5 Effective Content Marketing Strategies For Ecommerce In 2022

Guest post 27.9.2022. Reading Time: 5 minutes

Content marketing is by far one of the best methods for promoting an e-commerce store. Not only is the technique universally accepted to be extremely effective, but it is also relatively affordable. This allows businesses both big and small to utilize content to promote their products and services.


That being said, content marketing can also be ineffective if used incorrectly. Moreover, there is a lot of competition nowadays – content is constantly being created and shared online. That’s why you need to diversify your content marketing strategy and find new tactics to boost the performance of your campaigns. Hence, here are five effective content marketing strategies for e-commerce in 2022.

#1 Set Up a YouTube Channel

Video marketing is everywhere nowadays, so if you still don’t have a YouTube channel, it’s about time you start thinking of setting up one. A YouTube channel will help you promote on an entirely new platform and grow your follower base there. Moreover, it will be easier for you to use videos on other platforms (e.g. by embedding your YouTube videos in your blog posts or linking to your YouTube videos in emails). Here are some tips for setting up your own YouTube channel:

  • Create a set of guidelines beforehand where you document who your target audience is, what topics you will be covering in your videos, what types of videos you will be creating, what the quality requirements for your videos are, and so on.
  • Fill out all the necessary information on your YouTube channel. Link to the channel on other platforms (e.g. social media) and include external links on the channel itself (e.g. to your website).
  • Post videos consistently and engage with your audience. Reply to comments, include CTAs in videos, and ask for feedback. As you grow your audience, try new video formats, cover more topics, upgrade your equipment, etc.
  • Promote your YouTube channel on other platforms. Consider launching a PPC ad campaign with Google Ads (you can even do this on YouTube itself). Post video teasers on your social media and link to the full video on your channel to direct your audience from other platforms to check out your channel.

#2 Create Multilingual Content

With globalization being a given at this point, your audience is likely more diverse than you think. Moreover, because you have an e-commerce store, it is easier for your customers to order from you – they don’t have to come to a physical store. This means that you could be selling your products to hundreds, thousands, or millions of people all over the world.

Of course, most people ordering from you already speak English (otherwise, they wouldn’t be able to make their purchases). However, this doesn’t mean that you should rely only on English. Creating multilingual content can help you expand your target audience and attract customers who don’t speak English.

Before you start creating multilingual content, analyze your current audience and research the market to understand which regions you would like to target. For instance, if you want to target Latin America, the obvious choices for you would be Spanish and Portuguese. Don’t try to add as many languages as possible all at once just yet – you can start including them in your strategy when you decide to expand your audience even more.

The one major challenge you may encounter when creating multilingual content is that your team doesn’t have anyone who actually speaks any of the languages you want to work with. That’s when you can start outsourcing your content creation. Hire professional writers from the writing services reviews site Top Writing Reviews to create content in English and work with other agencies to create content in other languages as well.

#3 Educate Your Audience

While informative and entertaining types of content are both important, you shouldn’t underestimate the power of educational content. Educating your audience helps you attract new customers while also keeping old ones. Besides, educational content can be presented in a wide variety of format types:

  • Webinars: Webinars are the first thing most people think about when it comes to educational content. These can be short and long, offered on your website or on social media, presented in a live stream format, or as a self-study. You don’t necessarily have to create paid webinars. In fact, a short 3-day webinar hosted on social media can help you improve engagement on your brand account and attract new customers. Just make sure that you choose a topic that your target audience will definitely be interested in (e.g. applying makeup if you sell makeup products).
  • Podcasts: Another type of content you can try are podcasts. These can be either in video or audio format. Almost everyone has a podcast these days, but that doesn’t mean that you shouldn’t try creating your own for fear of entering an oversaturated market. Podcasts are an easy way to develop a connection with your audience, interact with it, and educate it. For instance, you can discuss the latest news in your niche, invite and interview industry experts, or even dive deep into the history of the products you are selling (e.g. history of fashion).
  • E-Books: Perhaps one of the most popular types of educational content is e-books. They are often offered for free as a reward for a specific action (e.g. subscribing to your email newsletter), so they can be used as an incentive. E-books are especially good for educating your audience about product maintenance. Once they buy the product from you, they will be interested in maintaining it, so you can be the one to provide such information to them.
  • Other: Pretty much any type of content can be educational. You can write how-to articles, film tutorial videos, and create explanatory infographics among other things.

#4 Interact with Your Audience

As mentioned earlier, hosting a webinar on one of your social media accounts can help you increase engagement there. In addition to that, you should also actively look for ways to interact with your audience regularly. Interaction and engagement are crucial for keeping your customers loyal to your brand as well as for building trust. Here are some ways you can interact with your audience with the help of content:

  • Create and share quizzes on relevant topics. These can be fun for your audience to test their knowledge about something, but the results of such quizzes can also be used in the future to give you ideas about the topics you can cover in your content. If there is something your audience doesn’t know, you can educate your customers about it.
  • Surveys and polls are great for starting discussions about different topics, but they are also great for understanding your customers’ opinions better.
  • Contests and giveaways are perfect for increasing engagement and attracting potential customers. They can also give you more exposure on social media and even improve brand awareness.
  • Any other kind of movement you start on social media is a good way to attract more potential customers. You can start challenges, TikTok dances, or even simply hashtags for supporting someone or something.

With so much content to create, you might not have enough people on your team who can take care of it all. That’s why you can hire a professional writer from the custom writing reviews site Rated by Students who will create the content for you. This way, you can focus on managing your social media accounts, analyzing content performance, and so on.

#5 Curate User-Generated Content

Last but not least, you don’t necessarily need to create content of your own to boost your content marketing strategy. In fact, it might be way more effective to curate user-generated content (UGC). UGC can serve as social proof to persuade potential customers to make their first purchases while also helping you engage with your current audience.

You can repost customer product reviews and testimonials both on social media and elsewhere. It’s also a good idea to find press coverage of your brand and products that can also serve as social proof. Expert opinions are highly valued and show that your products are worth their price.


All in all, content marketing can be an effective way of promoting your e-commerce store and selling more products. However, you need to gain a competitive edge by diversifying your strategy to be able to stand out in the market. Use the techniques in this article to improve your current content marketing strategy and start promoting your e-commerce brand with more success.


Max Mitchell
Guest author