Important types of content for your eCommerce business

It’s more than just selling products

The responsibilities of running an eCommerce business are more complex than you maybe first thought. eCommerce entrepreneurs spend too much time updating product-generated content and not enough time on content relevant to their target audience.

There is huge value in reaching users with appropriate content early in the buying process and businesses are now creating content strategies to remain competitive within their industry. Appropriate variations of content is key, but the challenge is to transform casual readers into potential customers on the buying process.

Diversifying your content strategy requires time and dedication but the efforts will speak volumes in terms of conversions, brand recognition and engagement.

Let’s go through a number of approaches of how best to reach an audience through different types of content.

Video content

Video content has become increasingly important for eCommerce businesses to provide engaging and interactive content for its users. Advancements in technology and improvements in design are partly responsible for why most customers prefer video tutorials on products and services, as opposed to reading chunks of descriptions and information. The demand and click-through rate for video content is rising all the time especially with faster internet access and mobile usage, with a report highlighting 73% more shoppers likely to buy and 58% more shoppers placing their trust and confidence in a business after watching a video.

How does video content entice users to make purchases?

  •      Opportunities for users to see products in action
  •      Ability to learn more about the product
  •      Helps built a connection between customer and the business
  •      Enables users to digest content quicker and easier

As a result of these key benefits, eCommerce businesses are beginning to recognise that video content keeps visitors engaged with their site and services for longer. This highlights the significance of video content to the online strategy of an eCommerce business.


Often, one of the key things lacking from eCommerce websites, are blogs. Blogs act as a useful way of building your brand identity and values, allowing customers to see beyond your products to learn more about the background and passion of the business. A brands personality and sector knowledge will entice more customers than a business whose sole focus is sales, sales, sales. Remember customers appreciate an informative and engaging content as opposed to a direct sales pitch. Use blogs to promote your brand in a user-friendly manor.

In this technological and social media dominated society, blogs have become a necessary platform for customers. Users will only engage in content which is stimulating and relevant to their interests as a future or existing customer.

Nowadays, users love being able to identify with the personality and actions of a brand, and through blogs this is achievable. They enable businesses to provide shareable and relevant content for engaging users online, and unless deleted, will forever be available. Boost your credibility and commitment by regularly publishing blog content and allowing your traffic to grow.

The best reasons for including a blog in your eCommerce website are:

  •      Helps build a brand image and identity
  •      Produces content which is easily sharable and relevant to social media users
  •      Boosts relationship with your target market
  •      Showcases your knowledge and experience of your sector

User-generated content

The most welcoming news to eCommerce businesses is that user-generated content has NEVER been easier. With over 2.8 billion global social media users in 2017 it targeted user feedback is always at your fingertips. This communication works in two ways, brands targeting customers and customers informing brands.

Mistakes that many eCommerce businesses make is solely using social media outlets as product marketing rather than genuinely engaging with users and acting on feedback. These businesses will be the ones who succeed, by simply encouraging feedback and discussion.

There is no better acknowledgment than testimonials from existing customers about your business. They, not only highlight how your business is trustworthy, but also demonstrate the quality of both your products and services. Reviews and testimonials is something that you can (and should) encourage during the payment and confirmation process.

Ultimately, eCommerce businesses should take advantage of the accessibility of user-generated content, by sharing and acknowledging their contribution on their website and social media. Customer content-based marketing on social media will be shared and retweeted, increasing word of mouth mentions and awareness, making it one of the best ways to gather buzz about a product and your brand. Social proof and support is one of the more important ways to promote your brand, use it to your advantage.

Product page content

Although varying types of content are important for your business, customers are only accessing your store to purchase or to learn more about your products. This makes product information crucial, and amazingly this can somehow be overlooked.

Throughout most of our blogs at Odd Panda Design, we keep reiterating the importance of high quality images. By showcasing your products in context you are demonstrating their value and what your business offers in more meaningful ways. Images represent the passion and quality of a business, so it’s no secret that higher resolution images will generate more traffic.

The written content provides a customer with more detailed information about products offered. The key elements here are substance, length and most crucially how easy it is to read. Furthermore, for SEO purposes businesses should use appropriate keywords within product titles and descriptions to ensure users are finding particular products in a Google or eCommerce search. A subtle usage of cleverly prepared keywords throughout your web content will attract the attention key browsers and prospective customers.

Turning shoppers into customers is difficult, but with informative descriptions, product instructions, useful links and alternative product options the leverage will significantly improve. The importance of guiding the customer through the buying process with effective use of content and cleverly positioned call-to-action buttons or product links can never be underestimated. The role as a business owner or marketer is to demonstrate how your products and services may meet the needs of a customer and if not, help guide them in a direction that will.

Static content

Aside from the product and promotional content your eCommerce store must also include static content. This may include Terms and Conditions, policies, contact info and the business background story. This content should be clearly labelled and easily found by a user. These details are often found in a navigation menu either at in the header or in the footer of the store.

This type of content is mainly to give confidence to potential customers by providing sufficient information and trustworthy links that any problems, or after-sales problems will be dealt with.


eCommerce businesses must realise that despite selling different products and services, they must prioritise other web content as part of their Content Marketing strategy. Businesses continue to struggle with their content management, succumbing to the complexities of successfully integrating content into the eCommerce experience.

Overall, diversifying your content strategy will improve awareness and interest in your brand. By circulating your content over different channels, (a business website, social media platform or otherwise) it will continue to direct traffic to your store and improve your SEO.

Delivering a successful content marketing strategy through videos, blogs, user-generated content, product page content and static content will result in:

  •   Better business branding
  •   Better customer relationships
  •   Better SEO
  •   Better access to product information
  •   More trustworthy than traditional advertising

Diversifying and growing your Content Management Strategy requires that first step of motivation before the benefits begin to materialise. Use the tips and advice we have shared to give your eCommerce store that opportunity to grow and engage a wider audience. Good luck!!

Richard Jess

Customer Relations Manager