Building an ecommerce content marketing funnel isn’t just blogging for the sake of it. Content marketing is the strategic creation and distribution of valuable, relevant material designed to attract, engage, and convert your ideal customers at every stage of their journey.
Unlike random blog posts thrown at the wall, a proper funnel guides shoppers from first discovery through to loyal advocacy, with each piece serving a specific purpose.
I’ve built dozens of content funnels for ecommerce clients, and the difference between success and failure often comes down to understanding your customers’ psychology at each stage. Get this right, and you’ll see organic traffic convert at rates that make PPC campaigns jealous.
If you need help mapping your customer journey and building a content strategy that converts, our SEO audit and strategy service provides a complete roadmap tailored to your ecommerce business. Additionally we offer content writing services to help you produce a winning funnel.
Choosing the Right Content Types for Each Stage of the Funnel
The buyer’s journey for ecommerce follows a predictable path, but each stage requires different content to move shoppers forward. Think of it like dating: you wouldn’t propose on the first date, and you shouldn’t pitch products to someone who’s just discovering they have a problem.
Here’s a practical breakdown to guide your ecommerce content marketing planning:
| Stage | Question/Keyword | Content that helps |
| Top-of-Funnel | “How do I start running safely?” | Blog guides, beginner plans |
| Middle-of-Funnel | “Which running shoes are best for beginners?” | Buying guide, comparison page |
| Bottom-of-Funnel | “Are these shoes worth the price?” | Reviews, UGC, influencer videos |
| Post-purchase | “How do I care for these shoes?” | Care tips email, how-to videos |
One key concept you need to understand is that ecommerce content marketing funnels are a journey, the end point of each stage is a natural starting point for the next stage.
Top-of-Funnel (Raise Awareness)
The shoppers at this stage don’t even know they have a problem yet. They’re living their lives, occasionally frustrated by small inconveniences they’ve accepted as normal. Your job is to raise awareness that these frustrations aren’t inevitable. These leads are ice cold, and selling to them directly would be like proposing marriage to a stranger.
I learned this lesson helping a posture correction brand. Initially, they targeted “posture corrector” searches, competing with hundreds of established brands. We shifted to creating content about “why my back hurts after working from home” and “neck pain from looking at phones.” These people didn’t know posture correctors existed, but they knew their pain was real.
The psychology here is about problem education, not product promotion. You’re planting seeds of dissatisfaction with the status quo. Content at this stage should feel helpful and educational, never salesy.
TOFU content formats that raise problem awareness:
- Educational blog posts about problems, not products
- How-to guides solving related issues
- Diagnostic quizzes (for example: “Why do I always feel tired?”)
- Short social videos highlighting common frustrations (Post to TikTok, Instagram Reels, YouTube Shorts)
- Infographics explaining causes and effects
- Free tools and calculators
- Industry reports and research
- Beginner’s guides to the broader topic
Middle-of-Funnel (Help Them Compare & Decide)
Now your audience knows they have a problem and they’re actively seeking solutions. This is where you frame your product as the answer to the frustrations you highlighted in the TOFU stage. The mindset shifts from “I have a problem” to “what’s the best way to solve this?”
These shoppers are comparing different approaches, not just different brands. Someone with back pain might be weighing posture correctors against ergonomic chairs, standing desks, or yoga classes. Your content needs to position your solution as the most logical choice for their specific situation.
The psychology here revolves around trust and credibility, two concepts your mid-funnel ecommerce content marketing must embrace. Shoppers are educating themselves, reading reviews, and trying to avoid costly mistakes. They’re asking friends for recommendations and joining Facebook groups to get unbiased opinions. Your content should acknowledge alternative solutions while building a case for why your approach is superior.
MOFU content formats that position your solution:
- Detailed buying guides for your category
- Solution comparison articles (yoga vs pilates vs gym)
- Product category explainers
- Case studies showing transformation
- Webinars demonstrating your solution
- Email courses teaching your methodology
- Free samples or trials
- Interactive product finders
Bottom-of-Funnel (Convert & Increase Order Value)
Your audience has decided on a solution type and now they’re evaluating specific products. The psychology here is all about risk reduction and confidence building. They know what they want, but fear making the wrong choice haunts them. Will it actually work? Is this the best value? What if I regret it?
These shoppers are deep in research mode, reading every review, checking return policies, and looking for discount codes. They have seventeen browser tabs open comparing specifications and prices. One small doubt can send them back to the research phase or worse, to a competitor.
Content here must address every potential objection while creating urgency. Social proof becomes critical because shoppers trust other customers more than brands. FAQs should tackle the awkward questions people are embarrassed to ask. Guarantee information reduces purchase anxiety.
BOFU content formats that close the sale:
- Detailed product comparisons with competitors
- Customer testimonial videos
- Limited-time offers and exclusive bundles
- FAQ sections addressing purchase barriers
- Warranty and guarantee explanations
- Shipping and return policy details
- User-generated content galleries
- Size guides and compatibility checkers
- Payment plan options
An old client of mine selling luxury kitchen appliances saw conversions jump 5% after adding a “common concerns” section to product pages. It addressed everything from noise levels to counter space requirements. By acknowledging and solving these micro-anxieties, they removed the final barriers to purchase.
Post-Purchase (Retention & LTV)
The sale isn’t the end goal; it’s the beginning of a relationship. Post-purchase psychology centres on validation and success. Buyers experience a mix of excitement and anxiety. Did I make the right choice? How do I get the most from this purchase? What’s next?
Smart brands recognise this emotional state and provide content that reinforces the purchase decision while maximising product value. The easier you make success, the more likely customers become repeat buyers and brand advocates. A customer who feels supported tells friends; one who feels abandoned leaves negative reviews.
The psychology shifts from individual success to community belonging. Research from the University of Michigan found that customers who joined an online brand community spent 19-20% more than those who didn’t. They’re not just buying products; they’re joining a tribe of like-minded people who share their values and interests.
Post-purchase content formats for retention:
- Welcome email series with quick wins
- How-to guides and video tutorials
- Care and maintenance instructions
- Advanced tips and techniques
- Complementary product recommendations
- Loyalty programme benefits
- Exclusive member content
- Community access and forums
- Surprise and delight moments
- Milestone celebrations and rewards
Distribute Your Ecommerce Content (So People Actually See It)
Creating brilliant content means nothing if nobody sees it. Distribution strategy determines whether your ecommerce content marketing succeeds or becomes an expensive hobby.
Start with the foundation: organic search. The vast majority of people start their journey with a Google search. By being at the top of search results you guarantee that eyes are seeing your content.
Once your ecommerce SEO foundation is solid, amplification becomes critical. That single blog post you spent hours perfecting? Repurpose it to squeeze maximum value. Pull quotes for Twitter, key statistics for LinkedIn, visual tips for Instagram Stories, and video summaries for TikTok. Each platform has its own language, so adaptation beats copy-paste every time.
Your email list remains one of your most valuable distribution assets. Add evergreen content to automated welcome flows and watch engagement soar. A pet supply store I worked with segments by pet type and sees significantly higher engagement than their previous broadcast approach. The lesson? Relevance beats frequency.
Multi-channel distribution checklist:
- SEO optimisation and internal linking
- Social media adaptation (platform-specific)
- Email newsletter inclusion
- Paid promotion for proven performers
- In-app and onsite promotion
- Partner and influencer amplification
- Community and forum sharing
Don’t overlook paid promotion for content that’s already proving its worth organically. Guides and quizzes often generate positive ROI when promoted to lookalike audiences. Track assisted conversions, not just last-click attribution, to understand true impact.
Your website should also act as a content discovery engine. Use banners, pop-ups, and recommended reading widgets strategically. Add content cards to category pages and include related articles in transactional emails. A clothing retailer added style guides to their homepage and saw session duration increase significantly.
Measure Ecommerce Content Marketing ROI
Measuring content marketing ROI requires looking beyond vanity metrics to understand actual business impact. Too many brands celebrate page views while ignoring revenue contribution.
Conversion metrics prove ecommerce content marketing’s value. Compare add-to-cart rates for visitors who viewed content versus those who didn’t. Track revenue from content landing pages and monitor assisted conversions through multi-touch attribution.
| Metric Category | Key Indicators | Target Benchmarks |
| Traffic & Discovery | Organic sessions, new users, rankings | 10% MoM growth |
| Engagement | Time on page, scroll depth, CTR to products | >2 min, >50%, >5% |
| Conversion | Content-assisted sales, direct revenue | 2-3% conversion rate |
| Retention | Repeat purchase rate, email engagement | 25% repurchase, 30% open rate |
Tag all content URLs as a content group in Google Analytics to track performance collectively. Create reports showing revenue per landing page and conversion rates for visitors who viewed content. Use Looker Studio to build automated dashboards.
Building Your Content Team
Successful ecommerce content marketing requires organisation, even for small teams. Clear roles and processes prevent content chaos and ensure consistent quality output.
Content Team Roles and Responsibilities
| Role | Primary Responsibilities | Key Skills | Time Allocation |
| Content Strategist/Marketing Manager | Overall content strategy ownershipContent calendar managementPerformance tracking and reportingCross-team coordinationBusiness goal alignment | Strategic thinking, analytics, project management | 40% strategy, 30% analysis, 30% coordination |
| SEO/Performance Marketer | Keyword research and planningTechnical optimisationDistribution strategyTracking implementationGrowth tactics | Technical SEO, analytics tools, conversion optimisation | 50% research/optimisation, 30% tracking, 20% strategy |
| Writer/Editor | Content creation and editingBrand voice maintenanceQuality controlResearch and fact-checkingStyle guide enforcement | Writing, editing, SEO principles, brand voice | 70% creation, 20% editing, 10% planning |
| Designer/Video Creator | Visual content productionInfographics and graphicsProduct photographyVideo editingBrand visual consistency | Design tools, video editing, photography | 60% creation, 25% editing, 15% planning |
| Developer/No-Code Implementer | Schema markup implementationPage template creationTracking setupTechnical fixesTool integration | Basic coding, Shopify/CMS knowledge, analytics | 40% implementation, 30% maintenance, 30% optimisation |
Even if these roles all fall to one person initially, understanding the distinct responsibilities helps prioritise tasks and identify when to outsource or hire.
Create an Ecommerce Content Marketing Calendar That You Can Actually Stick To
Ambitious content calendars fail because they ignore realistic capacity. Better to publish consistently at a sustainable pace than burn out after two months.
For a small team, aim for two in-depth blog posts monthly, four to eight short videos, a weekly email newsletter, and daily social posts (batched weekly). This cadence balances quality with consistency.
Sample monthly calendar:
- Week 1: TOFU blog + 2 Reels
- Week 2: Buying guide + email
- Week 3: UGC round-up + quiz promotion
- Week 4: Product-led blog + promo email
Batch similar tasks for efficiency. Schedule one monthly photoshoot, film multiple videos in one session, and write all social captions at once. Combine production wherever possible: that single photoshoot provides product page images, lookbook content, social posts, and email headers.
3 Ecommerce Content Marketing Examples (and How to Steal the Playbook)
Example 1: Gymshark’s Community-Driven Content Empire
Gymshark transformed from a garage startup into a billion-dollar “unicorn” through community-centric content marketing and strategic influencer partnerships. Founded by 19-year-old Ben Francis in 2012, the fitness apparel brand built its entire strategy around creating content for and with its community.
The #Gymshark66 Challenge, launched in 2018, encourages users to commit to a 66-day fitness journey and share progress on social media. This wasn’t just a hashtag campaign; it was a movement. The inaugural run led to a flood of user-generated content with high engagement, prompting Gymshark to make it an annual tradition. The psychology was brilliant: 66 days to form a habit, with the brand becoming part of participants’ transformation stories.
Gymshark’s influencer strategy wasn’t transactional—it was transformational. Rather than paying for one-off posts, they built long-term relationships with fitness creators who genuinely loved the brand. The company began to scale its network of influencers, partnering with only the top fitness influencers with the highest engagement rates and follower counts.
The results speak volumes:
- Over 4.2 million TikTok followers and 65.7 million likes
- The hashtag #gymshark has over 8 billion views on TikTok
- Remarkable brand loyalty, significant social media reach, and rapid revenue growth, culminating in Gymshark’s status as a “unicorn” startup valued over $1 billion
How To Steal Their Playbook
Create challenges that align with your product’s transformation promise. Build ambassador programmes rather than influencer campaigns. Focus on fostering genuine community through events, meetups, and consistent engagement. Most importantly, make your customers the heroes of your content, not your products.
Example 2: Glossier’s Blog-to-Billion Journey with Into The Gloss
What began as a humble beauty blog in 2010 has transformed into a billion-dollar empire built on the back of successful ecommerce content marketing. Emily Weiss started “Into The Gloss” while working as a Vogue editorial assistant, not to sell products but to have real conversations about beauty.
The blog featured intimate interviews with celebrities, models, and everyday women about their beauty routines. After four years of building Into The Gloss and amassing over 10 million monthly readers, Weiss launched Glossier in 2014 with just four products.
The genius was in the approach: They listen first and create second. By analyzing thousands of comments on Into The Gloss and later on social media, Glossier identifies pain points and develops products that directly address their community’s needs. This is how they created the Milky Jelly Cleanser, which is one of their best-selling cult products.
Glossier has 2.6M followers on Instagram, many of whom act as loyal supporters and even—through word of mouth—salespeople. The content strategy continues today: “The best thing we can do is give people content. That is our main driver of growth,” said Glossier’s president and CFO, Henry Davis.
The measurable impact:
- Nearly 80 percent of its customers come through referrals
- A valuation of $1.2bn with around 40 SKUs
- Built entirely through organic content and community engagement
How To Steal Their Playbook
Start building your audience before you have products to sell. Use content to conduct market research in public. Let your community co-create products with you. Focus on building trust through valuable content first, then introduce products as solutions to problems you’ve already discussed.
Example 3: Dollar Shave Club’s Viral Video Revolution
Dollar Shave Club’s launch campaign took the internet by storm with a humorous and bold video titled “Our Blades Are F***ing Great.” Created in 2012 for just $4,500, this single piece of content changed the trajectory of the entire business.
The video went viral, garnering over 12,000 orders within the first 48 hours and millions of views on YouTube. The campaign ultimately led to Dollar Shave Club being acquired by Unilever for $1 billion. Currently, the video has 28 million views on YouTube!
What made it so effective wasn’t just the humour; it was the strategic understanding of their audience’s frustration. Men were tired of overpriced razors, complicated purchasing experiences, and brands that took themselves too seriously. The video addressed all these pain points while introducing a simple subscription solution.
Dollar Shave Club’s video was meant to get people to subscribe to their razor boxes. The campaign was successful because it made compelling points to convince leads to convert. They didn’t just create awareness; they created immediate action by making the value proposition crystal clear and the sign-up process simple.
The lasting impact:
- Disrupted a century-old industry dominated by Gillette
- Proved that personality and authenticity could beat massive advertising budgets
- Spawned countless imitators across every industry
How To Steal Their Playbook
Identify the biggest frustration in your industry and address it head-on with personality. Don’t be afraid to call out what everyone’s thinking but nobody’s saying. Keep your message simple and your call-to-action clear. One brilliant piece of content can be worth more than years of traditional advertising if it truly resonates with your audience’s pain points.
Start Small, But Start Now
Building an ecommerce content marketing funnel takes time, but every piece compounds over time. That blog post you publish today could rank for years, driving thousands of customers you’d otherwise pay to acquire.
The key is starting before you feel ready. Your first attempts won’t be perfect, but they’ll teach you what resonates. Each piece of content is an experiment that reveals more about your audience. Within six months of consistent publishing, you’ll have a content machine that drives predictable, profitable growth.
Ready to accelerate your content marketing results? Our content writing and on-page SEO service creates high-performing content that ranks, converts, and scales your ecommerce business.
