23 Powerful Ecommerce Content Marketing Tips for Retailers

Are you missing out on the number one way to attract new customers, increase conversions and improve your ranking on Google search results? In this guide, we show you some easy, but powerful content marketing strategies retailers like you can use to boost your eCommerce presence, and sales.

Online retailers are bombarded with information every day on what you can do to increase conversions, improve your Google ranking and get more sales.

But one of the less, ahem, sexier ways of achieving all of your marketing goals lies in the little-reported world of content marketing.

According to Semrush, companies who blog produce nearly 70% more leads per month.

That’s because long after you click the ‘publish’ button on your new YouTube video, how-to blog or podcast, it’ll keep driving traffic to your website.

But blogging isn’t the only part of content marketing that savvy eCommerce retailers are utilising and achieving great success.

In today’s guide, we will delve into content marketing for retail ecommerce companies.

We’ll start by explaining what content marketing is, the types of content you should produce and how to develop content ideas.

And we’ll provide you with the best tactics for content marketing and the powerful benefits of content marketing for eCommerce companies.

Finally, we’ll show you how to grow your organic traffic and increase conversions.

So, let’s get straight into it.

content marketing

What is content marketing?

Content marketing is the strategic use of content to market your products or services.

The Content Marketing Institute has a great definition of content marketing:

“Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action.”

Ultimately, whatever type of content marketing you choose – and there’s nothing to stop you from using all of them – the primary goals are to increase sales, build brand loyalty, inform and entertain customers and improve your visibility to potential customers.

6 powerful benefits of content marketing in 2022: Why retailers should use content marketing

The benefits of content marketing for retail eCommerce companies are impressive.

We all consume content every day, whether that’s our early morning Facebook Newsfeed scroll or Instagram stories scroll in the evening.

And when we’re looking for help with something, we open the YouTube app and find a great tutorial video.

The point is that content marketing is happening all around you because it works for companies, so it’s time to make the leap.

Let’s look at some of the main benefits in a little more detail.

1. Content marketing improves your organic visibility on search engines like Google and Bing.

Appearing on the first page of Google should be every online retailer’s number one priority.


Well, appearing on Google’s first page means you’re highly visible to potential customers.

And as the old saying goes, “The best place to hide a dead body is page 2 of Google”.

That roughly translates to: if you’re not on the first page, then you’re not competing for customers.

Your chances, therefore, of converting a website visitor into a sale is exponentially larger if they’ve found you organically; it means they’ve typed keywords or key phrases that show an intent to make a purchase.

Suppose your content is high-quality, engaging, entertaining, and informative.

In that case, people will come back to your website for more, indicating to Google that people like your website and be ranked accordingly.

2. Content marketing keeps your past, current and future customers updated about your business.

As they move towards digital hurtles forward at a frightening pace in 2022, it has never been more important to post regular updates.

Using any of the types we mentioned earlier, a consistent content marketing strategy can be a great way to keep customers up to date.

Think about your special offers (Black Friday, Cyber Monday, Christmas, Easter, the Summer holidays etc.)

Create content around the seasonal trends and let customers know about new product releases and guides to using products.

3. Content marketing offers customers a reason to buy from you instead of a rival eCommerce retailer.

As the saying goes, “Why fit in when you were born to stand out?”

Underpinning every strategy in marketing is the goal of standing out from the crowd.

It puts you ahead of your competitors who might be selling the same products but don’t have your prices, personality or brand recognition.

Let’s take an example of content marketing’s power.

Two eCommerce retailers sell the iPhone 13 for the same price.

Retailer A has the phone listed on its product page.

Retailer B has it listed on its product page but also links out to a helpful unboxing video of how to set up your new phone and a 10-point blog post with tips and tricks to help you get used to your phone quickly.

So, the question is, which retailer would a customer find more helpful and who are they more likely to purchase from?

Retailer B, who went above and beyond.

Ultimately, every customer has a choice of whom to buy from.

Often, it’s the small margins that make the purchasing decision.

4. Content marketing humanises your company and improves brand loyalty.

According to a recent study, ‘no one would care if 77% of brands died overnight’.

That’s a sobering and ruthless statistic but one that should act as a cautionary tale for online retailers like you.

Give people a reason to care about your company.

It’s no longer acceptable for companies of any size to fill their marketing content – whether that’s social media, web content or video content – with stock images.

In 2022, customers want to know the company and the people who make it tick.

And customers who engage with a company are more likely to continue buying from them and recommend them to others.

As Entrepreneur candidly puts it, 56% of customers stay loyal to brands that “get them.”

Use your content marketing to create a relationship with your customers, and they’ll return the favour by remaining loyal to you.

5. Content marketing can attract new leads.

How often have you come across a video or piece of content on social media that you loved?

Then after watching it, you checked out the company behind it?

Surprisingly, we all do it at times when we’re engrossed in something.

So, whether yours is an incredible how-to tutorial video or a hilarious meme, content marketing can attract new leads.

And of course, those leads will, fingers crossed, turn into more sales.

Interestingly, studies suggest that those new leads that you’re attracting through your content marketing are doing so because people would rather learn about a company through articles rather than advertisements.

If your content marketing is shareable too, even better; 94% of people who share posts say they do so because they think it might be helpful to others.

6. Content marketing can help your retail company become a trusted source of information and industry leader.

Surprisingly, the art of selling is as much a case of learning when to sell and when not to sell.

For example, if you post special offers ten times a day on your social media platforms and litter your website with big red ‘SALE NOW ON’ pop-ups, customers will soon get sick of it and go elsewhere.

Say hello to content marketing, selling without the pushy sales tactics.

Countless studies have found that customers don’t enjoy overly salesy content; they’d much rather be informed and entertained.

So, resist the urge to fire out thousands of emails about your big sale and resist the temptation to post special offers every day on social media.

What should you do instead?

Create content that inspires, helps or entertains customers.

For example, think about tutorials on using your products, blog posts with tips and tricks, social media videos showing customers using your products etc.

Is content marketing time-consuming?

In short, yes, it is. But with good planning, it’s manageable for any retailer.

Content marketing requires a twelve-month strategy and a time – and sometimes financial – investment.

You’ll need someone to plan and oversee it and, most importantly, someone to create content to the highest standards.

However, if your marketing and communications team don’t have the time, consider hiring a freelancer to help you out.

For example, you could hire a freelance videographer to create professional videos for your company.

Or, if you need written content, you could enlist the services of a freelance copywriter to write blog content.

Need high-quality photos of all of your products? Consider hiring a freelance product photographer to create an image bank.

content ideas

8 types of content you should produce

Content marketing can take many forms.

The type of content marketing you choose might depend on what you’re selling online.

Although – where appropriate – it’s perfectly fine to use a hybrid approach and pick and choose the ones that fit your company.

Here are the most popular types of content to produce for your eCommerce website:

1. Blog content

High-quality blog content published regularly has the power to transform your eCommerce website into a robust and reliable sales funnel.

And research backs this up; companies that publish blog content get 55% more website visitors than businesses that don’t.

And the benefits of blog content don’t stop there; your online retail website will enjoy higher Google rankings, more website traffic, and more sales.

You’ll also find that your blog content will strengthen your relationship with customers and help you become a trusted industry leader.

2. Video content

There’s no doubt about it; video content is highly effective.

Not convinced? Check out these impressive statistics from Wyzowl:

  • 89% of video marketers say video gives them a good ROI.
  • 83% of video marketers say video helps them with lead generation.
  • 87% of video marketers say video has increased traffic to their website.

Remember, video content marketing isn’t just creating slick corporate videos.

Indeed, some of the most successful videos online are actually:

  • How-to and tutorial videos
  • Behind the scenes videos
  • Vlogs
  • Video interviews
  • Unboxing videos
  • Testimonial videos
  • Live streams
  • Product demos

And the beauty of video marketing is that you can share it widely.

Think about sharing your video content on these big hitter’s platforms: Youtube, Facebook, Instagram, Snapchat and TikTok.

3. Podcasts

Over ten million people in the UK and Ireland now listen to podcasts every week.

As a result, the opportunities for online retailers are excellent.

Studies suggest that podcasting is a unique yet lucrative way to increase sales, whether it’s sponsoring successful podcasts or creating your own.

James Digby – Head of Digital Audio at Bauer Media, agrees.

He says, “As ways to access audio content increase and audience behaviour evolves, there’s no better time for brands to make use of digital audio to reach engaged audiences.”

4. Social Media posts

When you hear the words ‘content marketing’, you automatically think of social media.

That’s because social media marketing is still as powerful in 2022 as it was in 2012.

So, what type of content should you share on Facebook, Twitter, Insta, Youtube, TikTok, Snapchat and the growing list of other platforms?

Unquestionably, the most successful content to share on social media is video content.

However, you should resist the urge to post the same video to each platform.

Instead, check out each platform’s unique aspects; for example, Instagram mightn’t be as great an option for a five-minute video, whereas YouTube and Facebook will be perfect.

Other content marketing you can share on social media includes polls, competitions, images or videos from behind the scenes at your company, pictures of staff, memes and special offers.

5. User-generated content

When you’re thinking about watching a new movie or TV series, you either ask a family member for their opinion, or you check the world’s opinion on IMDB.

The same logic applies to online retailers; if customers see other customers using and leaving glowing reviews of your products, you’re more likely to increase sales.

So, what kind of user-generated content could you use as part of your content marketing efforts?

Try these:

  • Video and picture testimonials from customers
  • Customer images where they’re smiling and using your product (or wearing it)
  • Competitions where customers have to get creative with their videos or photos featuring your product(s)


6. Infographics

According to HubSpot, infographics are the fourth most used type of content marketing.

And there’s a good reason for that; according to Xerox, infographics can increase sales by up to 80%.

Consider using infographics as part of your content marketing strategy, and you’ll enjoy a boost in web traffic, improved conversions and much more.

7. Reviews of products or services

Who would have thought that watching someone else open a box and hold a product in their hands would be so engrossing and compelling?

Welcome to 2022, where how-to videos, tutorials and unboxing videos are so effective that it has transformed companies.

Seven out of ten people recently said they’d prefer to watch a video on products or services to learn about it.

Another recent survey found that nearly nine out of ten people said they were ‘convinced to buy a product or service by watching a brand’s video’.

And the beauty for you is that the videos you create can be shared widely on YouTube, Facebook, TikTok, Instagram and Twitter to create a buzz around your products.

8. FAQ pages

Most online retailers are inundated with random questions from customers 24/7.

But that needn’t be a headache and can be used favourably.

Including an FAQ section on your website is content marketing’s less-spoken-about gem.

That’s because six out of ten customers said they favoured FAQ pages as a digital self-serve tool.

So, not only does it free up your customer service team, who won’t have to answer as many questions, but you’ll be doing something your customers actively want.

Every time you receive a question – no matter how random or obscure – add it to your FAQ page, so customers have the opportunity of having their questions answered quickly.

And better still, an FAQ page can provide a considerable SEO boost to your website.

Writing in Forbes, Amine Rahal, the CEO of IronMonk, agrees, “It helps your rankability to ask and answer questions that your readers are likely to have.”

She adds, “It also helps to organise your content in a user-friendly fashion (which makes Google’s bots very happy) while also hitting plenty of long-tail keywords, both of which are provided by publishing FAQs.”

blog post ideas

5 tips on how to generate content ideas

Content marketing ideas can arrive from the most unlikely of sources.

However, there are some tried and tested ways to generate content ideas.

Here’s our pick of the bunch:

1. Marketing calendars.

A quick Google search of ‘free marketing calendar‘ brings up a helluva lot of results.

But we love this one from HubSpot; although it’s a social media calendar, it can be used for all of your marketing campaigns.

So, why are marketing calendars good for generating content ideas?

Well, it puts the whole year in front of you.

That means you can quickly come up with ideas in chronological order, for example, Valentine’s Day, St Patrick’s Day, Easter, and so on.

2. Ask your customers.

It’s not groundbreaking, but surprisingly, many online retailers don’t ask their customers the simple question: “what type of content would you like?”

You can ask customers through a survey, social media, or email about what they like and don’t like and then tailor your content marketing.

3. Ask your staff.

The beauty of online retail is that it brings together a wide variety of people with unique perspectives.

And nobody knows a company better than its employees, so why not use their skills, knowledge and personality?

You’ll be surprised by the ideas they come up with and can even profile each in a video series to show the faces behind your company that make it so unique.

4. Follow what’s going on and trending in the world.

Some of the best examples of content marketing are reactive.

That is, something happens locally, nationally or internationally, and we all get involved with our own input or inject a little humour.

A recent example of a timely global story that offered considerable opportunities to savvy marketers was the Novak Djokovic tennis story.

Almost as quickly as the story broke, hilarious memes started appearing everywhere that were brilliant, creative, and shareable.

And it doesn’t just have to be news stories; find out what your customer cares about, what they’re watching on TV and what their passions are.

For example, if they’re all engrossed in a Netflix show, share content around that theme.

5. Check what your competitors are sharing.

Sometimes you have to, ahem, ‘borrow’ ideas from various sources for your content marketing efforts.

And one of the best places for inspiration is, you guessed it, with your competitors.


Well, you both sell the same types of products, and both most likely have similar customer bases.

Therefore, if you see they’re achieving great success with how-to videos or another form of content, you can borrow that idea.

You won’t be copying their content, though; you’ll put your own unique slant on it and attempt to do it even better than your competitors.

Quick tip, check their posts and see which gets the most shares, likes, and comments. That will give you a good starting point.

How to get started with content marketing: 10 steps to success

Like anything new, the hardest part is getting started.

To give yourself the best possible chance of success, this is the best way to start your content marketing for retail strategy.

1. Know your audience.

The more you know about your audience (customers), the better you can tailor your content for them.

2. Research topics before you begin.

Whether you’re creating a 2,000-word blog post for your website or a five-minute video for social media, do your research beforehand.

3. Know your keywords and key phrases.

Carry out some keyword research before you begin your content marketing journey.

You’ll want to know the types of words and phrases customers use when they’re searching for the products you sell.

4. Understand each social media platform.

Your chances of success with content marketing boil down to getting people to consume the content.

And while a 2,000-word blog guide might not do well on TikTok or Instagram, it would be perfect for the likes of Facebook and Google My Business.

5. Share your content widely.

Post all of your content on all your main social media platforms.

This includes Facebook, Twitter, Instagram, LinkedIn, Google My Business, and potentially TikTok and Snapchat.

6. Email your content to customers.

If you’ve got an Ezine/newsletter, use it to share your content further. If you don’t start one, check out our guide on email marketing for retailers.

7. Create bite-sized content for social media.

A 2,000-word blog post can make dozens of smaller – equally fascinating – social media posts.

8. Follow popular digital marketing blogs for inspiration.

Neil Patel’s digital marketing blog and HubSpot’s marketing blog are jam-packed with ideas.

9. Test, test and test again.

The more you test, the better your results, so try different things to see what works.

10. Tie in with seasons, holidays and special dates.

Make sure your content marketing efforts are timely, relevant and consistent with the time of year.

After all, writing a blog post about skiing gear in the summer might not do so well.


Content marketing is one of the most effective tools you’re probably not using.

That’s because those who utilise it enjoy a wide range of impressive benefits.

Benefits include improved Google rankings, increased sales, improved conversion rates and much more.

Content marketing has proved to be a consistently powerful tool for eCommerce websites.

Whether your content marketing is tutorial videos, blog posts, or something in between, the ultimate goal is to get a customer to take action.

That action might be to buy something or subscribe to a newsletter.

Either way, you can judge content marketing’s effectiveness only if you analyse it through data consistently.

Please resist the urge to post something every day unless it’s of an exceptionally high standard; remember, quality over quantity is the key to success.

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