Use Content Marketing in your e-commerce and get consumers to find your store first! – WAU

That Content Marketing is a strategy that can bring good results to a company, you probably already know. Despite being a great option for different business segments, when we talk about e-commerce, content is even more important when it comes to winning over consumers. Want to know why? In this article, you will check […]

That Content Marketing is a strategy that can bring good results to a company, you probably already know.

Despite being a great option for different business segments, when we talk about e-commerce, content is even more important when it comes to winning over consumers.

Want to know why?

In this article, you will see the importance of Content Marketing for e-commerce and how to use it in your business. Follow!

The online consumer and search behavior

Who has never done a search on Google before making a purchase, either online or offline? This is a habit that technological advancement has brought to consumers and that influences a lot when deciding a purchase.

According to a survey conducted by Sebrae in partnership with E-commerce Brasil, in 2016, 68% of sales made in virtual stores originated from organic searches.

What does that mean? That these sites managed to convert sales simply by appearing well positioned on Google searches, without the need for sponsored links.

That’s when we begin to realize the importance of Content Marketing for e-commerce!

Before starting to detail what are the strategies you can use and the importance of each one, we must remember something obvious, but very important when we talk about e-commerce: the consumer who buys online needs to trust the online store.

Your future customer will not be able to pick up the merchandise, feel the weight, texture, turn it on and off, among other tests that can be carried out in physical stores.

The purchase will be made only based on the content available on your website – and this involves text, images, videos, among other formats (we will talk more throughout the article).

Therefore, the role of content in e-commerce goes far beyond promoting a product or educating the consumer – it needs to bring security.

Meet the persona

You already have your target audience and you already know who to sell to, right?

But the shopkeeper can go a little deeper in looking at his customer, through the creation of personas.

You can access our definitive personas guide to understand every detail on the subject, but in short, this is your ideal client, with a specific definition of career, habits and needs.

The definition of this profile can help you in several aspects, for example: in the Content Marketing strategy, in the choice of stock, in the design of the virtual store, among others.

The more niche your business is, the more the persona can help you achieve good results.

That said, let’s go to the main Content Marketing strategies that can help your e-commerce, check it out!

Description of products

When we talk about e-commerce, we need to pay special attention to the product description and that is why this will be the first strategy to be addressed.

Generally, when doing a price research, consumers are usually very objective, typing only the name of the product and the brand, right?

Do a test: type in Google “running shoes” and observe the first organic results that appear. Open these links and click on any tennis model.

Notice how the descriptions are detailed, even specifying the type of mooring and weight.

What these online stores have done is put the good old SEO into practice, investing in keywords (product names and brands), both in the description and in the images.


When we talk about Content Marketing in general, creating a blog is one of the main strategies to achieve good results.

According to Content Trends 2017, a survey conducted by Websites Are Us, 43.2% of e-commerces use blogs as a sales strategy.

Like product descriptions, this content can help Google robots consider your relevant content and better position your online store, bringing more access.

In addition, you can use the blog to bring more credibility to your business, increasing customer safety when shopping online.

For example: if your virtual store is in the fashion segment, you can ask customers to send photos using the pieces and give tips on looks.

This is a great way to strengthen the relationship and at the same time promote the product. Remember your persona, your needs and produce content that meets what your ideal customer seeks.


The opinion of third parties can greatly influence the consumer’s purchase decision.

Of course, product quality, brand and price are important factors, but they are not always relevant when choosing.

If you search for a product on Google, you will end up finding several products with varying values ​​and brands, which alone may not be enough to decide which one to buy.

But if you access the online stores and read more positive comments on a particular e-commerce, it can help you decide to buy, right?

Although it is not a content produced by you, it is the shopkeeper who determines how comments are made available on the site. You can create a specific page for reviews or hire a comment platform.

We know that the reviews will not always be positive, and this is an understandable concern of tenants in relation to this strategy.

Even so, it is important that you do not “censor” negative reviews, as these customers may feel offended and complain in other places – on social networks, for example – which can affect your e-commerce reputation.

When receiving criticism, see it as an opportunity to solve the problem and improve your services. Consumers know that every store can make mistakes – the availability to resolve them will be your differential.


When consumers are conducting their searches on Google, in addition to information, they are also looking for good images.

Along with the description, the photos are like the sellers of your online store, because it is through this content that the consumer will have contact with the product.

Therefore, it is very important that the photos also appear prominently in searches. To achieve this result, you can also use some SEO techniques. Check out the main ones:

In addition, of course, it is necessary to produce images of good quality, in which the consumer can check all the angles of the product as if he saw it in person.


According to a survey released by Cisco, by 2020 videos will account for 85% of internet traffic in London. This data shows how this content format is growing more and more.

Because it requires less cognitive effort, it is common for people to prefer watching videos to learn about any topic, even when deciding on a purchase.

You can produce videos detailing the operation of the products, their main characteristics and give tips on use. A very interesting strategy is record videos that bring your business closer to customers. Here are some simple examples:

  • Give your opinion or that of the e-commerce collaborators about the best products (after all, you are experts on the subject).
  • Use the storytelling strategy in the videos, that is, tell the story of a consumer who bought in the online store and that causes identification in his persona.
  • Make images of the “backstage” (news from the stock, office, meetings with partners).

This type of content has the power to engage the consumer quickly, attracting sales and making him become a defender of your brand.


Investing in stock, design and product promotion, but not offering answers to customer questions on the website is the same as opening a physical store and not having salespeople to serve.

FAQ is short for Frequently Asked Questions, translating frequently asked questions. It is through this content that you can bring security to the customer, clarify your main doubts and even optimize the time of your Customer Service.

Many questions that virtual stores receive through email, social networks or other contact channels can be answered in a FAQ.

Here, the important thing is to produce simple, objective content and in light language (or according to the need of your persona).

Make reading simple and informative, so you can get the consumer’s attention. Whenever possible, use videos, images or infographics to detail information such as delivery time, order tracking and exchange procedure.

Selling on the internet is a big challenge for a retailer, who needs to beat the competition online and offline and win the trust of the customer.

To have a good conversion, Content Marketing for e-commerce becomes more than an option, it is something that can be decisive for the success of your business.

In this article, you checked out the best strategies and how to put each one into practice.

Now that you know how to use Content Marketing, check out what are the top 10 mistakes you may be making in your e-commerce to improve your strategy.