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The Impact of Content Marketing on eCommerce Sales

By Daniela McVicker

The Impact of Content Marketing on eCommerce Sales

If you have your own eCommerce company, you'll likely be looking for new ways to market your company.  

Perhaps you haven't quite considered the impact that content marketing has on eCommerce.  
Providing original content, in many different forms, has an immeasurable impact on your overall digital marketing strategy. With so many e-commerce sites failing due to a lack of exposure, content marketing becomes all the more imperative.  

With this in mind, here's a summary of the advantages of creating content, as well as tips to make sure that it works best for you.  


First and foremost, content marketing acts as a piece of promotional material for your products.  

Putting out a blog or video, for example, will allow you to elaborate further. This enables you to promote your product without putting out an advert.  
In the ad world, they say that long copy is always better than short text. Essentially, the more words you have to sell someone something, the higher the chances of conversion.  

Remember, consumers, don't react to promotional materials in the same way. They no longer like to be "sold" something. So, rather than sales-like promotional material, simply showcase what your product can offer.  

You need to put the user in control of the information they consume. The use will ultimately choose what service or product they want to receive in exchange for their attention.  

Give more information  

One primary way that e-commerce businesses can use original content is to simply give more information.  

This could provide helpful insights into particular products or information that relates to your industry.  

A great example of this is how-to content. These types of articles, videos, images, or podcasts can attract a lot of people to your site. They also help massively with building up consumer trust.  

If you consistently and thoughtfully provide useful information, your brand will gain credibility and trust. As a result, people will rely on you for information and be more receptive to your products. 

Search Engine Optimization  

Of course, we have to mention SEO.  

No doubt, as an eCommerce store, you've delved into SEO a little bit. One of the main advantages of content marketing is SEO value.  

When you write a blog, you should insert keywords into that content. This will help you rank high in search results.  

This requires research (with every piece of original content), but it's definitely worth it. Find out what keywords work best for your niche and products, as pepper them into all your content.  

Avoid "keyword stuffing," as this will have adverse effects. Just one or two keywords in each piece of content should suffice.  

Don't forget to hyperlink throughout your content, to credible sources and, of course, to your own website.  

Attention economy  

When talking about the impact of content marketing, it's essential to mention the attention economy.  

The internet, particularly social media, has created the "attention economy" - a term that has been used for a decade, which is still relevant.

We live in a world with an abundance of information. As a result of this explosion of readily available information, we no longer read. Rather, w skim.  

The economics of attention is a big problem for online retailers. They need to find a way to attract new customers but also convert them into sales.  

Attention has fast become the new currency of the new economy. If you can gain a consumer's attention, you have more of a chance of making a sale. The best way to gain attention is through relevant content.  

Content is used by many eCommerce stores, as a way to obtain a personality and make a brand.  

One main piece of advice, when trying to obtain a potential customer's attention, revolves around headlines and titles.  

Make sure that the headlines or titles you use will appeal to a user. It's this initial click that will give you the best chance of a conversion.  

Create relationships  

As a brand, it's vital that you create meaningful, lasting relationships. It's this loyalty that ultimately helps increase recurring customers and word of mouth marketing.  

Similarly, by creating content that's helpful and thoughtful, you'll form a relationship with your customers.  

Social media is one of the best places to form relationships with the power of content.  

Answer questions  

Your content should always answer questions that your users may have.  

Content is an additional part of the product that creates a story and answers all queries.  

It's this that ultimately "sells" the product to your target audience. Key questions to answer throughout your content are: 

  • Who are you? 
  • What do you do/sell? 
  • Why should your target audience choose you over your competitors? 
  • How much do your products cost? 
  • Who are they for? 
  • How will they benefit the user? 
  • How so they work/what do they do? 
  • How will it impact them? 

Consider and play with the needs, preferences, and wants of your customers.  


One final impact that content marketing has on an eCommerce store surrounds deals.  

Everybody loves a deal - your content could promote these special offers.  

You may have noticed other eCommerce brands using content to advertise certain offers or deals they have. Some will even be exclusive to a particular piece of content.  

There will be many users who are interested in your content, to ensure that they don't miss out on discounts or giveaways. This is a tactic that many eCommerce stores use, that you could also benefit from.  

Different types of content  

Content marketing is really an umbrella term for many different strategies. 

Content comes in many different forms, and each one will impact your eCommerce store in a distinctive way.  

Marketers will use a mixture of content and platforms, all relevant to their niche and target audience, to ensure the best results.  

Below, you'll find the variations of content online, and what impact they can have.  

Social media  

Let's begin with social media content. This is an all-encompassing part of content marketing, which helps with your overall content marketing strategy.  

Social media is, in essence, a place to share content. In turn, people will engage with this content, and hopefully, your brand. This makes it an essential part of content marketing.  

Depending on your target audience and niche, you will focus your efforts on specific platforms.  

Facebook – This is still one of the most popular social media platforms. When used correctly, you can easily gain traffic from Facebook to your online store.  
Twitter - Again, this is used as a way to discover news. Twitter, while limited to characters, is a great place to share articles and reach out to influencers.  

Instagram - If you have a product that's big on aesthetics, this is the platform for you.  

Pinterest - The algorithm of Pinterest makes it one of the best for marketing purposes. Travel, lifestyle, and teaching niches need to use this platform.  

LinkedIn - Predominately just for networking. However, if your product falls in the business/tech niche, it could fit into your content marketing strategy.  


These have become their own category of content, and rightly so.
They're really great for attracting a more specialized, niche audience. 

We'd say they're the perfect mixture of text and image.  

Infographics, for those that don't know, deliver statistical data, timelines, or trends in an easy, visual way.  

You'll very often find these on social media, and they always gain a lot of leverage.  


These are the most common types of content. Blogs are also one of the best forms of content marketing around. So much so that we would suggest every eCommerce store has their own blog section.  

How you use your blog will depend on your brand, target audience, product, and tone.  

The most successful pieces of text-based content fall under one of the following: 

  • Guides  
  • Reviews 
  • Case studies  
  • Listicle  

Each one appeals to a different type of audience. If you don’t have an in-house writer, you can consider delegating writing to websites that write for you.  


Content marketing relies on images. It's true; a picture really does speak a thousand words.  

They're an indispensable part of attracting new customers, and they need to be included in your social media posts and your blogs.  

Of course, images should always be accompanied by additional information - whether this is a caption or an article.  

Memes are a subcategory of images that have been popular on the internet for a long time. These are humor-based posts that will combine a picture with a short sentence. This predominantly appeals to young people and culturally aware.  


Did you know that around 74% of all internet traffic is made up of videos? This is increasingly becoming one of the most prevalent pieces of content. It's only expected to increase, too.  

This falls back to the attention economy that we mentioned earlier. Text-based content requires a little more effort and prolonged attention. Videos are much easier to watch and give just the same amount of information.  
Podcasts are also increasingly becoming a popular form of content. These help dramatically with building relationships and providing value.  

Organic vs. paid traffic  

The desired outcome of your content marketing is gaining traffic. This will increase your chance of a sale.  

You can either gain organic or paid traffic.  

Organic comes from your social media, search engines, and other sites. This will increase the more content you release to the world.  

Paid traffic comes from paid promotions. This means that you can pay to promote your content or website.  


The importance of content, for any type of website, is hard to argue with. Content marketing has become one of the most popular marketing strategies in all industries.  

By distributing relevant and valuable content, the impact will be profitable customer action.  


About the author

Daniela McVicker
Daniela McVicker is a passionate digital marketer. Daniela is interested in everything related to SEO and blogging. She collaborates with many authoritative websites where she shares her experience and helps marketers make their names in the online world.