EP61: Want Free Traffic? Build an eCommerce Content Strategy That Works Without Ads

In this episode of the ASOM Pod, hosts Jimmy Kim (CEO of eCom Email Marketer, formally Founder of Sendlane), John Roman (CEO of BattlBox), Amer Grozdanic (CEO of Praella), and Bryan MacDonald (Direct of eCommerce at Oma’s Pride) break down the real playbook for building a content strategy that drives free organic traffic to your eCommerce business without relying on ads. From posting consistently to tapping into the viral potential of short-form video, they share how brands are turning content into their most powerful growth engine.

The conversation gets into the messy balance of organic vs. paid, why founder led content matters, and how to measure ROI without losing your mind. You’ll hear when to pivot if your strategy isn’t working, the dangers of chasing low-intent traffic, and why constant experimentation is the only way forward in today’s content landscape.

What you’ll learn in this episode:

• Why storytelling is the secret sauce to building a brand people actually care about.
• How to balance organic and paid traffic for long-term growth.
• The rise of short-form video (and when long-form makes a comeback).
• Tips to create a repeatable content workflow that doesn’t burn you out.
• How to measure ROI and know when your content strategy isn’t working.
• Common mistakes eCommerce brands make with content (and how to avoid them).

Whether you’re a scrappy founder or a growing brand, this episode is packed with tactical advice, real world lessons, and inspiration to build an eCommerce content engine that brings in free traffic while building long term loyalty.

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Big shoutout to our sponsors who make this podcast possible!

Omnisend — With 125,000+ eCommerce merchants, Omnisend is the all-in-one email & SMS marketing platform built to deliver seamless, personalized experiences via email and sms with ease. Learn more at https://www.omnisend.com/

LiveRecover — Live Agents for eCommerce — Get more out of your revenue strategy with real-time SMS engagement and sales recovery for higher ROI. Learn more at https://www.LiveRecover.com

Kintsugi — AI that monitors, files, and optimizes sales tax for you. Eliminate your tax headaches forever. Mention ASOM for 3 months free at https://www.TryKintsugi.com

Subscribe at https://asompod.com

Come hang out with us IRL - https://commerceroundtable.com

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00:00 Teaser Trailer

02:19 Intro to The ASOM Pod

05:44 Organic vs Paid Traffic Strategies

09:19 The Power of Content Marketing

12:55 Building a Brand Story

18:00 Content Creation Tips and Strategies

29:46 Leveraging Different Content Forms

31:24 The Pitfalls of Low-Intent Blog Traffic

32:10 SEO Strategy: Focus on Core Pages First

34:05 The Rise of Short-Form Video Content

35:17 Surprising Content Formats and Their Effectiveness

36:09 The Power of Reddit for SEO

37:11 Creating Content That Helps Users

47:33 Measuring ROI and Identifying Effective Content

50:23 Adapting to Social Media Trends

57:04 The Shift to Long-Form Content on TikTok

01:01:04 Common Mistakes in eCommerce Content Strategy

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Follow Jimmy Kim at:

X: https://www.twitter.com/yojimmykim

Linkedin: https://www.linkedin.com/in/yojimmykim

IG: https://www.instagram.com/@yojimmykim

Tik Tok: https://www.tiktok.com/@yojimmykim

Follow Bryan MacDonald at:

X: https://www.twitter.com/bryanomaspride

LinkedIn: https://www.linkedin.com/in/bryan-macdonald-ct

IG: https://www.instagram.com/@anythingbutasalad

Tik Tok: https://www.tiktok.com/@anythingbutasalad

Follow John Roman at:

X: https://www.twitter.com/@JohnMRoman

Linkedin: https://www.linkedin.com/in/john-roman/

IG: https://www.instagram.com/@johnnyromes

Tik Tok: https://www.tiktok.com/@johnmroman

Follow Amer Grozdanic at:a

X: https://www.twitter.com/@AmerGrozdanic

Linkedin: https://www.linkedin.com/in/amer-grozdanic

IG: https://www.instagram.com/@amergrozdanic

Tik Tok: https://www.tiktok.com/@amergrozdanic

Contact us at hello@asompod.com for sponsorships, appearance requests, interviews, or general information!