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5 Reasons You Need an E-Commerce Content Marketing Strategy

As a WordPress e-commerce store owner, your primary goal is to sell products; anything else can be seen as a distraction. As such, creating a blog and writing content may seem like a lot of work. But if you want to see a boost in sales, implementing an effective e-commerce content marketing strategy is paramount.

You’ve probably heard that a blog can help to drive traffic, which is a great first step to getting more customers. However, there are several other benefits of content marketing for e-commerce websites that can help you grow your business.

In this article we will share five reasons content marketing is a great strategy for WordPress e-commerce sites and show some examples in different niches that are doing it well.

1. A Good E-commerce Content Marketing Strategy Can Improve How Search Engines See Your Site

River Pools website
River Pools’ blog gives Google a huge amount of context with which to fully understand their company’s niche.

The biggest challenge for most businesses online is being found. A blog can help search engines crawl your site and index its content by including links and specific phrases related to your site and niche.

The more valuable content that gets indexed for your site, the better it will rank, and more people will find it when searching.

2. You Can Become the Authority in Your Niche

Precision Nutrition blog
Precision Nutrition positions itself as experts in its field by presenting comprehensive and authoritative content.

Any e-commerce website worth its salt includes detailed product information; you can go above and beyond by demonstrating your expertise in your field.

By using your blog to go beyond product information, you can present your company as a true expert and share the breadth and depth of your industry knowledge.

3. You Can Help to Answer Your Customers’ Questions

Bevel Code blog
Bevel Code uses their blog to address customers’ concerns about grooming and facial hair.

People prefer to shop with a merchant that connects with their customers and makes them a priority. As such, you need to show that you care about your readers and their concerns.

A great way to do this is by answering questions received directly, via comments, or in social media. If one customer has a question, it is likely others do too, but haven’t thought (or dared) to ask.

4. You Can Get Involved and Start a Discussion

Birchbox blog
The Birchbox blog tackles issues concerning the beauty industry through discussions, such as the ethics of photoshopping images.

Customers like to feel they are being listened to by online merchants, especially where it comes to issues they care about. Using your blog to initiate a discussion around a topical issue will involve you in online conversations with your customers.

5. You Can Connect by Sharing Your Story

Helm Life blog
Helm Life is about more than just boots as the blog shares stories of people and travel.

People buy from people they like, so your e-commerce site needs to have a personality and be ‘human’. Sharing stories and anecdotes about the experiences of you and your team can draw your readers into your blog and show that you are like them.


The challenge for all e-commerce store owners is how to increase sales, and increasing traffic is a clear solution. However, content marketing can do much more than increase traffic to your website.

Above, we outlined five reasons you should use content marketing on your e-commerce site to help grow your business:

  1. Improve how search engines see your site.
  2. Become the authority in your niche.
  3. Help to answer your customers’ questions.
  4. Get involved and start a discussion.
  5. Connect by sharing your story.

Getting a blog set up on your e-commerce site is easy with WordPress, but if you need help, be sure to reach out to us at IvyCat!