Mastering Content Creation for Every Step of the eCommerce Customer Journey

Creating content is no longer just an extra task on your to-do list — it’s essential. However, if you’re only putting out random content without thinking about how it connects with your customers at different stages of their journey, you’re missing out on a huge opportunity. The key is crafting the right content at the right time, designed to meet your customer’s specific needs, whether they’re just learning about your brand or have been loyal buyers for years.

Before diving into the specifics of what content works at each stage, let’s start by looking at why defining the customer journey is so crucial and how content can directly influence your business's success.

Why Defining Your Customer Journey is Key

Every business is different, and so is every customer journey. To truly make your content work, you need to understand how your customers move from discovering your brand to becoming repeat buyers (or even advocates). This journey can vary based on your industry, product, and customer base.

Take, for example, a luxury fashion brand versus a SaaS business. The path a customer takes to buy a high-end handbag is going to be vastly different from someone purchasing a software subscription. Luxury brands may have customers spend weeks researching, comparing styles, and even visiting a physical store before committing. In contrast, SaaS companies might rely heavily on free trials and comparison guides to convert leads quickly.

By defining this journey for your business, you can pinpoint where your customers are at each stage and then create content that speaks directly to their needs. This not only improves the customer experience but can significantly boost your conversion rates.

How Content Drives Success in eCommerce

Content isn’t just about keeping your blog active or filling up your social media calendar. For eCommerce businesses, content plays a massive role in building trust, guiding purchasing decisions, and creating long-term customer loyalty.

Example 1: Let’s look at IKEA. They excel at using content to assist customers in the awareness and consideration stages with “inspiration” pages that show their furniture in real-life settings. These guides don’t push products directly but subtly show potential buyers how they could style their own spaces, which is perfect for customers in the browsing stage.

Example 2: On the other hand, Peloton is a great example of how content can convert leads into buyers. Their decision-stage content — like testimonials from real users and free workout demos — helps customers visualize how a Peloton could fit into their lifestyle, turning interest into action.

Content is what connects you to your customers at every stage, helping them understand who you are, what you offer, and why they should trust you.

Customer journey stages

1. Awareness: The “Hey, Look at Me!” Stage

At this stage, your potential customers are beginning to realize they have a need, but they might not even know who you are yet. The content you create here should be focused on educating and grabbing their attention without being too salesy.

What works best here?

• Blog posts — educational articles that help solve common problems your target customers are facing.
• Infographics — these work well for quick, visual content that’s easy to share.
• Short videos — engaging videos are a fantastic way to grab attention, especially on social media.

Example:
Sephora’s beauty blog does an excellent job in this space. Their articles like “The Ultimate Guide to Skin Care” aren’t selling products directly. Instead, they provide valuable tips, which naturally lead readers to Sephora’s product pages.

Pro Tip:
Ensure your content is optimized for SEO. When potential customers are in the research phase, they’re turning to search engines for answers — be there when they do.

2. Consideration: The “Maybe I’m Interested” Stage

Your audience now knows who you are and that you offer a solution to their problem. At this stage, they’re weighing their options, comparing you to competitors. Your job here is to provide content that helps them make an informed decision.

What works best here?

• Product comparison guides — help customers see why your product is the best choice.
• Case studies — real-life examples of how your product has solved a problem.
• Virtual Events — invite potential buyers to learn more about your product with live Q&A sessions.

Example:
For SaaS companies like HubSpot, comparison guides such as “HubSpot vs. Mailchimp” help customers evaluate their options without the hard sell. These guides help HubSpot’s prospects clearly see the value they bring to the table.

Pro Tip:
Interactive content like quizzes or calculators can work wonders at this stage, helping users feel engaged while learning about your product.

3. Decision: The “I’m Almost There” Stage

Your potential customer is close to making a purchase. This is where you need content that addresses any final concerns and gives them that final push to hit “Buy Now.”

What works best here?

• Customer reviews and testimonials — real-world experiences from other customers build trust.
• Discount offers or incentives — giving them an extra nudge with limited-time offers or discounts.
• Free trials or demos — let them experience your product firsthand before committing.

Example:
Apple’s product pages are filled with customer reviews, tech specs, and reasons why buying from Apple is the right decision, helping customers feel confident about their choices.

Pro Tip:
Make the checkout process easy and quick — don’t let technical issues or confusion lead to cart abandonment.

4. Retention: The “Stick Around” Stage

The sale is done, but your job isn’t! Keeping customers engaged and happy is crucial to building long-term relationships. This stage is all about staying in touch and adding value even after the purchase.

What works best here?

• Personalized emails — send targeted emails with tips on how to get the most from their purchase.
• Product tutorials or how-to guides — help customers fully utilize the product they’ve bought.
• Exclusive offers or loyalty programs — keep them coming back with special deals or loyalty points.

Example:
ASOS sends personalized emails after every purchase with styling tips that match what the customer just bought, keeping them engaged and interested in future purchases.

Pro Tip:
Use segmentation to make your follow-up content as personalized as possible — this keeps customers feeling valued.

5. Advocacy: The “I Love You So Much I’ll Tell Everyone” Stage

At this stage, your happy customers can turn into brand ambassadors. This is where content that encourages sharing and referrals comes into play.

What works best here?

• Referral programs — offer incentives for customers to refer friends and family.
• User-generated content — encourage customers to share their experiences on social media.
• Customer success stories — highlight your best customers and their success with your product.

Example:
Glossier’s approach to user-generated content is a shining example. Their customers love sharing photos of themselves using Glossier products, which the brand then features on their Instagram, creating a sense of community and loyalty.

Pro Tip:
Make sharing easy by offering referral codes or hashtags that customers can use to spread the word.

Watch Your Business Grow

When it comes to creating content that resonates, timing is everything. Defining the customer journey for your specific business allows you to meet your audience where they are with the right content at the right time. By doing so, you’ll not only drive more conversions but also foster lasting relationships that turn customers into loyal advocates. Whether you’re selling furniture, fashion, or software, tailor your content to fit each stage of your customer’s journey, and watch your business grow.