Product Content Strategy for E-Commerce Brands

E-commerce brands live and die by their content strategy. If your content doesn’t clearly showcase why your product is worth buying, it doesn’t matter how great your website is or how much you spend on ads—you won’t sell.

I’ve been in the media industry for nearly 10 years, producing commercials for brands selling low-ticket and high-ticket products. I’ve had direct access to WooCommerce and Shopify sales data, so I’ve seen firsthand what content drives sales and what flops.

In this guide, I’m breaking down exactly how to structure your content strategy based on your product price point and what kind of content actually converts in 2024.

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Understanding Low-Ticket vs. High-Ticket Products

Before we dive into content strategies, let’s define low-ticket and high-ticket products:

Low-Ticket Products

✔ Priced under $100
✔ Typically commodities (everyday items)
✔ Impulse buys—quick, low-risk decisions
✔ Customers want instant solutions
✔ Examples: Phone mounts, t-shirts, kitchen gadgets, low-cost jewelry

High-Ticket Products

✔ Priced over $100 (up to $3,000+)
✔ Requires more consideration before purchase
✔ Customers want to feel confident in their decision
✔ Sales cycle can take weeks or months
✔ Examples: Custom suits, high-end watches, premium fitness equipment

Both types require different content strategies. Low-ticket thrives on instant appeal, while high-ticket requires trust-building.

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Low-Ticket Product Content Strategy

1. Demo Videos (Professional)

Your content must instantly show the problem your product solves. Within 3 seconds, people should know:

• What it does
• Why they need it
• How easy it is to use

Example: Phone Mount Commercial

Instead of just showing the product, demonstrate the real struggle:

• A driver drops their phone under the seat.
• They struggle to pick it up while driving.
• Cut to: The phone mount effortlessly solving the problem.

📌 Tip: Demo videos should be under 1 minute and shot professionally to showcase the product in the best light.

2. Unboxing Videos (iPhone Footage, Relatable)

Customers want to see the product in real life before they buy.

Unboxing videos should be:
✅ Shot on an iPhone (not overly produced)
✅ Unedited (or minimal cuts)
✅ Featuring a real person reacting naturally

The goal? Prove the product isn’t a cheap knockoff.

3. UGC (User-Generated Content)

Send your product to dozens of real users and have them create:

• Unboxing videos
• Short demos
• “Before & after” transformations

UGC builds trust and social proof. It’s raw, authentic, and sells better than polished ads.

4. Product Photos & Graphics

✔ Professional product photography
✔ Infographics highlighting key features (use Upwork or Fiverr for $15-$20 per image)

5. Paid Ads (Direct Response Style)

Low-ticket brands don’t need to post every day—they need to run ads.

🚀 Best ad formula:
1️⃣ Show the problem immediately
2️⃣ Show the solution (your product)
3️⃣ Show how fast and easy it works

📌 Example: Run an Instagram Reel ad with your demo video or UGC review.

💡 Low-ticket products = Quick decisions. Your content should make that decision effortless.

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High-Ticket Product Content Strategy

High-ticket purchases take more time. The goal is to remind customers why they need your product until they’re ready to buy.

1. Use the Same Low-Ticket Content (But Add More Layers)

For high-ticket, you still need:
✔ Demo videos
✔ Unboxing content
✔ UGC reviews
✔ Product photography & infographics

But you also need more frequent content to nurture leads.

2. Daily Lifestyle Content (Brand Awareness)

Post every day to remind your audience that your product exists.

🚀 Lifestyle content ideas:

• People using your product in real-life situations
• Behind-the-scenes of your business or production process
• Feature benefits in an aspirational way

📌 Example: A custom suit brand should post daily shots of stylish professionals wearing the suits.

3. Attach Your Product to Influencers

Influencers = Instant trust.

For high-ticket, brand trust is everything. Having a recognizable name or face attached to your product increases credibility.

📌 Example:

• A premium outdoor gear brand getting an endorsement from Bear Grylls
• A basketball sneaker brand getting backed by Michael Jordan

Even micro-influencers in your niche can build credibility.

4. Show the Experience (Not Just the Product)

People don’t just buy high-ticket items for function—they buy for status and lifestyle.

📌 Example: High-end custom suits

• Instead of just showing the suit, create content around:
  ✔ The custom tailoring process
  ✔ Well-dressed men networking in bars and events
  ✔ How the suit enhances confidence and presence

You’re selling the lifestyle that comes with the product.

5. Email & Retargeting (Stay Top of Mind)

Most high-ticket buyers don’t buy right away. They need constant reminders.

🚀 How to keep them engaged:

• Run retargeting ads (show them ads after they visit your page)
• Send weekly emails with customer stories and product benefits
• Keep them in a private Facebook group or VIP community

High-ticket buyers don’t need convincing—they need time and constant reassurance that they’re making the right choice.

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Timelines: How Long Until You See Sales?

⏳ Low-Ticket:

• Once all content is produced, sales can start within a week if ads are running.

⏳ High-Ticket:

• Expect 30-90 days to build brand awareness before seeing conversions.
• Consistency = Daily posts, weekly emails, constant engagement.

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Final Thoughts: Which Content Strategy Is Right for You?

🔹 If you sell low-ticket products:

• Focus on instant problem-solving and direct-response ads.
• Content should be quick, clear, and immediately show value.

🔹 If you sell high-ticket products:

• Focus on trust-building, lifestyle content, and long-term engagement.
• Content should remind customers why they need your product over time.

Both require different approaches but the same core principle: Show the value of your product in a way that feels real, relatable, and desirable.

This is how you win in 2024. Now go execute.