5 Tips for Crafting Branded Content for Your E-Commerce Store


Connecting with customers and potential clients through branded content can be the virtual front door to your e-commerce store, boosting organic visits and driving conversions. 

Branded content featured in blogs on e-commerce websites can fill e-newsletters and email marketing pieces. Likewise, branded content is tailor-made for social media, where engaging posts can reach new audiences and attract the attention of existing ones. 

But how can branded content connect with customers and benefit your store? Crafting branded content for your e-commerce store involves considering blogs, e-newsletters, social media content, and more.  

Whether you’re writing branded content yourself or searching through a freelance developer hiring guide to find expert marketing support for your e-commerce store, these five tips will lead to content designed to be SEO-focused and beneficial to your store. 

How to Create the Best-Branded Content for E-Commerce 

Follow these five tips for crafting branded content that your customers and prospective customers will find entertaining, informative, and engaging. With a cohesive approach to crafting branded content that consistently hits the right notes, you’ll better define your store’s identity and positively shape your relationships with customers. 

Optimize Keywords 

One way branded content increases customers and sales for your e-commerce business is through search engine optimization (SEO). SEO-focused content is designed to leverage algorithms to rank high on search engines. 

For instance, your e-commerce website will rise on search engine results pages (SERP) through the use of keywords. The higher a SERP ranking, the more likely it will be that customers will find your website after they make a query. 

To find these keywords to pepper throughout the branded content for your e-commerce company, you’ll need to put yourself in your audience’s mindset. Think of the problems they might want to solve with the products in your e-commerce store or phrases that customers might use.  

Condense these thoughts into a brief phrase or collection of keywords. There are also plenty of useful tools, such as Google Keyword Planner to test those words to see how much traffic they get on internet searches.  

Once you have your most effective keywords and phrases, weave them throughout your branded content, being careful to make them sound natural and conversational. No prospective customer wants to read repetitive content. 

Freelance developers and SEO experts are a great choice to handle SEO writing for your branded content so you can keep your mind on managing your e-commerce store.

Write the Best Length for Your Audience 

Branded content for blogs should cover all the questions a customer might have about products concisely and informatively.  

Generally, long-form branded content of about 2,000 words or more performs well, but there is also a role for shorter content of 500 to 1,000 words. The ideal length is the one that engages customers and gets them the information they need. 

Social media posts should be shorter with a link that will lead customers back to your website.

Consider the needs of your customers and the time they would want to spend reading your branded content. That may guide you to the optimal length for your branded content. Remember, your content must be useful rather than a fluff piece laden with keywords.

With that in mind, cover any frequently asked questions about products and details such as prices and how to order is important for branded content for e-commerce stores.  

You can also test content lengths and evaluate their performance to learn more about what would work best among your customers and prospective clients. 

Add Visual Content 

Visual content is a must for social media posts, blogs, e-newsletters, and emails to customers. Photos of products, stock photo images, and graphs help to illustrate your products, but they can also reinforce brand identity.   

Readers have been shown to remember about 65 percent of branded content that includes visual elements, compared with about ten percent for branded content that includes text only.  

Photos and videos can be a type of emotional branding, cultivating a relationship between your e-commerce store and customers through the feelings your products create. As well, consider live streams on social media. These can be used to create e-commerce shopping events and generate dynamic engagement with existing and new customers alike. 

The power of visual elements can prepare customers for the next step in crafting branded content that’s effective. 

Remember a Call to Action 

Through your branded content, you’ve shown your customers and potential customers a problem they might need to solve, a need to fill, or a desire they want to satisfy.  

You’ve shown your customers images of your e-commerce store’s products and how they can help fulfill a need or desire. Your branded content relates to their situation and brings them to an essential part of branded content.  

The call to action is a transition in branded content that helps prospective customers make that first purchase and loyal customers shop with your e-commerce store again. It’s optimized to convert customers through the next step of buying your products.  

No customer wants to read a sales pitch, so instead show customers how they can solve a problem or get a product that will make their lives better. The call to action shows them how to do this through your e-commerce store.

Keep the call to action brief and easy to understand, adding in a hyperlink to your e-commerce store’s website, coupons, or any step that makes taking action simple and easy.

Be Consistent 

Often, blogs and new social media pages are fun to fill with branded content at first. The challenge is continuing to craft branded content for e-commerce blogs and social media accounts. 

Posting once this week and four times the next won’t build customer loyalty, as those who want to read your branded content won’t know when to expect it. Search engine rankings depend as much on a regular stream of updated content as it does on SEO. 

Posts four times a week every week are ideal on social media pages and blogs. Studies show that e-commerce websites with 16 or more blog posts a month have more than three times the sales of those that don’t. 

If that sounds like a lot of branded content to create, freelance developers can be hired to help craft your brand, including content, a call to action, and compelling photos or videos that will increase your e-commerce sales.  

Branded Content That Sells 

With the rise of countless platforms perfectly suited to branded content, e-commerce marketers have more opportunities to meaningfully connect with customers than ever before.  

The best-branded content will increase a company’s search engine results page ranking through the strategic use of keywords for search engine optimization. This will help an e-commerce website be among the first shown after a prospective customer’s Google search. 

Through branded content for blogs, e-newsletters, social media posts, and email marketing, visitors will learn more about the products they want to buy and how to get them. 

Moreover, adopting a fully-fledged form of integrative marketing, e-commerce stores build long-term relationships with their customers for repeat business.  

While the results are clear, e-commerce marketers may find the scale of branded content needed to drive sales is more than they can handle on their own. After all, e-commerce business owners would rather be running their companies than writing about them.  

To get the most from branded content and integrative marketing, many e-commerce stores utilize freelance developers who are experts in persuasive and entertaining writing, search engine optimization, and social media strategies. This will build a growing customer base and increase e-commerce sales. 

Howdy! I'm the owner of Parrot Digital Marketing, Austin's best-reviewed web design studio.

I've been working full-time as a self-employed web designer and digital marketer for the past few years and and have worked on hundreds of sites across a range of platforms, including Wix, WordPress, WebFlow, Shopify, and Squarespace. I've managed six figures in ad spend across Google, Facebook, and YouTube. I also helped teach a digital marketing bootcamp at the University of Texas at Austin.

In my free time, I read, play the bass, travel, work on creative projects with friends, and watch a lot of documentaries. Recommend me one!

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