e-commerce content marketing

E-commerce Content Marketing: 7 Unique Strategies to Create Awesome Content for Your Business

In today’s digital marketing landscape, content has grown to be one of the most important factors for success. Whatever content your website has can say a lot about your business, which is why it’s important to get your content right from the very start.

However, some entrepreneurs don’t have a good grasp of how content marketing works. To ensure that your business gets noticed online by your intended audience, it’s important to know a couple of content strategies to help your business.

We listed seven unique strategies that will help you create awesome content for your business:

Have a clear brand voice

Before your business can clearly communicate with your target audience, you should first determine your brand voice.

Without a definite brand voice, it will be very hard to maintain consistency across all your communication materials – from your advertisements, website content, blogs, as well as in terms of visual content.

Depending on the type of your business, as well as your intended brand feel, you can come off as funny and witty, exclusive and luxurious, sweet and cozy, or just about anything. Just ensure that your chosen brand voice encapsulates what your business is about and embodies the soul of your brand.

But how do you do this? It requires you to look inside as well as outward.

Try to list down some key emotions and characteristics that you want your business to convey and embody. Once you’re able to do this, you should then look outward to see how you can connect with your target audience effectively.

Unfortunately, changing the brand voice you come up with can be tricky and time-consuming should you decide in the future that it’s not the right fit for your business. So, make sure you are comfortable and confident with your brand voice.

Develop images that match your brand voice

Once you’ve identified and expounded your brand voice, it will be a lot easier to come up with content – especially visual content.

Your brand voice should help you know what kind of photography and graphic design styles to use to market your brand.

Partner up with a trusted visual artist to help you create a visual brand guide which should contain your color schemes, fonts, design rulebook, as well as photography guides which should help you choose photos in your stock image bank. It should also help you identify photographers to work with should you opt to customize your photos according to your needs.

With a consistent visual look, it would be much easier for your audience to identify your brand, especially when they are browsing through loads of content online.

Create lead magnets

If your business is service-based, creating content lead magnets will be very helpful in tapping the right leads, getting their contact information, and establishing your brand as an expert in your industry.

Because lead magnets use relevant information as bait for customers to provide their contact information, you are sure that those who list their details are interested in the topics you’re discussing in your lead magnet content.

Popular and effective lead magnets come in the form of reports, videos, social media content, and webinars. Blog posts, whitepapers, and infographics are also popular formats of lead magnets.

This type of content is also effective in building a strong relationship between your brand and potential customers. Which means that you can also implement the aforementioned tips to make your own e-commerce website.

Because you’re helping your potential customers with these lead magnets, they are more likely to feel comfortable to transact with your business in the future.

Incorporate shorter content

When writing content, it’s a good practice to keep in mind how your customers will consume your content.

If you intend to publish a piece of content on a platform where they are more likely to skim through (such as in social media), it’s best to write shorter yet interesting copy. Make sure that you can capture your audience’s attention with the first line of words that they will read.

When you are writing product descriptions for product pages, you can give yourself more leeway. Because customers will be more immersed when reading through product details, you can afford to write longer without sacrificing clarity.

Just be mindful of where you’re publishing certain pieces of content so you don’t bore your potential audiences.

Invest in interactive content

One major caveat of e-commerce vs in-store shopping is its interactive capability.

When customers shop in brick-and-mortar stores, they get to immerse themselves in the store’s ambiance, talk to sales representatives, touch items, etc. However, with e-commerce, potential customers are limited to what they see and hear.

To stand out as an e-commerce business, it might be a good idea to invest in interactive content with omnichannel retailing. With about 90% of consumers saying they want to see more visual and interactive content online, it’s probably a wise idea to do so.

Incorporating interactive content in your digital marketing efforts is a great way to build connections with potential customers, regardless of where they stand in your sales funnel. Surveys and quizzes are great examples of simple interactive content that has good potential to increase funnel engagement.

Share your customers’ stories

Online customers are very keen on what other people have to say about your product, especially those who have already purchased your product or your service.

Putting real customer success stories on your website, as well as leveraging these testimonies in your advertisements, can be a great way to encourage potential customers into buying your products.

Make sure to get substantial feedback from your customers. You can even encourage them to leave reviews and share their experiences with little incentives such as discount codes, which they can use when they make a future purchase.

If your customers are satisfied with their experience, getting them to share their story shouldn’t be as hard.

Build product or service guidelines

When thinking of content ideas that can help your e-commerce business get off the ground, it’s good to start from within.

Product and service guidelines are very effective, especially among SAAS businesses. Look at your products and services and see if your customers can use it to its full potential and create guides to help your customers use your service even better.

Usually, customers love to read step-by-step guides in using your products. You can also publish resources on how to use, fix, set-up, or assemble your products for your customers.


Content is undoubtedly very important in marketing your e-commerce business. Without good content, it would be very hard to raise awareness about your brand and get the word out about your business.

However, by simply doing these seven unique strategies to create awesome content, you’ll be able to utilize the power of content marketing to market your business and be on your way to success.