Ecommerce content strategy fundamentals in 2025

Content strategy is an essential piece of the marketing jigsaw for any sector, but for ecommerce brands, it’s often necessary to take a slightly different approach to get the best possible results and drive maximum revenue.

In this guide, we’ve brought together some of the fundamental elements that we believe will help you achieve ecommerce content strategy success in 2025 and beyond.

What is an ecommerce content strategy and how is it different?

The main focus of an ecommerce content strategy is to help drive sales, which means it needs to directly align with the purchasing journey, product discovery, and customer decision-making processes.

It’s essentially a structured way to approach planning, creating, optimising and distributing content that ladders up to the primary goal of generating more sales revenue.

Some of the differences to other types of content strategy include:

• Transactional focus – While content marketing often aims to educate or inspire potential customers, ecommerce content must also guide users towards making a purchase.
• Search intent alignment – Content needs to match user search behaviour, balancing informational, navigational, and transactional intent, so that people can find the most useful content at the right part of their journey.
• Product-centric approach – Whether it’s product descriptions, category pages helpful blogs or buying guides, content should be optimised to improve discoverability, show how the product solves specific problems or serves a purpose and move users towards a conversion.

The importance of getting your content strategy right in ecommerce

A well-defined ecommerce content strategy ensures that every piece of content serves a purpose that works towards the overarching goals, whether it’s driving organic traffic, improving conversion rates, or enhancing brand credibility around a particular topic or niche.

When planned and implemented effectively, a great ecommerce content strategy can:

• Increase organic visibility for relevant searches – Search engine-optimised content helps ecommerce brands rank higher in search engine results pages (SERPs), driving cost-effective traffic for the long-term.
• Enhance the user experience – Well-structured content supports seamless navigation and guides customers smoothly through the buying journey; making it as easy as possible for them to find the information they need and move on to the next stage.
• Build brand trust & authority – High-quality, informative content, combined with on-site trust signals, reassures potential buyers and reduces hesitation before purchasing.
• Boost conversions – Clear, persuasive, and engaging content directly impacts conversion rates by answering customer concerns, reinforcing product value and making the purchase journey as straightforward as possible.

There’s no doubt that marketing is changing at pace currently. The influence and use of AI and other automation technologies, whatever your opinion on them, is growing all of the time. Shopping and online search behaviour is also evolving, which means that marketers have a lot to balance when trying to develop a content strategy that really works, within their budget and resource constraints. We’ve compiled some key fundamentals that can help you maximise value and results in 2025 and beyond.

Ecommerce content strategy fundamentals

Get to grips with your audience and their user journeys

It’s certainly not new, but understanding your audience is still very much the foundation of any effective content strategy. In 2025, ecommerce brands must go beyond simple demographics and dig deep into:

• Behavioural insights – Use analytics to track customer interactions, preferences, and purchase patterns.
• Intent-based segmentation – Identify audiences based on their stage in the buying journey (awareness, consideration, decision, retention).
• Pain points and overcoming barriers to sale – Understand what questions, problems and barriers your audience has that is a) giving them a need for what you sell and b) stopping them from buying from you.

By better understanding your audience, their motivations, the ways that they search for solutions and the kinds of content they want, you can create content that resonates with their needs, reducing friction along their journey and ultimately increasing conversions.

Prioritise your content strategy goals

Setting clear content strategy goals ensures that your efforts are aligned with broader business objectives and makes sure that you’re putting your time, effort and budget into things that will move the needle for your brand.

 These will vary, but typical ecommerce key goals for 2025 may include:

• Driving Organic Traffic – Improving search engine rankings with well-optimised and useful content that aligns with your target audience’s search intent.
• Enhancing Conversion Rates – Creating persuasive content on transactional pages that helps users make that purchase decision.
• Increasing Customer Lifetime Value – Developing post-purchase content to encourage repeat sales and long-term brand loyalty.
• Boosting Engagement Across Channels – Integrating content into social media, email marketing, and paid campaigns.

Prioritisation helps ensure resources are allocated effectively, maximising ROI from your content efforts and keeping things focused on the bottom line.

It can’t end at the planning stage though – tracking performance in relation to your goals as you go is key to improving results over time. Setting your KPIs as you plan your content and making regular reports a part of your ongoing process is essential.

Assess your current content

Before launching into planning and developing shiny new content, conduct a thorough content audit to assess what you currently have and how well (or otherwise) it is working for your audience, based on any new insights you’ve gained already in this process. This typically involves:

• Evaluating performance quantitively – Use analytics tools to assess engagement, conversions, and rankings. Are organic users landing on the page for the search terms you would expect?
• Evaluating performance qualitatively – Manually assess content to see how well it meets the needs of your audience, including UX considerations and whether it’s the most useful example of this kind of content available.
• Identifying gaps – Determine which areas of your content need improvement or expansion. Looking at what your competitors are doing can be a good place to start, along with checking that you have useful content for every stage of your potential customers’ buying journeys.
• Updating and/or consolidating – You may have several pieces of content that seem to serve a similar purpose and could be competing with each other in organic search. Consider consolidating good content to make it super-content – offering more value for users on a single page. Refresh outdated content and repurpose high-performing assets across different channels to maximise the reach.

A well-informed audit provides a strong foundation for content improvements and ensures efforts are data-driven.

Map content ideas to customer buying journeys and search behaviour

To ensure your existing pages and any new content you plan supports the buying process, align them with customer intent and search queries they are likely to make. This helps ensure you’re covering all the bases and often includes:

• Awareness stage – Blog posts, guides, and explainer videos to introduce products/solutions to potential customers.
• Consideration stage – Comparison articles, reviews, and case studies that highlight product benefits.
• Decision stage – Optimised product pages, testimonials, and FAQs that remove purchase barriers.
• Retention stage – Loyalty programs, email marketing, and post-purchase content to maintain engagement and increase the chances of return business and brand advocacy.

By creating content tailored to each stage, brands can nurture potential customers more effectively and drive higher conversions.

Check out our guide to keyword mapping for SEO, with free template.

Improve your main transactional pages

Your transactional pages (e.g., product pages, category pages, checkout pages, campaign landing pages) are the backbone of your ecommerce business. Optimise them by ensuring that on-page SEO best practice is followed, along with building relevant links to these pages as part of your wider SEO strategy.

You can also:

• Improve copy and UX – Ensure product descriptions are clear, persuasive, and informative. Follow content design principles for less friction on key pages.
• Enhance the mobile experience – Prioritise mobile-friendly design and fast loading times to reduce customer frustration and drop-offs.
• Leverage social proof and other trust signals – Incorporate user-generated content, reviews, and testimonials.

A well-optimised transactional page can significantly impact revenue and customer satisfaction.

Dedicate enough time to content ideation and planning

Improving and better utilising existing content is great, but new content will also need to be incorporated into your strategy to have maximum impact.

It’s common to try and come up with exciting new ideas and get on with it as quickly as possible in ecommerce content strategy. But experience tells us that taking a bit of time to sense check your ideas and make sure they tick all of the boxes in terms of having relevant keyword volume with intent that matches a stage in your audience journey, are unique and offer something of true value etc, is always worthwhile.

Measure your ideas against Google’s helpful content update advice to make sure you’re not wasting time and effort on content that will struggle to rank or doesn’t meet known needs for your audience.

Utilise tech to increase efficiency

Leverage the latest technology to streamline content processes, giving your team more time and support to focus on the creativity and human connections needed in great content:

• Advanced SEO tools – Use SEO platforms such as Semrush or Ahrefs to identify keyword opportunities and content gaps, helping with the auditing and planning processes.
• AI-powered content proofing – Use AI tools to ‘mark your homework’ and help ensure that your content meets any specific brand requirements, tone of voice and consistency etc. Don’t let AI remove all personality from content though – it’s what helps makes you stand out and forms part of your brand identity.

By integrating tech-driven solutions, ecommerce content marketers can help make the most of the time they have to focus on the unique elements that make content as valuable as possible to the target audience.

Prioritise authoritative content

In an era of increasing misinformation and generic AI-generated content, publishing authoritative content that shows you really know your subject matter is crucial for building trust and credibility. Strengthen your content by:

• Expert contributions – Include insights from industry experts, influencers, and thought leaders.
• Providing reliable evidence and sources – Support any claims with reputable research, statistics, and case studies.
• E-E-A-T compliance – Ensure content aligns with Google’s Expertise, Experience, Authority, and Trustworthiness (E-E-A-T) guidelines.
• Strong internal linking – Build a logical site structure that reinforces credibility and improves user experience as people navigate around various content.

Prioritising authoritative content enhances brand reputation and improves search rankings.

Maximise content impact with a cross-channel strategy

Many ecommerce brands focus primarily on website content for their strategy, for good reason; it’s where you want potential customers to land and convert. But that doesn’t mean that other channels can’t work alongside this to make the most of your content assets and increase your reach.

A cohesive cross-channel strategy ensures that content reaches and engages audiences across multiple touchpoints. Key considerations can include:

• Omnichannel planning – Ensure your content is consistently used across the website, email, social media, and paid channels.
• Content repurposing – Transform blog posts into videos, infographics, and social media snippets if you know that your audience values these formats too.
• Performance tracking – Use analytics to measure the effectiveness of content across different channels and tweak your strategies accordingly to do more of what works.
• User-Generated Content (UGC) – Encourage customers to create content (e.g., reviews, testimonials, social media posts) that enhances brand authenticity.

A well-executed cross-channel strategy maximises content reach and engagement, supporting your other goals and driving sustained business growth.

Be different…

With an ecommerce market that is ever more competitive and saturated with low-quality generic content, you need to be doing something more meaningful to stand out. 

Taking some time to make sure that your strategy is built on the right foundations will help to drive genuine engagement with your audience at the right stages of their journey and maximise your revenue in the short, medium and long term. 

If you’d like some help with your ecommerce content or wider marketing strategy, we’d love to chat. Get in touch using the form below.