How Content Marketing Benefits eCommerce Businesses

You are currently viewing How Content Marketing Benefits eCommerce Businesses

Type of Content eCommerce Industry Requires

E-commerce stores are the present and future of shopping. From a needle to furniture, almost everything is now available in e-commerce stores. But with great opportunity comes great competition. So no matter how great your product is, another website sells the same product at a lower price. And exactly, that is where you need content marketing.

Content marketing has become the go-to marketing strategy for e-commerce stores. Whether you are selling T-shirts, home decor items, proteins-shakes, or anything else, you can leverage your business by content marketing. 

But what exactly is content marketing? Vaguely, everyone knows that it is something related to ‘content,’ but what exactly is it? What type of content is required for the eCommerce sector? These are the potential questions that this article aims to answer. This article elaborates the types of content eCommerce businesses require for their content marketing endeavors. 

How Content Marketing Benefits eCommerce Businesses

A marketing campaign that involves educating your customers about your products with different types of content such as emails, blogs, whitepapers, etc., is called content marketing. Unlike other marketing campaigns like online ads, content marketing stays in front of the customers for a longer time. 

Create distinctive content that serves the customer first (Mckinsey).

Content marketing for e-commerce sectors has basically two purposes for a sales funnel:

  1. To bring visitors to the website and make them enter in the funnel
  2. Take the visitors down in the funnel with the help of education

For instance,  Tom owns an e-commerce store that sells printed T-shirts. His website gets only a few hundred visitors per month. No matter how good Tom’s T-shirts are or how much discount he provides, his business cannot profit much. Here is how content marketing is going to benefit him:

More Visitors

Tom hires a content writing service agency that specializes in Search Engine Optimization (SEO). The content writer manages to bring his website on the first page of Google’s search results with high-quality content (blogs, web pages, buyer guides). Every time someone searches for printed T-shirts’ on Google, Tom’s website tops the result page.  When the number of visitors to buy T-shirts increase, Tom’s  T-shirts business booms.

Better Conversion

But wait, Tom has got another problem this time. People are coming to his website, but only a few of them are really buying the T-shirts. The rest of them scroll through the catalog and leave the website without purchasing anything. 

Content marketing again jumps in. Tom’s content writer pens down detailed descriptions of T-shirts: how their fabric is the finest and why his T-shirts are best for the summer. 

This time, when new visitors land on the website, they read the interesting material about T-shirts and are a little more willing to buy the T-shirts. As a result, the conversion rate goes up from 3 to 4.5 percent. That doesn’t sound like a lot, but it can bring more money into Tom’s pocket.

Now, this is only an imaginary scenario. But it serves the purpose of making us understand the basics of how content marketing works. Basically, content marketing brings people to the sales funnel and then slides them down with better education about the product. Therefore, most eCommerce businesses have their own content writers team or outsource it to a content writing service agency. Expert content creators develop all types of marketing collaterals with content that engages the audience. If you are an e-commerce store owner, the chances are that you are already a busy person. From product selection to customer service, there is a lot that you have to handle. In such a case, hiring content writing services for the eCommerce sector can be a time and money-saving decision for your business. 

Type of Content eCommerce Businesses Need For Marketing their Products and Services:

Content marketing strategies like email newsletters and product guides give immediate results, while blogs and other SEO content benefit in the long run. Unlike any other marketing campaign, content marketing gives ROI for a very long time. Moving forward from the basics, now we have to know what some efficient content marketing strategies are? After all, a piece of content can’t just hang in the middle of the air. It has to be written in the context of something. 

How to Create an Ebook In 8 Steps (2021 Beginner’s Guide)

Over time, content marketers have developed many content types for e-commerce stores. All of these content types are effective, result-oriented, and indispensable for an efficient content marketing strategy. Have a look at them:

SEO Content

If a website is not getting enough visitors, this has to be the first thing on the proprietary list. SEO content means any content around the product (product description, how to use it, comparison, etc.) to help search engines know about your website.

Email Content

The primary purpose of sign-ups is to capture the email of the users. Once you have them, you can directly contact your potential customers. Write them an email (or a series of emails) about the next big discount day or tell them about the new product category that you are adding. It is like your own billboard where you can put your ad any time of the day.

Size Charts and FAQ Sheets

Remove every kind of friction between your product and the buyer. There should be no Ifs and Buts in the mind of the customer. Is there a large size available? Is this refundable? Tell them all the answers, and the conversion will skyrocket.

Product or Service Guides

Give in-depth details about your products or service to your customers. Make them visualize how they are going to use your product. You don’t necessarily have to sell in the guide. But, if the customers can visualize themselves using the product and benefit from it, they will surely buy it.


If you have a small business, a blog can give you an edge against your competitors. Not only are blogs good for educating customers, but they are also very efficient in bringing new visitors to the site and capturing their emails. 

Case studies

Case studies are more difficult to find on most business websites because they take a great deal of time and energy to create. However, they also hold a considerable amount of weight with readers. They are essentially success stories that show the power of your company and its services. These contents are highly influential on B2B buyers.

Product Descriptions

A product description elaborates what a product is and why it is worth purchasing. The features, functions, and benefits of the product are explained so that customers are compelled to buy.  The way a product is presented can make or break a purchase. Further, the search engines will index these descriptions. If you use keywords strategically to describe the product on how a consumer searches for it, your page will surely rank better.

Apart from these, e-commerce stores can also use the following content marketing strategies:

  • Glossary of terms
  • Product videos
  • User-Generated Content
  • Research studies and white papers
  • Pricing Guides
  • Buyer’s Guides


The eCommerce sector has become hypercompetitive recently. Interruptive marketing doesn’t work anymore with tech-savvy online buyers. Therefore, online businesses should create a distinctive content strategy that works in their favor.  Ecommerce businesses should work on all content forms that relate to their niche and create exemplary content for reaching the audience. 

Author Bio: 

Rashmi Singh is a freelance content contributor at Content Assistant. Content Assistant is a content writing service firm that provides businesses with all types of content solutions for the eCommerce industry. She has 5+ years of experience, has served 50+ happy clients from different business niches.

How Content Marketing Benefits eCommerce Businesses

eCommerce Development and Ongoing Support

Worry-Free Small Business Website Design and Hosting

eCommerce FAQs

Passionate advocate for digital inclusivity, leading the charge at Understanding eCommerce to provide web accessibility solutions for businesses and organizations. Committed to making the online world accessible to all.