Content marketing is a key area of investment among brands in L2’s 2015 Digital IQ Index: Big Box: Ninety-three percent of brands tracked in the Index display a video on their site, and 75% host a blog. These investments have proven to be worthwhile, as brands with video on most of their product pages register nearly double the average order value and conversion rate of brands with video on only a few pages.
In addition to brand videos, Big Box retailers are investing in blog content and platforms for user-generated content. Toys”R”Us and Babies”R”Us allow reviewers to post their own photos and videos to product pages, showing other shoppers their experience with the product. In addition to product pages with extensive content, Office Depot hosts a blog on its Business Solutions page. Posts engage Office Depot’s target consumers with tips for small business owners and link to relevant products.
Interest in site content has grown over the past year. Burlington, for example, improved its 2014 Index score by 23% with the addition of quality content (video gallery, blog, and user ratings) that led to increased site traffic. Such improvement are evident across the board. For example, 79% of brands tracked in the 2014 and 2015 Indexes offer shoppable digital catalogs compared to 73% in 2014. And 48% repost user-generated content on the official blog, compared to 46% last year.