Have you ever wondered how to create engaging content marketing for your ecommerce business? Well, look no further! In this article, we will explore the importance of content marketing, drawing inspiration from successful campaigns of the past. We will also delve into the data and reveal the types of content that work best for ecommerce sites. Get ready to learn some valuable tips and tricks to make your content stand out and convert those prospects into loyal customers. So, let’s get started on your path to content marketing success!

Four things to expect from content marketing for ecommerce:

Attracts customers that are earlier in the buying process

Content marketing for ecommerce is a great way to reach potential customers who are in the research and education phases of the buying process. By creating valuable and informative content, you can attract these customers and introduce them to your brand. They may not be ready to make a purchase yet, but by providing helpful information, you can position yourself as a trusted resource and build awareness for your brand.

Educates and guides customers towards a buying decision

Another benefit of content marketing for ecommerce is that it allows you to educate and guide customers towards a buying decision. By creating content that highlights the features and benefits of your products, you can help customers understand how your products can meet their needs. This can help them feel more confident in their decision to make a purchase and ultimately increase conversion rates.

Builds a deeper relationship with customers and prospects

Content marketing for ecommerce also allows you to build a deeper relationship with your customers and prospects. By consistently providing valuable content, you can establish yourself as an authority in your industry and develop trust with your audience. This can create a sense of loyalty and lead to repeat purchases and customer referrals.

Creates positive brand appeal with target audiences

Lastly, content marketing for ecommerce can help create positive brand appeal with your target audiences. By creating content that aligns with their values and interests, you can resonate with your audience and create a positive association with your brand. This can help differentiate you from your competitors and make your brand more appealing to potential customers.

What Makes Content Marketing For Ecommerce Go Viral? Data, Please!

Don’t expect 50 gazillion shares

While it would be nice to see your content go viral and receive millions of shares, it’s important to manage your expectations. The reality is that even content from big, well-known brands rarely achieves massive viral success. However, this doesn’t mean that your content marketing efforts are in vain. As the saying goes, it’s about quality, not quantity. Instead of focusing on the number of shares, focus on creating valuable and engaging content that resonates with your target audience.

Content for ecommerce doesn’t always have to be long

Contrary to popular belief, content for ecommerce doesn’t always have to be long. While in some industries, long-form content tends to get the most shares, this may not hold true for ecommerce. In fact, the average length of the top 100 content pieces analyzed was just 945 words. This suggests that shorter, concise content can be just as effective, if not more so, in capturing the attention of your audience. Don’t be afraid to experiment with different formats and lengths to see what works best for your audience.

Multimedia is important

Incorporating multimedia into your content is essential for making it more engaging and shareable. Nearly all of the top 100 content pieces analyzed included some form of multimedia, such as photos, videos, or graphics. In fact, 59% of the pieces were multimedia-driven, meaning that the visual elements were at the core of the content. By including multimedia in your content, you can make it more visually appealing and increase the likelihood of it being shared by your audience.

Use your ecommerce content marketing to connect with a cause

One effective way to make your content marketing for ecommerce go viral is to connect with a cause that your audience cares about. By aligning your content with a cause, you can tap into the emotional connection that people have with issues they are passionate about. This can increase the likelihood of your content being shared and can help create a positive association with your brand. Whether it’s supporting a charity, promoting sustainability, or advocating for a social issue, finding a cause that resonates with your audience can be a powerful way to create viral content.

What 88% of the content marketing for ecommerce pieces had

According to the analysis conducted, nearly 88% of the top 100 content marketing pieces for ecommerce had at least one of the following characteristics: being multimedia-driven, connected to a cause, or timely (connected to a current news story, holiday, or event). This suggests that incorporating these elements into your content can significantly increase its shareability and virality. By focusing on creating content that is visually appealing, aligns with causes your audience cares about, and is timely and relevant, you can increase the chances of your content going viral.

10 Examples Of Great Content Marketing For Ecommerce Stores

List articles

List articles, or listicles, are a popular format for content marketing in ecommerce. They are easy to digest and provide valuable information to the reader. For example, a clothing store could create a list article titled “10 Must-Have Wardrobe Essentials for Every Season” or a beauty store could create a list article titled “7 Skincare Tips for Clear and Glowing Skin.” List articles can be a great way to showcase a range of products or provide helpful tips and recommendations to your audience.

Cause-based content

Connecting with a cause can be a powerful way to engage your audience and build brand loyalty. For example, a sustainable clothing brand could create content highlighting the environmental impact of fast fashion and promoting the benefits of ethical and sustainable fashion choices. By aligning your brand with a cause that resonates with your audience, you can create a sense of purpose and inspire your customers to support your brand.

Photography-driven content

In ecommerce, visual appeal is crucial. Creating photography-driven content can help showcase your products in a visually captivating way. For example, a home decor store could create a blog post featuring beautifully styled rooms using their products. By showcasing the aesthetic appeal of your products through high-quality photography, you can inspire your audience and encourage them to make a purchase.

Interactive content

Interactive content is a great way to engage your audience and create an interactive experience. This can include quizzes, polls, calculators, or interactive product showcases. For example, a jewelry store could create an interactive quiz to help customers find their perfect engagement ring style. By providing an interactive experience, you can captivate your audience and increase their engagement with your brand.


Quizzes are a fun and interactive way to engage your audience and create shareable content. For example, a book store could create a quiz titled “Which Classic Novel Should You Read Next?” or a food store could create a quiz titled “What’s Your Perfect Summer BBQ Recipe?” Quizzes not only entertain your audience but also provide personalized recommendations and generate social shares as people share their results with their friends.

Giveaways & Contests

Giveaways and contests are a great way to generate excitement and engage your audience. For example, a fitness store could run a giveaway for a set of workout gear or a tech store could run a contest for a new gadget. By offering the chance to win a desirable prize, you can encourage people to participate and share the contest with their friends, which can help increase brand awareness and generate new leads.


How-to content is extremely valuable for customers who are looking for guidance and instructions. For example, a cooking store could create a step-by-step guide on how to make a delicious recipe using their products. By providing clear instructions and helpful tips, you can establish yourself as an authority in your industry and build trust with your audience.

Product Deep Dives

Product deep dives allow you to showcase the unique features and benefits of your products. For example, a tech store could create an in-depth review of a new smartphone, highlighting its key features and comparing it to other models. By providing detailed information and expert insights, you can help customers make informed purchasing decisions and position your brand as a trusted source of information.

Stories; Interviews

Sharing stories and conducting interviews can humanize your brand and create a personal connection with your audience. For example, a fashion store could share the story of a local designer and their journey in the industry. By sharing inspiring stories and featuring individuals who align with your brand values, you can create a sense of authenticity and relateability that resonates with your audience.

Curated Content

Curated content involves selecting and sharing valuable content from other sources that is relevant to your audience. For example, a home decor store could curate a list of the top interior design blogs to follow. By curating content, you can become a trusted source of information and provide valuable resources to your audience. This can help position your brand as an industry leader and build credibility with your customers.

By incorporating these examples of great content marketing for ecommerce stores, you can create compelling and engaging content that resonates with your audience and drives results for your business. Remember to experiment with different formats and strategies to find what works best for your brand and audience.

Source: https://buzzsumo.com/blog/content-marketing-for-ecommerce-content-types-share-analysis/