Content Strategy for E-Commerce

Absolutely. Even though traditional website visits are declining — as more people turn to chatbots or AI-driven search results — that doesn’t mean the demand for products is dropping.

That’s exactly why content is still crucial. You need to stay visible and relevant, and you can’t stop communicating with potential customers just because it no longer happens only on your website. AI systems pull from publicly available information. So provide the context that shows why your shop is the right choice. It’s the only way to stand a chance of being included or linked in AI-generated answers.

In the age of AI, search volume alone is no longer enough. That’s why your content strategy shouldn’t be built on numbers, but instead focus on the questions and needs of your target audience.

What’s in demand now is content with real substance and a clear point of view: original studies, strong opinions, in-depth expertise. Instead of interchangeable how-to articles, you need content that fits your brand and genuinely solves your (potential) customers’ problems.

Most important: a clean structure within each paragraph and external trust signals — both are critical for visibility in search engines and AI-driven applications.

A solid content strategy determines whether your brand is found, understood, and chosen. It’s especially important for:

• online shops looking to compete with major players like Amazon or Zalando,
• companies with new products that first need to build awareness (because if people don’t know your product, they won’t actively search for it),
• shop owners who want to reduce their dependence on Google Ads and paid social,
• shops losing traffic to AI chatbots, AI overviews, and similar tools.

• Visibility across organic channels: High-quality content increases your visibility in search engines (Google, Bing & Co.) and AI chatbots (ChatGPT, Perplexity, Gemini, etc.), making sure you’re present exactly where your audience is active.
• More conversions: Content that addresses your audience’s specific problems and answers their questions demonstrates expertise and builds trust — turning prospects into customers faster.
• Greater reach: The more relevant your content, the more likely it is to be shared on social media or through backlinks. Plus, by repurposing it across different formats and channels, you maximize its reach.
• Stronger brand image: When your content delivers real value, you position yourself as a reliable source and thought leader in your field. This strengthens your brand’s credibility and builds long-term customer loyalty.

Step 1: We ask questions

We take the time to get to know your shop and products, and we’ll ask a few questions to better understand your goals:

• Are there bestsellers or specific products that should be highlighted?
• What makes your product unique (USPs)?
• Who are your main competitors?
• Are there product groups or product variations?
• What common questions do prospects have about your products?
• Are there specific terms that describe the product perfectly (desired rankings)?
• Do you also have local stores, or only an online presence?
• Are there any special features in the ordering process?

Step 2: We define the project scope

We openly discuss the project scope, priorities, and budget. This creates clarity and ensures we can work with a clear focus.

Step 3: We analyze & research

Now it gets exciting. In this phase, we…

• evaluate your existing rankings and current content,
• analyze the content strategy of your most successful competitors,
• research keywords and questions potential users may have,
• organize the relevant topics into a structure that fits your shop (category pages, product pages, guides),
• create a content plan that clearly defines which pages should be built for which keywords or topics.

There are several options for the next steps:

• You implement the audit recommendations yourself. Keep in mind, however, that without professional support, there’s a risk that your content won’t meet current standards and best practices — and you won’t be able to unlock the full potential of your content strategy.
• We oversee the implementation process. This can include:
  • Creating detailed briefings for every new page that needs to be developed
  • Reviewing content drafts in accordance with industry-relevant criteria (SEO, UX, CRO, etc.)
  • Monitoring the published pages
  • Providing recommendations for further optimization
• We take over the entire content creation process and write fully optimized texts for you.

The required budget depends on the scope of your project and is influenced by factors such as the size of your website and the number of different page types.