10 Brilliant Content Ideas to Boost Your Ecommerce Site (Inspired by Real Brands)

In the crowded world of online retail, creative content is your secret weapon. It‘s how you stand out from the endless stream of bland product pages and lookalike stores. It‘s how you draw customers in, keep them engaged, and compel them to convert.

Consider this eye-opening stat: Ecommerce sites with pages that engage and educate shoppers see 69% more traffic and an 80% increase in conversions. source

Simply put, if you want to thrive in ecommerce, you need to level up your content game. Cookie-cutter product descriptions and generic lifestyle photos just won‘t cut it anymore. You need content that surprises, delights, and adds unique value at every stage of the buyer journey.

Fortunately, you don‘t have to reinvent the wheel. Many top ecommerce brands are already producing incredibly creative, engaging content. We‘ve rounded up 10 real-world examples to inspire your own content strategy, whether you‘re a small startup or an established retailer.

1. Moment: In-Depth Gear Guides

Moment, which sells premium phone lenses and accessories, is a master of product education content. Their in-depth gear guides go way beyond standard specs and features. Each guide is a mini-masterclass on how to use the product to capture better photos and videos.

For instance, the guide for their anamorphic lens doesn‘t just explain what the lens does. It covers everything from the history of the anamorphic look in filmmaking to tips for nailing the perfect lens flare. It‘s the kind of geeky, insider knowledge that Moment‘s cinephile customers eat up.

By positioning themselves as the experts and packing their guides with valuable how-to info, Moment builds trust with customers and drives sales. The guides rank well for high-intent search terms and funnel qualified traffic to relevant product pages.

Key Takeaway: Go deep with your product education content. Aim to be the most authoritative, helpful resource for your niche. Optimize for search and link to related products.

2. Glossier: Contextual User-Generated Content

Cosmetics brand Glossier is legendary for its devoted community of fans who create massive amounts of user-generated content (UGC). But Glossier doesn‘t just round up this content into generic social galleries. They strategically incorporate UGC throughout the buyer journey to provide "social proof" right when customers need it.

For example, on each product page, there‘s a section featuring Instagram photos from customers who have used that specific product. Seeing real people‘s results and reading their authentic reviews provides the extra reassurance shoppers need to hit "add to cart."

Glossier also uses UGC in promotional emails, retargeting ads, and even offline activations like pop-up shops. By making UGC a core part of the brand experience, Glossier harnesses the power of customer advocacy at every touchpoint.

Key Takeaway: Integrate user-generated content into key decision points in the buyer journey, like product pages and checkout. Use UGC to build trust and drive conversions.

3. Casper: Interactive "Sleep Guides"

You might not expect a mattress company to be a content innovator, but Casper is full of surprises. Beyond their cheeky subway ads, Casper creates digital content that‘s genuinely fun to engage with, like their interactive "sleep guides."

The sleep guides are essentially quizzes that help customers find the right Casper products for their needs, whether they‘re a hot sleeper, a side sleeper, or a soon-to-be parent needing nursery ideas. The quizzes are beautifully designed with witty copy and playful animations that make you forget you‘re being sold to.

Based on the user‘s responses, Casper recommends specific products and offers tailored sleep tips. It‘s a smart way to replicate the personalized service of a store associate and gather zero-party data for future marketing. Casper has seen a 20% lift in average order value from customers who engage with the guides. source

Key Takeaway: Create interactive content tools that both entertain and assist customers. Use them to personalize product recommendations and capture valuable customer preference data.

4. Kettle & Fire: SEO-Optimized Recipe Blog

Many DTC brands treat their blogs as an afterthought, but Kettle & Fire uses theirs as an SEO workhorse. The bone broth brand publishes recipes optimized for popular search terms their target audience is searching for, like "keto chicken soup" and "intermittent fasting bone broth recipes."

By creating content that aligns with their customers‘ needs and interests, Kettle & Fire attracts qualified traffic to their site. The recipes feature appetizing photos and always include Kettle & Fire products in the ingredients list, making it easy for readers to add items to their cart.

Kettle & Fire‘s blog now generates over 100,000 monthly visits and has an average first page Google ranking for 5,700 keywords. All that organic traffic adds up to significant revenue for the brand.

Key Takeaway: Use keyword research to find high-volume search terms related to your products. Create optimized content that ranks well and funnels traffic to your site. Always include clear calls-to-action to featured products.

5. BarkBox: Gamified Subscription Builder

BarkBox, the subscription service for dog owners, makes signing up for a box feel more like playing a game than filling out a form. Their interactive subscription builder walks customers through a series of fun, quirky questions about their dog‘s size, breed, and personality.

As the customer selects answers, a cartoon version of their dog bounces around the screen. It‘s an incredibly cute and emotionally engaging experience that gets customers imagining their pup enjoying a BarkBox.

The quiz is also strategically designed to increase average order value. At the end, BarkBox recommends add-on products tailored to the customer‘s responses, like a plush toy for heavy chewers or a bowtie collar for a fancy pup.

Key Takeaway: Gamify your sign-up or checkout process with interactive elements. Make it a fun, personalized experience that gets customers excited and guides them to the right products. Test adding tailored upsell offers.

6. Solo Stove: Lifestyle Video Series

Solo Stove, maker of sleek, smokeless fire pits, has a video content strategy designed to stoke customers‘ sense of wanderlust. Their "Solo Stories" series on YouTube follows real Solo Stove owners on their outdoor adventures, from camping on a frozen lake in Finland to cooking paella on a beach in Spain.

The videos are mini documentaries, with stunning cinematography and intimate interviews that showcase how Solo Stove products enable memorable experiences. Customers see the fire pits being used in aspirational settings and can easily picture their own Solo Stove-centric adventures.

By focusing on storytelling over specs, Solo Stove sells a lifestyle, not just a product. The "Solo Stories" have racked up millions of views and helped the brand build a passionate community of outdoor enthusiasts.

Key Takeaway: Create aspirational video content that shows your products being used in inspiring contexts. Focus on the emotions and experiences your brand enables. Publish episodic content to keep viewers coming back.

7. Haus: Instagrammable Packaging

In the age of unboxing videos and #shelfies, product packaging is content too. Aperitif brand Haus bakes social media-friendly elements into their bottle designs, knowing their customers are eager to show off their purchases.

Each Haus flavor has a bold, distinctive color palette and graphic label that‘s made to be Instagrammed. The bottles look more like art objects than booze – something you‘d proudly display on your bar cart.

And that‘s exactly what happens. A quick scroll through the "#drinkhaus" hashtag on Instagram reveals countless customer photos of Haus bottles, often staged with other stylish home decor items. Every post is a free ad for Haus, expanding the brand‘s reach exponentially.

Key Takeaway: Design your products and packaging with social media in mind. Aim for eye-catching, photogenic elements that customers will want to show off. Promote a branded hashtag to collect UGC.

8. Bloomscape: Virtual Plant Parent Club

Online plant shop Bloomscape has cultivated a thriving Facebook group for their customers called the "Bloomscape Plant Parent Club." It‘s a place for plant lovers to connect, share care tips, and post photos of their growing green families.

Bloomscape‘s team of expert "Plant Mom" and "Plant Dad" moderators chime in to answer questions and offer encouragement. They also host regular virtual events like live Q&As, repotting workshops, and office tours of Bloomscape‘s greenhouses.

By creating a online space for customers to geek out over their shared passion, Bloomscape fosters a strong sense of community and loyalty. The group has nearly 20,000 highly engaged members who regularly post user-generated content, providing Bloomscape with valuable social proof and insights.

Key Takeaway: Build a branded community where your customers can connect over their common interests related to your products. Provide value by hosting events and offering expert support. Engage to gather feedback and UGC.

9. KEEN Footwear: 3D Product Visualizer

Shoe brand KEEN helps customers feel confident ordering the right size online with their "Find Your Fit" 3D product visualizer. Shoppers can select their foot shape, measurements, and typical size in other brands, then see a 3D model of how KEEN shoes will fit.

The tool provides size and width recommendations based on the shopper‘s input, as well as product comparisons and fit tips. Customers can even view the shoes in different colors and rotate the 3D model to examine them from all angles.

By providing this level of interactive visualization and personalized fit guidance, KEEN gives shoppers the confidence to order shoes sight unseen. The tool has contributed to a 25% reduction in size-related returns for the brand.

Key Takeaway: Enhance product pages with 3D visualizations and interactive fit tools to help customers make more informed purchases. Prioritize features that reduce uncertainty and returns.

10. Beardbrand: Expertise-Driven Blog

Men‘s grooming brand Beardbrand has a not-so-secret weapon: founder Eric Bandholz‘s beard. It‘s the billboard for the brand‘s products and the source of Eric‘s authority as a bearded expert.

That expertise shines through in Beardbrand‘s blog content, which covers every imaginable topic related to facial hair, from growth tips to style inspiration to grooming routines. The blog is search-optimized to attract high-intent traffic, ranking for terms like "how to shape a beard" and "best oils for beard health."

But Beardbrand‘s content goes beyond just beards. They also publish posts on broader topics like entrepreneurship, relationships, and personal development – all tailored to their core audience of urban beardsmen. By covering the full spectrum of their customers‘ interests, Beardbrand becomes a go-to resource and a key part of their lifestyle.

Key Takeaway: Leverage your unique expertise to create authoritative, search-friendly content. Cover topics adjacent to your products to attract a wider audience. Become an indispensable resource for your niche.

Content Is Your Competitive Advantage

In a world where consumers are bombarded with choices, creative content is how you cut through the noise and connect. It‘s how you turn casual browsers into passionate brand advocates.

The brands featured here are proof that investing in content innovation pays off. They‘ve built devoted customer communities, increased conversion rates, reduced returns, and boosted organic traffic – all by thinking outside the product page.

But you don‘t need a big budget or a viral gimmick to achieve similar results. The key is understanding your customers‘ needs, interests, and pain points at a deep level, then creating content that addresses them in authentic, engaging ways.

Maybe that‘s an interactive quiz that recommends the perfect product for their unique needs. Maybe it‘s a video series that shows your products enabling amazing experiences. Or maybe it‘s a user-generated gallery that provides much-needed social proof.

The specific tactics will vary, but the underlying strategy is the same: Create content that educates, inspires, and adds genuine value for your target audience. Be a brand that stands for something, not just a commodity.

In the end, your content is one of the most powerful tools you have to differentiate your ecommerce business and build lasting customer relationships. So get out there and start creating! Your customers (and your conversion rates) will thank you.

Content Ideas to Drive Your Ecommerce Strategy

Content Type Key Benefits Real-World Examples
In-Depth Product Guides Educate customers, build authority, drive search traffic Moment‘s Gear Guides
User-Generated Content Galleries Provide social proof, build trust, drive conversions Glossier‘s UGC on Product Pages
Interactive Product Finders Personalize recommendations, gather customer data, increase AOV Casper‘s Sleep Guides
SEO-Optimized Blog Posts Attract qualified traffic, funnel to product pages, establish expertise Kettle & Fire‘s Recipe Blog
Gamified Subscription Sign-Up Make onboarding fun, tailor offers, increase AOV BarkBox‘s Subscription Builder
Lifestyle Video Series Showcase products in aspirational contexts, build community, sell a lifestyle Solo Stove‘s "Solo Stories"
Instagrammable Product Packaging Enable UGC, expand organic reach, drive brand awareness Haus‘ Distinctive Bottle Designs
Branded Online Communities Foster customer connections, gather feedback, provide expert support Bloomscape‘s Plant Parent Club
3D Product Visualizers Help customers choose right size/fit, reduce returns, boost confidence KEEN‘s "Find Your Fit" Tool
Expertise-Driven Content Hubs Establish authority, expand audience, become go-to resource Beardbrand‘s Beard Care Blog
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