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How to Use Content Marketing for eCommerce Sales

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A content marketing campaign involves developing and distributing relevant, useful content to your current and potential customers. It includes blogs, newsletters, white papers, social media posts, emails, videos, and the like. Content like this conveys expertise and clarifies that a company values its customers.

Establishing and nurturing relationships with your existing and prospective customers is possible when consistently using content marketing. It’s more likely that your audiences will choose you when it’s time to buy. It is because they perceive your company as a partner interested in their success and a valuable source of guidance and advice.

What is eCommerce content marketing?

Ecommerce brands can differentiate themselves from their competitors using a content strategy for eCommerce. Commerce and content are connected with each other. Brands can cover every step of the buyer’s journey with an e-commerce content strategy.  By using eCommerce content marketing, online retailers can build relationships with their customers that are authentic and deep.

Importance of eCommerce content marketing?

Content marketing for eCommerce sites greatly enhances SEO (search engine optimization).

The content for eCommerce websites must consistently be created and optimized around relevant keywords to attract high-value, repeat traffic. To attract organic search traffic typically used for advertising, Considering the significantly higher return on investment obtained by SEO compared to PPC translates to massive savings.

SEO provides compounding organic traffic over time, which leads to new customers and higher revenue. On the other hand, paid media will result in zero traffic if you stop buying ads.

The customer journey is completed by eCommerce content marketing.

From the moment a prospective customer becomes aware of a problem through purchase and retention, content marketing should cover the entire customer journey map. Your brand can be present every step of the way as your customers progress through their journey. It is done by creating valuable content that solves a specific problem, educates them about an opportunity, or offers practical information.

You may limit customer touchpoints to the final stages of the customer journey if all of your content is only on product pages (as with many eCommerce retailers). Competitors can take advantage of this gap to address your prospective customers’ needs along their buyer journey.

Differentiate your brand with content marketing.

Ecommerce can be difficult to differentiate unless you sell a unique product. Setting yourself apart can be accomplished through content strategy. It can display brand personality, and customers may become loyal who wouldn’t otherwise be.

Red Bull best exemplifies it. The energy drink they have may not be the most effective. It tastes pretty terrible, according to many people. Through relentless content marketing, mostly video, they have built a protective moat around their brand.

Ecommerce content marketing optimizes your conversion funnel.

Content is often siloed by eCommerce brands, disconnected from the brand’s operations and eCommerce site. You may find that your conversion rate drops as a result of friction experienced by potential customers during their journey. You need to do content writing for eCommerce websites accurately. However, a successful eCommerce content marketing strategy moves customers seamlessly through the conversion funnel until they’re ready to purchase. There can be many reasons someone would not want to buy from your website. You should strengthen your relationship with your audience every time you interact with your audience.

Marketers can send emails with the latest deals to new visitors. For B2B, you could offer your most successful case studies and customer stories, as well as a whitepaper, testimonials, and testimonials.

As they move through the conversion funnel, these micro-conversions can help.

It is also critical to include CTAs for those ready to buy to encourage them to make a purchase. Continually increasing engagement and assets can be achieved this way.

How to write e-commerce website content?

Keywords, links, and other SEO rules can be confusing, and it’s easy to get lost in the chaos of SEO. Prioritize your potential customers, however.

Describe each item clearly and thoroughly. Your customer needs as much information as possible to make an educated purchase decision. So visitors don’t leave your page and go to your competitor, give them a word picture of your merchandise.

Your online brand must create solid content that allows customers to determine the product itself and builds trust with your brand. Buying an item online without seeing it in person or trying it out is disadvantageous, so many buyers want to ensure they don’t get a lemon.

The more accurate and detailed your descriptions, the more you establish trust for the consumer and increase your chances of selling the product.

Testimonials from customers

Integrating reviews into your content is one way to boost shoppers’ trust. Adding success stories and customer comments to your site validates your product to viewers while adding positivity.

There is no doubt that word-of-mouth is powerful. The more satisfied your customers are, the more likely they will consider your brand. Online businesses are less likely to face skepticism because of it.

Word count is mandatory

Don’t forget to take word count into account along with testimonials because it covers the journey of content to commerce. Longer product descriptions can serve two purposes:

  • Your product’s specifics are adequately explained to readers.
  • As a way to demonstrate your commitment to your audience.

It would help if you always keep your audience in mind when writing your content, and Google wants them to be satisfied with the result. You cannot adequately convey your services to your reader in one line of text.

When it comes to eCommerce content writing, it’s easy to fall into the trap of providing the bare minimum. On the other hand, Google’s Panda algorithm demonizes thin web materials and rewards web pages that are more substantive.

It is wise to have a product description of around three hundred words. It is so that there is enough space to give the reader the information necessary to decide on the product. It includes customer reviews and other helpful information. The longer the description, the more likely it is that you will lose your readers’ attention, and they will move on from the page.

Don’t duplicate content!

You should also avoid low-quality material when marketing for an eCommerce website. You should also avoid duplicate content. Ecommerce content creation must be original. An identical product description uses text from another source.

Google penalizes web pages that use previously published content, although it is much easier to use already published content than to create your own. It causes Google to index the original content rather than yours, thereby removing any benefit you might have gotten from your copy.

It is common for e-commerce companies to use the official product description provided by the manufacturer. Despite being a handy way to depict your product, many other companies in your market will also take advantage of it, resulting in duplicate content and penalties.

It is also problematic when company slogans or bios appear on multiple pages. Having many pages on an online store is a problem with e-commerce sites. A lot of repetition is inevitable because each item has its description, so the page count adds to the difficulty of repeating phrasing.

Content that sells

Increasing your search rankings and generating more sales is critical when working with e-commerce. To persuade your visitors to your brand, write detailed product descriptions.

To make the sale, you need to provide your customers with the right information to convince them that your product is better than your competitor’s. Your rankings and conversion rates will improve due to attracting more readers.

Best eCommerce content examples in India:


A brand always has a poster when a new issue comes out! With its opinionated version, Amul is always there for you, regardless of your cause or problem. Amul’s topical creatives address any current situation from the masses’ point of view. The Amul girl can be found in any of their content in a way that conveys the story from her perspective, giving the brand a human touch. Facebook, Twitter, and Instagram are all social media platforms used by Amul. The company also conducts interesting social media contests to keep its audience engaged, in addition to such topical content. Hence their content creation for eCommerce marketing is superior.


There is no doubt that Zomato knows its audience very well. Bringing out the foodie in you is what makes them stand out!

Zomato’s funny tweet, ‘Guys, kabhi kabhi ghar ka khana bhi kha lena chahiye’, garnered over 18,000 likes in July 2019. As a result of retweets from other companies with different hashtags, it gained media coverage on other platforms.

For example, YouTube tweeted- “Guys, kabhi kabhi raat ke 3 baje, so jana chahiye!”.

As a response, Zomato sent out a witty tweet: ‘Guys, kabhi kabhi khud ke ache tweet bhi soch lene chahiye’.

For Zomato, quality matters more than quantity on social media, so they do not post every day. They’re equally helpful, no matter what platform you use- Facebook, Instagram, Twitter, or a blog. Many experts warn against using many social networks in your marketing. It is clear from Zomato’s content marketing that you can utilize multiple channels efficiently.

Oreo India

Keeping its audience engaged with its content is Oreo India’s secret. Due to the campaign #DailyDunks with Bollywood celebrity Ranbir Kapoor, Oreo initially faced substantial challenges in the Indian market.

The content ideas they come up with for the other networks are different from their own.

For example, Oreo used a stretched pack of Oreo biscuits to make a graphic on June 21, the year’s longest day.

You can find Oreo India on Facebook, Twitter, Instagram, Pinterest, and YouTube. Ranbir Kapoor also appears in their TV commercials.

Vogue India

Stories are one of the most powerful tools in content marketing, and Vogue India uses them to great effect.

To raise awareness about women’s empowerment and violence against women, #VogueEmpower was created. Content marketing videos featuring Bollywood celebrities like Madhuri Dixit add glamour and create buzz.

Vogue’s content marketing is not only based on YouTube but also on Facebook, Twitter, Instagram, and Google Plus. Their niche is widely discussed, after all.


Among India’s pioneering online brands, Flipkart was one of the first to adopt TVCs as its primary content marketing tool as part of its content marketing eCommerce strategy. The ads are catchy and cute, with children dressed up as adults and children posing as adults.

As well as being topical, funny, and extremely engaging, these videos are also extremely educational!

Flipkart’s creativity, messaging, and sense of humour always make their customers smile when they see a new offer or service announcement.


There is a lot of emotion and fun in every aspect of marriage on Shaadi.com. They do a number of things that make them stand out from other matrimonial websites, such as creating unique hashtags and campaign ideas.

It was recently conceived of #WoEkBaat as a tribute to the essence of love on Valentine’s Day to mark the occasion. The company picked up on a particular moment from a couple’s relationship and used that to drive conversations. It was as they celebrated their milestone of 6 Million Success Stories and their new milestone.

For Shaadi.com, YouTube plays a key role in content marketing, just like it is for Vogue India. Even though they do not use Facebook or Twitter for their content marketing, they are active on both Facebook and Twitter. However, their strategy for YouTube and TV is quite different from that of social media.

Imperial Blue

Their greatest success came from the ‘Men will be men’ campaign, and Imperial Blue uses video marketing for all of its campaigns.

Throughout its commercials, the brand does a very good job of representing the psychology of men. In regards to their content marketing efforts, TV advertisements have played a major role, with each video depicting a man’s emotion from a humorous angle as it conveys the accurate representation of a man’s feelings, which results in smiles, long-term loyalty, and brand recognition.s a lifetime.

OLX India

OLX extensively uses video marketing. ‘Womaniya’ is a song with the tagline ‘Where Buyers Meet Sellers. To appeal to the senses, they used marketing psychology. OLX is the place for you if you want to re-sell something! Every Indian household struggles with domestic clutter. You should note that although OLX India focuses primarily on video marketing and TV commercials, they are equally adept at marketing on Facebook and Twitter.

Their marketing efforts were further enhanced when they teamed up with the stand-up comedian turned TV personality, Kapil Sharma, to lend their efforts the much-needed star power.


Bhupendra Khanal founded Simplify360 in 2009 as a new-age social media analytics company focusing on social media analytics. They have a strong reputation for their infographics and a wide range of clients in this category, including more than 25 big names in the business. Previously, the Ice Bucket Challenge gained popularity, and here is their take on this viral challenge.


Faasos’s online food app communicates with its audience at different times of the day or based on current events. Mobile-based apps and email are the most common channels for sharing contextual content.

The company also increases sales by sending offers right before mealtimes and taking advantage of key events such as the India-Pakistan match.


Humorous and witty content is part of their brand name. There are a few unique elements in their blog posts, including memes and fashion talks. Additionally, they cover events like Comic Con, NH7, and others in their blog posts.

By mirroring the things associated with today’s young population, this brand aims to connect with its audience to the fullest.


Content marketers must create and share relevant articles, films, podcasts, and other material to reach, engage, and maintain an audience. A content marketing campaign entails creating and distributing helpful material to present and prospective clients. This type of content displays knowledge and demonstrates that a firm appreciates its clients. When you use content marketing consistently, you can establish and nurture relationships with your current and future consumers.

SEO benefits immensely from eCommerce content marketing (search engine optimization). Content must be continuously developed and optimized around relevant keywords to attract high-value, recurring visitors. Over time, SEO generates compounding organic traffic, resulting in more consumers and increased income. eCommerce content marketing completes the consumer journey.

Content marketing should span the customer journey map, from when a prospective client becomes aware of an issue to purchase and retention. As your client’s journey, your brand may be present at every step of the route. If all of your information is just on product pages, you may want to limit consumer encounters until the end of the customer journey (as with many eCommerce retailers). Competitors might take advantage of this gap to fulfill the demands of your prospective consumers throughout the buying journey.

Content marketing may help you differentiate your brand. They have created a protective moat around their brand through continuous content marketing, mostly video. Your conversion funnel is optimized through e-commerce content marketing. A good eCommerce content marketing strategy, on the other hand, guides clients through the conversion funnel until they are ready to buy.

Your consumer requires as much information as possible to make an informed buying decision. Your internet brand must provide high-quality content that helps buyers to determine the product and generates trust in your company. The more precise and thorough your descriptions, the more trust you develop with the consumer and the more likely you are to sell the goods. Including success stories and consumer feedback on your website confirms your product and adds optimism.

Customers are more inclined to consider your brand if they are satisfied. It would be beneficial if you constantly kept your audience in mind while composing your material, as Google wants them to be pleased with the outcome. A product description of roughly 300 words is recommended. It contains user reviews as well as other useful information.

You can boost your marketing by combining creativity and content. Celebrity associations can also create buzz. Humorous content is most engaging.

Prathamesh magare

Prathamesh magare

Prathamesh is a writer. He is an author and free verse poet at Fraction Digital, a digital marketing agency. He is traveling through the wind and stopping each day to write about his adventures.

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