beginner’s guide to content marketing for e-commerce

Content marketing has become the biggest part of marketing strategy these days. What exactly is content marketing? It’s the process of creating and distributing digital creatives online in order to promote a product, brand or service. As an e-commerce business owner, you need to take a specific approach, particularly for e-commerce. What you need to do is to drive conversions. So if you can’t connect your content marketing strategy to conversions, it’s just a waste of time and effort. As a beginner, it might not be easy to set up your own content marketing strategy. That’s why today we would like to share our beginner’s guide to content marketing for e-commerce

E-commerce Content Marketing Process

First, you should establish a clear plan for your content marketing strategy. Don’t forget that you need to drive conversions ultimately. It definitely takes time to create a plan and put a strategy in motion. Keep in mind the planning process below and make sure to follow them in order: 

photo by Anete Lusina, ecommerce website on the laptop
photo by Anete Lusina

Step 1: Identify your targets

This is the basics of marketing. It may sound simple but a lot of e-commerce beginners make mistakes to identify their target audiences. Take a moment to see if you really know your targets. Prior to every content marketing, you need to clarify your target audiences for sure. 

Step 2: Learn their habits

As already mentioned, content marketing is about distributing digital materials online. That’s why it’s crucial to figure out who your target market is and where they usually spend time online. For example, social media is a great way to upload your content. However, there are a lot of different social media channels. So you need to research who spends more time on each channel based on your segmentation. And then set up a plan accordingly. Otherwise, you won’t know where or how to distribute the right content. 

Step 3: Content creation and distribution

Once you get to know which platforms are best to distribute your digital materials, you can start creating content. If you have already built the content before you figure out your target audiences and learn their habits it might waste your time. You will end up making your effort to create content that people won’t find and see.

When you’re ready to create content, break down the status of your audiences into three steps: awareness, evaluation and conversion. Then create content accordingly. For example, a consumer who hasn’t heard of your business will just look around your social media. Meanwhile, one who is about to be converted would be more interested in getting demo or participating in webinar.

Types of e-commerce content marketing

photo by Bench Accounting, a guy using a laptop on the desk
photo by Bench Accounting


Content marketing strategy with blogging is recommended as a good start for your promotion. It could be very beneficial regarding SEO. As an e-commerce business owner, you have to compete with so many other brands across the web. You can’t just rely on all of your potential clients going directly to your website. That’s why you should create some blog content that could lure customers to your website for conversions. 


One of the biggest challenges of e-commerce is that your clients can’t feel or touch what you’re selling. That’s why photos are necessary for your product pages. Ensure that you have tons of high-quality photos of your products from every imaginable angle. Include the photos not only on your website and social media but also in your blogs or email campaigns. Once you take original photos you’ll always be able to find a use of them on every channel. 


While photos are a bit limited, videos can show the full story. You would’ve already realized the importance of video content if you’ve looked at the impact of video on product purchases. The more videos people watch about a product on the website, the higher chances of sales you will get. Just like photos, videos can also be repurposed across multiple different channels. 

Email marketing

Whenever someone buys your product on your website, you have the opportunity to send them a campaign related to that order and even to the potential purchases: order confirmation, shipping notification, and follow-up. You can always use these emails to drive more conversions. For instance, you could provide discount codes for an upcoming purchase or show product recommendations based on what they bought. 

Interactive content

If you want to bring a more personalized touch to the customers add interactivity to your content marketing strategy! An interactive quiz could be a good way to make your customers pay more attention and drive their interests. By answering questions designed to meet their needs, your potential clients will feel more confident about purchasing your products.

Content marketing is an important tool for the success of your e-commerce business! If you want more inspiration and ideas, Click here to have a read of our 10 unique product photography ideas to boost your sales.

If you need help creating visual content, we can help you at Klaud9. We are an on-demand global platform that connects photographers and clients. From product to event photography, we can provide a range of content for your marketing strategy. Click here to find out more

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