A Short Guide to Content Commerce

Content commerce aims to build a complete online shopping experience, leveraging the unique capabilities of digital channels. Assets are strategically blended with the entire buying process, supporting it at every funnel stage, from brand awareness to post-purchase relationship maintenance. Content commerce consists of marketing, sales and community building strategies. That makes it a comprehensive approach to running an eCommerce brand.

Foundations of content commerce:

• Storytelling and Authenticity
• Integrated Shopping Experience
• Continuous engagement

Why is this important?

We shop with all our senses. We touch clothes, smell perfume, and listen to how a brand-new leather couch creaks when we sit on it for the first time. Online shopping has long been stripped of this holistic experience, focusing on what the customer knows (texts and descriptions) and sees (product images). Content and commerce are inseparably blended. With the evolution and development of content strategies in modern ecommerce, we can provide customers with a whole spectrum of experiences, engaging their senses and creating a holistic experience. And this is the true essence of a content ecommerce.

• An early 2024 survey revealed that almost half of responding decision-makers planned to raise content marketing budgets worldwide that year. (Statista)
• Products promoted through affiliate links, often a form of UGC, were six times more likely to result in purchases compared to non-affiliate linked promotions during Cyber Monday 2024. (Business Insider)
• In 2024, video content generated approximately $28 billion in revenue, with projections estimating growth to $47.89 billion by the end of the year (Marketful)
• In 2023, eCommerce content marketing generated 62% of leads with the highest ROI, making it the most successful channel by ROI. This compares to 36% of leads in 2019 (Chief Marketer).

↑ According to Chef Market these are the most successful channels by ROI

From first glance to repeat purchase, content commerce is working behind the scenes (and on every screen) to guide customers through the sales funnel with finesse. Let’s break down how content drives conversions, boosts engagement, and builds unshakeable loyalty, all while making your brand look good doing it.

Demand Generation

At the top of the funnel, content ecommerce is all about hype. It makes us want a product or service because we keep bumping into it. The main formats at this stage are organic social media posts, user-generated buzz in social media and digital ads.

Customer Engagement

Many brands are wondering how to increase customer engagement on social media. The answer is: good-quality eCommerce content that matches the aesthetics of the given channel. If people are going to give a brand a follow, it's just got to be something they want to watch. No one wants to see generic product mockups. Use creative photo shoots, videos, and user-generated content. Contests, surveys, live commerce, and Q&A sessions with brand ambassadors will also do the job.

Brand Loyalty

Acquiring a new customer can be five times more expensive than keeping an existing one. Improving customer retention by just 5% can raise profits by 25-95%. Additionally, the chances of successfully selling to a current customer range from 60-70%, compared to only 5-20% when targeting a new customer (Outboundengine). Content marketing for eCommerce is the key to continually engaging your audience and keeping their attention. Being next to them all the time and appearing on various channels makes them not forget about you immediately after purchase and make them more likely to return to your brand in the future.

Building Trust

Content is the voice of your brand. It allows you to show who you are, tell your story, share your values, and establish what you stand for. Customers are more likely to choose companies that they feel similar to or that are experts in their industry. A blog or YouTube channel is a great platform to share your knowledge and publish educational eCommerce content. Also, don't forget an informative and detailed product page to let customers know about your offerings and answer their questions.

Community and Social Proof

What you say about yourself is not enough to make customers believe it – after all, we all know that brands strive to present themselves in the best possible way. What really builds credibility is the complimentary words of others. Word of mouth is one of the oldest marketing tactics and still one of the most effective.

Take advantage of the power of social proof by including a user review section on your product page. Also, implement influencer marketing – popular ambassadors will make your brand go viral, and their community will become yours. Tutorials, reviews, rankings and photos showing the product in-use are the main formats for this purpose.

SEO and Organic Traffic

As we delve deeper into consumer behavior and the decision-making process, let's remember content's most utilitarian functions: SEO. Organic traffic is one of the most significant shares of your website visitors. What's more, investing in SEO and content marketing for ecommerce will be much cheaper in the long run than constantly increasing your budget for digital ads.

Blog articles, alt descriptions, and product descriptions are great carriers of keywords. And don't forget good quality images – they are precious not only for customers who have already come to your site, but also for those who search for products using Google Lens.

We can talk about theory but to best understand the essence of content commerce, let's look at examples. Here are some of fashion, beauty and lifestyle brands for which content is the cornerstone of the sales strategy.

Glossier

When design is good, content practically does itself. And the Glossier is very aware of this. Their cosmetics aren't just functional products; they are just something you want to have in your purse because they look so good. It's something you will use with pleasure. Something that reflects your good taste because this minimalist design and trendy colors fit your aesthetic world.

In addition to great design, Glossier relies on yet another old but still gold marketing effect: social proof. The brand is fully aware that no company can generate such authentic, unique content as its customers. User-generated content is, therefore, a huge part of Glossier's communications. All those social media it-girls uploading photos and tutorials of the brand's products is a ready-made recipe for viral products.

And here we return to the first foundation of Glossier's strategy - great design that encourages users to show the brand's cosmetics in their channels. So simple. And so brilliant.

GoPro

GoPro's strategy is to leverage user-generated content to showcase product capabilities. Brand encourages customers to share their experiences and stories. By doing so, they not only acquire excellent content but also build a community of explorers and adventurers, turning their users into action movie heroes. With the mobile app, users can instantly post their videos to social media, so this is an interesting example of a brand's technological investment in its content strategy.

GoPro addresses two extreme motivations – to explore and to remember. With GoPro, you can not only go to the other side of the world but also bring with you a memory captured on video. GoPro is your tool to record the story of your life, and there is something magical about it.

Patagonia

What will you look like on the green hills of the Faroe Islands, sailing the Aegean Sea or catching a hitch on Route 66? You'll probably be wearing Patagonia clothes. Or something similar. The iconic outdoor brand is like an explorer's default uniform. Patagonia relies on user-generated content, allowing customers to showcase the brand in the most beautiful parts of the world. Also, it builds the belief in customers that their clothes, comfortable and reliable, will always be with them. In the toughest, most tiring, but also the most beautiful and rewarding moments of the journey

The second pillar of Patagonia's communication is its social and environmental commitment. On their eCommerce platform, they talk about the challenges and problems of the modern world, the pollution of the planet, the unsustainability of big corporations, and unethical human labor; Patagonia establishes a very clear personality. It’s a brand for lovers of the planet, who not only want to see it but also care about it. Such a strong commitment and education of customers makes us feel that when we buy Patagonia clothes, we are actually doing something... good. And what could be better than shopping without feeling guilty?

Hermes

If anyone has taken eCommerce website content to the next level it's Hermes. Their content is more than just aesthetically pleasing product photos. The brand has created an entire visual language, a magical world that only an elite select group has access to. And this is very consistent with their inaccessible image - after all, we all know the legends of the Birkin bag.

Hermes' Instagram is not an overview of their offerings. It looks like a mood board of an artist or designer. Their website, instead of sales banners, greets us with a minute-long video about beauty and freedom. Their world is exclusive, spectacular, and inaccessible – and that's why it's so desirable.

Fenty

Many celebrity brands burn out very quickly showing that beyond a well-known name and big money – there is nothing more behind them. But Fenty is not that case. Here we find a clearly defined brand mission and values – inclusivity – and an outstanding content strategy.
Fenty Beauty (cosmetics) and Fenty x Savage (lingerie) by Rihanna draw on all available forms of expression. It seems as if Rihanna, an icon in the entertainment industry, has transferred her career experience to her brands. And she has done just on point.

So, in the case of Fenty, we have:

• Top-quality visual content.
• Collaboration with celebrity friends.
• A members club.
• Huge social media reach.
• Dedicated ecommerce platform.
• Video content.
• Hype campaigns.
• And even an entertainment show with models, actors, and musicians broadcast on Amazon. Yeah, really.
  

Content commerce aligns with the omnichannel strategy so it includes all types of formats.

eCommerce Website Content

The website is your playground because you have full control over what you show to users and where you take them. When it comes to content, focus on three areas in particular:

• The homepage determines a customer's first impression. It's a great place to wow your users and present them with a design that reflects your brand's visual language. While focusing on aesthetics, don't forget about functionality – the homepage must have an intuitive interface leading to the product category pages and guide the customer on the purchase path
• Product listing lets you showcase your offerings and position your priority products. Try to surprise the customer with interactive solutions and great UX, such as a product photo that turns into a video when the cursor hovers, the ability to change the color of a product in the preview, or adding a product to the shopping cart from the listing.
• The Product Detail Page is extremely important because this is usually where the customer makes a purchase decision. We can compare this to a conversation with a consultant in an offline store where the customer is supposed to get all his questions answered in order to make an informed decision. Pay attention to the intuitive layout, multimedia and detailed specifications. Read more about how to design an excellent product page in this guide.

Articles, Stories, and Journals

Informative and engaging blog content related to products builds credibility for your brand and familiarizes the customer with your offerings. It's also a space for storytelling, inspiration, and brand narration. A blog is one of the most valuable e-commerce content marketing channels, as it:

• Allows you to showcase your tone of voice, values, and brand personality.
• Is the foundation for SEO.
• Gives customers educational value.
• Creates a space to share inspiring stories and journals related to your brand.

Videos and Tutorials

Demonstrations, how-tos, and behind-the-scenes content can engage users and help them use your products better. Influencer reviews will help you reach a wider audience, especially since as many as 47% of Gen Z customers indicate YouTube as their preferred channel (Hubspot).

Social Media Content

Social media is the heart of content commerce. It allows your brand to become part of your customers' lives and provide more natural lifestyle photos and videos. Interactive posts, stories, and live shopping are just a few of the most effective formats. You can also benefit from well-designed ads or sponsored posts.

User-Generated Content

If you want to build authenticity for your brand, there is no better format than user-generated content. By showing real customers using your products, you strengthen social proof and build a community around your brand. Reviews, testimonials, and customer stories are excellent formats for this purpose.

Email Newsletters

Is email marketing relevant today? A 2022 survey found that 57% of Gen Z prefer to be contacted by brands via email. Personalized ecommerce content, special offers, and product recommendations are all values you can provide in email campaigns. Moreover, email is also the default channel for post-purchase customer communication. By reporting on the delivery status and asking for feedback on the purchase process, you can show your customers that you care about them and strengthen the relationship.

Interactive eCommerce Content

Quizzes, polls, and interactive guides effectively engage customers. Moreover, such content is a way to learn valuable customer feedback about your offerings and their buying preferences. It also makes your clients feel that you care about their opinion and that they can have an impact on the brand. Another useful ecommerce content solution is a product configurator. Such a tool gives customers more agency in the buying process and a whole new level of personalization.

Content commerce is a holistic approach to online sales, complementary to an omnichannel strategy. It allows you to engage your audience, build lasting client relations, and tap into the potential of viral social media reach. Content and commerce are inextricably linked. Well-planed content strategy feeds the imagination, generates demand, and, most importantly, allows your brand to be present in the lives of your clients. And it makes it the first one they think of.