The vast majority of retailers believe that the production of “rich content” is a high priority and that it delivers a positive return on investment, but many are still struggling to create engaging articles and videos due to a lack of tools, time or inspiration. This is the main takeaway from a new report published by cloud marketing enterprise Zmags.
The Rich Content: A Land of Opportunity for Retailers study found that an impressive 92 per cent of respondents believe that high-quality content can help them achieve key objectives and drive ROI, while more than three-quarters are eager to produce creative videos and other rich resources to interact and engage with target audiences.
However, a number of “pain points” are making it difficult for marketers to actually produce the media that they want. “Rich” media is generally defined as content that includes advanced features such as audio and video, but the survey found that these formats are often too labour intensive for marketers, half of whom also reveal that they don’t know which types to create and lack enough imagery to support a long-term strategy.
This is highlighted by the fact that 58 per cent are still using static imagery rather than embracing dynamic experiences through videos. Respondents said that they would like to create more curated and themed content such as how-tos and buying guides in addition to covering events in real time. To address this challenge and improve their content campaigns, brands could work with a digital agency.
“It’s clear that retail marketers simply don’t have the tools, time or inspiration to develop the kind of content that differentiates their brand and drives higher conversion rates,” Zmags CEO Brian Rigney said. “They know they need to do it, but they are often beholden to rigid internal processes and their IT departments to publish new content to their websites.”
He added: “Today’s marketers need more control over content development on their digital properties so they can react to seasonal changes and pop culture trends. They need access to tools they can use to quickly and easily publish and optimise new content. Rich and engaging experiences make or break a brand in the eyes of today’s content-hungry consumers, and this data illustrates a serious challenge for retail marketers.”