Using content marketing for dropshipping is an effective way to stand out of the internet noise. The content marketing strategy is reportedly 60% cheaper than other methods. It also registers a higher Return on Investment than paid search and social media.

Today, customers receive thousands of marketing messages daily. As a result, they have developed banner blindness. Content marketing then becomes a subtle way to advertise.

The guide below will provide you with the best strategies you need to start using content marketing for dropshipping.

Benefits of using content marketing for dropshipping

Content marketing could take up a lot of resources, especially regarding time. Nonetheless, there are several profound benefits of using it for your dropshipping business.

Educating customers

In eCommerce, particularly dropshipping, content marketing helps to educate consumers about your products. This is the case when selling either a new product or complex products like electronics. With such information, customers are more likely to pick interest in the item and thus buy.

Brand awareness

Creating content is essential for your dropshipping business. When you produce helpful content for your customers, they will likely develop a positive connection with you. They will also keep your brand top of mind for particular needs.

Conversion rates

With the right content, you can easily influence website visitors to buy from you. When your business puts out compelling content with clear calls to action, customers do not just view the content. They also make purchases based on the new information you give them.


Using content marketing for dropshipping provides an avenue to connect you’re your customers beyond the transactional level. When customers find interesting content, they have reason to respond and directly interact with you. Such interactions facilitate trust which influences purchase decisions.

Search engine visibility

Content drives SEO marketing for eCommerce. By producing high-quality, relevant content, you increase your chances of ranking highly. This is essential for generating leads, and it enhances your store’s growth.

Establish authority

Content marketing is an excellent way to establish authority in the industry. When you create useful content in a niche, consumers view you as knowledgeable in that field. They are then likely to pick interest in your brand and eventually buy from you.

Building a content marketing strategy

You should not start doing content marketing without any plan. It is essential to build a workable strategy to guide your content creation, content formats and distribution. It would also help you measure the results of your content marketing efforts.

Some critical factors in creating a good content marketing strategy include:

1.   Identifying your Goals

Every activity in your content marketing strategy must have a definite purpose.

For your dropshipping store, your goals for different pieces of content could be:

  • Increasing rank in search engines
  • Increase engagement on social media pages
  • Generating leads for the store
  • Increasing conversions

Setting the right goals paves the way to receiving tangible results from content marketing for dropshipping. To evaluate your goals, you can use the SMART method.

content marketing for dropshipping

When setting SMART goals, you must ensure they fit with the overall business strategy.

For example:

Specific: We want to increase traffic from social media by posting more videos from twice a week to 6 times a week.

Measurable: The goal of this is to increase traffic by 20%.

Attainable: In the past 3 months, we increased our traffic by over 10% by introducing video into our strategy.

Relevant: By increasing web traffic, we can enhance brand awareness, and increase sales.

Time-bound: Within 3 months

2.   Identify the target audience.

Content marketing for dropshipping will be in vain if you do not know who you are trying to reach.

By defining your target audience, you can create and tailor content that appeals to them. That way, you drive even more conversions.

To do so, you must create a buyer persona, representing your ideal customer. It accounts for demographic and psychographic information. These include age, gender, average earnings, etc.

With this information, you know who you are reaching with your messages and how best to get it across.

3.   Start creating content

With the knowledge of your goals and who you are targeting, you can start creating content.

To maximize your content, you must create what your audience wants to see. So, find out what people are looking for and what questions they have. Many SEO tools like SEMRush, Moz, Google Keyword planner, can help with this research.

Keyword research

Keyword research is the best way to come up with relevant topics. Come up with some applicable terms. Use the available tools to see how many people are searching for these terms and how competitive they are.

The best keywords have high enough search volume to drive enough traffic to your site. However, it shouldn’t also be too high in that it is almost impossible to rank.

You can then turn the best keywords into content topics.

Customer engagement

Monitoring your audience’s conversations on social media is an excellent way to get content topics. Through interactions with them, you get to know their pain points and interests.

Based on these, you can then create content that shows them how your products provide the needed solutions.

4.   Identify the best format.

It is also essential to present your content to the audience in the best way possible. There are various content formats you can use, that is video, written and audio formats. The most widely used for dropshipping stores include:

  • Videos
  • Images
  • Emails
  • Social media posts
  • Graphics

When deciding which content format to use, consider which one best represents your content topics and products. For example, whereas a fashion store will work well with images, an electronic store would thrive with videos.

Also, consider which format best resonates with your audience and where they hang out.

For example, you might be targeting females aged 18-25 with party shoes. If you identify that they mostly hang out on Snapchat, you can create short videos on the platform.

5.   Distribute the content

Your success in using content marketing for dropshipping also largely depends on how, where and when you distribute your content.


Share your content on as many platforms as possible where your target audience is.

You can add some content to your website, like blog articles, products descriptions, etc.

Also share it to your social media pages, influencer pages and google ads.

Post frequency

How often you post your content significantly affects your audience’s engagement. You must, therefore, stay consistent. Figure out an optimum schedule and stick with it.

  • The frequency of your content updates depends on factors such as:
  • The nature of the content posted
  • The platforms you are posting to
  • How often the audience wants to see new content
  • Your available resources for the content

Some platforms, like social media, require more frequent short-form content. On the other hand, platforms like your website may be best suited for long-form content like blog posts.

However, be careful to strike a balance. If your post too often, you can easily come off as spam. Yet, posting too little may limit your content’s effectiveness.

Content calendar

A great way to optimise your content distribution is to create a content calendar. You can create a simple one with templates on excel. Alternatively, you can use some of the available software like Trello, Coschedule, etc.

Posting times

It is critical to post your content at the right time to maximise visibility. If no one sees your content, it is useless.

The best posting times can vary with location, target audience, etc. For example in the US,


You could check out different statistics on when it is best to post and test them out.

Additionally, you could monitor which hours of the day your audience most engages with your content.

6.   Promote your content

The 80/20 rule suggests that you spend only 20% of your time creating new content and 80% promoting it.

So, you must invest adequate resources to get your content across to a large portion of your audience. The most widely used and effective ways to distribute content are:

  • Social media
  • Emails
  • influencers

7.   Track and measure content performance

Measuring the performance of your existing content is critical. It helps determine what content is working and what isn’t. It is also a guide for future content.

The measurement methods will depend on the type of content and the platform on which you post.

You can track graphics and videos with views, subscribers, media expands, watch time, etc.

Social media posts likes, shares, comments, clickthroughs, etc

Website content; Signups, bounce rate, page views, time on a page, etc.

As you track your content’s success rate, ensure to link it back to your original goals. That way, you can tell whether the content contributes to your overall marketing strategy or you need to adjust.

Pro tips in using content marketing in dropshipping

Create great content

The internet receives an insane amount of content each day, about 300 million social posts daily. So, it is easy for your content to get lost in the noise. You must therefore create unique, compelling and engaging content. Such content captures and retains the users’ attention. Otherwise, they will ignore you.

Your audience buyer persona will help you to create the best content for your customers.

Use email

Email marketing is the most effective content marketing tactic, with an ROI of over 4200%. You can use existing content to collect contact information which you can later use to distribute more content. Links in emails reportedly have high clickthrough rates. As such, it is a great avenue to drive initial traffic and shares.

Use product reviews

Customers nowadays heavily rely on reviews to assess products before making a purchase. So, ensure to use them as part of your web content marketing strategy.

Good reviews add credibility to your products as tried and tested. Furthermore, try to avoid fake reviews. It is now much easier to identify such. They may damage your site’s reputation instead of helping.

Utilise trends

The internet nowadays is driven by trends. So, take advantage of them to get your brand noticed, especially on social media. However, ensure that the hashtag or trend you intend to use resonates with your niche and target market. Otherwise, you risk coming off as a fraud.

Repurpose content

New content can be time-consuming and expensive to create. So, it helps to repurpose old content if it is still relevant occasionally.

You could repost it at a different time to reach customers that missed it the first time. Additionally, you can turn it to another format. For instance, turning a blog post into a video or infographic.

Use content marketing tools.

Considering how time-consuming and complex content creation can sometimes be, it is advisable to use tools. Content marketing tools exist for different functions like:

Creation: Canva, Biteable, Venngage, etc.

Content distribution; Buffer, Hootsuite, IFTTT, etc

Planning: HubSpot, Ubersuggest, Trello, CoSchedule, etc

They are a great way to execute your marketing strategies more efficiently.


Content marketing works for millions of online businesses globally. It can also yield similar results for your dropshipping store. With this strategy, you can increase traffic, generate leads and drive more sales.

You must identify the best tactics for your unique store needs. With the best practices listed above, you can now draft a workable strategy for content marketing for your dropshipping store.

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