How creative assets can boost your ecommerce content

By Victoria Ward
July 21, 2022
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If you’re lucky enough to work with a talented graphic designer like I am (hi Harriet đź‘‹), you’ll already know that incorporating graphic design into your content marketing strategy is one of the best ways to boost your content and overall traffic. If not, read on!

We’ll cover the ins and outs of how collaborating with creatives can elevate your ecommerce content and resonate with your target audiences.

The importance of visuals

The key to a best-of-the-web article is often more than excellent writing. Some of the most compelling articles are multi-media experiences that include aspects such as:

  • Creative graphics
  • Captivating images
  • Gifs
  • Video

These visual elements can be incredibly valuable in how they help to elevate a piece of e-commerce content.  Commercially driven content alone isn’t enough; e-commerce content needs to demonstrate that you have thought about your readership by producing kind of content they’d be interested in, wherever they may be on the buyer journey.  Visual aids and interactive explainer content can give your content the best chance of ranking amongst the best on the web.

The harsh truth is that web users will rarely read every line of your written content – they’ll scan it. While you may already be formatting your content in a scanning-friendly manner (like by using plenty of unique headings and bullet points), breaking up text with imagery and creating a flow with graphics is a great way to boost your piece’s readability. If created and placed well, these visuals will draw your reader’s eye and create a captivating, easy-to-follow structure.

Establishing opportunities for visual assets

So, you’ve written a great piece of content for your ecommerce blog, but you want to make sure that your readers get the most out of it. You may have already used dynamic content writing tactics, such as FAQ sections, compelling headings, or expert quotes. Is there more you can do to elevate the piece for your readers?

Take a step back and ask yourself the following questions to see if any elements of visual design can help you create a more engaging and informative read:

1. What do competitor pieces look like?

This is the number one question to indicate if your piece needs visual elements within the copy: What are your competitors doing? Just as with content writing, look into the top-ranking pieces on Google. Do they all include similar infographics or designs? If so, you should absolutely consider adding graphics of your own.

Make a note of any noticeable patterns, such as comparable graphics or icons, and see how you can improve them. Ask yourself if these graphics could be more clear, if they could contain better or more information, and if you can present that information in a more stimulating way.

2. Can you break up any information-heavy texts?

Now that you’ve inspected your competitors’ pieces, look at your own. Are there any sections that look particularly information-heavy? These bits can be easily lost by readers, especially on an ecommerce site. This could be a major issue for important sections containing detailed instructions or product descriptions. See if you can break up the facts with eye-catching icons or relevant imagery.

Break up the facts with eye-catching icons or relevant imagery.

 

Imbedding icons into your copy is a great idea for highlighting key steps in a process or calling attention to particular products. These illustrations can visually indicate to your audience what they are reading while providing an attractive and cohesive aesthetic.

3. Can key statistics be presented more creatively?

Similarly, the importance of statistics and numbers is easily lost between words and paragraphs. Most people are visual learners, meaning that they need to see the information in order to learn it. Cater to this learning style by presenting your data in a visually stimulating way with bright colours and witty design. If you are working on a piece that is statistic-heavy, include graphs and illustrations to present complex topics in a new and refreshing way.

If you are working on a piece that is statistic-heavy, include graphs and illustrations to present complex topics in a new and refreshing way.

Even if you only need to highlight a few important numbers, be creative with bar graphs, maps, calendars, or pie charts, and aim to present your information in a way that is appealing, compelling, and clear.

4. Can you share key information in a more engaging, shareable format?

Infographics are the perfect combination of content writing and visual design. They are informative, and engaging for your reader – and even though Google can’t technically read your infographic, they’re excellent for your SEO! Read through your piece and see if you can summarise it into a shareable infographic. Try to envision something that communicates your content in a cohesive and, above all, visually exciting way.

More so than with other forms of graphic content, you will need to collaborate closely with your designer on these types of visuals. Your copy will take a major if not equal role, and it’s important that you find a good balance between text and illustration.

Your copy will take a major if not equal role, and it’s important that you find a good balance between text and illustration.

Remember: Infographic copy is not crawlable by Google! Make sure any information used within the graphic is also found in your piece.

How to best collaborate with your creative designer

Once it’s decided your piece needs creative work, it’s time to collaborate with a designer to craft your vision into a reality. The best way to go about this is to make sure that you are on the same page. Collaboration can be tricky, and depending on communication and proper set-up, your graphic designer may create a completely different final product compared to the one pictured in your mind.

Avoid any future issues by being very clear with your designer, letting them read through your content, and discussing ideas together before any work is done. Here’s what Evergreen’s incredible Creative Director, Harriet, has to say about the joint effort between creative and content writing:

“It’s important that the creative compliments the content and doesn’t overpower it – it needs to support it… From a designer’s side, it’s important to read the content to ensure the creative ties in with the piece. Sometimes supporting graphics can be simple imagery, to complicated infographics, visuals, or illustrations to support facts.”

To make sure things run smoothly, here are some tips for collaborating effectively:

Have a good idea of what you want

Before you come to your designer, have a clear vision and a good idea of the kind of visuals you’re looking for. As you work together, this vision may be refined and improved, but make sure to do your research beforehand! Figure out what type of design would work best with your content, and take into account any e-commerce branding style.

The clearer the concept, the easier the collaboration.

Create a detailed brief with inspiration

When doing your initial research, take screenshots, jot down notes, and save links as you go! This way, you can provide a detailed brief to clearly dictate what kind of visuals you would like from your designer. Reference images are always helpful, so make sure to provide as much inspiration to your designer as possible. Give them reference images on the e-commerce branding style and any competitors’ work you would like to emulate.

Create a quick mock-up of the finished product

If you have a very specific idea in mind, it may be easiest to quickly create a mock-up of what you would like the finished product to look like. You can use free design tools, such as Canva to make a rough draft and map out to your designer how you would like your graphic to be formatted.

With all of this preparation, once you begin to work with your graphic designer, remember to trust their eye for what will make your content look great. They want your e-commerce content to look just as stunning as you do.

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