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When it comes to e-commerce, the best content marketing techniques center around building trust, delivering value, and guiding prospects through every stage of the customer journey.
Today, customers have more options than ever, but with the right approach, high-quality content can stand out, boost your SEO and drive more conversions.
Let’s take a closer look at seven of the best e-commerce content marketing techniques to make part of your promotional toolkit.
Here’s a quick look at the seven e-commerce content marketing techniques we’ll be covering in this article:
Before we jump into each content marketing technique, first let’s quickly review how AI content can impact your e-commerce content strategy.
In the age of AI, it’s more important than ever to include AI moderation as part of your publishing process.
Google recently released updated Search Quality Rater Guidelines that note that if the main content on a page is all or almost entirely AI-generated and it doesn’t add unique value, then it should be given the lowest rating.
Further, Google can penalize AI content that doesn’t comply with spam policies.
So, it’s best practice whether you’re publishing blog posts, product guides, or other e-commerce content to incorporate an AI Checker into your editorial process, so you can maintain transparency and confidence in the content you’re publishing.
Organic search is still one of the main sources of website traffic, and that includes e-commerce brands.
By optimizing e-commerce blog posts around targeted keywords, particularly those with a high intent of purchase, you attract prospects who are actively looking for solutions.
Make ample use of your best keywords, topic clusters, and pillar posts to create content that’s interlinked and build topical authority over time.
Then, don’t forget to review your blog content every quarter to see how your content pieces are performing, update pricing or other details as needed, and make sure that all of your links are still working.
Be sure to check out our other posts on how to find long-tail keywords and other content optimization best practices to make your content shine for search engines and readers alike. Then, streamline content optimization with the best-in-class Originality.ai Content Optimizer.
Potential buyers are always looking for more information on how your product will solve their problem.
Detailed product guides and how-to content help showcase your brand as the authority, while addressing your prospective buyers’ questions before they even have to ask.
To make this e-commerce content marketing strategy work for you, choose high-interest topics to write about. Ask your customer service team to document the most common recurring questions. Monitor social media and forums to see what other questions are being asked.
From there, break your content up into clear sections, including:
Add video demonstration tutorials (anywhere from 30-60 seconds) showing how the product is used, and include annotated images or GIFS to illustrate important steps.
From there, weave in cross-sells and upsells. Suggest complementary products that would fit the user’s needs by way of “You may also like” or “Customers also buy” and link directly to product pages.
Don’t forget to create downloadable PDF versions of your guides for lead generation and link back to the guides from within your product pages to help boost your on-page traffic.
For search engine purposes, be sure that you add in schema markup, particularly the How-To and FAQ options.
Social proof, in the form of reviews, testimonials and user photos with your product, helps increase trust and authenticity. Potential customers see real experiences shared by others, which adds to your credibility as a brand.
To help cultivate more user-generated content (UGC), launch a branded hashtag on social media for customers to share their purchases in real life.
Include a dedicated UGC gallery on your website. Display star ratings and snippets of reviews on product pages and encourage users to leave reviews.
Segmenting your email marketing campaigns is a best practice. Rather than one-size-fits-all messaging, consider segmenting users by:
Don’t forget to split test and optimize your email segments (including email subject lines) to determine what resonates with each group.
Monitor metrics like open and click-through rate, and don’t hesitate to look into underperforming campaigns and see how they can be improved.
The data will tell you a great deal if you know where to look and how to read it!
Video content continues to be a top marketing trend in 2025 because it’s a fast and convenient way to get the details about a product without having to do a lot of reading.
Plus, it’s great for sharing specific product information:
If you’re planning to take advantage of video content, film your videos in the highest possible quality (HD, stable framing), showing the product in use. Narrate the most important features and unique selling points as you unbox or demo how it works.
Showcase your team as well, and introduce the people who make the product possible!
Interactive content is one of the best e-commerce content marketing techniques because it requires your audience’s active participation.
It’s also a great way to generate leads, drive engagement, and give your users personalized recommendations so that they can buy with confidence.
The good news is that there are lots of ways to make your content more interactive. You could create a quiz using something as simple as Typeform to ask users about their needs and budget, and recommend the right product accordingly.
Keep quizzes to no more than 5-7 questions, and always be clear about how you plan to use the data you collected, while giving users a way to opt out.
These days, even among e-commerce brands in the same small niche, there’s so much content available out there for customers to consume that it can be hard to stand out.
Generic content just doesn’t resonate anymore — not when customers expect a more bespoke experience.
Fortunately, dynamic content, that is, content that changes based on user data, is quickly becoming the best way to increase search engine rankings, engagement, and conversion rates.
You could show suggestions based on their browsing behavior or their results after interacting with your content, like a quiz or pricing calculator.
Even your emails can contain dynamic product feeds that showcase items that are back in stock or currently trending.
At the root of your e-commerce content marketing are many of the same strategies that form content marketing best practices:
Remember, too, that e-commerce content marketing is best handled little by little over time.
Revisit and audit your content periodically, look at your past-performing emails and blog posts and see what’s resonating with your audience.
Content marketing, e-commerce and otherwise, is a marathon, not a sprint. By following these tips and techniques, you’ll get your brand on the right track to improve your SEO and increase sales and conversions.
Discover a best-in-class suite of patented content quality tools to support your e-commerce content marketing strategy with Originality.ai’s AI Checker, Content Optimizer, and Grammar Checker.
Then, discover more content marketing tips in our top guides:
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