Unlike in the past when it was so hard to get products and services with features you want, today you can buy anything you want from any part of the world, thanks to the internet invention. This is where most customers will first do their research by reading through product content before finally deciding whether they are actually going to buy it. Owing to this fact therefore, many business owners have come to appreciate the significance of writing great product content not only in increasing sales, but also expanding their customers network and keep them. It is because of this reason that most of them have found it worthy to invest on content marketing in order to emerge the best from their competitors.
Having mentioned the above, it is very important that you take some time to think it through and how you are going to make the content standout from the rest. Always remember that there are millions of contents with almost the same information and ideas as you portray and that it will only take a lot of creativity and time to develop one quality content that will make buyers to come asking for more.
Why is Product Content Important in eCommerce?
Many businesses that have just created a new eCommerce website spend a lot of time constructing the web-platform and tend to overlook spending equally the same time developing contents to be posted on them. In the real sense what most of them fail to realize is the fact that it takes a lot of time to build product contents that will have significant value to the targeted audience as opposed to programming the web.
According to Wyzowl 2015 research, 63% of marketers who use content as a marketing strategy believe that the use of the content is important in increasing online conversation. By posting content about products and that you sell, the audience will react by giving a response on what they think about your content and how it relates to the product that you are selling. There is much information that you can get out of this conversation. For instance, online conversation can help you to determine whether your customers are happy and improve the product further from the comments and critics raised.
In addition, posting content about products or services that you sell helps to maximize traffic of people visiting your blog and also improve product ranking in search engines. The results can even be far much better than you’ve ever imagined more so if you optimize your contents. In the end of this all what you are going to have is increased product and brand awareness that will definitely translate to increased sells and profits.
However, the most important point that you should always have in mind while developing great product content is that it will never make sense even with best SEO ranking, unless the information is worthy and customers are able to link it to the product. If you would wish to learn how you can go about developing great product content that will definitely stand out from the rest and promote more sells, look no further for you are going to find this read very resourceful.
Tips for Developing Great Product Content
#1. Product Content Centralization
Generally speaking, content marketing is all about communication with customers. In many organizations where marketing is centralized, the marketing department oversees the planning process of content development, and takes the overall responsibility to execute all marketing activities on behalf of the organization. However, they can’t entirely rely on their own in this process which means they have to work closely with other sections such as the top management, the line production/operations, the finance and other departments to obtain vital product information.
After getting the product information e.g. the brand name, product features, objectives, mission/vision statement of the organization and other info, the marketing department will then centralize and optimize all the contents to develop a uniform tone for the product. This will assure customers of a highly accurate product facts that are not contradicting each other as opposed to having marketing contents being developed in separate entities within the organization.
The main advantage of centralizing contents in any given organization is that it helps to prevent duplication of contents that may have conflicting information. This should be avoided at all cost so as to prevent giving customers contents that are rather confusing than feeding them with valuable information. Moreover, centralizing the content comes along with a marketing strategy that looks at the bigger picture of the product and the competitiveness that exist in the market. At the end of this exercise, you will end up with a content that will not deviate from the objectives/goals that is purposed to achieve.
In addition, centralizing contents ensures that the information is of high-quality standard that meets criteria for posting on the website. It also ensures consistency of the product message and easy monitoring that will come with meaningful reporting. This way, the company will cut down the cost and in the long term minimize losses resulting from inconsistency product messaging that are misleading customers.
#2. Design the Product Content to Make It More Appealing
If you want to get people to read your great product content, you have to create it in such a way that;
- It will be attractive and appealing from the first glance
- The audience can scan through fast and get the message
- The audience will not struggle to look what they are for from the content
The following is key to designing the product content.
The title: First and foremost is the product content’s title. It is important to have in mind that the title you chose for the content can either build the product or crush it depending on how you play around with words. Therefore, before you even think about the product message that you want to put across and how it will be arranged, take a moment to think of an attractive title. Choose the most appropriate title for the content: the one that will be able to establish the right rapport with the audience. In actual sense, the content’s title should be in the best position to attract the targeted audience and also convince them to buy the brand.
Use legible fonts of right size: How you format the contents and present it matters a lot. This goes along with determining whether you will be able to attract the audience attention and also engaged them to read the entire great product content without distractions. There are quite a number of software and tools that you can use to develop and format the content.
A very good example is the Catsy which is a product management software that you can use to print high-quality catalogs, price books, PDFs, run interactive and many more. The good thing about using this software is that your product content will take a professional angle and will be more appealing to read to your targeted audience.
#3. Write Product Content with Buyer Personas in Mind
While writing product content that really sell, it is important to write it with the buyers’ persona in mind. Remember the content is actually meant for readers so that they can click the buy button. Having mentioned this therefore, take your time to research how your customer behave. This should be in-depth; in fact, if you do it right your contents will always sell and they’ll come asking for more.
Speaking of the content with the buyers’ perspective in mind means knowing exactly what they want to hear and their taste and preference. This also means knowing their economic status which comes with the power to influence purchase. For instance, if you are looking to write contents that will target the rich people, the language should reflect top class and expensive lifestyle that they always want to hear. The same should also be reflected in other social setup.
It is also important to understand their cultural values and way of living so that when you will be developing the content they will read it with the imagination that content was written by one of their own. This will make the targeted audience develop a sense of belonging with the content while taking note of things they regard sensitive and avoid wording them on the content at all cost.
Lastly but not least, you need to know what they search and read on the internet so that you will know the right language and tone that you will use to approach them. Taking all these facts into consideration while developing product content will shift the article focus towards the customers that comes along with being persuasive to influence them buy the product.
#4. List All Features Along with Benefits to Include in the Product Content
The most common mistake that writers usually do while writing product content is focusing so much on the product features along with their functions instead of actually shifting their attention on the customer. One of the most important thing that you should always have in mind while writing content is that at the end of the exercise, readers should be persuaded to buy the product and services. Therefore, what you need to ask yourself is what the product does that will benefit customers.
To approach this exercise with the customers’ need in mind, you should do more research about the product history. Ask yourself whether it’s a new product or an upgrade developed to cater for the complaints or problems with the earlier versions. If it’s a new product that is being launched into the market you need to ask yourself whether there are similar products and what’s unique in it or what problems it’s going to solve.
Once you have all these facts at hand, it will be time to write the product description by having all features together with a small excerpt of how it’s going to benefit the buyer.
There is nothing in this world created and developed by man is 100% perfect; therefore, don’t be afraid to mention about what the product can’t do. However, this should be done in a positive way so that you don’t end up discouraging buyers from buying the product.
One more last but most important point to take home, is that your description should be honest and not geared towards the benefits. At no any given moment should you ever mislead your audience by mentioning features that are not supported by the product, because this will only turn drastic and bring all your sells down. Instead, if it’s a product weakness take it as a challenge and find better ways of addressing it.
#5. Optimize Your Product Content for SEO
While writing product content/s, it is important that you choose your words carefully to include words and phrases that are commonly used by your customers while searching on the web. These are commonly referred to as keywords.
Therefore, take your time to research about these phrases and the number of times they have been used in different search engines such as Firefox, Bing, Safari, Chrome and many others on a given duration of time let’s say a 3 to 6 months or a year. Pick phrases and words that appear to have been used more frequently and optimize it for SEO. These can be divided as into two; i.e. main keywords and sub-keywords.
Examples of tools that you can use for your keyword campaign include; keyword planner by Google, Moz Keyword explorer, KWfinder, SEM rush, Keyword tool and many others. If you would love to learn more about keyword research and how you can go about it using these tools click here .
Now that you have identified the most commonly used words and phrases, the next step will be optimizing the keyword in your product content so that it sounds naturally without losing meaning. Avery good way of how you can go about this is using the main keyword on the main title, the introductory and closing paragraphs and in the subheading. Also remember to repeat the same on the image and pictures.
However, don’t overstuff the article with too many keywords until the content loses the purpose that it was intended for. Lastly but not least, don’t copy paste someone else’s idea of keyword phrases and use them to develop your content, because Google and other search engines will definitely realize and pull down your ranking.
#6. Include Customer Feedback as Proof in the Product Content
We are living in a very funny world where everyone looks at every stranger as a suspect that may bring harm or steal our hard earned. Well the sad truth about this fact is that also the internet has not been left out and every other surfer will need proof that actually what you just mentioned about the content is the truth and nothing more but the truth.
To appreciate what I mean in this, consider below captioned image about apps captioned from Google play store customer’s comments section.
If you include such information about a service or product that you are writing about, it will add more weight and credibility to what you are describing on the content. This will in fact trigger positive conversation that will persuade the buyer in the long run. However, if you want to use this to enhance your content credibility, it is advisable that you consider using popular brands that you can attach to comments to and focus on the positive side.
#7. Kill The Boredom in the Product Content by Including a Short Story
To make the content stand out from the rest, consider sharing a short product story from experience or something you heard from someone. If you are good with words and have the talent, you are not limited here to develop something interesting that would be fun to read.
However, if this the level that you have decided to take your content, you should have in mind that the content you are writing is not about you but customers’. In addition, the storyline should not go outside the scope of the product features and benefits since anything lesser than that will definitely prompt the buyer to hit the red X button and leave the page never to return again.
A very key point to take while writing a short story is that it should be one that customers can relate to. This means the customer should be the staring character and the story should end with him finally buying the product and lived happily thereafter.
#8. Writing a Seductive Product Content That Will Persuasive Sell
Now that you know what it takes to developed a great product content that will sell, the next thing will be transforming the content into a persuasive language. To perform this task, you will need to fully understand the product features and identify how these features will benefit the buyer.
Furthermore, identify ways through which these feature will solve the buyer needs and use the right tone and language to persuade the buyer. What you are going to have in the end is quality information that is tailored to solve customers’ problems and not just any other product description.
One more thing though, avoid using the exact word used in the product. Perhaps the customer could have done that already while at the shop and what she is looking for is far much better information that will go along with helping her to make a better decision.
How to Develop Great Product Content
There are many benefits that you are going to get if you get it right while developing product content. Well thought content will always be persuasive which comes with increased sales and more profit for your business. Therefore, you should always have the customer perspective in mind while developing the content in a manner that will solve their problems as opposed to listing the main feature and functions.
Make the content more appealing at first glance and write it in a very simple and persuasive tone that will convince customers to buy the product. In addition, write in a seductive persuasive language that will prompt the customer to hit the buy button. To up your game a little, it will be important to write a short story within the context of the product that the reader can relate to.
If you are developing contents in a big organizational setup, centralize the content to include all vital information about the brand and ensure consistency to avoid conflicting information that will only end up confusing the buyer. Lastly and most important of all, write honest product content that will serve to guide the buyer but not misleading them.
Now that you know how the develop great product content, click here to see what Catsy can do for you.