5 Types of Content That Boost Ecommerce Marketing


In our busy and bustling online world, you want fans, customers, and prospects to be able to find your business and ultimately buy your products. However, it can be difficult to gain visibility in today’s noisy ecosystem.

Most ecommerce businesses rely on paid advertising, email marketing, and social media to increase traffic and sales. These channels are essential, but they are not complete without the content that feeds them.

Posting relevant content that brings value to your audience helps you connect with them, making your marketing efforts more effective. Here are 5 different ways to use content to boost your ecommerce marketing strategy.

1. Switch to video

It’s no secret that people love to watch videos. After all, videos deliver a lot of content in a short time compared to text.

Today, video accounts for 74% of all online traffic, according to a report from Kleiner Perkins Partners. And, according to Recode, videos on Facebook are viewed around 100 million hours every day.

When it comes to marketing ecommerce businesses, certain types of videos resonate. Here are three types to try:

  • Product videos – According to econsultancy, 96% of consumers today find the videos useful when making an online purchase. A product video gives you the opportunity to show your product in action, portraying a useful image for your audience.
  • How-To Videos – Searches with the keyword “how to” on YouTube are increasing by 70% year over year, according to Search Engine Land. The reason is obvious: Internet users frequently search for videos to help them find the best products or complete tasks.
  • Emotional videos – When you are able to reach someone’s emotional core, you have a better chance of getting them to buy your products. This is why videos for the deliberate purpose of eliciting emotions work so well.

2. Create custom images

E-commerce businesses sell products, and promoting these products through images is especially important. Whether you are promoting products, launching a campaign, or seeking attention on social media, stunning images are your best bet.

The point is, you need to create images that connect with your audience and serve your brand. This often means creating personalized images, rather than relying on reserved stock photos.

These personalized images can be used anywhere on the web, from your email marketing efforts to blog posts, landing pages, and social media sites.

For example, we like the images On, a running shoe retailer, uses in their emails. Images are crisp, crisp, compelling, and unique to On.

3. Leverage User Generated Content (UGC)

Ultimately, people trust other people more than brands or advertisements – 71% of consumers think other customers’ reviews make them more comfortable making a buying decision, while 82 % of consumers find user-generated reviews extremely valuable.

User Generated Content (UGC) gives you the opportunity to take advantage of what your audience is already saying. Exploring UGC helps increase engagement with your audience, better understand your customers, and help with your SEO efforts.

Let’s take a look at the different types of user-generated content that you can leverage for your ecommerce business.

  • Product Ratings and Reviews – Product reviews and reviews work as social proof. Reviews create a sense of trust that builds customer confidence. Customer reviews with user-generated photos allow buyers to connect on a personal level and imagine themselves using your product.
  • Questions and answers: A question and answers on your product pages can add immense value. Having the ability to ask questions allows visitors to request any missing information, and your published answers will serve not only the visitor who requested it, but all of your future visitors.
  • Social media posts: For an e-commerce business, social media is a very effective engagement channel. If you don’t yet have an active social media audience, your UGC campaign may not take off on its own.

Pro tip: If your audience isn’t creating content on their own, you can encourage them to share their thoughts on your products on social media. Some ecommerce retailers provide a coupon code or blog functionality in return for an honest review.

4. Create blog posts for your audience

Although video content is a trending topic, written content still plays an important role in ecommerce marketing strategies.

After all, the written word allows for nuance and elaboration. Additionally, the ability to communicate detailed information at a pace determined by readers makes written content a natural fit for educational material.

If you have a blog, make sure it’s hosted on your website or ecommerce site for the best SEO benefit.

For example, Monica Vinader, a jewelry store, provides written content through Monica’s World, a blog filled with articles about Founder Monica, her travels, and products.

Monica Vinader - Ecommerce Marketing - Blog Posts

5. Try interactive tools

Interactive content is a great way to engage your audience. This gives you an opportunity for interaction so that existing and potential customers can get to know you better.

That’s why many online stores offer social media contests, as well as polls and surveys.

Campaign Monitor recently created an Email Marketing Scorecard that lets marketers see how healthy their email marketing program is. Not only can quiz participants gain actionable insight, but they also engage with the brand.

Campaign Monitor - Email Marketing Dashboard

Likewise, Sephora offers Virtual Artist, an interactive mobile app that allows users to try out different makeup looks and learn from tutorials.

Sephora - E-commerce Email Marketing - Mobile application


We’ve shared 5 different ways to use content to boost your ecommerce marketing strategy. Remember, content works best when it’s highly relevant and targeted to your consumers. So try out different types and formats and see what works best for different channels. When you find what works, do more.


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