Ever thought of adding more than just products onto your online platforms? In today’s digital world, supplemental creative content is almost as important as the actual merchandise itself when it comes to drawing in (and keeping the attention of) potential customers. Whether it be in the form of images, video, or text, additional content on your website can not only bring a larger audience to your store, but it can also help to persuade or motivate them to make a purchase while they’re there. In this post, we’re outlining exactly why it’s so beneficial to add creative content onto your online platform.
Why Creative Content is Key
1. Element of Interest
Integrating supplemental content into your online business is not only a great way to spark the initial interest of future customers, but it is also a way to keep your customers’ attention after they land on your page. When customers visit your site, they might be willing to linger longer if you have eye-catching imagery to browse through or intriguing blog posts to read while shopping. Your audience might even be more inclined to select your brand over another if you have more to do on your website. This can lead to an increased sense of brand loyalty overtime. Giving your brand a voice through added content is a good way to turn one-time buyers into repeat customers. You are no longer just a place for them to shop; you are a friend giving advice or providing inspiration.
2. Creative Content for Social Media
If you make the decision to start integrating creative content into your site, you might notice that you are in a sudden surplus in post-able media. Curating supplemental content for your website = having to worry less about what to post on social media. This is a natural process that is an unspoken benefit of creating your own content for your online store. Not only is it adding to the overall experience of your website, but you are also building your business’ presence on social while you’re at it.
3. Products in Motion
Videos are becoming one of the highest must-haves for online businesses. Over half of today’s consumers are more likely to make a purchase after watching branded videos. Customers will choose to watch an entertaining video over just scrolling through text posts any day. This is why it’s so important to include video content on your online store. Videos also provide customers with another medium to view the products you are offering. By placing your product into a video, they can see exactly how your items are in real life, and how they look on a real person.
Types of Creative Content
You may have heard the term before, but you may not know just how crucial lookbooks really are in today’s retail industry. Any thriving online store boasts a wide collection of either photo or video-based lookbooks that showcase their newest collections. These collections essentially serve as the “mood-boards” for your brand, your products, and your overall image. Through these, customers can also gain a better sense of how to style your items or where to wear them. Even better? Make those lookbooks shoppable! Allow your audience to be easily directed to the point of purchase for each individual item that you included in your creative content.
We love how the brand P&Co posts a curated lookbook video with each of their collection drops!
You have the killer product photography down — now it’s time to take it one step further and develop your own creative photoshoots. These photoshoots can provide the vibe or tone of each product that you are selling. If your customers can browse your photo gallery while they shop, they will be more inclined to purchase a garment when they see it in a great photograph, in a good setting, and surrounded by relatable props. The customer can then place themselves into that image and will be more likely to buy the featured item after an emotional connection has been established. Posting creative content in the form of images onto your site is also a great way to introduce collections or to promote certain products that relate to upcoming holidays or seasons.
Camp Collection produces themed creative shoots for each holiday and new collection. They use their clothing and related props to create unique scenes for their products.
Blog posts are a great way to add dimension to your online store. They provide ways to build your brand’s image and to better target your niche. You can simply use your blog posts to highlight products or to anticipate new collections. You can also dig deeper and talk about outside issues that are relevant to your company’s values. Styling tips or product how-to’s are also some great ideas to consider when planning blog posts. If you choose to start a blog on your website, it’s important to remain consistent and to add valuable content in order to keep your customers interested.
Hobbs is a great example of an online store that features an in-shop blog. Their “Inspire Me” page contains collection lookbooks and other inspiring creative content.
Need some help adding supplemental content onto your online store? Schedule a free consultation with us and let us transform your site into place customers want to be!