How to Use Website and Social Media for eCommerce Content Marketing

Fact: 70% of marketers actively invest their time and efforts in content marketing — so should you. The goal is to increase conversions by making the most out of the assets you’re already paying for, like your website, digital tools, and your employees’ efforts.

While there are numerous strategies under content marketing, let’s focus on two of the biggest ones that eCommerce agencies always recommend: website and social media.


Your website is one of the most significant — and probably the most expensive — assets in your eCommerce business. It’s also a great source of content you can use or repurpose for other marketing strategies, like the following:

Service or Product Landing Pages

These landing pages help in the decision-making stage of your customer journey. You can incorporate them into other strategies, like: 

  • Landing pages for email newsletters
  • Social media CTAs
  • Backlinks for guest posting
  • Internal links to relevant pages you also want to highlight

With the right keywords, these landing pages can also help you rank for less competitive, more targeted keywords, which is essential for budding eCommerce businesses. 

Creating these pages will take a lot of time and effort, especially if you want to highlight numerous products or services. So, you might want to consider seeking help from creative design services. That way, you have industry experts ready to help you out. 

Blogs or Case Studies

While blogs and case studies are great for driving content into your site for SEO, they can also be easily repurposed.

Blogs can be converted into video tutorials or product feature videos — a perfect asset for your video marketing efforts. Best of all, the content is already there! In case you don’t have video editing tools for converting blogs into videos, here are some of the most popular ones:

  • Lumen5
  • Rocketium
  • Hippo Video

For SaaP (Service as a Product) businesses, case studies establish your services’ authenticity and authority. These can be repurposed into a social post, an email campaign, and even an infographic blog post. 

Client Reviews

95% of consumers consider customer reviews before purchasing. So, having them on your website and each product or service landing page is a great strategy.

You can encourage customer reviews through email after every client purchase or subscription. This will help you generate a perpetual pool of reviews you can repurpose for testimonial campaigns.

If you can, ask for video testimonials about your product or service for word-of-mouth marketing. These are more solid content that you can also repurpose into a social media post.

Social Media

Speaking of social media posts, content varies depending on what platform you’re posting to. There are numerous ways you can take advantage of social media for content marketing strategy.  Here, we’ll talk about the things you should always consider on all platforms.

Types of Content

There are numerous types of content you can post, including:

  1. Text-only posts
  2. Graphic posts
  3. Advertisements or promotions
  4. Announcements
  5. Infographics
  6. Videos
  7. Contests
  8. Client reviews

Each type of content has a different goal. However, high audience engagement — or even virality — is the primary goal for all content types. Facebook and Twitter have the highest chances for engagement because it’s easier to share posts on both platforms. 

Surveys, galleries, and photos are the types of posts that have high virality rate. However, your captions and image copies must always be straightforward, actionable, and easy to understand.

Day and Time

Days of the week and the time of day are critical factors that can directly impact your posts’ success. 

Eventually, you’ll have enough data to develop your own strategy for optimal days and time to post. For now, here are the best ones for Facebook, Twitter, and Instagram, according to Sprout Social:


  • Best times: 11 AM and 1-2 PM
  • Best day: Wednesday
  • Worst day: Sunday


  • Best times: 9 AM
  • Best days: Wednesday and Friday
  • Worst day: Saturday


  • Best times: Wednesday at 11 AM, Friday from 10 AM to 11 AM
  • Best day: Wednesday 
  • Worst day: Sunday

Content Marketing That Works

Generally, effective content marketing takes a lot of time, effort, and strategy to pull off. Just keep in mind that it’s all about consistently repurposing content and distributing it across all your channels. That way, your content is both cohesive and effective.

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Martin Luigi Lagustan
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