Product content is a vital marketing tool if you want to monetize your online products. Since the shoppers can’t try and feel the products like in a brick-and-mortar shop, your focus should be to create an enticing product experience for each website visitor. For this to happen, you need rich product content optimized for Google Search Engines. This requires for you to make the research about your buyer persona and gather insights about what triggers them to buy and what are they valuing in a product and brand. Also, find out the best means to reach them at the right time, so they convert.
Your brand strategy should be to get as much visibility as possible and to tell a compelling brand story throughout all the channels available. Establish a connection with your potential buyers, so they can trust you, buy from you and recommend you further.
What product content really is?
Product content has two major components: product information and product image. Product information is composed of a variety of attributes, meaning bullet points that describe the product in detail like: price, product name, product description and functionality, size, ingredients, and meta tags that help you categorize the product. Attributes vary a lot depending on the industry, specifications, sales channels and what exactly are customers looking up on the Internet.
You may not be aware, but your product attributes are quite important if you want to drive sales. When describing the product, you need to use the same language as the customer uses, so you create the attributes and meta tags accordingly. This way, whenever a potential customer searches on Google or your website a certain keyword, he can easily find your product that is described with that specific keyword (that’s how powerful optimized product content is).
Product attributes should present the features, unique characteristics and benefits of the product, to determine buyers to purchase it when comparing against other similar products on the market. Statistically, 70% of consumers leave a product page if they don’t find enough information about the product. If your product descriptions are complete and accurate, written in a personal manner people could relate to, you will definitely make the sale.
Product content is the core of great, flawless customer experience because a product that responds exactly to the customer’s problems and pain points and has high-quality, appealing product images will drive conversions.
What is product content management and why do you need it for your eCommerce or eTail business?
If you are a big eCommerce company with hundreds or thousands of different products, it is a challenge to manage all the product attributes, to make your content SEO friendly and then upload it to your store accordingly. Your data should be consistent (the same format, same abbreviation, etc), accurate (with info from trusted sources) and complete (no vital attributes missing), but it could take forever to modify your entire database. You need a system and a process that can manage a bulk of products updating and modifying the prices, creating or editing product attributes and categories and so much more.
Product content management (PCM) is the spotlight system for all your products. It contains all the product descriptions, attributes, unique specs, images and any other type of content that could be complementary to it and can transfer more confidence in the buying decision.
A centralized system can collect all the data about your product, enabling users to create, edit, update in a real-time manner and publish product data to all the proper sales channels. Whether you have the data in an ERP, MDM or Excel sheet, a product content management system can connect your information in one place.
Integrate your PIM in a PCM
While a PCM helps you to gather information from different sources, enrich attributes, create rich SEO product descriptions, modify attributes, and manage all your product data in one system, a PIM is used to make quality checks of the content and to make corrections regarding the product information. You can now categorize the products, control your product data, making sure that it is consistent throughout the sale channels and accessible for your users.
Make sure you have all the necessary tools to create a seamless product experience for your consumers by taking the decision to work with Content Factory 1. Our content teams will make sure that your product content is accurate, consistent, complete, captivating and trustworthy, so your customers will be confident in purchasing products from your brand and come back for more.