Nowadays eCommerce industry is full of different business selling all types of stuff. To succeed in such a crowded sector, the main focus is usually on website design and optimization, however it is good content that can bring people to your online shop and generate sales, not just a pretty website. In this article, we will give you an ultimate guide to building a good content marketing strategy.

The content marketing strategy implemented by one company may not perform for another one. Each products or services you create will assess the theme of content that you design and possibly market.

Half a billion people use Instagram each day, and there are a lot of other social media networks out there. So, it’s crucial that your content needs to stand out and is relevant to your customers and business.

What’s content marketing?

“A form of marketing that includes creating and sharing online material (such as videos, blogs and social media posts) which does not openly promote a company but is designed to improve demand for its services or products.”

Somehow, the majority of companies seem to skip this. It could make sense to tackle content marketing by copying the rivals. But this is not the correct solution! You’re not the same as your rivals, so stop trying to mimic them. You’ve got to show the world what makes you great

Step # 1: Set your goals

It can be exciting to delve into content development, but with any task or aim you’re trying to accomplish, you need to define your goals first.

For instance:

  • Brand awareness
  • Transparency
  • Website traffic
  • Lead generation
  • Conversions
  • Sales

Your content marketing goals also can help you determine which social media networks are best suited to your needs. While Facebook, Instagram, and Twitter have millions of users, it doesn’t guarantee that your content is going to work well on all of them.

content marketing strategy

Take a look at your past user interaction and follow-up on the different social media platforms. It can be a major aspect of your decision-making process. Reading forums and business reports is another useful way to catch up with the current trends and marketing activities.

At the start, I would suggest to select one goal per piece of content. While brand awareness and transparency could go hand-in – hand, trying to channel your resources to one target improves your chances of success.

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Step # 2: Find your market

Identifying your audience and defining your ‘customer identity’ will affect the content you are making. Practicing thorough market research will help you to target a greater proportion of appropriate people, which will boost your chances of achieving your marketing content goal.

Firstly, look at the existing clients and consider why they are purchasing your services or products and the characteristics they have. This might give you an idea of which market and demographics to try.

Second, assess your service or product to determine the advantages they produce. Yes, the main use of a service or product is often advertised, but each person will obtain a unique level of satisfaction from the value it provides.

Your target audience can be subdivided into many parameters as you choose, but the more accurate, the better. Here are some of the main psychographic and demographic aspects you should draw on.


  • Age
  • Location
  • Gender
  • Education
  • Ethnicity
  • Income level
  • Marital status
  • Occupation


  • Personality
  • Values
  • Interests
  • Hobbies
  • Beliefs
  • Lifestyle

These are all the key aspects that you should follow in order to determine your intended audience and the client. Try to be as precise as possible and spend quality time understanding who you’re going to promote your content to-create better outcomes.

Step #3: Build and deliver

Content comes in a variety of ways, both textual and visual. And various types of content are better suited to certain goals. For instance, blog posts may increase brand awareness but are not useful for driving sales, a better fit might be a webinar.

Throughout this section, I will cover four of the most popular content categories, Image, Video, Blogs and Interactive content.

Image content

While video content is doing much better on social networks, it’s times that you should share images. If images are being uploaded to your blog, you can configure the dimensions, but other social medias have specified image sizes.

  • Facebook: 1,200 x 628
  • Twitter: 1,024 x 512
  • LinkedIn: 800 x 800
  • Google+: 800 x 1,200
  • Pinterest: 735 x 1,102
  • Instagram: 1,200 x 1,200

The picture should be eye-catching to stand out in someone’s timeline, or it will quickly be missed, and the energy and money will be gone to nothing. Adapt the text on the picture to your company voice tone.

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Image Content

The logo should be made up of bold keywords, so that the viewer can ingest the picture easily, or a individual expressing honesty and loyalty. Other strategies can be successful, but the above two are good techniques to start implementing.

  • Consider this guideline when you create the next piece of image content:
  • Does your picture suits the dimensions requirements of the platform?
  • Will it follow the tone of voice used for the company?
  • Is that eye-catching well enough to stand out in the user timelines?
  • Does it include bold words or a person?
  • Is it aligned with the content style of your other social media accounts?

Video content

Customers love videos, totally! In the following months, video marketing spending is expected to increase significantly. In reality, 99 per cent of video marketers said they would continue to use video in 2020 and 95 per cent expected to increase or retain their budget.

Making an attractive piece of video content is all about innovation. It could say a convincing storey or be packed with humour to make the viewers laugh. The greatest mistake most companies make is to use their advertisement to clarify their product / service-but nobody needs to know about it.

Your video, in addition to any part of the content you share, must take into account the user first. Giving value in the form of humour or education can motivate your audience to look deeper into your company until they are willing to buy the product.

Really, a piece of video content is the great chance to give value to viewers, while ‘very’ gently advertising your company or its services/products.

This was done incredibly successfully by DollarShaveClub.

Blog posts

Creating a blog is your chance to be creative and encourage your website user to get back to your site.

Copywriting (the art of written communication) is your bestest mate to write a blog. This helps you to easily convey information to the visitors and to convince them to take some action, but in a casual and welcoming way.

blog structure
(Source: First Site Guide)

Your post has to be original, or users will leave it in seconds because they’re frustrated. Knowing your target audience, as stated earlier, will help you decide what content your audience would find appealing.

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A blog should not be rushed (it’s going to stick out a mile). The content of your blog is more essential than its quantity.

The layout of your blog is much more important than you thought.  Avoid using huge blocks of text and make sure you have simple headings. Split the text into brief paragraphs and an odd one-liner, with simple headings and vivid images that apply to the content.

Interactive Content

Introducing digital content on the website and social media sites will significantly improve interaction. This also helps your customers to have a stronger connection to your business-a crucial part of growing your client base.

There are several variants of interactive content, some of which you can have used:

  • Quizzes
  • Polls and surveys
  • Interactive video
  • Interactive infographics
  • Assessments

Surveys and polls, particularly on social media, are among the most common types of interactive content. Instagram surveys are a common way to communicate with your followers and ask any questions or answer some of them yourselves.

Instagram Stories

Say you operate an online store selling donuts, post an Instagram story with a poll asking your followers whether they favor plain or sprinkled donuts to let them understand you’re still intact and open to business.


Even though it is pretty easy to set up an e-commerce website and start selling products on the web, there’s no assurance that you can generate sales, raise brand awareness or meet your market objectives.

Beginning with simple goals and knowing who will help you reach them is a perfect way to start.

Study your target audience and make your consumer persona as accurate as possible. Build content that would be important to your audience. At the end of the day, the more the customer can relate to the content, the more likely they will buy your service/ product, or follow you via social media, etc.

When it comes to making content, spend most of your time producing something that your audience can enjoy and understand. Blurry photos, rushed blog posts and videos that relentlessly promote the company will send consumers packing-so take time doing that it is the very first time.


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