Content To Commerce: 5 Different Content Formats For Your Marketing


The internet is probably the number one source of information today. If you want to know the lifestyle trends, you can log into your social media account. If you want to know the current events, you visit an online news site. If you like to watch your shows, you can go to streaming apps.

Moreover, many businesses are on the internet today. You can order everything that belongs to the current lifestyle trends on the online marketplace, social media, and websites. Many people have relied on it more, especially during the COVID-19 pandemic.

The Internet, as one of the top business and information source platforms, can be a vital tool for business through content to commerce or simply content marketing.

Content marketing is a marketing method that capitalises on producing and distributing relevant and valuable content online. Learn about the different content formats for your marketing strategy.

5 Popular Content Formats For Marketing

Content marketing has been so rampant and seamless that people who consume online content can’t distinguish blog posts or videos that promote a product or service from ordinary videos and posts shared by people. Brands can take advantage of this with the help of a content creator and their platform to market their products to Chinese consumers.

1. Written content

Despite the prevalence of videos and other multimedia formats, written articles remain one of the most popular formats in marketing. There are different types of written articles brands can publish.

●    Blogs

If you go to a brand website, you can find a page dedicated to the blogs. Blogs are informational articles related to the product or service of the brand. For example, if the website sells coffee, it can produce blog articles about the health benefits of coffee, the history of coffee, and so on.

●    Reviews

Customer reviews are also essential in content marketing. Before buying a product or service, the customer reads the reviews first and decides whether the product is worth the money. Brands can utilise it, especially that Chinese consumers value reviews deeply for hot items in lifestyle trends.

●     Success stories

Success stories are almost similar to blogs, but they are published other than on your website. These are stories and posts of people transformed after using the brand’s product or service. It is a subtle promotion.

Written articles drive traffic to the website. Moreover, when the written articles are high quality and data-backed, the more trustworthy they are for the reader. Remember, Chinese and global consumers love and tend to be persuaded by informative and credible articles.

2. Infographics

Infographics are one of the most shareable contents on social media. An infographic is a compelling and easy-to-digest illustration of data. Pie charts and bar graphs are the most basic examples of infographics. Using the right colour combinations, shapes, and fonts makes impactful infographics.

Infographics usually contain statistics, process flow, trends report, and other information. They can be used for titles and thumbnails as well. Infographics are usually utilised within blogs to not make the written articles text-heavy.

Besides blogs, infographics are popular on social media as well. They are shareable, downloadable, and attractive. Some even get viral on various social media platforms.

3. Video Content

The video format for marketing is very broad and has multiple types. The video format is also one of the most powerful content marketing formats. Firstly, it can be impactful when it has the right actors, storylines, script, cinematography, and overall concept of the video. When the video affects the audience, it promotes brand retention.

Here are the types of video content:

●    Company culture

Company culture videos showcase life in the company. It shows what the employees do every day in the company, how they make the products or service and interview some of the staff.

●    Product video

Products explain how the product works, what makes it different, and its features. It is great how-to or guide content in a video format for Chinese consumers.

●    Educational videos

Educational videos are also how-to or guide-to videos, but not specifically for a product. For example, if a gardening tool shop is making an educational video, they can produce videos, such as how to plant a rose or how to prune your plants. It is not directly promoting its products, which are gardening tools.

●    Paid social media videos

These videos are like a commercial on TV but with a social media platform version. It shows off its products using influencers or animations. Brands can look for a content creator platform where they can find influencers that will promote their products.

4. Podcasts

Podcasts have been growing in popularity today, and many brands are using them for content marketing. Podcasts are series or episodes of audiophiles. Podcasts are just like your favourite talk show but in pure audio, discussing anything and everything, from lifestyle trends to healthcare.

Podcasts are an advantageous marketing format because there is still low competition in the industry; they are easier to consume, drive regular engagement, and build brand loyalty.

People can listen to podcasts while working, studying, or driving, unlike video or blog content. Therefore, it is possible that many Chinese consumers listen to podcasts, and brands should take advantage of them.


Webinars are an untapped tool in content to commerce or content marketing. Webinars are live online events hosted by a company or organisation. Webinars can be workshops, training, or presentations in which many people participate.

Webinars are crucial because the brand can engage with the audience or Chinese consumers. It is interactive and immersive, establishes authority and trust, generates leads, and nurtures relationships. It also educates Chinese consumers and, lastly, enhances brand awareness.

Webinars are more than video content because there is an immediate response to the audience queries; therefore, the engagement and immersive experience is maintained.


Brands and companies should take advantage of these formats when thinking of content to boost commerce business. But remember, when creating content for your audience, make sure it is informative, data-backed, reliable, credible, up to date, and easy to understand. Only then will Chinese consumers patronise your content. Otherwise, your content will be drowned with millions of others uploaded on the internet everyday.