Why You Should Prioritize Content Marketing for eCommerce

Launching a new brand? I bet your content marketing strategy is sitting at the bottom of your to-do list, right next to “finally start meditating” and “drink more water.”

And like most store owners, you’re probably thinking about dumping your budget into paid social media marketing ads instead.

*Big mistake.*

Here’s why: while paid ads might get you quick wins, they’re basically renting attention instead of owning it. And trust me, that rent will keep getting more expensive.

The Real Cost of Quick Wins

Look, as someone who’s helped dozens of brands grow their presence online, I get the allure of instant results. We’re all juggling a million tasks, and that little dopamine hit from immediate sales is tempting.

But here’s the reality: sustainable growth rarely comes from quick wins. Building an eCommerce store requires patience and dedication.

This is exactly why I’m obsessed with content marketing. Let me show you how I’ve grown my clients’ organic traffic from a few hundred monthly visitors into thousands – all with blogging. No paid ads required.

Why Blogging is Your Secret Weapon

• Think of blogging as your 24/7 sales team that:
• Brings in organic traffic while you sleep
• Builds authority in your space
• Converts browsers into buyers
• Costs way less than paid ads

And the best part? Once your eCommerce content marketing efforts start ranking, it will keep working for you month after month.

Just like building a brand, crafting killer content is all about playing the long game. Trust me – I learned this firsthand with The Kind Pet where we’ve managed to grow our organic traffic by 300 session per month to 12,000 per month in under a year. That steady, organic traffic you’re dreaming of? It doesn’t happen overnight, but when it does… chef’s kiss.

First…Let’s Talk SEO (Wait – Don’t Run Away Yet!)

Quick Take: Search Engine Optimization (SEO) isn’t just some fancy marketing buzzword. It’s how you get your store found by your target audience who are actually looking to buy what you sell.

Think of SEO like this: You wouldn’t open a physical store in the middle of nowhere, right? You’d want to be where your customers are. Well, SEO puts your online store exactly where your customers are searching.

And here’s the thing – while those social media algorithms keep changing faster than fashion trends, SEO basics stay pretty consistent.

The Three Pillars of SEO Success

Let’s keep this simple. While SEO pros might throw fancy terms at you all day long, I’ve found these three elements make the biggest impact for eCommerce sites:

1. Keyword Research (AKA figuring out what your customers are actually searching for)
2. Internal Links (Think of these as friendly signposts around your site)
3. Product Links (Because yes, we’re here to make sales!)

Keyword Research: Your Treasure Map to Traffic

Keyword research is actually kind of fun once you get into it. It’s an opportunity to get creative and really hone in on what your customers might be searching for.

Start by asking yourself:

• What questions do your customers ask most often?
• What problems does your product solve?
• What related topics might your ideal customer be interested in?

Pro Tip: Don’t just chase the keywords with huge search volumes. Sometimes those smaller, more specific keywords (we call them “long-tail keywords”) can bring in your best customers.

Keywords are the bridge between what your customers are searching for and what you’re offering. The trick is finding keywords that have:

• Decent search volume (because people need to be searching for what you’re saying/selling)
• Reasonable competition (you can actually rank for)
• Clear purchase intent (these searchers are ready to buy)

Internal Linking: Your Site’s Secret Sauce

Think of internal links as your site’s navigation system. They help both your visitors and search engines understand how your content connects together.

But here’s where most people mess up – they either:

• Don’t link enough (leaving valuable connections on the table)
• Link too randomly (confusing both visitors and search engines)
• Use generic anchor text like “click here” (we’re not into generic call to actions here)

Instead, try this approach:

• Link naturally within your content
• Use descriptive anchor text
• Connect related topics meaningfully
• Create content clusters around main themes

Pro Tip: Keep a content map of your most important pages. It makes internal linking way easier and helps you spot gaps in your content.

Product Linking: Where Content Meets Commerce

Now for the fun part – turning all this content into actual sales! Every blog post should have a clear path to purchase, but subtlety is key.

Here’s how to do it right:

• Naturally weave product mentions into your content
• Use contextual linking (link when it actually makes sense)
• Create “resource” sections at the end of posts
  Add relevant product collections to blog templates

Pro Tip: If you’re on Shopify 2.0, you can use metafields to add featured collections to your blog posts automatically – game changer!

Creating Valuable Content That Actually Converts

Let’s be real – all this strategy means nothing if your content puts people to sleep. Here’s how to keep it engaging:

Write Like a Human

• Drop the corporate speak
• Use conversational language
• Share real experiences and examples
• Add personality (yes, emojis are allowed)

Structure for Scanning

• Use clear headers
• Keep paragraphs short
• Add bullet points and lists
• Include visual breaks

Focus on Value

• Solve real problems
• Provide actionable tips
• Include specific examples
• Back up claims with data

Making This Actually Work For Your Store

Time for some real talk: this isn’t a “set it and forget it” strategy. Content marketing takes:

• Consistency (posting regularly)
• Patience (results take time)
• Strategy (random posts won’t cut it)
• Optimization (keep improving based on data)

But here’s the good news – you don’t need to do everything at once.

Start here:

• Pick ONE main keyword theme
• Create THREE cornerstone content pieces
• Build supporting content around these
• Optimize and interlink everything
• Promote through your existing channels

The Long Game (That’s Actually Worth Playing)

Remember when I mentioned patience earlier? Here’s why it matters:

While paid ads stop the moment you stop paying, content:

• Builds compound returns over time
• Creates lasting brand authority
• Generates passive traffic
• Costs less in the long run

Pro Tip: Track your content’s performance from day one. It helps you stay motivated when you can see those gradual improvements.

Your Next Steps

Not sure where to start after this flood of new information? No problem!

I’ve put together a super easy, comprehensive guide on how to get started with blogging and SEO for your eCommerce site. Just sign up below with your email and I’ll send it right over:

Here are some other tips to get you started:

• Research your top 3 competitors’ content
• List 10 questions your customers always ask
• Pick ONE question to answer thoroughly
• Create your first piece of strategic content
• Track all of your content marketing campaigns (website traffic, engagement, sales)

You can then repurpose this content for various social media platforms

Remember: Perfect is the enemy of done. Start small, but start today.

Final Thoughts

Content marketing isn’t just another task on your endless to-do list – it’s an investment in your store’s future. And unlike those meditation apps you downloaded (and never opened), this is one investment that literally pays for itself.

Now, go write that first blog post. Your future self will thank you.

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Hi! If we haven’t already met, I’m Laura! Founder of Dolgify and author of this little blog. I help small to mid-sized merchants build stores and stories their customers deserve. If you liked this post and want to learn more, here are a few ways you can connect with me:

Join my email list: For a bi-weekly dose of eCommerce businesses insights, tips, and the occasional behind-the-scenes look at how I help merchants like you succeed. I promise to keep it fun, engaging, and always valuable.
Explore my services: See how I can help you create an eCommerce store that’s as unique as your brand. From crafting compelling copy to designing custom Shopify themes, I’ve got you covered. Let’s work together to bring your vision to life and build an online presence that stands out from the crowd.
Dive into the Dolgify blog: Find more posts like this one, covering everything from customer personas to email marketing and beyond.

If you have any questions or just want to say hi, feel free to send me an email or connect with me on Instagram. I’d love to hear from you! Until next time, keep building those amazing stores and stories. Your customers (and your bottom line) will thank you for it!

Cheers,
Laura