“You need a blog” they say. “Create content” they insist. “Content marketing drives SEO!”
Here’s what actually works for enterprise eCommerce.
The Content Marketing Trap
A lot of eCommerce brands fall into the same content marketing trap:
- They create a blog
- They publish “10 tips” articles
- They target keywords with “informational intent”
- Traffic goes up (maybe)
- Revenue doesn’t
Then they wonder why content marketing “doesn’t work.”
The Problem
Informational traffic doesn’t necessarily convert to eCommerce revenue.
Someone searching “how to clean running shoes” isn’t ready to buy running shoes. They’re researching. They might buy eventually, but not today.
You’re attracting tire-kickers, not buyers.
What Actually Works
Content that supports buying decisions:
1. Product education that helps buyers choose
- “Best running shoes for wide feet”
- “Road bike vs gravel bike: which to buy”
- “How to choose a mattress for back pain”
These queries have BUYING INTENT. They’re comparing, deciding, ready to purchase.
2. Category pages that rank
Your category pages ARE content. Optimise them properly:
- Clear category descriptions
- Filtering and sorting that works
- Educational content within the page
- Internal linking to products
Don’t create a separate blog for content that should be on category pages.
3. Product pages with depth
Rich product content that answers buyer questions:
- Detailed specifications
- Real use cases
- Comparison with alternatives
- FAQs specific to the product
This is content marketing. It lives on product pages, not blog posts.
4. Buying guides (sparingly)
Create buying guides ONLY if:
- You have genuine expertise
- It helps buyers make decisions
- It links to your products naturally
- You can maintain it (outdated guides hurt more than help)
What to Skip
Generic blog content:
- “10 tips for…” (unless directly related to buying)
- “The ultimate guide to…” (if it’s not actually useful)
- “Industry trends” (unless you have unique insights)
- Keyword-chasing content with no business purpose
Signs you’re doing it wrong:
- High traffic, low revenue
- Bounce rates over 80%
- No one ever buys from blog traffic
- You’re publishing just to “be consistent”
What I Tell Enterprise Clients
Before you invest in content marketing:
1. Fix your product pages
- Are they detailed enough?
- Do they answer buyer questions?
- Are they optimised properly?
2. Optimise your category pages
- Are they ranking?
- Do they have educational content?
- Is filtering and navigation working?
3. Build buying guides (carefully)
- Only if you have expertise
- Only if they drive revenue
- Update them regularly
4. Then, maybe, do a blog
- But only for buying-intent content
- Focus on quality over quantity
- Measure revenue, not just traffic
The Uncomfortable Truth
In my experience, many eCommerce brands would get better ROI from:
- Better product pages
- Better category pages
- Better internal linking
- Better technical SEO
Than from a content marketing blog.
Content marketing works, but often not the way agencies tend to sell it.
Focus on content that drives revenue, not just traffic.
Based on working with enterprise eCommerce where we measure success in dollars, not page views.