Building Compelling Content to Compete With Amazon

• testimonials, not just reviews, deployed beyond the product page to convey the shopping and buying experience;
• social contributions that sell by encouraging followers to interact with products; and
• peer-to-peer customer support and advice functionality that lets shoppers seek and give information to each other.

Emphasize Video to Bring Brands to Life
If you do nothing else, make incorporating video one of your top priorities. More than half of the U.S. population — 180 million Internet users — watched an online video in January 2013.