E-Commerce Content Marketing Strategy Checklist in 2025

Why E-Commerce Content Marketing Strategy Matters For Brands

For e-commerce retailers, attracting potential buyers requires both effective ads and valuable content. A strong content strategy supports the purchase journey with more relevant touch points. In simple words, e-commerce content marketing creates helpful and educational content that helps navigate buyers through their purchase journey. For those retailers asking why content marketing is important for e-commerce websites, the answer is very easy. Today’s shoppers not only buy products through ads or any promotion, but they also do their homework. They:

• Compare products

• Search for reviews

• Watch unboxing videos or demos

• Ask questions for recommendations on TikTok, Reddit, or Instagram.

However, if a brand does not provide this data to consumers, it is not part of their buying journey. To attract buyers, brands need to pay attention to content marketing strategy. Whether new or seasoned in this landscape, brands need to know about this checklist to increase visibility and stay ahead of competitors. 

Now, let’s move forward to the checklist brands need to follow this year, to get the attention of potential buyers before competitors.

Find E-Commerce Content Marketing Strategy Checklist 2025

Now, let’s break down the E-Commerce Content Marketing Strategy that matters in 2025:

E-commerce content marketing strategy checklist (2025)

1. Map Content to the Customer Journey1

Start with understanding how buyers move from interest to purchase, and beyond. Let’s make it clear. To turn visitors into loyal customers, a brand’s content must match where they are in their buying process. It includes the following stages:

→ Discovery Stage

This is the first touchpoint of the customer journey. This is the time when people don’t know about the existence of the brand yet. Shoppers are not ready to buy, and they are not searching for a brand specifically. Instead, they’re exploring options, scrolling through content, or looking for ideas that might solve a problem.

Now, the brand’s main role is to get noticed and keep them engaging on a web portal. But how?  They can use blog posts, short-form videos (TikTok, Instagram Reels), and influencer UGC to get on the audience's radar.

→ Consideration Phase

Now the shoppers know enough about the brand, but are not sure about the final purchase, they are just comparing one brand with others. This is where detailed, helpful content wins their trust. But how to do this?  Use product comparison articles, how-to guides, FAQs, or explainer videos. Remember, the main goal should be to answer every question before they have to ask it.

→ Post-purchase Phase

The post-purchase phase is a key opportunity to build trust and strengthen customer relationships. Brands can simply encourage them to repeat purchases. But how? Strategic content is the answer. For example, businesses can drop welcome emails and usage tutorials. Send them reorder reminders and referral incentives.  Keep one thing in mind: the goal of the brand is to stay helpful, not pushy. Always think of support over selling.

2. Focus on Evergreen Content That Ranks

As we all know, trends change quickly, but evergreen content continues to bring traffic over time. For this, brands need to focus on long-lasting content that stays relevant for months(or even years) after it is published.

 Here are some of the best examples businesses can publish as blog posts on their website:

• Topic 1:  Best Backpacks for school in 2025


• Topic 2: How to clean white sneakers the right way


• Topic 3: Air Fryer vs. Toaster Oven: Which one should you buy?

These are some examples of topics businesses can add to their blog section. To find the right ones, use tools like Ahrefs or Semrush to research keywords with consistent search demand. Publish and optimize these pieces with clear headlines, structured formatting, and internal links. Once this content ranks, it can continue bringing in traffic- no extra spend on ads is needed. 

3. Tell Stronger Product Stories

Buyers want more than just the specification of the product- they want to connect with the product. Brands should not only list the product features but also give them a reason to care. 

Instead of just saying what the product actually does or offering, explain why it exists, and its importance. Here is the way retailers can bring life to their product. Create a good product story that includes:

• Inspiration: Why was the product created? What was the reason behind discovering the brand, and what gap did you notice? Basically, a brand needs to tell customers that they can also relate to their(buyers') pain points (personal opinion) and how they find the product relatable to that.

• Problem-Solving: Talk about the issue briefly and how it helps customers to solve the problem. This will build a connection between the user and the product brands that are being offered.

• Creation Process: Let them go through the creation journey. How is it made? Craftsmanship behind it, and what's unique about it?

This human touch builds trust and makes goods memorable. Now the question is: how to do this? Well, it can be done through short videos, behind-the-scenes blog posts, or visual stories on social media. Shares powerful narratives about product sourcing, environmental impacts, and customer journeys. They are simply turning buyers into brand advocates.

4. Make Product Pages More Than Just Sales Pages

Most buyers often land directly on product pages. These pages might be a perfect chance for brands to target their desired audience. So if all they see is a product photo, a price tag, and an “Add to Cart” button, this means brands are leaving an opportunity( and revenue). In simple words, these pages shouldn’t just sell, they should educate people, build trust, and also answer all their queries- just like a skilled in-store salesperson would. To make it engaging, instead of only showing a photo, price, and “Add to Cart” button, use product pages to guide, inform, and convert.

Let’s move further, and discuss what to include, and why it will work for brands:

1. How-to Guide: The guide, or care instructions, will simply get the most out of the buyer's purchase. This will help reduce the chance of returns and create confidence. For example, if someone is on a brand’s website to buy a silk blouse, and they are confused about its care and longevity. At this moment, to build confidence, add posts stating- “how to properly wash and store your silk blouse. This will encourage their buying decision. 

2. Styling or Usage Tips: Show the different ways to use, wear, or pair your product. It promotes the perceived value. Like how you can carry this blouse with different attire like a skirt, under the blazer, and many options like this. 

3. Expert opinions and Interviews: Third-party validation always adds credibility and provides deeper solutions. For example, the professional designer will explain why you should go for silk fabric, and how it will elevate your look.

4. Real Customer FAQs: Use actual feedback from customers by creating a solid FAQs section. This simply saves support time and handles objections. Like: Is silk fabric good for sensitive skin? Can I wear it in summer weather?

5. User-Generated Content & Reviews: Always use the UGC to build trust between consumers and the product. Photos, videos, and quotes from the real users add authenticity and make them confident to buy the product. 

Why does it all matter? This reduces the bounce rates. Also, visitors will spend more time when the page answers their every question. After all, a well-informed customer always tends to buy. Additionally, more detailed pages with structured content often rank better on Google.

5. Strengthen Content Using Pillar Pages and Content Clusters

Want your blog to rank higher on Google search engines and drive more traffic? Try the Pillar + Cluster model. This is the finest and smart way to organize content so both search engines and readers can simply find what they are looking for. 

Now what do these two terms mean? A pillar post is a big, in-depth article that covers a broad topic. On the other hand, cluster posts are smaller, related articles that can go into specific details about the different subsections or parts of that topic. 

Here’s how it works:

A pillar topic is: “Business Guide to Commercial Solar Energy Solution”. Now support this topic with these cluster points:

• How solar panels reduce energy costs for businesses

• Understanding Government Incentives for Solar Adoption

• Key considerations before installing commercial solar systems

• Solar battery storage- Is it right for your facility?

Link all the related content back to the main guide. This boosts the topic opportunity in Google’s eyes and makes navigation easier for readers. It will organize website content in a well-mannered manner and give more depth to the topic. For users, this will be helpful. They can easily navigate between the related topics and stay longer on the site.

6. Build a Full-Funnel Content Strategy

To succeed in 2025, sole content can’t speak to just the type of shopper. Brands need to meet people where they are- whether they are hearing about a brand for the first time or actively comparing options before making a final decision.

Today, the buyer’s journey is no longer a straight line. They make decisions in different ways, considering multiple factors along the way. To stay competitive, retailers must deliver value at every stage.

In fact, according to GWI’s 2025 Consumer Trends Report, 74% of first-time buyers engage with at least three different types of content, such as blogs, videos, or social posts, before making a purchase. This shows that relying on just one content approach isn’t enough. Shoppers expect helpful and relevant information that encourages them to buy. 

That’s where a full-funnel strategy comes in. A method that makes sure that content meets buyers at every stage of the journey- from “just browsing” to “ready to buy.”

• TOFU (Top of Funnel): The main goal is to build awareness and get on the buyer’s radar. For this, brands can use blog posts, TikTok, and quizzes. 

• MOFU (Middle of Funnel): This helps customers to evaluate and build trust. For this, use the buyer guides that simplify product decisions, customer reviews, and expert opinions.

• BOFU( Bottom of Funnel): This aims to drive conversions and remove final doubts. For this, brands can share FAQs, tutorials, and demos.

7. Repurpose Content Across Channels

Creating high-quality content takes time, so brands should make the most of it. There is no need to start from scratch every time it comes to drafting new content. One well-made blog post, video, or customer story can be reused to post on multiple platforms in smart ways. 

For example, brands can turn a blog into a Twitter thread, an Instagram Carousel, or a short TikTok video. Take FAQs from the brand’s web portal and use them in email campaigns. Along with this, customer reviews can also be repurposed as social content.

This keeps the message consistent, saves time, and helps brands reach people where they are most active (or searching for the product category businesses are offering). This enhances content ROI by getting more value from what they have already created.

8. Use User-Generated Content to Build Trust

User-Generated Content (UGC) is one of the most powerful and effective tools for building trust with potential shoppers. When real people use a product, share videos, images, or reviews of it, this feels more genuine than any paid ad brands can create. It also motivates brands to stay consistent and focused on delivering real value.

After all, the foundation of a strong UGC starts with a quality product. When customers are happy with what they receive, they’re more likely to share their experience with others. It becomes more solid when there is a loyalty program or small reward in place. This motivates repeat purchases and builds long-term trust. 

This content can be shared on product pages, social media, email campaigns, and even blog posts. It adds social proof and also makes the brand feel more human and relatable. 

UGC works especially well for industries like fashion, beauty, fitness, and lifestyle, where visuals and community stories matter. Tools like Okenda, Loox, or Yotpo make it easy to collect, manage, and display this content at scale. The more genuine individuals talk about the brand, the more buyers will trust it.

How Modern Brands Are Winning with 
E-commerce Content Marketing

Leading e-commerce brands are not just running ads - they are building real connections through content. One example is Garage Clothing, a brand under Groupe Dynamite, which consistently delivers style-focused content across its blog, product pages, and social channels. Their strategy is all about being authentic. Instead of relying on heavy discounts or pushy ads, they share helpful fashion tips and trend-focused content that connects with their audience. This approach builds trust and keeps their followers engaged.

Similarly, The Beer Store, a leading Ontario-based retailer, has taken a customer-first content approach with beer pairing guides, educational posts, and seasonal features that help customers explore new products with confidence. Their content strategy doesn’t just sell products — it builds trust and supports shoppers in making more informed decisions. These brands understand that content is more than copy, it’s a conversation.