- Track behavior.
- Tweak campaigns in real time.
With that mind shift, your budget will need to follow suit.
While traditional marketing leans on one-time costs like print ads, eCommerce content marketing demands ongoing investments and efforts, from social ads to influencer partnerships.
Crafting compelling product descriptions, running data-driven ad campaigns, and understanding platforms like Google Analytics or Shopify are non-negotiable.
In short, your budget now isn’t just for ad placement but also for content creation, tech integrations, and automation tools.
And when you invest that budget wisely, the sales can really speak for themselves.
According to AMZScout, global eCommerce sales hit $6.3 billion in 2023, and personalized content played a massive role in that growth.
Check out this graph to see what I mean and how eCommerce sales build year by year!
Source: Designed with data from AMZScout
Why Do eCommerce Brands Need Content Marketing?
So far, I’ve explained how eCommerce marketing is different from traditional billboard marketing and what it takes to succeed.
Now kt’s time to know why it should matter to eCommerce experts like you. You need content marketing for eCommerce to:
Make your brand feel more personal
With over 30 million eCommerce sites as of 2024 — and counting — it’s easy for shoppers to feel lost.
Source: SEO.ai
As humans, we naturally crave connection and authenticity.
So, how can you stand out as an eCommerce entrepreneur in such a crowded space?
The no-brainer answer: content marketing!
It helps your brand forge a personal connection with customers, making them feel seen and valued.
Sharing behind-the-scenes content, engaging with comments, or creating relatable, heartfelt stories makes your brand approachable and human.
When customers feel like they know you, it builds trust. That trust is more likely to translate into loyalty, leading them to choose you over competitors.
This emotional bond not only enhances customer loyalty but also encourages word-of-mouth referrals!
After all, who doesn’t love sharing their favorite brands with friends?
Build credibility with thought leadership content
Trust is something people naturally place in experts, especially when it comes to content.
By creating valuable content – whether it’s blogs, videos, or podcasts – you position your brand as a trusted authority in your niche.
The key is to focus on solving your potential customers’ problems or answering their most pressing questions.
When they see your brand as a go-to resource for insights, it builds their confidence and trust, making them more likely to make a purchase.
Publishing high-quality content consistently proves your brand is serious about delivering value, not just chasing sales.
This is how you build an informed community that values your input. It sets the foundation for lasting relationships with your audience.
Focus on building customer relationships and solving problems with your content; the sales will come to you.
Guide your customers’ buying choices with smart content
Too many product options and conflicting reviews can easily confuse customers.
Once you’ve established credibility with authoritative content, guiding your customers’ buying decisions becomes much easier.
By offering relevant, timely, and useful information, you simplify their path to purchase.
Content marketing isn’t a one-time effort; it’s an ongoing conversation with your audience.
When you consistently engage with your customers through newsletters, social media posts, or interactive content, you keep your brand top-of-mind.
This ongoing dialogue doesn’t just boost sales; it builds loyalty.
Customers who feel engaged are far more likely to return and make repeat purchases.
And repeat purchases? They’re the lifeblood of any eCommerce business.
Plus, when customers trust your brand, they’ll advocate for it within their networks, creating a snowball effect of loyalty.
This kind of loyalty is essential for long-term success, especially in eCommerce, where competition is fierce.
It’s like any other relationship: the more you nurture it, the stronger it gets.
Get found more easily with evergreen content
Evergreen content is like a gift that keeps on giving.
Unlike short-lived trends, this type of content stays relevant year after year, boosting your SEO performance in the long run.
For example, non-trend blog posts, guides, or tutorials continue to attract traffic long after they’re published.
So, focus on creating timeless content that answers the most common questions in your industry.
It’s your ticket to consistently ranking higher in SERPs and bringing in new customers organically.
It’s like having a 24/7 sales team working for you, even while you sleep.
Over time, this strategy can lead to substantial growth in traffic and sales without the constant pressure of churning out fresh content.
Running an eCommerce business and too busy to keep up? You need to check out our guide on using AI for content creation to streamline the process and clear up any doubts!
Differentiate your brand in a saturated market
In a crowded market, blending in isn’t an option if you want to win. To stand out, your brand needs more than just great products — it needs a story that clicks with people.
Share content that feels authentic, valuable, and unique.
For instance, you could try:
- Insightful or quirky blog posts that highlight your unique brand voice.
- Eye-catching Instagram Stories with creative visuals and quick tips.
- Interactive polls or quizzes to boost engagement on social media.
- Short, emotional video ads that tell a compelling story.
When you put your brand’s personality and values front and center, you create a lasting impression.
And it’s that emotional connection that makes customers remember you when it matters most.
When customers feel connected to your story and values, they’re more likely to choose you over competitors.
So, don’t just blend in; be the brand that sticks in their minds long after they’ve made a purchase.
After all, in eCommerce, it’s not just about being seen; it’s about being unforgettable.
Having explored the benefits of content marketing for eCommerce, let’s check out some inspiring examples.
Examples Of Great Content Marketing By eCommerce Brands
According to the New York Times Licensing, 73% of B2B marketers and 70% of B2C marketers include content marketing in their strategy.
From B2B to B2C, and now eCommerce, it’s a game-changer for everyone.
Let’s explore some of the best examples of content marketing for eCommerce and see which brands are getting it right.
Glossier
Our first example is Glossier.
This eCommerce beauty brand needs no introduction and has turned content marketing into a $1.2B success story.
Source: Bloomberg
They crowdsource product ideas from superfans, turn loyal customers into reps, and leverage UGC at scale.
Their #GlossierIRL and #GlossierGirl campaigns dominate social media, generating buzz and authenticity.
And they keep their audience engaged with tutorials and beauty routines, while ads featuring real customers make everyone feel like part of the community.
The result?
Skyrocketing sales, crazy loyal fans, and proof that killer content + community is the ultimate growth hack for D2C brands.
Glossier really puts Andy Crestodina’s saying into action.
‘When you say it, it’s marketing. When your customer says it, it’s social proof.’
FYI: Andy is a Co-Founder & strategic director of Orbit Media Studios.
Lush
Lush takes eCommerce content marketing to the next level by focusing on storytelling and transparency.
Their website features detailed product descriptions with ethical sourcing stories, giving customers more reasons to trust and buy.
The blog dives into topics like in-depth product reviews and behind-the-scenes content, offering valuable insights to their audience.
Lush also leverages video content to show how their handmade products are crafted, adding a personal touch that feels authentic.
Social media is another strong suit!
Lush creates engaging content around their campaigns, like ‘Naked’ packaging, which sparks meaningful conversations.
Source: Lush
The payoff?
Loyal customers, stronger brand trust, and consistent sales growth.
Warby Parker
Warby Parker is dominating the eyewear space with its D2C eCommerce model
By cutting out the middleman, they offer high-quality glasses at affordable prices.
And here’s the cool part.
They let customers try on glasses virtually using augmented reality to make the online shopping experience a lot more fun and interactive.
They also run an engaging blog that touches on everything from eye health to fashion trends.
Add in their free home try-on option, and it’s no wonder their customers feel confident and keep coming back.
Source: Warby Parker
This innovative approach has earned them a loyal following and a strong online presence, leading to impressive success in a competitive market.
Etsy
Etsy Journal’s content marketing strategy goes beyond just selling products. It’s all about creating a sense of community.
I’ve observed how they focus on storytelling, featuring their sellers in blog posts and offering behind-the-scenes looks at their craft.
Source: Etsy Journal
Their blog is a goldmine for insights, with everything from DIY guides to interviews with successful sellers.
They also get a lot of engagement by sharing user-generated content across social media, which creates a personal connection between the brand and its customers.
On top of that, Etsy’s email marketing is top-notch, sending personalized recommendations based on what you’ve browsed.
All of this helps Etsy stay relevant, build loyalty, and drive repeat business while positioning itself as more than just a marketplace.
Moving forward, we’ll look at the strategies and tips for content marketing for eCommerce.
10 Strategies To Do Content Marketing For eCommerce Right
A human being has five senses, and I believe three of them play a major role in making any eCommerce business successful.
Let’s skip smell and taste (unless you’re selling gourmet goodies, lol).
So, if you want your customers to touch (and use) your products or learn about your eCommerce brand, you need to appeal to their sight and hearing as much as possible.
And that brings us to an important part of the conversation: should you use audio content, video, or text?
As expected, the best answer is all three.
But how do you use them effectively to boost content marketing for an eCommerce website?
That’s exactly what’s coming right up.
1. Analyze competitor content & narrow down your target audience.
“Know thine enemy” is a famous quote attributed to an ancient Chinese military general and strategist.
Well, in content marketing for eCommerce, your ‘enemy’ is your competitor ( in a friendly way, of course).
So, start by analyzing your competitors’ content and identify underexplored options.
Look for:
- Any angles they’re not exploring
- Questions they’re leaving unanswered in the existing content
- Topics they’re touching but not owning
These gaps are your goldmine.
Once you’ve mapped out the competition, it’s time to narrow down your target audience.
Focus on specific demographics or interests that align with your product offerings.
Now, match the identified gaps with your target audience’s pain points.
For instance, if competitors overlook specific pain points in their blogs, you can fill that void.
Simply put, if you know exactly who you’re speaking to and what they can’t find anywhere else, your content will land better than any generic blog post ever could.
2. Maintain an active blog with an SEO focus.
Your blog is your content marketing home base.
It’s where you can establish yourself as a thought leader and attract organic traffic through interaction and SEO-friendly content.
Below are some winning tactics to keep your blog buzzing.
- Use storytelling to make your brand relatable. We believe people connect with stories with a mix of emotion and logic.
- Answer your customer’s burning questions with informative how-to guides to solve real problems.
- And don’t forget case studies; they’re a great way to showcase the success stories of your customers.
Pair that with shareable infographics or interactive content like quizzes.
For a time-saving edge, I recommend using Content Gorilla AI’s social media calendar to plan, schedule, and track your social content for the entire year!
Voila! You just have got a winning formula.
Bonus Ideas
- Publish comparison blogs to highlight your brand value. Take inspiration from popular blogs like Content Gorilla vs INK.
- Build a keyword-optimized FAQ section (with search intent in mind).
- Craft high-quality product descriptions. Trust me; doing so can turn window shoppers into buyers (and buyers into repeat buyers).
- Capitalize on trends with real-time, seasonal content.
3. Invest in high-quality product photography.
Should you invest in visuals? Yes, a thousand times, YES!
Because it can make or break an online sale!
See, investing in professional photography has an ROI. The better your product looks, the less convincing your words need to be.
Beautiful, high-resolution photos don’t just make your products look good; they make them irresistible and instill trust.
Don’t forget: platforms like Instagram thrive on visually stunning content.
But there’s more to product photography than just good lighting.
Focus on creative angles, lifestyle shots, and close-up details to showcase your products in their best light.
In short, high-quality visuals tell a story.
When you show your product in real-life settings by highlighting details, it evokes the viewer’s emotions and chances are they buy it or add it to their wishlist.
4. Focus on localized content for specific markets.
Not all customers are created equal…And that’s a good thing.
If you’re selling internationally, tailor your content to resonate with each local market.
Localized content helps you connect on a deeper level by addressing the unique needs of specific markets.
Highlight region-specific holidays, cultural nuances, and even localized slang.
Use local dialects and cultural references to connect with your audience on a deeper level.
Plus, personalization is very important if you want to grow an eComm brand. Recommend products based on local preferences or shopping trends.
For example, if you sell outdoor gear, create content that speaks to the specific climates and activities of different regions.
Pair this with hyper-local SEO strategies to dominate search in target areas. It could result in a noticeable uptick in engagement and sales.
This way, you’re not just another brand; you’re a part of your customer’s community.
5. Create multi-channel content distribution plans.
Don’t just publish your content and hope for the best.
You’ve effectively implemented content creation or digital marketing for eCommerce.
Now it’s time to make sure it’s seen everywhere the eye goes. Start by diversifying where your audience can find you.
Let’s evaluate which content channels to choose for maximum impact.
Add a personal touch by customizing content for different channels, and analyze what works where.
Experiment with interactive content like quizzes and polls on social media.
Provide downloadable resources like ebooks, white papers, or cheat sheets in exchange for email addresses.
This helps you build your email list for future marketing campaigns.
Interactive content builds engagement, while downloadable resources position you as an authority.
💡Quick Tip: With the rise of voice assistants like Siri and Alexa, optimizing your content for voice search can help you capture a wider audience.
6. Capitalize on short-form video platforms.
Short-form video platforms like TikTok, Instagram Reels, and YouTube Shorts are where the attention is.
Consider creating fun, quick videos showcasing product demos or behind-the-scenes glimpses of your business operations.
Such videos are your chance to entertain, educate, or inspire within seconds.
Brands like Gymshark have successfully leveraged these platforms to create viral trends around their products, driving massive traffic back to their eCommerce sites.
Remember, authentic beats polished on these platforms.
I’ve seen brands go viral by simply sharing a creative unboxing video. The key is to be authentic and relatable; audiences appreciate genuine content.
Last but not least, consistency matters!
Post regularly and optimize for hashtags and trending sounds to maximize reach.
💡Quick Tip: Leverage CGAI’s Free Hashtag Generator + Free Caption Generator to create crispy social content instantly!
7. Create shoppable videos for social media.
You might be wondering why this point deserves special attention.
Let me put it into perspective for you!
Visual storytelling is the heart of shoppable content. It shows how your product seamlessly fits into the viewer’s life.
Shoppable videos make it incredibly simple for followers to purchase directly from your social media content.
These videos blend entertainment with convenience, making them perfect for platforms where users organically discover products.
For example, Swarovski successfully created shoppable video content, guiding viewers straight to their shopping carts.
Adding a quick, clickable link can significantly enhance the shopping experience, helping customers make decisions faster and with less friction.
In a nutshell, showcase your products in action, add clickable links, and guide viewers straight to checkout.
To boost engagement, combine these videos with contests, giveaways, or influencer collaborations.
Plus, platforms like Instagram and TikTok now allow users to buy products directly within the app, so more direct sales for you!
8. Leverage user-generated content to build trust
Trust is the currency in content marketing for eCommerce, and user-generated content is your most authentic asset.
Encourage customers to share their experiences after using your products in a real-life setting through reviews, photos, and videos. Ask them to use specific, brand-related hashtags.
Once they do so, feature their content on your website and social platforms to build social proof.
Take it further by engaging with users’ comments.
Speaking of comments, here’s an interesting story.
For instance, an instance of the Dubai chocolate went viral on TikTok not just for its video but for a witty comment comparing the chocolate to guacamole.
The comment sparked engagement, amassing 107 million views and proving the power of interaction.
💡Quick Tip: Micro-influencers often have highly engaged audiences who trust their recommendations. Collaborating with them can amplify your reach dramatically.
9. Use webinars to demonstrate product value
Webinars are a great opportunity to engage directly with potential customers and showcase your product’s value.
Unlike static content, they allow for real-time interaction, making it easier to address concerns and highlight key features in an engaging way.
You can host live Q&A sessions, product demos, or expert interviews to help them better understand how your product solves their problems.
A well-structured webinar isn’t just a sales pitch — it’s an educational experience.
So, focus on real use cases, customer success stories, and practical applications to make the content genuinely helpful.
Keep the tone conversational but informative, and ensure the session delivers value.
By delivering real value and answering their questions, you’ll increase the chances of conversion.
Plus, webinars create a sense of exclusivity, making attendees feel like they’re getting insider access, which can further drive loyalty and trust in your brand.
10. Launch a podcast series
If you asked me for the best tips for eCommerce content marketing, one of them would definitely be starting a podcast!
Podcasts are an increasingly popular medium for content consumption.
They allow you to connect with your audience in an intimate and conversational way.
You can share insights, interview industry experts, or even narrate your brand’s story. For eCommerce, it’s a great way to build a loyal community that trusts you as a thought leader.
The more diverse your content, the more touchpoints you create with your audience.
Quick note: I’m excited about CGAI’s upcoming podcast app, PodGorilla. It will let users create podcasts by generating scripts and voices using AI or uploading their own documents. Stay tuned!
By implementing these marketing eCommerce strategies, you can create a robust plan that drives traffic, builds brand awareness, and ultimately boosts your eCommerce sales.
Remember to consistently analyze your results, experiment with new tactics, and adapt your strategy based on what’s working best for your brand.
TLDR; 5 Dos And 5 Don’ts Of Content Marketing For eCommerce
Content marketing for eCommerce sites isn’t just about churning out content; it’s about creating content that sells.
It’s also about building trust, showcasing your products in a relatable way, and engaging your audience at every touchpoint.
Done right, it can turn casual visitors into loyal customers.
Now, here’s a quick snackable rundown of the dos (✔️) and don’ts (❌) to supercharge your content strategy.
| Do… | Don’t… |
|---|---|
| Outsmart competitors by spotting content gaps they miss. | Ignore your target audience’s pain points. |
| Create high-quality, localized content for specific markets. | Rely on generic, one-size-fits-all strategies. |
| Showcase products with fun, snappy videos that entertain and educate. | Skimp on visuals as bad (or no) images kill conversions. |
| Build trust with user-generated content to boost social proof. | Forget to interact with your audience. |
| Distribute content across multiple platforms to amplify your reach. | Neglect optimization for voice search. |
FAQs
Q. What is content marketing for eCommerce?
Content marketing for eCommerce involves creating valuable, relevant content to attract, engage, and convert visitors into customers.
Q. How can I make my eCommerce content stand out?
Focus on high-quality visuals, storytelling, and solving customer pain points to create engaging and relatable content.
Q. Why is SEO important for eCommerce content?
SEO helps your content get discovered on search engines, driving organic traffic to your site and increasing conversions.
Q. How often should I update my eCommerce content?
Regularly update your content to keep it fresh and relevant, ideally every few months, or when trends shift.
Q. How can I measure the success of my content marketing strategy for eCommerce?
Track metrics like traffic, conversion rates, and engagement (comments, shares) to gauge content effectiveness.
Final Thoughts
In a nutshell…
Content marketing for eCommerce is key to growing your brand.
Focusing on text-based content helps eCommerce brands get noticed, engage customers, and increase sales.
If you want to scale your eCommerce business, content marketing for eCommerce is the way to go.
By using the right AI content strategy, you can attract the targeted audience and open up more sales opportunities.
With Content Gorilla AI, you can easily create high-quality, bulk content that fits perfectly into your content marketing for eCommerce approach.
I am a full-time online marketer, for over a decade now. Helped over 100,000+ people & generated well over $12M in online sales.