1. A computer-implemented method, comprising: associating, by a computer system, a set of content related to a plurality of items with a catalog describing the plurality of items, the plurality of items offered at an electronic marketplace based at least in part on the catalog; receiving, by the computer system from a computing device of a user, a query for an item offered at the electronic marketplace, the query comprising keywords; determining, by the computer system, a context indicating a specificity of the query, the context determined based at least in part on an abandonment rate associated with the keywords; identifying, by the computer system, information about the item from the catalog based at least in part on the query; generating, by the computer system, a query result comprising the information about the item; identifying, by the computer system, content from the set of content based at least in part on a rule, the rule specifying a content type and a presentation location based at least in part on the specificity of the context, the content identified based at least in part on a determination that the content is of the content type and on the associating with the catalog; inserting, by the computer system, the content from the set of content in the query result; and providing, by the computer system to the computing device of the user, the query result, the providing causing the computing device to present the information about the item in a first location of a space in a user interface and to present the content related to the one or more items at the presentation location of the space, the space configured to present the query result.