How to Create a Content Calendar for Your eCommerce Store
An eCommerce website content calendar is a crucial tool that reminds you to stay in contact and communicate efficiently with your existing and potential customers.
To connect with your audience, you must create a content calendar for your eCommerce store.
A content calendar doesn’t just include blog posts on general topics your customers might be interested in. It includes creating relevant and useful content that people can take action on.
Not only that, but your content calendar should include updated product information and behind-the-scenes information about your company.
Now that’s a lot!
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If you need help creating and executing a content calendar, apply for the SEO & Blog Content Growth Engine!
10 steps to building an eCommerce content calendar
If you want to DIY, let’s get started and focus on the steps to creating a solid eCommerce content calendar that drives sales and engages your audience
Define your target market
Set your goals
Create content buckets
Create a calendar template
Add important dates
Create ‘evergreen’ content
Update old content
Set publishing frequency
Review your content calendar frequently
Create monthly reports
Let’s break each point down!
1. Define your target market
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This should really be the basis for everything you do in eCommerce since knowing your ideal target market is the foundation to start planning your content.
All of your content should be focused on helping your buyers solve a problem!
2. Set your goals
When planning your eCommerce content, start with this question: what is my goal?
The answer to this question will be used to inform all your decisions for your content calendar.
Your goals have an effect on who you are talking to, what language you use, how frequently you create content, and more!
Here are some examples of goals:
Launching new products
Promotions
Search engine ranking
Improving your brand
Decreasing customer inquiries (shipping, etc.)
If you create content without an ideal target market or goal, you waste your time and money!
3. Create content buckets
create-content-buckets
To make your life easy, you’ll want some predefined content ‘buckets’ that your ideal customers will like to engage with.
Your content buckets might include
New product information
Product launches
How your product works
Tips and tricks on use
‘In use’ videos
What other products it goes well with (cross-selling)
Answering FAQs
BTS
Special Offers
Lifestyle content
When you have content buckets, it will be easier to batch-create content ideas and content creation!
4. Create a calendar template
Your content calendar can be super simple or very complicated, depending on what you want. If you have a small team, the simpler, the better.
Just be sure to fill in the following:
Goal of the content
Content bucket
Date and time for publishing
Person responsible for content
Here is an example of a content calendar
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5. Add important dates
When creating your content calendar, add in important dates and events like
Holidays
Product drops
In-person events
Doing this will help you plan your holiday and product launch content in advance so you can promote it on social and rank on Google in time for customers to see what you have to offer!
6. Create some ‘evergreen’ content
Things change fast in eCommerce. Sometimes, one product is a hot seller, and the next month, no one wants it!
Be sure to create content that solves your customers core problems. This type of content will always be relevant for your shoppers since they are not tied to an event or past product promotion.
Think of creating content that really solves your customer’s core problem! Again, if you have an ideal target market figured out, this shouldn’t be hard.
If you need help with any of this, be sure to contact us, and we guide you down the right path!
7. Update old content
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You might have some killer content that you used back in 2018.
Don’t ignore it! If it is evergreen content like what we discussed above, you can dust it off and make it relevant for this year.
You can update things like your created gift guides or trends in your industry.
Not only that, but you can make your old written content into a new video or audio content.
8. Set publishing frequency
Be realistic about how much content you can create! It isn’t easy to publish a blog post or video every day.
It’s better to be consistent and prioritize quality over quantity.
Remember, having one great piece of content a month than four fluff pieces.
When you plan ahead, you can see the key time when content is essential for your eCommerce sales!
Need help creating quality content?
9. Review your content calendar frequently
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Once you have created a calendar that you are proud of, you can set it , and forget it - right?
Wrong!
You need to frequently revisit your eCommerce content calendar to see if you are meeting your goals. Reviewing your calendar will help you to stay on track and to adapt to changes in your industry or new events.
10. Create monthly reports
The great thing about online content marketing is that you can measure it!
Spend a little time every month checking to see how much traffic your content has brought in and your search rankings.
You should also note what content you share on social media that gets the most interaction.
Once you know what content is driving sales for your eCommerce store or retaining your customers, you can start creating more of it.
P.S. Some of our content packages come with monthly reporting!
Now you know the steps to creating an eCommerce content calendar, you can start creating your own today!
Here's an e-commerce marketing calendar with three post ideas for each key holiday date. For optimal engagement, consider posting these ideas at least 1-2 weeks in advance of the actual holiday.
January
New Year’s Day (January 1)
Post 1-2 weeks prior
Tease a New Year's special discount or exclusive product launch.
Share customer testimonials reflecting on past year's favorite purchases.
Countdown to New Year with daily product highlights or deals.
Blue Monday (January 15)
Post 1 week prior
Promote self-care products to combat the "most depressing day of the year."
Host a giveaway to brighten up the day.
Share uplifting customer stories or positive product reviews.
Get to Know Your Customers Day (January 20)
Post 1 week prior
Survey post asking customers for feedback on your products/services.
Customer spotlight stories - share how they use your products in daily life.
Interactive quiz related to shopping preferences or habits.
Data Privacy Day (January 28)
Post 1-2 weeks prior
Share information on how you protect customer data with secure shopping.
Educate customers about online privacy and security tips.
Post a behind-the-scenes look at your website’s security measures.
February
National Black History Month (All month)
Start early February
Weekly spotlights of products from black-owned businesses or creators.
Share stories/history of Black innovations in your industry.
Collaborate with Black influencers for product endorsements or discussions. Read about how to do Influencer Marketing
Super Bowl LVIII (February 11)
Post 1-2 weeks prior
Launch a Super Bowl-themed product collection.
Host a prediction contest for the game with prizes.
Share party essentials and game-day snack ideas from your product range.
Mardi Gras (February 13)
Post 1-2 weeks prior
Promote Mardi Gras-themed products or limited-time offers.
Share a Mardi Gras celebration guide featuring your products.
Host a virtual parade showcasing festive attire or decorations.
Galentine’s Day (February 13)
Post 1-2 weeks prior
Curate a Galentine’s Day gift guide.
Host a "Treat Your Bestie" sale or promotion.
Share stories of female empowerment or friendship inspired by your brand.
Valentine’s Day (February 14)
Post 2-3 weeks prior
Valentine's Day gift guides segmented by relationship type (partner, friend, family).
“Share the Love” sale or promotion.
Customer love stories contest or feature.
Leap Year Day (February 29)
Post 1-2 weeks prior
“Leap for Joy” flash sale.
Fun facts about Leap Year with related product promotions.
"Take a Leap" challenge encouraging customers to try new products.
March
World Compliment Day (March 1)
Post 1 week prior
Compliment your customers on social media, offer a special discount code in return.
Share customer success stories or how your products have positively impacted them.
Start a “Spread the Compliments” chain, encouraging followers to compliment others.
International Women’s Day (March 8)
Post 1-2 weeks prior
Highlight women-led businesses or products.
Share stories of women in your company or industry.
Women's Day special discount or promotion on women-centric products.
St. Patrick's Day (March 17)
Post 1-2 weeks prior
Promote green or Irish-themed products.
Host a St. Patrick's Day trivia or contest on social media.
Share a St. Patrick's Day celebration guide featuring your products.
March Madness (March 19 - April 8)
Post 1-2 weeks prior
Launch a basketball-themed sale or product line.
Host a bracket prediction contest with discounts as prizes.
Share game-day essentials, focusing on home-viewing party products.
Good Friday (March 29)
Post 1-2 weeks prior
Good Friday reflective post, possibly tying in with charitable causes.
Promote products relevant to family and togetherness.
Share a peaceful or contemplative image or message, related to your brand’s ethos.
Easter (March 31)
Post 2-3 weeks prior
Easter-themed products or special Easter basket bundles.
Host an online Easter egg hunt with discount codes or prizes.
Share DIY Easter decoration ideas using your products.
April
April Fool’s Day (April 1)
Post a few days prior
Light-hearted prank product announcement.
Share funny customer reviews or stories related to your products.
Offer a “no joke” flash sale or special one-day discount.
Easter Monday (April 1)
Post 1-2 weeks prior
Promote Easter Monday exclusive deals.
Share last-minute Easter gift ideas.
Easter-themed blog post or content featuring your products.
World Health Day (April 7)
Post 1-2 weeks prior
Highlight health-related products or services.
Share tips on maintaining health and wellness, featuring your products.
Host a challenge or giveaway promoting a healthy lifestyle.
World Art Day (April 15)
Post 1-2 weeks prior
Feature art-themed products or artist collaborations.
Host an art contest or showcase customer artwork using your products.
Share a blog post or content about the intersection of art and your industry.
Earth Day (April 22)
Post 1-2 weeks prior
Promote eco-friendly or sustainable products.
Share tips on living a more environmentally friendly lifestyle.
Host an Earth Day-related event or webinar.
May
Asian American and Pacific Islander Heritage Month (All month)
Start early May
Weekly spotlights of AAPI products or creators.
Share stories or history of AAPI contributions in your industry.
Collaborate with AAPI influencers or communities.
Write a Review Day (May 3)
Post a few days prior
Encourage customers to leave reviews with a chance to win a prize.
Share a selection of the best customer reviews.
Offer a discount for customers who leave a review on this day.
Star Wars Day (May 4)
Post a few days prior
Promote Star Wars-themed products or sales.
Share Star Wars-related content or trivia.
Host a Star Wars quiz or contest on social media.
Mother’s Day (May 12)
Post 2-3 weeks prior
Curate a Mother’s Day gift guide.
Share stories of mothers related to your brand or products.
Offer a Mother’s Day special promotion or discount.
Global Accessibility Awareness Day (May 16)
Post 1-2 weeks prior
Highlight the accessibility features of your website or products.
Share stories of how your products have helped people with disabilities.
Educate your audience on the importance of accessibility.
Indianapolis 500 (May 26)
Post 1-2 weeks prior
Promote any products related to car racing or the event.
Host a contest or giveaway themed around speed or racing.
Share content or a blog post about the history or significance of the event.
Memorial Day (May 27)
Post 1-2 weeks prior
Memorial Day sale or promotion.
Share a respectful tribute to service members.
Feature products that tie in with Memorial Day themes.
June
Pride Month (June 1 - 30)
Start early June
Promote LGBTQ+ themed products or collections.
Share stories or content supporting the LGBTQ+ community.
Collaborate with LGBTQ+ charities or organizations for special events or promotions.
World Environment Day (June 5)
Post 1 week prior
Promote environmentally friendly practices and products.
Share how your business contributes to environmental conservation.
Host an eco-friendly challenge or initiative.
Father’s Day (June 16)
Post 2-3 weeks prior
Father’s Day gift guide.
“Celebrate Dad” sale or promotion.
Share customer stories about fathers or father figures.
Juneteenth (June 19)
Post 1-2 weeks prior
Educational post about the significance of Juneteenth.
Feature products from Black-owned businesses.
Share how your business recognizes or supports the day.
July
International Joke Day (July 1)
Post a few days prior
Share a light-hearted, brand-appropriate joke.
Host a joke contest with customer submissions.
Promote products related to humor or entertainment.
Independence Day (July 4)
Post 1-2 weeks prior
Patriotic-themed products or promotions.
Share historical facts or stories related to Independence Day.
Host a photo contest with a patriotic theme.
Amazon Prime Day (July 23)
Post 1-2 weeks prior
Tease exclusive deals or product launches.
Share tips on how to make the most out of Prime Day deals.
Countdown to Prime Day with daily product features.
August
Back to School Month (All month)
Start early August
Share a back-to-school checklist featuring your products.
Offer back-to-school bundles or discounts on school essentials.
Host a giveaway for students, such as a school supplies package.
International Cat Day (August 8)
Post 1 week prior
Promote cat-related products with special discounts.
Share fun cat facts or stories, encouraging followers to share theirs.
Host a photo contest for the best cat picture with a prize.
International Dog Day (August 26)
Post 1 week prior
Feature dog-related products or services with a sale.
Share engaging content about dogs, like training tips or health advice.
Organize a virtual dog show on social media with customer participation.
September
Labor Day (September 2)
Post 1-2 weeks prior
Announce Labor Day sales, especially on outdoor and leisure products.
Share content celebrating the hard work of your team and customers.
Host a Labor Day-themed contest or giveaway.
Star Trek Day (September 8)
Post 1 week prior
Promote Star Trek-themed products or collections.
Share interesting Star Trek trivia or fan stories.
Host a quiz or contest related to Star Trek with themed prizes.
Hispanic Heritage Month (September 15 - October 15)
Start mid-September
Highlight products from Hispanic-owned businesses or creators.
Share stories or content about Hispanic culture and traditions.
Collaborate with Hispanic influencers for product endorsements or discussions.
World Gratitude Day (September 21)
Post 1 week prior
Encourage customers to share what they're grateful for, offer a discount in return.
Share customer stories or testimonials showing gratitude.
Host a “Gratitude Sale” or special promotion.
National Inclusion Week (September 30 - October 6)
Start late September
Highlight your brand's commitment to diversity and inclusion.
Share stories of diverse customers or team members.
Promote products that are inclusive or cater to a diverse audience.
October
Inbox Zero Day (October 6)
Post a few days prior
Encourage a digital detox day with related product promotions.
Share tips on achieving Inbox Zero, tying in productivity tools or services.
Promote a one-day special offer to incentivize checking emails.
World Mental Health Day (October 10)
Post 1 week prior
Highlight wellness products or services.
Share content about maintaining mental health, with product tie-ins.
Host a mental health awareness event or webinar.
Halloween (October 31)
Post 2-3 weeks prior
Launch Halloween-themed products or collections.
Share DIY Halloween costume ideas using your products.
Host a virtual costume contest with prizes for the best costumes.
November
World Vegan Day (November 1)
Post 1 week prior
Promote vegan products or special vegan-friendly offers.
Share vegan recipes or lifestyle tips.
Highlight the benefits of vegan products for health and the environment.
Veterans Day (November 11)
Post 1 week prior
Offer special discounts for veterans.
Share stories of veterans, possibly customers or team members.
Donate a portion of sales to veteran-related charities.
World Quality Day (November 14)
Post 1 week prior
Showcase the quality and craftsmanship of your products.
Share behind-the-scenes content focusing on product creation.
Offer a special promotion highlighting your best-quality products.
International Men’s Day (November 19)
Post 1-2 weeks prior
Promote men-specific products or services.
Share stories or content about men's health and wellness.
Host a men’s day special event or sale.
National Deal Week (November 22-28)
Start early November
Tease upcoming deals and exclusive offers.
Share a "Deal of the Day" leading up to Black Friday.
Offer early access or special deals to email subscribers.
Thanksgiving (November 28)
Post 2-3 weeks prior
Promote products relevant to Thanksgiving celebrations.
Share a Thanksgiving message or story from your brand.
Offer a Thanksgiving-themed giveaway or contest.
Black Friday (November 29)
Post 3-4 weeks prior
Tease major Black Friday deals and exclusive offers.
Share tips for navigating Black Friday sales.
Offer sneak peeks of Black Friday deals to social media followers or email subscribers.
December
Cyber Monday (December 2)
Post 1-2 weeks prior
Highlight exclusive online deals or new product launches.
Share tips on getting the best Cyber Monday deals from your e-commerce site.
Countdown to Cyber Monday with sneak peeks of deals or products.
National Cookie Day (December 4)
Post a week prior
Share cookie recipes or pairings with your products.
Host a cookie photo contest with customers using or enjoying your products.
Offer a one-day discount or freebie with purchases to celebrate the day.
Green Monday (December 9)
Post 1 week prior
Promote last-minute holiday shopping deals.
Share eco-friendly shopping tips or green products.
Host a Green Monday flash sale.
National Free Shipping Day (December 14)
Post a few days prior
Offer free shipping on all orders for the day.
Highlight last-minute gift ideas with guaranteed shipping before the holidays.
Share a gift guide with products eligible for free shipping.
Winter Solstice (December 21)
Post a week prior
Promote cozy, winter-related products.
Share a post celebrating the shortest day of the year with a special promotion.
Host a winter-themed photo contest or social media event.
Christmas Eve and Day (December 24-25)
Post 2-3 weeks prior
Share holiday gift guides and last-minute gift ideas.
Offer special Christmas Eve delivery options.
Post heartfelt holiday messages and last-minute deals.
Boxing Day (December 26)
Post a few days prior
Announce post-holiday sales and special offers.
Highlight overstock or clearance items.
Share a thank-you message post-Christmas with an exclusive Boxing Day offer.
Kwanzaa (December 26 - January 1)
Post 1-2 weeks prior
Educate about Kwanzaa and its principles.
Offer deals or promotions related to Kwanzaa celebrations.
Share stories or content celebrating African heritage and culture.
New Year’s Eve (December 31)
Post 2-3 weeks prior
Highlight party essentials or products for New Year’s Eve
Talk about resolutions that your customers typically make
Host a year-end thank you message or recap, with a sneak peek into next year’s plans.
Offer a New Year's Eve special discount or promotion.
This eCommerce content calendar provides a range of post ideas for each significant date, helping you engage your audience and drive sales throughout the year. Remember to tailor each post to fit your brand's voice and audience preferences for maximum impact.