This article is a guide to practical Content Marketing strategies that drives ROI and boosts site conversions, but before jumping into it, let’s understand what is Content Marketing and why it can be a game-changer for your eCommerce business.

What is Content Marketing?

Content Marketing is a strategic marketing approach to attract and retain a targeted audience by creating and distributing valuable, relevant, and consistent content.

Instead of pitching your products or services, you are providing valuable and useful content to your prospects or potential buyers in order to help them solve their issues.

The vast majority of eCommerce brands and prominent organizations in the world are using content marketing for their businesses.

There are various content formats like articles, videos, infographics, Posts, e-books, etc.

When there is too much competition around, one can not ignore content marketing’s Importance.

How Content Marketing helps eCommerce Business?

Content Marketing may sound simple but it’s not, especially in 2021 you can’t afford to be getting content marketing wrong.

Here are some benefits of Content Marketing

  • Attract a defined targeted audience for your business
  • Help to rank higher in SERP (Search Engine Results Page)
  • It encourages trust in your brand
  • Inform potential customers about what your business does
  • Engage your audience around your business
  • Generate engagement, leads, and sales
  • Convert those engagements and leads into customers

Also, you can check our 7 best eCommerce marketing strategy to boost your sales.

Getting Started: The Content Strategy that drives ROI (And Exactly How to Do It)1. 

Now that we’ve covered the basics of content marketing, let’s get right into how to do this step-by-step, with content marketing tips that will get you started on the path to free traffic.

1. Who Is Target Customer Persona 

In order to create content for your target customer, you need to know who your customer is. By developing a customer persona, you can create content that will speak directly to your potential customers which will, in turn, drive Sales.

Building a user persona is not just mapping your services to what you think is your customer needs but should outline who you want your ideal customer to be. Putting a name to your persona can help to do that in a sea of faces. By doing this you are building out fictional clients from real market segments of your potential customers.

  • Name, age, location
  • What does a day in the life of your persona look like
  • Interests
  • Challenges
  • Preferred Content channels 

You can gather this information from social media analytics, Facebook Audience insights, your customer database, and Google analytics.

2. Use the Popular content

A content marketing strategy is a roadmap that will tell you what and how you’re going to create it and where you will distribute it with the ultimate aim to attract, retain, and convert viewers and audience into customers. Creating an effective content strategy involves a bit of research. The best way to do this is by comparing your competitive domains through a keyword gap analysis and check for any keywords your site is not ranking for.

You can gather ideas for your content these three ways:

  • Brainstorming
  • Look for what content top brands in your competition are creating
  • Think out of the box

3. Where should you share Your content: Social Media marketing

Now that your content is ready, it’s time to start sharing it with your target audience.

Figure out where your target audience spent most of their time which means you want to find out which social media platform they are using more.

  • Instagram
  • Facebook
  • Pinterest
  • Linkedin
  • Youtube

Once that is discovered, you want to build up a community on the platforms and you need to post frequently and keep your audience posted.

4. Research how your audience consumes content

By discovering industry trends, you’ll figure out the formats to use for your content.

Look for any specific type of content your audience prefers that may include:

  • Video Content
  • Blogs
  • White paper
  • E-book
  • workshops

5. Measure Results

With all these efforts, you’ll want to make sure you’re getting your desired results. In spite of several efforts, and creative content, all matters is the impact it makes on your business bottom line.

To measure the potential of your content, you’ll need to look at these factors.

  • Organic traffic
  • Leads Quality
  • Conversion rate
  • Time on page
  • Social shares
  • Engagement
  • ROI 
  • Backlinks

6. Use Your Content for Email Marketing

Email helps you communicate directly to your subscribers and get your content in their inboxes. There are plenty of os email service providers, or ESP allows you to send emails, build, and retain subscribers.

Even just confirming orders, notifying buyers about shipping and package delivery, and doing a follow-up gives you various chances to communicate with customers, build relationships, and retain them.

Focus on these tips for a successful email marketing

  • Your strategy for email marketing has to relate to your business goals.
  • Segment your email subscriber list
  • Send email surveys about subscriber content preferences.
  • Encourage Your subscribers to share your content on social media.
  • Maintain Brand voice throughout the email
  • Add clear Call To Action (CTA) button


You aren’t going to convert every single visitor into a sale the very first time they land on your website.

With the average eCommerce conversion rate being 1-3%, you need a better and calculative way to capture interest and grow brand awareness.

Your content marketing strategy is one way to do it.

And once you have your strategy in place, you need a team to execute it.

Just be sure you have a form to capture email, too, for anyone who doesn’t want to buy but does want to hear from you more often.

Learn more about Network Handlers for eCommerce.

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