7 Content Formats to Jazz Up Your Ecommerce Marketing this 2018

7 Content Formats to Jazz Up Your eCommerce Marketing this 2018

The crowded e-commerce industry makes the competition tight. Today, the challenge to stand out is even harder since almost everyone is doing the same digital strategies such as email marketing automation, display ads, content marketing and more.  

But since customers are content consumers, publishing a series of relevant and interesting content can be your customer magnet. So this 2018, consider producing these content formats to jazz up your
E-commerce marketing.


People do not pay much attention to online content. They skim so fast, and it’s hard to hook them. Images can solve this for you and can even bring you better engagement. A study showed that posts with images result in 650% higher engagement than text-only posts. Better engagement means more chances for you to build a relationship with customers and sell.

Be sure that your images are aligned with your branding so that your audience can easily recognize your business.


No other content types can capture attention the way a video does. It’s visually engaging and can deliver a message in a few seconds. In fact, up to 85% of people are more likely to purchase after watching a product video.

In Facebook alone, there are more than 8 billion video views or 100 hours of videos watched every day. Over 500 million of videos are watched on Youtube daily. Given this power of video content, it is projected that in 2020, more than 80% of consumer traffic will be attributed to videos.

You can use videos when launching a new product or promoting a clearance sale. Videos are also effective in establishing an emotional connection with your audience as it has both audio and visuals.

Producing videos for your e-commerce business shouldn’t be costly. If you don’t have a budget to shoot and buy a video editing software, there are online tools and free stock videos you can use to come up with your own motion picture.

User-Generated Content

Up to 93% of consumers find UGC helpful to their buying decision, and 64% of customers actively search for online reviews before deciding to make a purchase. These numbers only mean that customers value what other customers have experienced, and they are more likely to trust you if others tell positive things about your business.

You can start with product reviews and testimonials to share the experiences of customers with your products. If your online audience is active, you can encourage them to share their photos or videos with your products so other customers can picture themselves using it.  

Interactive Content

The power of interactive content is in its capability to engage customers, giving you a long time to expose them to your brand.

A Content Marketing Institute survey reported that 79% of marketers agree that interactive content enhances retention of brand messaging when combined with traditional marketing tactics. It can also result in repeat visitors and multiple exposures.

A contest is a popular form of interactive content as it incentives customers with a prize. Polls and surveys are great ways to listen to the voice of your audience. Other forms of interactive content are quizzes, assessments, and calculators.

Blog Posts

Write, write and write. What’s good about blog posts is that you can go deeper into a certain topic, which you can’t do with images or a 20-seconder video. It can also help you hit your sales target as marketers who blog are 13 times more likely to achieve a positive ROI.

Be sure to integrate your blog into your e-commerce site, which means that your blog does not have a separate domain. This allows your e-commerce site to gain SEO benefits from the traffic and inbound links your blog posts obtain.

Buying Guides

With a buying guide, you can help customers further as they choose from their options. By comparing similar products from different brands, you are making it easier for customers to decide on their purchase. Depending on the featured products, your comparison charts can include price, ingredients, specs, size and more.


Highly visual and stylistic, lookbooks are effective in creating a desire among customers. Instead of the usual product shots, you can be artistic in presenting your products to show it in context and encourage imagination. You can tell a story with your products to establish an emotional connection. If you have a budget, consider partnering with influencers in your niche to reach their audiences. Your options are limitless. Be as creative as you can get.

Producing a series of valuable content should be part of your e-commerce marketing strategy. Whether you are planning to use content formats for your social media pages or email marketing automation, a great content is definitely a customer magnet.

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