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The 4 Best eCommerce Content Marketing Strategies to Boost ROI

Many eCommerce business owners put all of their focus on driving traffic to their store without considering how they can better engage with their potential customers once they're there. The problem with that approach is that it often leads to low conversion and abandonment rates because visitors to your site don't see relevant, engaging content that speaks to their needs.

Best eCommerce Content Marketing Strategies

If you want to improve your eCommerce store's ROI, it's essential to employ a content marketing strategy to help you connect with your target audience and encourage them to take action. Here are four of the best eCommerce content marketing strategies you can leverage today.

1. Building SEO Topic Clusters Through Your Blog

To rank in today's competitive digital marketing landscape, your eCommerce store needs to employ an SEO strategy that goes beyond traditional keyword optimization. One of the best ways to do that is to build what's known as an SEO topic cluster.

An SEO topic cluster is a group of interlinked pages on your website centered around a specific keyword or topic and led by a pillar piece of content that covers that topic in-depth. Then, each supporting blog post (known as cluster content) covers a different aspect of that topic but from a more specific angle.

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For example, let's say you sell vegan skincare products. Your pillar piece of content could be titled "The Benefits of a Vegan Skincare Routine" and cover the topic in general. Then, you can start creating content (cluster content), that could include posts like "The Best Vegan Facial Cleansers for Sensitive Skin," "Vegan Skincare Products That Won't Clog Your Pores," and "The Top Vegan Moisturizers for Dry Skin."

Building an SEO topic cluster can help you rank for a broader range of relevant keywords, provide more value to your audience, and boost conversion rates by keeping visitors engaged on your site longer and helping them find the specific information they're looking for.

2. Leveraging User-Generated Content

79% of people say that user-generated content (UGC) highly impacts their purchasing decisions, and 93% find UGC helpful when they're making up their minds about a product or service. 

User-Generated Content

That means that if you're not already leveraging UGC as part of your eCommerce content marketing strategy, you could be missing out on a major opportunity to connect with your target audience and boost conversions. 

There are a few different ways you can collect UGC for your eCommerce store, including:

  • Asking customers to submit photos or videos of themselves using your products
  • Running social media contests and asking people to submit photos or videos related to the contest theme
  • Encouraging customers to leave reviews on your product pages 
  • Including customer testimonials on your website or in your marketing materials
  • Regularly posting UGC to your social media accounts or using it in your paid advertising campaigns (ads with UGC earn 4 times more click-throughs than ads without UGC)


With content marketing for eCommerce sites, you can talk all you want about your products, but sometimes it's the real-life testimonials and reviews from people who have actually used them that carry the most weight. UGC can help you provide that social proof and boost conversions by making your products more relatable and trustworthy in the eyes of your target audience.

3. Use Videos on Your Product Pages and Blog Posts

Online shoppers are visual creatures. In fact, 73% of consumers are more likely to purchase from online stores after watching a product video, and 55% use videos for purchase decisions. 

For that reason, the popularity of video content is on the rise, making it the number one content type marketers use to reach their target audiences.

You, too, can capitalize on this trend by incorporating videos into your eCommerce content strategy. For example, you could:

  • Include product videos on your product pages
  • Create how-to videos or demonstrations to show people how to use your products
  • Share customer testimonials in video format
  • Use video in your email marketing campaigns

That way, you can give your audience the visual content they crave while also providing valuable content that can help them make informed purchase decisions.

Read More: Facebook Video Ads For Ecommerce: Tips & Strategies

4. Create Data-Driven Content Using Social Listening

To create high-quality content that resonates with your audience, you need to understand what they're interested in and what their pain points are. And one of the best ways to do that is by using social listening.

Social listening is the process of monitoring social media channels for mentions of your brand, product, or industry, as well as any related keywords. By keeping tabs on these mentions, you can better understand the conversations people are having about your brand and use that information to inform your eCommerce content strategy.

Social Listening

For example, if you notice that a lot of people are talking about a particular issue they're having with your product, you could create a blog post or video addressing that issue. Or, if you see that people are talking about a related product or service that you offer, you could create content that highlights how your product is different or better.

Along with helping you understand what kind of content to create, social listening can also give you ideas for blog post topics, social media campaigns, and even new products or services to add to your eCommerce store.

Put These Strategies to Work Today!

You can boost your business significantly by implementing these eCommerce content marketing strategies. Not only will you be able to connect with your target audience and build trust, but you'll also be able to drive traffic and conversions to your eCommerce store.

And if you need help with the implementation side of the strategy, Convertedin can assist. Our marketing operating system for e-commerce can empower you to create personalized multi-channel marketing campaigns that boost customer engagement and drive ROI using the power of AI. Request a demo to learn more!