E-commerce Brands Killing the Content Game

Content Marketing Landscape

E-commerce is a brutally competitive sphere. There are thousands of companies competing for the same customers, not to mention the giants such as Amazon, Target, and Zappos who already have a chunk of the space fully covered.

It can seem like an impossible task to make a name for yourself in the e-commerce world unless you have an established brand or an unlimited budget, but that’s not true.

Your e-commerce company can make an effective stand against the competition with the right content marketing strategy. But how do you know if your company is killing it in the content marketing world?

The first step is to see what your competitors are doing and how they’re doing it well. In this blog, we’re taking a look at some of the e-commerce brands that are using their content marketing most successfully.


REI is a huge and successful retailer. Their name is synonymous with outdoor gear and the active lifestyle. In fact, they have such a massive community of outdoor enthusiasts that they’ve even managed to make a dent against a giant like Amazon. The question is how?

Their content marketing game is incredible, and it all starts on their website with their Expert Advice section. This section is PACKED with content on everything they sell from camping to hiking, cycling, travel, and more. It’s here where shoppers can gain tips about everything from hiking in cold weather to cleaning your bike and choosing the right rainwear.

The best part is that selling is second. Their first goal is to provide helpful information and to demonstrate their expertise on everything to do with exploring the outdoors.

REI content

And their excellent content continues on their social media platforms where they share videos of their various marketing initiatives and encourage their social media users to get involved.

In their social media, they invited their customers to become a part of the REI community.

REI e-commerce

Things they do well:

  • A detailed blog that sets them up as an expert in their space.
  • Interactive social media posting that draws in customers to take part.
  • Focused on helping customers first and selling second.


Patagonia is another outdoor brand that is killing it in the content marketing game. In fact, recently, they’ve made a ton of waves online with their content marketing. When President Trump came out with his plan to reduce the size of two public lands, Patagonia took a hard stand on their website and social media speaking out against the decision, and they gained an incredible amount of support.



But staying on top of current events is only one thing that Patagonia does well. They also have a popular blog called, The Cleanest Line, which shares stories about the environment and where the company stands on political issues.

Then, there’s the fact that the company has a partnership with Dirtbag Diaries, a podcast about the outdoors. Finally, the company has even produced a few short films that tackle environmental issues including The Refuge.


Things they do well:

  • Staying on top of current events and joining the conversation.
  • Including videos and podcasts into their content marketing strategy.
  • Leading campaigns about subjects they, and their customers, are passionate about.


Anthropologie has a distinct website that is a mix of romance, sophistication, whimsy, and beauty, and that’s just its homepage. Then, you have the Anthropologie Blog, which takes the best of all their products and adds a dash of inspiration.

The blog is full of articles on decorating, travel, DIY, food, music, and more. It’s goal, to demonstrate the Anthropologie-styled life and to see Anthropologie products used in content such as Holiday Tablescaping with Julia Sherman and Personal Styling: Velvet Day-To-Night.


Anthropologie blog

Then, there’s Anthropologie’s well-established and engaged social media following. They have over 3.2 million followers on Instagram and share incredible images and content that fit the company’s aesthetic. Each image describes a product that you can purchase from their e-commerce site and provides a link in the comments.

anthropologie instagram

Things they do well:

  • Gorgeous visual content that makes you want to purchase every item.
  • A blog that shows their products in action.
  • A large social media presence with links to various products.


For over a decade, ThinkGeek has been one of the leaders in the technology e-commerce space. Part of the reason behind their success is their niche in the “where you go for nerdy items” space. Not only do they sell novelty items that are sure to make any “geek” smile with joy, but they also provide content that matches what they sell, which has kept them as a leader in the space.

For example, take a look at this $5.99 gift of Unicorn Meat. Instead of just offering a funny gift, they take it a few steps further with a detailed description that is as witty and fun as the product itself. No wonder it has 422 shares on social media and that multiple customers have posted their own photos of Unicorn Meat on social media. They make their products an experience not just something to buy.

unicorn meat

unicorn 2

Things they do well:

  • Sticking in their wheelhouse and focusing on their specialty of novelty geek products.
  • Creating product pages that take a simple product and turn it into an experience.
  • Encouraging customers to share their own experience with their products.


One Kings Lane is a high-end furnishing store that inspires its customers to create their dream home, and they make it easy. On their home page, you have a ton of different ways to shop. You can shop by your style: Parisian Chic or Modern Glamour. Or you can shop by room: Living Room, Kid’s Room, or Bathroom. This makes it easy for customers to find exactly what they want when they want it.

one kings lane content snippet

In addition, this e-commerce company also provides its customers with a ton of inspirational content. You can find DIY articles as well as tips on decorating with links to top products available on the website. And the key to this exceptional content is the images that show readers exactly what they could accomplish with One Kings Lane products.

one kings lane 2

Things they do well:

  • They set themselves up as a source for inspiration and ideas.
  • They include bright, beautiful images with their content as a visual demonstration.
  • They break up their website into easy-to-use content sections.

In many of these examples, it’s easy to see that when e-commerce content marketing is done well, standing out is not only possible, it’s expected. Whether you’re looking to sell off-the-shelf products or something totally unique, you can achieve the same results with carefully curated and crafted content.

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