Creating content to suit today’s super-empowered consumer
The attitudes of shoppers have changed and retailers need to stand up and take notice to ensure that they are standing out from their competitors in a very fierce environment.
In the past, people would either go online to search for a specific product that they wanted to buy, or just pop into a store on their local high street to complete a purchase. While product-specific searches and purchases are still being carried out, consumers have become more empowered and will now head online a lot more and do their research before figuring out just what they want to buy.
Tapping into a handy infographic by Think With Google and using fashion as an example topic, we advise you on how to create content which will help shoppers find ideas and inspiration, and hopefully lead to them to your website or your stores to ultimately make a purchase:
Help people at the start of the shopping funnel
People are no longer going in blind when visiting a retailer’s website or store. Instead, they are looking for a spark that will kick-start their shopping journey.
Data from both Google and YouTube demonstrates this. The search engine giant has found that searches related to ideas have increased by more than 55 per cent on mobile devices since 2015. In the same period of time, the well-known video sharing platform has found that the watch-time for YouTube videos which have the word ideas in their titles have increased by over 135 per cent.
Here’s some highly successful fashion-related articles and videos that will likely help people at this stage of the shopping journey:
- in’s 20 Fashionable Beach Outfit Ideas — received 25.5 thousand shares on social media channels since it was published in January 2017.
- com’s 15 Summer Outfit Ideas for the College Girl on Vacay — received 9.7 thousand shares on social media channels since it was published in April 2017.
- CASUAL OUTFIT IDEAS 2018 / LOOKBOOK — already received over 58 thousand views on YouTube since it was uploaded on January 5th
- 10 OUTFIT IDEAS FOR SCHOOL | Back to School — received 1.3 million views on YouTube since it was uploaded in August 2017.
Give potential customers a shopping list
Shopping lists are nothing new. However, many people are now seeking inspiration for how they write out their own lists before heading to the shops.
Google data again underlines this point. Searches on mobile devices for shopping lists have increased by more than 150 per cent since 2015, while searches which specifically contain the phrase ‘outfits for’ have grown by over 55 per cent in the same period.
Imagining you’re tailoring your content to a fashion enthusiast once more, here’s some tips to inspire your next articles:
- com’s These 6 styles of Alia Bhatt from Badrinath Ki Dulhania promotions should definitely be on your fashion checklist — received five thousand shares on social media channels since it was published in March 2017.
- com’s Steals and Deals for your holiday shopping list: Throws, trays, coasters — received 1.2 thousand shares on social media channels since it was published in November 2017.
Shout about the brands you stock
Further down the shopping funnel, they will be some people online right now who have an idea of the type of product they need. However, they will have hit a wall before purchasing something because they don’t know which brand will be best.
In fact, data from Google has found that searches on mobile devices which include the word ‘brands’ have increased by more than 80 per cent since 2015. The search engine giant has also revealed through their research that searches on mobiles along the lines of ‘top/best [insert type of product] brands’ is up by over 95 per cent when compared to the previous two years.
Again, imagine you’re a retailer in the fashion industry. Here’s some ideas for effective content for those at this stage of the shopping journey:
- The phrase ‘top women’s clothing brands’ receives on average 110 searches a month on Google.co.uk — there’s potential to create a guide that ranks for that phrase.
- The Independent’s 12 best sustainable fashion brands for women — received almost one thousand shares on social media channels since it was published in October 2017. The article also features on the first page of a Google search for the phrase ‘women’s clothing brands’ (search carried out on Jan 12th).
For more ideas to create effective content that will succeed in the digital sphere, contact us using the form below or get in touch directly on 0191 404 0100.