Marketing automation tools like Omnisend need a strong content engine, considering the cutthroat competition from its alternatives, Klaviyo and Mailchimp.
And that’s precisely what makes it a reliable eCommerce marketing platform.
With 125,000+ customers, Omnisend’s content marketing strategy has evolved to be more targeted and actionable.
This guide reveals the exact content framework used by Omnisend.
The 7 key content hubs and pillars
Omnisend’s audiences are mainly email marketers and eCommerce brands of all sizes. Therefore, tapping into multiple content hubs is key to targeted content delivery across user segments.
The content includes topics like email marketing, email essentials, and tool reviews.
These are distributed through the following content hubs:
1. Blog posts
Omnisend blog posts are educational yet SEO-focused. They include checklists, “how-to” guides, fundamentals, templates, and more.
Most articles are long-form and further broken down into minor content pillars like email marketing, research, marketing automation, tools, and strategies.
What are they for?
Each blog is product-led with examples, UI screenshots, and other rich visuals like GIFs to make it more readable.
Omnisend goes heavy on SEO with its blogs by showcasing a focus on high-intent keywords, such as “How to market a product,” “Best email marketing apps for Shopify,” and “Klaviyo competitors.”
2. Success stories
Omnisend is quite popular for its in-depth success stories across verticals like retail and eCommerce. Each story feels personalized with actual customer quotes and the exact roadmap followed with Omnisend’s solutions.
What makes it unique?
Unlike generic case studies, Omnisend highlights real-time strategies its customers used to achieve the desired result. It also reinforces credibility by adding screenshots of actual results to highlight tool success and uses search-friendly keywords in headlines.
3. Templates
Omnisend has a vast template gallery as gated content. These are great to capture and nurture leads by getting them to register before using a specific template.
The platform offers templates across eCommerce use cases like promotional emails, popular holiday sale emails, landing page designs, and more.
What makes them SEO-friendly?
Templates as gated content have been marketers’ favourite strategy to deliver instant value while collecting valuable leads. Omnisend also makes them search-friendly to attract new users.
4. Ebooks and whitepapers
What contributed to Omnisend being an industry leader for omnichannel marketing? It’s well-researched and in-depth eBooks and whitepapers on responsive omnichannel and email marketing.
What are they for?
Ebooks are also gated content, great at attracting direct traffic to your website and growing lead lists. Omnisend’s free eBooks aim to showcase their mastery and reliability in eCommerce marketing.
5. Ecommerce reports
Reports are a major part of Omnisend’s content marketing strategy. For example, annual benchmark reports like the “2025 eCommerce marketing report,” “eCommerce statistics for 2024,” etc., are some best-performing lead magnets.
What are they for?
Such reports help portray Omnisend as a trusted source to access eCommerce marketing insights. Also, the published reports can be used for backlinks, press mentions, and cited by competitors, thus boosting referral traffic.
6. Video guides – Omnisend Academy
The Omnisend academy is a one-stop guide to learn the ins and outs of the tool through interactive videos. There are 60-second tutorials, segmentation topics, eCommerce tips, and more.
What’s the benefit?
Videos are great for product-led content and can be easily repurposed as blog posts, social media posts, and email sequences. A comprehensive academy like this one helps bring back users for more learning resources and increases time spent on the website.
7. Help guides
Omnisend has a comprehensive list of help docs to guide users through the platform features. These are SEO-friendly, step-wise articles designed for easy searchability and learning.
What’s the benefit?
Help docs can drive organic traffic to the website, as mainly high-intent search queries or keywords are used in each of them. For example, “Step-by-step email and SMS marketing,” or “How to manage scheduled campaigns.”
Omnisend’s best-performing content formats
Omnisend constantly publishes and optimizes diverse content segments so that its users, primarily eCommerce businesses, can learn and scale their marketing strategies through their preferred formats.
Here are some noteworthy formats in Omnisend’s content marketing strategy:
1. Long-form product-led blog posts
Omnisend boosts its topical authority in email and eCommerce marketing with several long-form articles packed with examples. These are a mix of TOFU and BOFU content pieces targeting eCommerce newbies as well as seasoned marketers.
Most articles smartly include Omnisend’s narrative to introduce users to the platform’s features and benefits.
Some examples of this format are:
- Reactivation emails guide: 10 best examples in 2025: A MOFU, actionable piece with examples that includes a section on sending reactivation emails using Omnisend.
- 10 free order confirmation email templates & best examples: A TOFU article with multiple Omnisend CTAs and links to its email templates’ landing pages.
2. Comparison articles
Omnisend vs. X tool comparison articles are great MOFU content to help confused readers evaluate their options and choose the best tool. It’s also useful to portray why and how your tool stands out in comparison to its alternative.
Omnisend published multiple long-form, in-depth comparison articles to help potential users in the consideration stage of the sales funnel.
A few examples of this format in Omnisend’s content strategy are:
3. Webinars
Omnisend organizes frequent expert-led webinars around email and SMS marketing concepts. These educate eCommerce founders and marketers, helping them stay ahead of trends and tactics.
While upcoming webinars are perfect as lead magnets, past webinars boost visitor engagement.
4. Product news and updates
The latest Omnisend updates and strategies to improve eCommerce marketing are shared monthly as mini articles.
These are not just any product updates. Each feature release or new tool additions are introduced with benefits that eCommerce businesses can foresee, thus offering tangible value.
5. Playbooks – free and paid
Omnisend offers free and paid versions of marketing playbooks, which include a selection of strategies and frameworks online merchants can use to grow their business using the tool.
The free version helps capture leads, while the paid versions offer expert strategies and help with user retention.
6. Videos as mini-tutorials
Omnisend is popular for its short-form videos as mini tutorials that provide a more practical tool walkthrough and strategy breakdown.
You can find this rich and SEO-friendly content format across their website on:
- Their YouTube channel
- Academy
- Help center
- Instagram page
Omnisend’s SEO strategy audit
From a strong focus on comparing alternatives to solid topic clusters around real-time marketing use cases, Omnisend’s inspiring SEO strategy has helped the platform outrank competitors.
Here’s a peek into what goes behind their SEO and content marketing framework:
| Funnel Stages | TOFU | MOFU | BOFU |
| Content formats | Blog postsYouTube videosIndustry reportsTemplatesIntroductory webinars | WebinarsComparison articlesProduct-specific blog postseBooks and whitepapers | Customer success storiesHelp guidesAcademyPlaybooksProduct news |
| Examples | Brand recognition: importance and how to build it [+ examples]Thank you email: Examples, templates, and best practices | 9 Mailchimp alternatives that actually deliver (2025)Key questions to ask when changing your ESP | How SAVY doubled loan conversions with Omnisend What’s new: Omnisend’s May 2025 updates |
| Benefits | Educates readers while subtly pushing the product or its features | Excellent lead magnets and boost topical authority | Seals the deal with leads in the decision stage by building trust and credibility |
Primary content distribution channels
Omnisend excels not just in content creation but also in content distribution. It uses multiple touchpoints to reach eCommerce business owners and marketers in every nook and corner.
Below are the main distribution channels:
1. Social media
Omnisend extensively pushes video content on its social media channels and website. You can find video resources, LinkedIn updates, YouTube videos, and more, which are mainly repurposed blog posts, product updates or news, and webinars.
For example, webinars and expert-led discussions are distributed as YouTube videos:
2. Influencer collaboration
Omnisend collaborates with popular eCommerce marketing influencers to reach more relevant audience segments.
Here’s an example collaboration with Stewart Gauld, an email marketing influencer with millions of views across his videos:
The video offers an in-depth tutorial on Omnisend’s email marketing feature and adds a CTA for quick access.
3. Podcasts
Omnisend runs a podcast called the “Cart Insiders Podcast.” The channel invites multiple marketing experts, CMOs, and business owners to share their eCommerce strategies. Such podcasts help push lead magnets like eBooks and playbooks, and share relevant blog posts or product news.
4. Third-party mentions
Omnisend’s content, reviews, and report excerpts appear on partner websites like Shopify and others. For example, wpFusion published an in-depth Omnisend review with internal links to the tool’s various features.
Key tactics you must learn from Omnisend’s content marketing strategy
Here’s a quick roundup of Omnisend’s one-of-a-kind content marketing strategy:
- Provide examples-packed, actionable content across formats: Be it blog posts, product updates, or video guides, Omnisend’s content has one thing in common – they are filled with examples and real use cases for better understanding.
- Use gated content to capture leads: Omnisend taps into both free and paid gated content, such as eBooks, playbooks, webinars, and the academy to gain high-intent leads and improve user retention.
- Leverage video marketing: Omnisend uses video resources across its content formats as they are great visual aids.
- Publish credible BOFU content: Bottom-of-the-funnel content should be all about pushing qualified leads to take the final call. That’s exactly what Omnisend does best with its case studies, research reports, podcasts, and playbooks.
Wrapping up
The Omnisend content marketing strategy is one for the books.
It is tactical, educational, and engaging across each content format. It perfectly leverages SEO without overdoing it, so that the content ranks well while still offering incredible value.
Want a similar plan for your business?
Take charge of your content marketing strategy today!
