On this page
- Example 1: demonstrate the product
- Example 2: help customers care for a purchase
- Example 3: organize stories around audience interests
- Original example: a planter selection guide
- Plan and review the content in BrandWell
- Use customer stories and endorsements responsibly
- Publish for usefulness and measure the complete path
- Common questions
Useful ecommerce content helps customers understand, choose, use or maintain a product. Examples include a demonstration, a care guide, a selection checklist or a story relevant to the brand’s audience. Choose a format that serves the task rather than treating virality as the objective.
The examples below are documented public content formats. Their existence does not prove a particular sales uplift or establish that another store will get the same result. The adaptations are editorial suggestions, not measured campaign outcomes.
Example 1: demonstrate the product
Blendtec’s company history documents the Will It Blend? video series featuring Tom Dickson. The recognizable demonstration format puts the product’s action at the center of the content.
What to adapt: show a real, relevant use case your customer wants to understand. A kitchen retailer might demonstrate a recipe workflow, with the actual equipment and conditions visible. Avoid presenting a dramatic stunt as proof of ordinary performance.
What to measure: whether viewers reach the relevant product information, request clarification or complete a configured purchase step. Views and shares alone are not sales evidence.
Example 2: help customers care for a purchase
Patagonia’s care and repair guides include instructions on tasks such as washing a waterproof jacket, fixing a zipper and repairing a small hole in a down jacket. These resources address needs that continue after the initial purchase.
What to adapt: identify recurring care or setup questions for your own products. Develop instructions with the team that knows the product, include limitations and show the relevant steps.
What to measure: visits from relevant searches, use of the guide and customer feedback. Reduced support requests or returns would need evidence from your own records before being claimed as an outcome.
Example 3: organize stories around audience interests
Patagonia’s story library organizes material by sports, planet and culture topics, as well as guides and formats such as articles and films. This illustrates a content structure extending beyond individual product descriptions.
What to adapt: build a small collection around a genuine customer interest that your team can cover credibly. Keep the connection to the business clear without inserting a sales pitch into every paragraph.
What to measure: relevant readership and useful next actions. A broad topic library does not, by itself, prove brand loyalty or incremental revenue.
Original example: a planter selection guide
Imagine an online store selling indoor planters. This hypothetical guide could help a customer choose a planter compatible with the space and an existing pot:
- Show how to measure the existing pot and check the available space.
- Explain drainage and surface-protection options using verified product details.
- Provide original photos of the relevant dimensions and parts.
- Link to compatible products without inventing universal plant-care advice.
- State exclusions clearly, such as outdoor-use or mounting limitations.
The customer leaves with a concrete selection method. That is a stronger editorial purpose than promising that an entertaining article will automatically go viral.
Plan and review the content in BrandWell
Use a brief containing the customer question, approved specifications, source material and original images. In RankWell, organize the article and develop a draft, then review the explanation and sources before approving publication through the configured destination.
Verify dimensions, compatibility, prices, availability and conditions against current business records. Do not use generated images as if they show the real product’s performance or design. Label illustrations and check that they do not introduce misleading details.
Use customer stories and endorsements responsibly
Obtain permission to reuse customer content and keep the statement faithful to the actual experience. Disclose material connections where appropriate. The FTC’s endorsement disclosure guide explains why relationships such as payment or free products should be made clear near the endorsement.
A customer example should not be converted into a general performance claim without supporting evidence. Do not fabricate a testimonial or imply that a person used a product when they did not.
Publish for usefulness and measure the complete path
Review the page on mobile for image clarity, heading wraps, controls and the purchase path. Link to the relevant product or supporting guide. Google’s helpful-content guidance provides a useful reference for evaluating whether the page adds value to its audience.
Track search visibility separately from visits and purchases. Record the content version, relevant campaign details and reporting period. Compare equivalent periods and inspect changing traffic sources before attributing a sales difference to one article.
Common questions
Does ecommerce content have to be a product pitch?
No. Selection, setup, care and relevant educational material can serve a useful customer task while providing an appropriate next step.
How do I know which example to use?
Start with recurring customer questions and evidence your business can provide. Test the format against the task and available resources.
Can a viral campaign prove content ROI?
Public attention is not enough. Verify costs, relevant outcomes and the measurement limits before making a return claim.
Reviewed and updated October 2, 2026.
Written by
Julia McCoy has contributed articles to BrandWell on content marketing, writing, and search engine optimization. This archive retains her original bylines; individual articles may be updated by the BrandWell editorial team.
