Keeping up with content creation

Right now, the progress of marketing tech is moving faster than most teams can keep up with.

You’ll seen new tools drop every week (and in the background dozens more are launching with great offerings but poor marketing and execution... but that’s a whole different conversation).

Take content creation. AI promises to speed everything up.

And founders and their teams are being told they need to post five times a day to keep the algorithm gods happy. But behind the noise, there’s a real problem for ecommerce marketers: how do you create enough quality content at scale without burning out or breaking your workflow?

Let’s unpack why it’s such a challenge, and how smart tools like Opus Clip are giving marketers a much-needed edge.

The Content Bottleneck

Most ecommerce marketers I speak with know what they should be doing:

• Product videos on every PDP

• Customer testimonial reels on social

• Behind-the-scenes and UGC content

• YouTube for long-form education or entertainment

But that’s a huge volume of content. And creating from scratch every time? It’s not just time-consuming it’s unrealistic without a dedicated team.

That’s why the bottleneck isn’t just a skills problem. It’s a workflow problem. The work of ideating, filming, editing and publishing content across 4–5 platforms daily becomes a major roadblock to growth.

Marketers need faster ways to repurpose, not just create.

The Changing Role of the Ecommerce Marketer

Today’s ecommerce marketer is part-strategist, part-creator and part-technologist.

You’re expected to launch campaigns, run ads, optimise your PDPs and understand how to integrate the latest tools (all while also building a brand people want to follow).

To keep up, you need to work smarter, not just harder. And that’s where AI and automation come into play.

But it’s not about replacing the marketer. It’s about extending your capabilities.

Enter Opus Clip: A Smarter Way to Repurpose Video

Opus Clip is one of those rare tools that actually solves a real ecommerce problem. If you’re creating long-form video (think YouTube, webinars, or influencer content) Opus lets you transform it into short, punchy clips with almost zero editing effort.

Here’s what makes it powerful:

• AI Smart Clips: It analyses the long video, finds the most engaging moments and edits them into TikTok, Reels and Shorts-ready content.

• Auto-captioning: Captions are added automatically, improving engagement on mute.

• Format for every channel: You can quickly publish to product pages, social media or embed on landing pages.

It’s perfect for founders and marketers who want to squeeze more value from every piece of video content. One 10-minute customer interview? You can turn that into 5–10 social-ready clips. That’s real ROI on content creation.

Product Pages Are Changing Too

There’s a shift happening on ecommerce product pages. Brands are no longer just relying on static images. The best stores are turning every PDP into a mini content hub:

• How-to-use clips

• Real customer feedback

• Day-in-the-life vlogs

• Behind-the-brand storytelling

Using tools like Opus, you can populate your product pages with authentic, bite-sized video without needing a full-time video editor on staff.

The Growth Takeaway

As an ecommerce marketer, your job isn’t just to create more, it’s to create smarter.

AI-driven tools like Opus Clip won’t replace your creativity, but they will remove the barriers that slow your growth. If you’ve been struggling to keep up with the pace of modern marketing, it might be time to upgrade how you work not just what you create.

The brands that win are the ones that adopt faster workflows, embrace automation and make every piece of content work harder.

Getting that fine mix of quality/quantity of content that entertains, educates and motivates purchase is a huge marketing challenge. So much so it’s an area I really want to cover in the majority of these newsletters going forward (maybe renaming this newsletter ContentCaffeine… I’m still figuring out the direction this may go). Hit ‘reply’ and let me know what challenges you’re facing right now within your own ecommerce business on the content front. Stuck for ideas? No framework for content creation? Or just in a state of overwhelm with everything you need to get done? Let me know , I’m happy to advise.