eCommerce content marketing: Top 10 strategies explained

Are your paid ad costs spiraling out of control? 

Your gut feeling is right – there's a better way. eCommerce content marketing is the sustainable growth engine your business needs.

Consider this: between January 2021 and January 2024, the average cost per lead (CPL) in the US eCommerce industry was around $100 for paid channels. For organic channels (blogs, social media, etc.), that number dropped to $83. 

While that difference might not seem huge at first glance, it's the tip of the iceberg. 

Content marketing doesn't just bring in cheaper leads; it builds trust, fosters a loyal community around your brand, and ultimately drives sales that don't vanish when the ad budget runs dry.

Don't worry; we're not saying to ditch paid advertisements – you still need them. But depending solely on ads for visibility is a risky game. 

You also must have a long-term solution that builds a solid foundation for your business – and that's precisely what eCommerce content marketing delivers.

This guide provides actionable strategies and real-world examples to inspire your content creation journey.

What is eCommerce content marketing?

eCommerce content marketing uses content to attract, engage, and convert potential customers. By creating blog posts, videos, social media updates, or email campaigns, businesses provide value to their audience, which helps guide shoppers through the buying process, from awareness to purchase.

Content marketing can increase traffic to product pages, boost search rankings on Google, and influence buying decisions through social media. Whether it’s a how-to video, product comparison, or user-generated post, each material serves a clear purpose: to engage, inform, and convert customers.

Why is eCommerce content marketing important?

In eCommerce, content isn’t just king – it’s the cashier, sales associate, and window display all rolled into one. With endless products to swipe through, great posts make your brand stop the scroll.

Don't take our word for it – look at the data. When asked about the goals B2C marketers have achieved by using content marketing successfully, the B2C Content Marketing Benchmarks, Budgets, and Trends report revealed powerful insights:

• 81% built brand awareness
• 77% established credibility
• 71% educated their audience
• 63% cultivated loyalty
• 63% generated demand and leads
• 42% increased revenue growth
• 38% launched new products

Which channel to create content for eCommerce?

Before we dive into specific eCommerce content marketing strategies, let’s quickly go over the main channels you can use. Here’s an overview of key platforms for your store:

1. Blog

SEO-friendly and flexible. Blogs allow for in-depth articles, product guides, how-tos, and more. They’re essential for organic traffic with eCommerce SEO techniques and reaching customers at all stages of the buying process.

2. Facebook

Community-driven. Facebook lets you connect with consumers through groups, discussions, and live videos. It’s great for building relationships and nurturing customer loyalty.

3. Instagram

Visual, engaging, and shoppable. Instagram is perfect for eCommerce content marketing with lifestyle media, user-generated posts, and influencer partnerships. Use Reels and Stories to connect with your audience, while shoppable posts make it easy for customers to purchase directly.

4. TikTok

Fast, fun, and viral. TikTok is ideal for short, creative videos that capture attention fast. It’s a fantastic platform to showcase your brand’s personality, hop on trends, and connect with younger audiences. However, to grow on TikTok, focus on entertainment first and promotion second.

5. YouTube

The home of long-form video. Use YouTube for product tutorials, unboxing videos, and detailed demonstrations. YouTube Shorts are also an excellent way to deliver quick, engaging content.

6. Pinterest

Inspiration station. Pinterest is a discovery platform that is perfect for displaying products. It excels at generating traffic for eCommerce niches like fashion, home décor, and DIY.

7. Email marketing

Email isn’t dead.

Use it to promote content from other platforms, share exclusive offers, and inform your audience. Combine email with social for a full-circle strategy that drives conversions.

⚠️ At first, you may focus on one or two channels according to your audience. But with the right resources (say, eCommerce financing), you should prioritize an omnichannel approach to maximize your marketing efforts across multiple platforms.

10 eCommerce content marketing strategies (with real-world examples)

Now, let’s explore effective, data-backed content marketing strategies for your eCommerce business.

For each one, you’ll find a real-world example and a pro tip to help you create high-quality content.

The focus is on specific content ideas, not formats (videos, images, or texts). For example, you can share a new how-to blog post through an email newsletter or repurpose it as an Instagram reel.

Also, partnering with an influencer can help you create an engaging lifestyle video or a fresh product review.

1. Write compelling product descriptions

Don’t mistake product descriptions for mere technical details – they’re a critical content marketing tool. A well-crafted description tells a story, solves problems, and addresses customer pain points.

This strategy is eCommerce 101, regardless of the platform – your online store, Amazon (especially with A+ Content), or social media (Instagram Shopping).

💡 A compelling description example: Glossier excels at crafting captivating product descriptions. For example, the "Ultralip" lipstick definition paints a vivid picture with sensory details: 

"A luxe one-step lipstick with the rich moisture of a balm, the sheen of a gloss, and the buildable color of a lip tint – without the need for extra products in your purse. The standout balmy formula cocoons lips in smooth color and shine, like pulling on buttery-soft, well-loved cashmere sweatpants." 

⚡ Pro tip: use vivid language to help customers visualize and feel the item before they buy. For example, instead of "soft," say "as smooth as butter." Or instead of "durable," say "built to withstand everyday adventures." And while focusing on benefits, don’t forget to weave in SEO keywords naturally.

2. Create how-to guides

Don't just sell products – solve problems. How-to guides establish your eCommerce as an authority and provide immense value to your audience. They answer questions, offer solutions, and empower customers to make the most of their purchases. These guides work well as blog posts, infographics, or downloadable PDFs.

And if you want to amplify your how-to guide's impact? Then, go visual. The B2C Content Marketing Benchmarks, Budgets, and Trends report mentioned earlier found that how-to videos produced the best content marketing results (38%) among those used by marketers.

💡 eCommerce content marketing example: Warby Parker, an online eyewear retailer, created a comprehensive "How-To Guides" library that addresses common customer questions and concerns.

Need to know how to pack your sunglasses safely for travel? Curious about the best way to clean your contact lens case?

Warby Parker provides clear, concise answers with helpful visuals.

⚡ Pro tip: break down your guides into simple, actionable steps. Use visuals like images, infographics, or short videos to enhance the user’s understanding. Always end with a call-to-action, directing your audience to purchase the product or explore more content.

3. Craft product buying guides

How many times have you Googled "best [insert the product you want]" or searched on YouTube for channels comparing items from various brands? Chances are, you came across long-form blog posts or detailed videos breaking down those options. 

A buying guide is a conversion-driving eCommerce content marketing strategy, mainly if you sell high-ticket items. It equips shoppers with the knowledge and confidence to navigate complex decisions.

And the beauty of this search? High-intent keywords like "best," “top-rated,” “comparison,” or “review” tell you one thing: the searcher is more than just browsing; they're ready to buy.

But there's a catch. Creating these guides yourself can feel a bit like shameless self-promotion if you’re only offering your solution or comparing your products to competitors without transparency. Of course, this isn't a problem for eCommerce retailers offering a multi-brand selection. 

But for everyone else, an alternative is to team up with expert blogs or media outlets. You can tap into their established audience and leverage their neutral, authoritative voice.

A few examples of buying guides include:

• "Best of" lists: e.g., "Top 10 Coffee Makers for Busy Professionals," "5 Best Wireless Headphones Under $100"
• Ultimate guides: e.g., "The Ultimate Guide to Choosing the Right Mattress," "Everything You Need to Know About Buying a DSLR Camera"
• Comparison posts: e.g., "iPhone 16 vs. Samsung Galaxy S25: Which Phone is Right for You?", "Gas vs. Electric Grills: A Head-to-Head Comparison"
• Problem/solution focused: e.g., "Suffering from Back Pain? Find the Best Office Chair for Your Needs," "5 Tips for Choosing the Right Running Shoes to Prevent Injuries"

💡 Consider this example: Wayfair's refrigerator buying guide is a masterclass in turning a daunting purchase into one filled with confidence. It’s a knowledgeable ally for homeowners navigating the often-confusing world of online appliance shopping.

The guide deconstructs complex choices (French door versus side-by-side, for instance) into digestible sections, using clear subheadings, concise explanations, and high-quality images to illuminate important differences.

⚡ Pro tip: transform your most in-depth guides into downloadable freemium content. It's a win-win: you collect valuable email leads while providing exceptional value to potential customers.

4. Leverage user-generated content

User-generated content (UGC) is material your customers create, whether a social media post, a product review, or a video. It's the modern-day word-of-mouth, amplified by the reach of the internet. UGC also acts as social proof, showing others that real people trust and enjoy your products

Imagine a legion of enthusiastic fans promoting your products, their genuine experiences echoing across social media. That's user-generated content in action – raw, honest, and ridiculously effective.

A Nosto survey, How eCommerce marketers are embracing UGC to boost their online sales, revealed that:

• 87% of marketers believe UGC is a more authentic way to ensure diversity than handpicking models and influencers
• 85% agree that UGC reduces costs compared to professional photography or influencer material
• 81% consider UGC to resonate more with customers than professionally shot photos or influencer posts

💡 eCommerce content marketing example: Crocs, a business once deemed "uncool," captured Gen Z’s hearts (and feet) by unleashing the power of UGC. Instead of depending on traditional advertising, Crocs recognized that authenticity was vital for this young, trend-conscious demographic.

The company joined forces with Social Native, a branded content platform, to tap into a network of creators who embodied the Gen Z spirit. These creators crafted organic, relatable content showcasing Crocs in their daily lives, transforming the brand's image from outdated to desirable.

The strategy ignited a wildfire of success. Crocs experienced a surge in engagement and visibility, skyrocketing from the 27th to the 13th best-selling footwear brand in the US in one year. By embracing UGC, Crocs demonstrated the power of authenticity and customer-driven marketing in capturing the ever-evolving youth market.

⚡ Pro tip: don't make customers jump through hoops to share their love for your brand. Create a catchy hashtag, host contests, and offer incentives to encourage UGC creation and submission.

5. Partner with influencers and experts

While user-generated content highlights everyday people enjoying your products, influencer marketing takes this concept to a new level. It leverages the credibility of trusted, niche-specific voices – individuals with engaged followings and relevant expertise – to champion your brand and connect with a broader audience.

However, this marketing strategy isn't about famous names leading to impressive results. Mindlessly chasing high-profile influencers can backfire, hurting your business and wasting valuable resources. It’s like casting for a movie – you need the right person for the role, not the biggest star.

On top of that, a 2024 report, The Influencer Marketing Benchmark, reveals that the power now lies with creators with smaller, engaged audiences. Marketers favor nano-influencers (44%) and micro-influencers (26%) over expensive macro-influencers (17%) and celebrities (13%).

These creators often have a more authentic connection with their followers, so those recommendations have a greater impact.

💡 Influencer marketing example: Joybird, an online furniture retailer known for its mid-century modern designs, partnered with Chrissa Sparkles for the Barbie Dreamhouse furniture collection.

Known for her vibrant, playful aesthetic – a perfect match for Barbie – she created eye-catching content through sponsored videos that resonated with her audience.

⚡ Pro tip: look for influencers whose values align with your brand and whose audience matches your target market. Don't focus on follower count; prioritize genuine engagement and storytelling.

6. Create interactive content

Interactive content (quizzes, games, polls) grabs consumers’ attention and keeps them engaged. These personalized, fun experiences not only entertain but also encourage users to stick around longer and come back for more.

In fact, Hubspot’s report on State of Inbound Marketing Trends 2022, reveals that 77% of marketers consider interactive content a top performer on social media. It’s second only to funny posts (80%) and surpasses behind-the-scenes creations (68%). But hold that thought; we'll dive into those soon enough.

Back to interactive content, consider this example: a beauty brand might offer a "What's Your Ideal Skincare Routine?" quiz. By asking about skin types and concerns, the quiz delivers personalized product recommendations, steering each customer toward their ideal regimen.

💡 eCommerce content marketing example: Chief Nutrition, a leading Australian healthy snack brand, created a quiz to help shoppers discover the best snacks to fuel their wellness journeys. 

The brand provides personalized recommendations through questions like "Are you following any particular diet?" and "Which areas of your health are you looking to improve?"

But the strategy goes beyond engagement. Chief Nutrition gathers valuable leads by requiring an email address to receive results, enabling its marketing team to nurture relationships and send targeted messages to a health-conscious audience.

⚡ Pro tip: don't treat your interactive content as a standalone tactic. Integrate it into your broader marketing funnel. For instance, use a quiz to segment your audience based on their responses, then send hyper-personalized email sequences offering tailored product recommendations, exclusive resources, or special promotions.

7. Share relatable memes 

Now, while interactive content secured second place in that HubSpot report, humorous posts took the top spot. And what's the first thing that springs to mind when you think of "funny content?" You’ve guessed it: memes

Memes are more than silly images with captions; they're cultural currency, shared relentlessly across the internet. They connect with audiences on an emotional level, evoking laughter, understanding, and a sense of shared experience. And with the right approach, memes can “easily” go viral, amplifying your reach exponentially.

However, memes aren’t for everyone. They must align with your identity, voice, and overall marketing strategy. A meme that feels forced or off-brand can backfire. But when used properly, these funny images or videos are a powerful tool for boosting engagement and making your brand more relatable.

Although not an eCommerce business, Ryanair's Instagram is a masterclass in meme marketing worth checking out. The airline has mastered its humor and voice, turning relatable travel situations into a hilarious stream of shareable content.

💡 An example of meme marketing for eCommerce: with almost two million followers on TikTok, clothing brand Chubbies wasn't afraid to go all-in on memes, and it pays off big time.

By understanding its target audience – guys who live for the weekend and love a good pair of short shorts – and crafting hilarious, relatable memes, Chubbies has cultivated a community of loyal customers. 

The founders created a brand that's synonymous with fun, good times, and, of course, short shorts. This approach has helped the business succeed remarkably, boasting a 50% year-over-year sales growth.

8. Behind-the-scenes content

Another highlight of HubSpot's report was behind-the-scenes (BTS) content with its third place. Authenticity matters – and consumers crave it.

The 2023 Sprout Social Index Report confirms this trend. The top three things consumers want more of from brands on social media are: 

• Authentic, non-promotional content
• Transparency about business practices and values
• Information about how products are made/sourced

People buy from people, so let your audience connect with the humans behind your company. For example, an employee advocacy strategy can organically amplify your brand awareness. 

For eCommerce businesses, this content marketing strategy humanizes your operations by showcasing aspects like the packing process and the care that goes into it.

💡 eCommerce content marketing example: Patagonia's "What We Do" video series illustrates effective behind-the-scenes materials. Instead of simply stating values, Patagonia goes deeper, inviting viewers into its world.

The company creates a powerful emotional connection with its audience by opening doors and sharing stories. Viewers gain a deeper understanding of the brand's values, the people behind the products, and the commitment driving its mission.

⚡ Pro tip: use Instagram Stories or Reels for real-time, authentic behind-the-scenes content. Keep it casual and relatable, and focus on aspects of your business that align with your brand’s story and mission.

To ensure your customers feel confident about buying from your store, having a well-crafted return policy is just as important as sharing your brand’s story. Learn how to write a return policy that builds trust and transparency.

9. Explore live shopping/commerce

One eCommerce trend you can't ignore is live commerce's explosive growth. McKinsey predicts that by 2026, live shopping will drive a remarkable 10-20% of all eCommerce sales.

But what's fueling this change? Another McKinsey's research reveals a simple answer: entertainment. Most frequent live shoppers in the US (42%) and Europe (38%) find live commerce fun and engaging. Close behind, 35% of US consumers and 30% in Europe are drawn to the potential of snagging better prices and deals.

Consider live shopping as content creation with a clear goal: driving sales. While it might challenge the "non-promotional" preference we’ve seen, it's all about meeting your audience's needs at the moment. In other words, the key is to experiment and analyze what resonates most effectively with your target customers.

💡 A live shopping content marketing example: Bloomingdale's provides a stellar example of live commerce done right. Since 2020, the company has launched over 50 events, carefully cultivating anticipation and excitement for each one.

In one standout live stream in 2021, Bloomingdale's partnered with Sandra Choi, the creative director of Jimmy Choo (a luxury fashion house renowned for its high-end shoes and accessories). Here’s how the strategy worked:

• Pre-event buzz: Bloomingdale's treated early registrants to a luxurious experience – cocktails and macaroons delivered straight to their doorsteps
• Exclusive perks: the brand rewarded the first 50 shoppers who purchased Jimmy Choo shoes during the live stream with a personalized fashion sketch
• Incentivized engagement: Bloomingdale's entered everyone who stayed until the end into a raffle to win gift baskets and gift cards

⚡ Pro tip: if you're an Amazon seller, don't miss out on Amazon Live! It's a powerful real-time platform to connect with shoppers and boost your sales on Amazon.

But before you hit that "Go Live" button, make sure you've laid the groundwork for success. Learn how to optimize your listings for maximum visibility with our guide to Amazon SEO. And if you need capital to scale your live commerce strategy, explore funding options with our guide on financing for Amazon sellers.

10. Plan seasonal and holiday content

In 2023, US online holiday sales hit $221.1 billion, according to Adobe’s 2023 Holiday Shopping Trends report. And for the first time, mobile shopping outpaced desktop, with 51.1% of online sales coming from smartphones.

For sure you want to take advantage of lucrative holiday seasons with a content strategy in place. Whether it’s back-to-school season, Black Friday/Cyber Monday, or Valentine’s Day, creating content tailored to specific holidays or events can increase traffic and sales.

Seasonal content campaigns tie into many successful tactics we’ve covered. Here are a few examples to get you inspired:

• Holiday gift guides: create a “Top 10 [Your Niche] Gifts for Black Friday” blog post to guide shoppers
• User-generated content: encourage customers to share photos of their holiday purchases with a specific hashtag for a chance to be featured
• Holiday memes: post memes about the chaos of last-minute Christmas shopping to connect with your audience’s real-life experiences
• Behind-the-scenes: show your team’s holiday preparations via Instagram Stories or TikTok to build excitement and trust
• Live shopping events: host a live shopping session featuring exclusive holiday bundles or deals to engage customers in real time

💡 eCommerce content marketing example: in 2022, Blenders Eyewear pulled off a successful multichannel Black Friday campaign. The brand hyped its BOGO (buy one, get one) deals with hashtags on Instagram and TikTok and teased new product drops ahead of the sale, which kept customers on the hook across platforms.

⚡ Pro tip: plan your seasonal content well in advance. The last quarter of the year is often the most profitable for US retailers, and in 2023, 51% of US shoppers started their holiday shopping before December, so early advertising is critical.

eCommerce content marketing best practices 

After all these strategies, you may wonder, “How do I do content marketing that boosts results?” The key lies in knowing your customer, creating a clear funnel, and tracking the content marketing metrics that really matter.

1. Know your audience and analyze competitors

Your content is only as good as your understanding of your audience. Dive deep into customer behavior, preferences, and pain points. Meanwhile, keep an eye on your competitors – what are they doing well, and how can you exploit the gaps?

2. Build an eCommerce marketing funnel

Guide your customers through the buyer’s journey – from awareness to conversion. Create content that speaks to each stage of your eCommerce marketing funnel, for example: 

• Blog posts for awareness
• User-generated spots for consideration
• Buying guides or live shopping for decision-making 

3. Make your content visually irresistible 

Boring content doesn’t convert. Use high-quality images, infographics, videos, and interactive elements to captivate your audience. Your creations should be as eye-catching as they are informative.

4. Monitor essential content marketing metrics

Tracking the right metrics is essential to guide most of your strategies in the future.

But which content marketing metrics should you keep an eye on?

According to Semrush’s The State of Content Marketing 2023 Global Report, here’s how marketers gauge success:

• Social media engagement (61%): measuring likes, view counts, reactions, comments, and shares
• Organic traffic (52%): tracking visitors from search engines, top landing pages, and new vs. returning visitors
• Email marketing engagement (47%): analyzing open rates, click-through rates (CTR), unsubscribe rates, and email conversions
• Search ranking (41%): monitoring keyword rankings, backlinks, domain authority, and eCommerce rich snippets
• Subscribers and followers (38%): tracking audience numbers from all channels

However, according to HubSpot’s State of Inbound Marketing Trends 2022 report, 37% of marketers assess the effectiveness of social media content based on its direct impact on sales. It's also important to consider the growing influence of social selling tools in this context.

Either way, if you're creating content for the later stages of your buyer's journey, your focus should shift toward lead generation and conversion metrics.

5. Amplify and share your content

Your content’s value diminishes if no one sees it, so use emails to nurture leads and optimize conversions.

Meanwhile, remember when we said not to ditch paid ads? That’s right – you can also leverage them in your eCommerce content marketing strategy to expand your reach and attract new customers.

Give your blog and social media the attention they deserve.

6. Use AI and automation to boost efficiency

AI tools can supercharge your content production. HubSpot’s 2024 State of Marketing found that 82% of marketers said AI enhanced their creation capabilities. 

But proceed with caution: Hootsuite’s 2024 Social Media Trends report revealed that 62% of consumers are less likely to trust AI-generated content. So, blend AI for speed with human creativity for authenticity.

7. Streamline content production at scale

Scaling content creation is crucial for growth.

Big players spend big – 80% of highly successful marketers allocate over 10% of their budget toward content (The State of Content Marketing 2023 Global Report).

And if you're scaling abroad, you must speak your customer’s language (literally and culturally). Learn how eCommerce localization can boost your global success.

Unlock the capital you need to keep your content engine running

You’re ready. Your strategy is sharp. Your content is spot-on. But none of that matters if you don’t have the capital to scale. Without enough resources, you risk stalling out as you gain traction. And in a fast-moving market, standing still isn’t just risky - it’s a death sentence.

But with our guide to funding for eCommerce businesses, you have everything you need to outlast the competition and keep moving forward.

Inside this eBook, you’ll find eight funding alternatives to fuel your business – some offering flexibility, like revenue-based financing, and others that could mean giving up control.

You’ll get key strategies and no-nonsense tips to secure the right option. Whether you need capital to grow your operations, boost your eCommerce content marketing efforts, or expand your product line, we’ve got you covered.

Grab your free copy of our funding guide for eCommerce businesses. Learn everything you need to finance your growth – fast.

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