How to create a content strategy for your Shopify store?


Ivan Kadic
November 15, 2022
4 min read
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Content marketing is one of the best tools to increase your Shopify store revenue.

Creating excellent, interesting content may help you get more visitors to your website and improve sales.

In fact, 96% of marketing decision-makers claim that content marketing has been successful for their business.

But, how to get started? 

If you’re a Shopify store owner, you’ve probably been focused on other things and haven’t really tapped into content marketing for Shopify.

We got you covered. In this article, we’ll discuss why a content strategy is essential for your Shopify store. Moreover, we’ll show you some action steps to get started. 

Let’s dive in. 

What is content marketing? 

Content marketing is a tactic used to attract, retain, and grow an audience by producing articles, videos, emails, podcasts, and other types of content. 

When you have a strong content strategy, people will think of your company first when they need a product that you’re selling. With a content strategy, you’ll establish a credible brand backed by industry knowledge and memorable stories. 

With no hard sales, content marketing aims to meet people where they are and provide them with relevant content. Ads are commercial, but content marketing involves cultivating relationships over time with leads and customers at every point of their buying cycle.

A strong content strategy contains pieces that educate people on topics they are interested in. Moreover, it’s based on storytelling that delights and engages readers/viewers/listeners. 

Why do you need content marketing for Shopify? 

These are some of the biggest benefits of establishing a content strategy for your Shopify store:

  • Retaining your audience by providing relevant and valuable educational content
  • Increasing your social media following by sharing posts that delight
  • Building trust with your audience
  • Generating high-quality leads
  • Improving conversion rates 
  • Increasing the visibility of your brand by optimizing for search engines 

Content marketing is crucial since it provides the answers to your audience's inquiries and aids in the development of connections, trust, improved conversions, and lead generation. Customers now demand coherent, elevated content from companies and won't settle for less.

How to develop your Shopify content marketing strategy? 

Step 1: Set your goals

To get started with content marketing, you need to know what you want to achieve with it. Set measurable and precise objectives that will help you put your content marketing efforts into perspective. 

Measuring the effects of content marketing can be tricky. But if you combine it with other marketing activities, such as paid ads and influencer marketing, it can be the key to growing your business. 

Here are some examples of goals you could set: 

  • Increasing conversion rates
  • Increasing social media following
  • Growing your leads base
  • Increasing website traffic

Step 2: Choose your channels

This step shouldn’t be that difficult if you’ve researched your audience and found out what channels are the most relevant for them. 

  • Are they on Instagram or TikTok? 
  • Do they listen to podcasts? 
  • Do they search for educative blog posts to solve their problems? 

These are some questions you should ask before choosing your channels.

Here are some channels you could consider producing content for: 

  • Your blog (to get ranked on Google) 
  • Social networks (Facebook, Instagram, TikTok, Snapchat, Twitter, LinkedIn, etc.) 
  • Other relevant websites that receive guest posts
  • Video platforms (YouTube, Vimeo, etc.)
  • Podcast platforms (Apple Podcasts, Spotify, YouTube, etc.) 
  • Email newsletters

Step 3: Decide your content formats and topics

Once you’ve chosen your channels, it will be easy to decide what formats you’ll use. 

Here are some content formats to consider: 

  • Blog articles for your own blog or guest posts
  • Podcast
  • Video product explainers
  • Promotional videos
  • Case studies
  • Industry reports
  • E-books
  • Images
  • Infographics

You should also research the channels you chose and identify the topics your audience is interested in. Check hashtags and keywords on social media and analyze what competitors are doing. You can also use a tool like Ahrefs or SEMRush to find relevant keywords your audience is searching on Google.

Make sure you don’t only talk about your product. Users don’t want to be sold. They want to get inspired and learn new things. Create a content mix that covers relevant events, education, product updates, industry news, influencer collaboration, etc. 

Step 3: Set up your content calendar

Once you’ve defined your topics and channels, it’s time to set up your content calendar. It’s best that your calendar is connected to a shareable link (Google Drive, OneDrive), so you can collaborate with everyone working on it. 

Your calendar should contain the following data points about the piece of content: 

  • Title
  • Format
  • Channel 
  • Accountable person
  • Deadline 
  • Repurposing activities (sharing on social media, creating short videos from a written piece, etc.) 

Step 4: Start producing content 

Now that you’ve set up your strategy, it’s time to start producing content. 

Consistency is key when producing content. Follow the content calendar you created to stay consistent and relevant. 

However, review it often and modify it when needed. Follow the trends in your industry and adjust your content calendar to cover latest trends and news. This will help you keep your brand up-to-date with all relevant events and create an image that you’re a brand that anticipates trends and acts accordingly. 


You have the power to reach your target audience with content marketing campaigns at every stage of the sales process, guiding potential consumers through the buying process and continually sparking interest in your brand. A strong content strategy helps guarantee that you produce material that is genuinely useful for your target and that you effectively reach them.

If you want to find out how to delight your customers with limited-time offers, check out 60seconds.

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