Content Marketing for Ecommerce to Drive Sales, Not Just Traffic

Content Marketing Strategy

Is your e-commerce blog getting traffic but no sales? Learn to build a content marketing for ecommerce plan that drives revenue.

Introduction 

So, you’ve launched a blog for your e-commerce store, published articles, and maybe you’re even seeing some website traffic, but it’s not translating into sales? You’re told you need content, but the content you create feels disconnected from your core business goal: selling products. The truth is, a successful content marketing for ecommerce plan isn’t about attracting just any traffic; it’s about attracting the right traffic and guiding it towards a purchase. This guide will show you how to build a strategy that is laser-focused on driving sales, not just pageviews. 

Part 1: Building a Sales-Focused Content Strategy Foundation 

1. Focus Keyword Research on Commercial Intent 

Mistake: Targeting broad, informational keywords. 

Fix: Prioritize keywords that signal buying intent: 

  • Comparison Keywords: “[Brand] vs [Competitor]” 
  • “Best of” Keywords: “best leather boots for winter” 
  • Product Use-Case Keywords: “what to wear with Chelsea boots” 
  • Transactional Keywords: “buy brown leather boots online” 
Content marketing for ecommerce: Targeting High Intent Keywords

2. Map Content to the E-commerce Funnel 

Mistake: Random content creation 

Fix: Map content to funnel stages: 

  • Top of Funnel: Awareness content 
  • Middle of Funnel: Product guides, comparisons 
  • Bottom of Funnel: Testimonials, product demos, decision-focused content 
Map your content to the Buyer's Journey

Part 2: Creating E-commerce Content That Actively Sells 

3. Write Product-Led Content 

Mistake: Generic blogs not connected to products 

Fix: Create helpful content where your products are naturally featured. E.g., “10 Tools Every Baker Needs” with links to your baking products. 

Turn Blogposts into Sales with Embedded CTAs

4. Leverage User-Generated Content (UGC) 

Mistake: Relying only on professional product photos 

Fix: Encourage customers to post using a hashtag. Feature their photos on product pages, emails, and ads. 

Built Trust with UGC in Ecommerce

Part 3: Amplifying and Monetizing Your E-commerce Content 

5. Build an Email List with Content 

Mistake: Letting traffic leave without capturing leads 

Fix: Offer a lead magnet (e.g., guide or coupon) in exchange for emails. Use email automation to send more value and product offers. 

Turn readers into buyers with email funnels

6. Use Content in Paid Ad Funnels 

Mistake: Only running hard-sell product ads to cold audiences 

Fix: Promote value content first. Retarget readers with product ads. 

Not All Content Drives Sales

Tips 

  • Make content shoppable with visible links and buttons 
  • Use high-quality visuals (photos, videos) 
  • Create honest comparison guides 
  • Treat product pages as rich content hubs 
  • Track what content leads to cart/sales 
  • Publish seasonal gift guides 

Warnings 

  • Don’t make content feel like a sales pitch (follow 80/20 rule) 
  • Avoid linking to out-of-stock products 
  • Be transparent in comparison to the content 
  • Understand this is a long-term strategy 

Things You’ll Need 

  • Customer persona research 
  • SEO tools and e-commerce platform 
  • High-quality visuals 
  • Email marketing platform 
  • Analytics with conversion tracking 

Latest Posts

See All