A thriving Shopify business demands more than just products; it requires a strategic approach. With a carefully crafted and implemented Shopify content marketing strategy, you can create content that resonates with your target audience.

In this Shopify marketing guide, you’ll discover how to make content that goes beyond promoting products and helps you build a strong connection between your business and your customers. Let’s explore the proven strategies and techniques for providing relevant content and increasing conversion rates.

Study Your Niche

Every content marketing strategy for Shopify start with understanding your niche. With today’s level of competition, having excellent products isn’t enough; you have to create a meaningful connection with your audience. Explore the e-commerce trends of today and how they change the way businesses operate. If you break down the preferences, pain points, and habits of your potential customers, you’ll be able to create content that is relatable and resonates with them.

There are only a few businesses out there that have dozens of competitors. Study each competitor closely. Here’s a short step-by-step guide on how to do competitor research for Shopify content marketing strategy:

Identify Your Competitors: List businesses that offer similar products and services. You can include direct competitors (those with similar offerings) and indirect competitors (those solving the same problem differently).

Analyze Their Websites: Visit their websites and look at the design, layout, and user experience. Explore their product pages, pricing structures, special offers, etc. Look for customer reviews and testimonials to understand their customer experience.

Study Their Social Media Profiles: Check their social media accounts and observe what kind of content they post, how often, etc.

Analyze Their Content Strategy: Review their blog posts, articles, videos, etc. Identify what range of topics they cover and the depth of info they provide.

Understand Their Messaging and Branding: Analyze their brand messaging – what values, emotions, or solutions do they emphasize? Look for consistent visual elements like logos, colors, and fonts representing their brand.

Investigate Their SEO Performance; Use tools like SE Ranking to see where your competitors’ websites rank for relevant keywords.

Without this research, your Shopify content strategy won’t hold value for your potential customers. Your content strategy has to speak directly to your target audience’s needs and desires. Don’t just present your products and services but show how they can solve your customers’ problems or fulfill their wishes.

Do Keyword Research

So, how do you craft a compelling content strategy that addresses the needs of your target audience and brings in more traffic? The first thing to do is to list relevant keywords you’ll write content around. Think of those words and phrases as the bricks that will build your Shopify content strategy. Once you’ve gathered a substantial amount of them, divide them into clusters or subtopics. That way, you’ll keep the keyword mass organized, making content creation easier.

Keyword research is an ongoing task that you’ll have to perform regularly. You can use various tools to automate the process to make things easier. For example, the keyword grouping tool is a virtual organizer for keywords that goes beyond simple grouping; it takes cues from how people search.

It organizes keywords into groups based on how they appear in search results. The tool considers not only topic similarity but user intent as well. For example, if you sell tourist tents, you’ll get separate groups of keywords for product pages and for blog articles about that product (i.e., “Which tent is suitable for mountains?”), which cannot be as noticeable when done manually.

But there’s more to consider than just grouping. Strike a balance between search volume (how many people are looking for these keywords) and difficulty based on your website’s authority. This blend helps you map out your content plan effectively.

To learn more about keyword research and other SEO things, read this blog:
Step-by-Step Shopify SEO Guide to Rank on Google

Create Great Materials

Remember that crafting your content is not all about pushing your product. People aren’t looking to be bombarded with sales pitches. They seek inspiration and the chance to discover something new.

Your content mix has to incorporate a wide range of topics. You can organize relevant events, collaborate with influencers, or interview experts. It’s also important to update your content regularly, especially product information.

Let’s look at Allbirds, a sustainable shoe brand on Shopify. With its content strategy, the company showcases its unique selling points. For instance, they discuss eco-friendly manufacturing processes and material sourcing in their videos and blog posts.

create great materials for Shopify content marketing strategy

Enrich Your Content

Each piece of content has to benefit your customers somehow, whether it’s a blog post or a YouTube video. You have to dive deep and approach the audience from different angles to do that.

There are various ways to go about enriching your content. Let’s review some of the ideas that you can implement in your business:

  • Answer the questions the audience is hesitate to ask. For example, people with acne-related issues sometimes hesitate to ask specific questions due to embarrassment. You can provide how-to guides, explore ways to deal with acne breakouts, and navigate skincare routines for people with acne.
  • Provide tips on product maintenance. Depending on what you sell, create educational content on how to take care of the products so that they will serve your customers for a longer time.
  • Turn events into content. Talk about those things online whenever you participate in a fair, exhibition, etc. That’s a great way to show your customers a little behind-the-scenes action and share customer stories.
  • Build a system for enriching your content constantly, showing your audience that you are interested in their well-being and success. In this way, you’ll get more returning customers and make a lasting impact on your audience.

    Show Customer Engagement

    There are dozens of companies offering similar products & services to yours. And they also launch Shopify marketing campaigns promoting their products. So, how to stand out? It would help to show the audience that your products are popular among other users. User-generated content is like a window into the experiences of your customers. Whether it’s photos, videos, or testimonials, this content will help you to make your brand more relatable.

    Another significant part of customer engagement is reviews. Make sure to provide the customers with the option to write a review or rate the experience. Reviews are beneficial for you in more than one way. While they provide info for your customers, you can also get many insights. Positive reviews highlight your strong features, while negative ones reveal where to improve.

    Bite Toothpaste Bits, a Shopify store that sells eco-friendly toothpaste alternatives, excels at customer engagement. They regularly run contests and challenges on social media where customers can participate by sharing creative content related to their products. This approach encourages user participation and builds a loyal customer base.

    show customer engagement add this thing in your Shopify content marketing strategy

    Make Your Content Work on Different Channels

    To constantly expand your target audience pool, you must be present on multiple platforms that potential customers use. This means embracing various channels like social media, email, and blogs. But you can’t post the same content across every platform; you need to tailor it to the needs of each platform. So, how to do that?

  • Understand Platform Preferences. Start by researching your target audience’s demographics, behaviors, and preferences on each platform. Analyze what kind of content performs well on each platform.
  • Tailor Your Message. You must adapt your core message to match each platform’s tone and style.
  • Optimize Format and Length. Each platform has different requirements for content, whether it’s an image format or limits on characters.
  • Maintain Brand Consistency. While adapting content, maintain a consistent brand identity across all platforms. Use similar color schemes, fonts, and messaging to ensure your brand remains recognizable.
  • Let’s look at Pura Vida Bracelets, a Shopify-based jewelry store. They produce lots of content across various channels. For example, they showcase products on Instagram Stories, create behind-the-scenes videos on YouTube, and write informative blog posts on their website. This multi-channel approach allows them to reach a wider audience.

    pura vida bracelets

    Sum Up

    Shopify content marketing is a way for you to build a connection with your target audience. Aiming to promote your products is the first mistake you can make. It’s a short-term goal that won’t benefit you in the future. Instead, focus on building long-term relationships with your audience.

    To do that, approach your audience from different platforms and provide them with information that covers their needs or answers their questions. This way, you’ll build strong relationships with the audience and turn visitors into returning customers.

    Sajini Annie John

    About the author

    Meet Sajini, a seasoned technical content writer with a passion for e-commerce and expertise in Shopify. She is committed to helping online businesses to thrive through the power of well-crafted content.

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