Originally published July 28, 2021 , updated on August 31, 2024

You probably already know the benefits of content marketing by now. If you don’t, we’ll explain it briefly.

Content marketing is an effective way to grow brand awareness. It can also establish authority in your sector, generate sales leads and increase website traffic. It’s one of the most cost-effective marketing strategies you can use.

E-commerce website content writing and content creation have become increasingly important. Not only do people expect more in terms of product descriptions, but customers demand more from a brand when it comes to other content too.

It might feel overwhelming at first. There’s a lot to think about when it comes to content marketing. As a first step, it might be best to learn about the different types of content. This can be anything that you can create as an e-commerce business. Once you understand this, you can take the next step in your strategy.

To help you on your way, we’ve compiled a list of ideas on creating custom content for the e-commerce industry.

Spy on Your Customers for Writing E-Commerce Website Content

By that, we mean to follow them on social media to see how they are using your products and if they are talking about it. You could even reach out to them to ask them how your products and services have benefited them. You could even use their stories for a creative idea for the future.

For example, let’s imagine that your e-commerce business offers teaching software to people based in remote and rural areas. You might see that teachers in these areas are using your goods and services to upskill the youth in the area. You could turn this story into a client testimonial or inspiring piece that lives on your blog.

Leave Room for Flexibility

You never know what might happen that could lead your content in an entirely different direction. Always be willing to be flexible and adaptable so that you can respond timeously to the latest events taking place in your industry or the world.

For example, let’s take an online clothing store. Perhaps they already have their content planned for the week ahead, but a large rainstorm is on the way. They could switch up their content. They could create pieces that detail that offers advice. This could be pieces on how to warm up for the storm or top winter boots to buy ahead of the storm.

Make Use of E-Commerce Website Content Writing Services

It’s ok to outsource your writing to professional services. In fact, we encourage outsourcing the aspects of the job you either can’t do or don’t enjoy doing. A content writing agency should be able to create custom ideas for your e-commerce websites.

Agencies can deliver SEO content writing for online shopping websites. This is their area of expertise, and they have honed these skills over the years. You can lean on a professional content writing agency. These agencies are excellent for e-commerce SEO copywriting. They can also do blog writing for e-commerce websites, and product description writing. They would also assist with your newsletters, blogs, press releases, and so much more.

Check Your Frequently Asked Questions

If you have an after-sales support team, ask them what questions your customers are asking. Also, check your social media channels and inboxes to see what existing and potential customers want to know. This could be information about your business or products. Then, use these as ideas for future content.

You can do one long story that tackles all of the frequently asked questions. Alternatively, you could break it all up into smaller, more digestible pieces. You never know what bright ideas might spark by simply reading through your FAQs.

Use Newsletters for E-Commerce Website Content

When done right, email newsletters can generate fantastic ROI. Campaign Monitor reports that every $1 spent on email can result in a return on investment of $38!

Newsletters are excellent for every phase of the customer journey. It can be used to entice new customers with specials or deals, to reward or thank existing customers, and to share general information about your brand, products and services. The key is to customise and personalise the newsletters depending on your audience.

Ask How You Can Add Value to Your Customers

While online content certainly benefits your e-commerce business, it must help your audience as well. If you’re just creating content for the sake of it, you will not get the ROI you’re looking for, and people won’t feel inclined to shop with you.

If you are a tech or software company selling your goods and services online, put yourself in the shoes of your desired customer. Ask yourself questions that potential customers will want to know. How does this product or service add value? How does it change the way I work? Does it increase productivity in my business? Each answer you give could be a story idea. Use content to highlight how your company impacts the life of your end-user and customers.

Unpack Complicated Terms and Words

If you are a SaaS company or you specialise in a field that is overly complicated, create articles that explain the jargon. Not all of your customers will know the terms you use or understand what your business is about.

You could create a terminology glossary as part of your plan. This also helps with SEO as it helps with discoverability around those specific terms. These types of educational pieces also go a long way to helping build trust and credibility around your brand.

There are many ways in which you can create custom content for your e-commerce business. Take some time to brainstorm ideas based on the above tips, or ask your writing agency to do it for you. You will find that you are loaded with ideas and inspiration quickly.

Good e-commerce website content writing and content marketing take time. Keep at it, and you are bound to reap the rewards soon.

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