If you run an online store, you’ve probably heard that content is key. But with the internet packed with competitors, creating a real connection with potential customers takes more than just blog posts and product descriptions. You need a smart, tailored content marketing strategy for e-commerce — one that helps people find you, trust you, and buy from you.
This guide will show you how to build a content strategy in five manageable steps. Whether you’re just starting out or trying to improve what you’ve already got, these tips will help you focus your content and make it work harder for your business.
Day 1 - Get to know your audience
Before you start writing, you need to know who you’re writing for. If your content doesn’t speak directly to your ideal customer, it’s unlikely to hit home.
Spend some time looking at your store’s analytics (Google Analytics is a great place to start), reading through customer reviews, or listening to what people say on social media. You can also use Jumpseller’s analytics features to dig into buyer behavior.
The goal here is to build a clear picture of your customer. What are they looking for? What problems are they trying to solve? Once you know that, you can start creating content that speaks their language.
Target audience analysis helps you:
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Reach only those most likely to buy
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Create content tailored to real customer needs
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Build trust and long-term relationships
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Maximise ROI with focused marketing
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Stand out in a competitive niche
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Boost conversions and grow your customer base
Day 2 – Look at your competitors
There’s no need to reinvent the wheel. Your competitors have already created content — some of it probably quite good. Take advantage of that.
Use tools like SEMrush to see what’s getting shared and linked to in your niche. Read competitor blogs. Watch their videos. Pay attention to the questions people ask in the comments or reviews.
Your job isn’t to copy. It’s to figure out what’s working, spot the gaps, and do it better. If you need inspiration, the Jumpseller Blog is packed with useful examples.
Day 3 - Find the right keywords
To show up in search results, you need to speak Google’s language. That means finding the right keywords — terms your potential customers are actually searching for.
Use tools like Ahrefs, Google Keyword Planner, or Ubersuggest to find those terms. Look for a mix of:
- Broad keywords (e.g. “e-commerce content strategy”)
- Niche-specific phrases (e.g. “content marketing for handmade jewelry”)
- Question-based searches (e.g. “how to market an e-commerce store”)
Don’t overuse keywords — Google doesn’t like that. Instead, weave them into your content naturally. Also include related terms and phrases to help your content feel complete and useful. Jumpseller users should also make the most of its SEO features to optimise product pages and blog content.
Day 4 – Plan your content
Now that you’ve done the groundwork, it’s time to plan your content. An editorial calendar keeps you on track and helps ensure your content supports your business goals.
Decide how often you’ll publish and what types of content you’ll focus on (blogs, videos, social posts, etc.). Align your topics with your keyword research and customer interests.
Need ideas? Type your keywords into Google and check the “People also ask” section. Use those real search queries to shape your articles. The autocomplete feature in the search tab can also be a great source of inspiration.
You can use tools like Trello, Notion, or even a spreadsheet to keep your calendar organised. If you’re using Jumpseller, think about how your blog, homepage, and product pages can support each other.
Day 5 – Promote your content
Creating content is only half the job — you also need people to see it. That’s where promotion comes in. There are three main ways to get your content out there:
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Owned channels – This includes your website, social media pages, and email list. Use scheduling tools like Buffer or Hootsuite to stay consistent.
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Earned media – If your content is useful and well-written, others will share it. You can also pitch guest posts to blogs in your niche or collaborate with influencers to get more eyes on your content.
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Paid promotion – Run ads through Google, Facebook, or Instagram to boost your best content. Use the audience and keyword data you gathered earlier to target the right people and avoid wasting money.
The best strategy often involves a mix of all three. Don’t just publish and hope for the best — actively push your content in front of the right audience.
Make content work for your e-commerce business
Great content marketing doesn’t have to be complicated. If you follow this five-day plan, you’ll have a strong foundation: one that helps your store get noticed, builds trust, and drives sales.
And remember, Jumpseller gives you all the tools you need to put your content strategy into action — from built-in SEO features to multichannel selling support.
Try Jumpseller free and start building your e-commerce brand with better content.
