An effective content strategy for eCommerce is your secret weapon as marketers fly into the depths 2024. And are you using AI as your co-pilot? The economy is stalling into recession and global instability threatens another cost of living crisis, but by crafting compelling content, you can steer a better course and create powerful connections with your customers.

Your content is more than just words and images. It’s the voice of your brand. It’s the engine. How can you tell your best stories and gain lift off this year?

“Marketing is no longer about the stuff that you make, but about the stories you tell,” said author Seth Godin. Whether you get customers to your site with imaginative and memorable creativity or through effective SEO, they will stick around for the stories. It may be a tale with an emotional charge to inspire wonder. Or a rational, well-placed story to answer a question. That’s where strategy comes in.

Content Strategy: First a quick definition

Kristina Halvorsen, author of ‘Content Strategy for the Web’, has a useful macro definition for content strategy:

  • Content strategy guides the creation, delivery, and governance of useful, usable content.
  • Content strategy means getting the right content, to the right people, in the right place, at the right time.
  • Content strategy is an integrated set of user-centred, goal-driven choices about content throughout its lifecycle.

A content strategy ensures that every piece of content in the user experience serves and sustains a legitimate purpose. Here’s how to get to that purpose… 

Why is content strategy important in eCommerce?

Put simply, by creating, executing, and governing useful, usable content you gain an advantage over your competitors.

A strategy that continuously adapts with audience insights will empower you to transform your brand’s narrative, and craft distinctive, data-driven, and relatable stories. Effective stories with a purpose that drive users forward to find out more.

How do you create an effective content strategy for eCommerce?

The basics of storytelling haven’t changed for thousands of years. But leveraging those eternal principles for effective eCommerce content requires insight, experience and a strategic approach.

Here are a few of the directions you need to be taking in 2024 to engage and delight the people you need to reach…

  • Identify your audiences: Ask your customers questions. And then ask them a lot more. What are they doing on search, what do they value, what annoys them? Use a variety of tools to get a holistic view. Tailor content to resonate with these insights.
  • Embrace AI: High-quality, original, and expert content still wins the day for UX and SEO. However, AI is a game-changer in the eCommerce landscape, both operationally and for customer engagement. Talk to the experts to find out how to make it work for you without turning your whole brand robotic…
  • Listen up: AIP use social listening tools and other market intelligence techniques to help keep our clients in front. By understanding the conversations and consumer feedback insights that speak to your audience needs, content can be targeted to get the exact result you’re looking for.
  • Develop stories: Narratives are powerful. We are entranced by stories as children and this magic never really leaves us. Create stories that align with your brand ethos, answer queries, and engage your audience emotionally.
  • Be picky: Choose your words carefully. In a sea of information, quality stands out. Craft thoughtful stories that resonate with your audience and reinforce your brand’s credibility and expertise.
  • Everything everywhere all at once: Be consistent but not uniform. Maintain a cohesive brand voice but embrace an omnichannel strategy to test-and-learn across multiple platforms. Your audience is everywhere – your content should be too.


Think laterally

Our Organic team, offering content strategy, SEO and lots more has recently expanded, as well as spreading our wings globally.

Anything is possible with content. We can help you implement these insights to propel you forward and create a brand narrative that captivates and inspires your customers.

Discover how you can stand out this year. Contact us today to explore the content strategy possibilities for your brand’s success in 2024.