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13 Steps to Create the Best E-Commerce Content Strategy

by emily
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Content is the backbone of online marketing. It drives traffic and builds brand awareness. In order to provide a great user experience, your content must be relevant, expertly written, and readily available through multiple distribution channels.

Keep these steps in mind as you develop your e-commerce content strategy:

Determine what type of information customers are most interested in reading. When you have that information, you’ll be able to develop a content strategy that meets your customers’ needs.

Identify the most popular types of content among your target market. There are several tools available online to help with this process, including Google Trends and BuzzSumo, which provide data on how people are currently sharing content online.

Mobile Responsive

Ensure that your website is mobile responsive and provides a user-friendly experience. Many customers use their smartphones to purchase products from websites, so mobile responsiveness is crucial.

Optimize Side Load Time

Optimize your site’s load time by decreasing the size of images and using server-side technology, such as a CDN (content delivery network) or a caching plugin.

Publish Blog Posts on a Regular Basis

Create blog posts on a regular basis. Use your search console to look for topics that have been searched for often, which will help you identify what content is currently lacking. We also recommend professional writing services about trending topics in the industry and answering common questions related to your products and services.

Provide Valuable Content

Supply quality information that’s accurate and current. Use your website’s blog as a resource for your team to post valuable insights.

Make it easy for visitors to find the information they’re looking for. Once you decide what type of content is most important, create categories that help customers locate relevant information quickly. If they can easily find the content they need, then your e-commerce website will have a higher chance of gaining their trust and engaging them.

Write content that’s valuable to your customers. Your blog, for example, should not just be about product information; it should also include helpful tips and how-to guides.

Publish eBooks or White Papers on Topics Related to your Products or Services.

It’s not always easy to read long blog posts, so using a downloadable format will provide customers with the precise information they’re looking for.

Nominate one person as your content leader – someone who understands the value of quality and accurately written content and has the final say on what appears on your website.

Put a content strategy in place, and determine how you’ll measure the success of each piece of content. You should be able to tell whether a piece is successful according to how it affects your conversion rates and search engine rankings. Also, identify which distribution channels you’ll use to deliver your content.


Use a CMS (content management system), such as WordPress, Joomla or Drupal, to assist with the creation and distribution of your content. This will make it easier for your team to make updates to existing posts and publish new ones quickly. To help you save time, consider using a service that allows you to post content all at once to multiple websites.

Include Links

Include links that take visitors directly from your site to the product pages where they can begin their purchase process. In addition, use links that contain valuable information for customers and have a two-way benefit. For example, if you’re writing about holiday shopping trends, include links that allow customers to shop for relevant products at your store.

Make a series of product videos with information

Create a series of product videos that include information about features and how-to guides, which you can post on YouTube. This will help increase engagement with customers who are looking to learn more about what your company offers or simply want to see the product before making a purchase.

Institute a content calendar

This will help your team publish on a regular basis without worrying about forgetting something important. A content calendar can make it easy for you to keep an eye on what’s scheduled, who’s responsible for each piece of content, and how long it should take to complete. You can create this in Google Calendar, or simply use an Excel spreadsheet.

Share your content beyond your site.

Use social media to let existing customers know about new content published on your site, and encourage them to share it with others. You can also contact industry experts within the e-commerce community who may be interested in your topics, or have their audience engage with you by asking questions or providing valuable insight that you can then post as content.

Produce videos and webinars, such as how-to guides or Q&A sessions with your team members, to engage customers who prefer visual learning materials over blog posts or ebooks. You can keep it simple by simply recording a video on your webcam and editing the footage in Windows Movie Maker or ScreenFlow.

Provide easy ways for customers to share your content with friends and family members

Who may be interested in it? Add social media sharing buttons above each piece of content, such as Facebook Like and Twitter Tweet. Which makes this simple for visitors to do. You can also include buttons at the end of posts directing readers to related pieces of content.


Use infographics, which can be an effective way to provide information in a visually appealing format. This type of content is digestible even for those who don’t like to read long blog posts or eBooks. And has the potential to go viral very quickly if it catches on with visitors due to its visuals.

Decide whether you’ll offer a free trial or a money-back guarantee for your product. This will help you increase conversions by reassuring prospects. That they won’t be stuck with something they don’t want or need.

Backtrack to the top of the article and post a “CLICK HERE FOR MORE” link leading back to this section. This will provide readers with easy access to this additional content.

Click here to Subscribe

Be sure to include a “CLICK HERE TO SUBSCRIBE” signup form in your sidebar. For visitors who may be interested in receiving updates from you via email. This is another way to ensure that you have a consistent stream of traffic coming back to your site.

Decide whether you want to include an email signup form on your site. Allowing visitors who are interested in receiving updates via email to do so.

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