Organize Product Content to Best Support Search

‘Content is King’ is one of a number of recent axioms that captures the importance attached to information/data generation, sharing, and access. The 21st Century wins the tag of the Content Century, driven by knowledge and its application. Many predict that the trend may warrant the creation of an Exchange of Information data, akin to the financial stock market, where an individual place can place bids for information/content packets under applicable laws. The key is to know how to organize product content.

So if the content is important, it follows that your website or e-commerce site should present it in ways that make it useful, self-explanatory and easy to access. Your content organization should form one of the core objectives of your website. Not only will you be creating compelling content that is useful, effective and well-written, you also need to present it as clearly organized.

Visitors to your landing pages only have just about enough time and are often pressed for choice. The only way to remain visible and relevant is optimizing your content to support searches as effectively as possible.

General Tips

The following general tips can serve as guides in organizing your website’s content to best support searches:

Come up with a clear Information structure

Develop a detailed roadmap for how your website’s content will engage and be seen by potential and existing clients. Keep in mind that it is the user who decides what parts or segments of your content are useful/relevant to him/her. In fact, you may even find that content’s relevance may even be time-specific and pointed.

So irrespective of your level of experience or a lack thereof, you will need to gauge the needs/wants of your target group. Remember that their reasons for searching such content should form the basis for organizing information and data. It is only logical to ask questions from the people who will eventually make use of your site. Use helpful tools like surveys and questionnaires to determine what content structure works best for the user.

Set off with Critical Information

After drawing your website’s information structure, the next step is getting the attention of visitors with a good overview of the detailed content. Why so, you might ask? The reasons are not far-fetched. Again, remember your visitor has other competing ends for his/her time. Two, understand that presenting such views helps your client take in important points and make informed decisions on the next steps to take.

Have in mind the core questions your existing/potential users might ask. Try to answer these, or at least offer a clear starting point right on the website’s main landing page. The top of your website should be viewed as a real piece of the online estate. Your strategy can center on either displaying central content to answer your visitors’ leading questions immediately or to buoy people to enter the site by either clicking a link or exploring the main page.

Display only relevant material

Emphasizing this point may border on stating the obvious but many websites still miss the mark in this regard. Simplicity is key and the less ‘clutter’ or distractions, the better your website’s ability to attract and retain visitors. Stretching the thrust of this point, think of relevance in terms of showing content that is material to the needs of the user at any point in time.

From your customer engagement exercise, you can have a good idea of the path visitors take to reach their search goals. So the content for your landing page must fulfill the role of keeping the interest of the buyer, while your product pages, for example, should move the visitor toward making a purchase.

In other words, display only content relevant for these different stages.

Show every relevant material

Before you throw up your arms in despair and walk away, this point needs some clarification. The first thing to note is that you should not sacrifice clarity on the altar of brevity. While you are mindful of your visitors time and other constraints, your website should not churn out incomplete information. This move stalls the decision-making process, eventually leading to lower conversion rates for your website.

Again there is no magic wand in knowing what constitutes really relevant material to your visitor. The key is knowing what your visitors do and what kind of content they are interested in at different stages during their visit to your site. Pretend you’re a customer and conduct a tour of your website. Examine how your web pages fulfill ALL your needs and search requirements. For greater representation, have family and friends embark on this same path.

The goal is not only to have a diversity of feedback but also to discover what additional information your website should have, for a rewarding search experience for your visitor. For example, you can place high priority content directly on the site, or link to less urgent content on your different pages. Just make sure nothing important is left out.

Be mindful of different audiences

Have it in mind that your website will cater to a diverse range of customers. Do not be alarmed to find that your target groups also entirely different levels of expertise, foreknowledge, and goals. While some visitors are at home with the information given in the auditory form, others may like a combination of visual cum interactive data presentation.

Organizing your content should focus on the different kinds of people who are most likely to visit your web pages. As a guide, you can create user scenarios to get a clear picture of the search characteristics of your target audiences. With this information, you can prioritize your content, with placing the most important in an accessible manner. However, never forget that all content is important and should not be left out.

Consider also that different users may search/ use the same content in a different way. To cater to this eventuality, you can create content element doubles and duplicate links for seamless search sessions.

Offer multiple entry points (where possible)

You can give more traction to the differentiation habits of your users by offering a number of entry points to your website. For instance, you can create a distinction between large corporations and individual clients, or for first-time users and return customers or professionals and amateurs.

Achieving this level of compartmentalization requires distinguishing your specific target groups with different expectations towards your website. Once this accomplished, creating separate entry points for each group will organize your content for optimum search.

In effect, having multiple entry points means having multiple landing pages for organizing your content and making search results easier and faster.

Think Customization

You can organize your website’s content in such a way that your target groups of users can have a say in the what, where and how of searching/finding information on your site. In this way, you allow users decide for themselves what content is important and what isn’t. This strategy works well for services that are personal and receive regular usage. An example is the Adobe Creative Suite. This application allows users to open/hide windows as well keep in focus important and often used tools via personal preferences.

Go for Content hierarchies and employ natural language

A good search is one that gives the user the required information in an effective manner. One of the ways of organizing your content to enhance meaningful search results is by putting in place a hierarchy of your information, according to the needs and wants of your target audience. With a hierarchical system in place, you make it is easier for users to understand where they can find and file their content. In addition, such a structure enables your search system to rank content and return search results that closely match the user’s needs/intents.

So instead of using flat structures such as http://Africa or http://America, a hierarchical system files the search parameters such as http://sales/Africa or http://sales/America.

In this way, the user is seamlessly directed to the page that gives information on sales in Africa or America.

Natural Language makes it easy for your website to interpret the search needs of your target user. In this regard, go for a language that is clear and straight to the point. If you use natural language for URLs, the search system can more easily understand what information is in the site or file and give it an appropriate ranking in the results, hence making it easier for your users to access the information required.

Encourage users to enter comprehensive, rich and consistent metadata

The metadata comprises data that provides extra information about a website and its content. Metadata often answers inquiries such as the creator of the website, the type of content and the purpose of the content or site. You can specify or direct users in using specific search terms in order to highlight and bring up relevant content and search results.

Keep a handle on multilingual content

If you have grand plans for your website, they should also include catering to users/speakers of other languages apart from English. Set up your content structure in a way that enables accurate translation of content from one language to another.

In managing the demands of multilingual data, the following tips can serve as a guide:

  • As much as possible, keep content in different languages on separate websites. Whenever your website’s search system cannot recognize the language of a particular content item, it assumes that it is in the language of the site where it is saved.
  • Do not mix languages in content and that content’s metadata.  Maintain uniformity by using the same language in the metadata as the language that is used in the content itself.
  • Do not combine languages in a single piece of metadata. This is especially true for URLs.

Make use of Authority Page

An authority page forms a part of SEO terms used to describe the chances that a specific page from your site will be found on a search engine such as Google. Page authority is measured on a logarithmic scale from 0 to 100 and depicts the relevance of information and links within website pages to one another.

In other words, the more authority your pages have, the better the search experience of your target user, especially in terms of accessibility and speed of result generation. In order to increase the page authority of your website, the following tips come in handy:

  1. Create original content

Search engines like Google place a great premium on original and compelling content. When your website’s content is fresh, Google views your website as an authority in that area of endeavor. This results in your web pages appearing among the top sites for information in that area or field.

Since it is a given that your website is well structured, having original content ensures that users will not only find your website with ease but will have search results accurately matching their search parameters/queries. For emphasis sake, make sure your content is fresh, interesting, useful and relevant as well as easy to read.

  1. Work to earn external links

External links are important for a number of reasons. For example, if a website posts a link to one of your articles on your own website, then the chances are high that their audience will be exposed to your brand, which can help increase your visibility and attract more traffic to your site as well.

If the site is an authority website itself, then it means that you are well on the way to attaining the status yourself. However, do not wait for others to post links to you. You can also take the initiative by posting links of your own to other websites as well.

In summary, earning external links involves showcasing links to other sites, creating original content as well as being an active content contributor to other websites.

  1. Infuse image elements

Visuals are among the most effective means of turning your website pages into authority page. This is so for certain reasons. First, people readily connect to images even without any accompanying notes. Also, images are more shareable, and research shows that people are more likely to share visual content than written content.

Give Content Clusters a shot

Content clustering could just hold the key to organizing your website’s content for best searches. Consider that in nature, clusters of fruits, plants or ice have an attractive effect. Your content could also achieve this effect with clustering.

Essentially, content clusters group related content in groups to achieve clarity, build authority and perform better search results.

Usually, a content cluster consists of the following elements:

  • Pillar content
  • Cluster-Subtopic content
  • Internal links (i.e. bonds of togetherness).
  1. Pillar Content

Pillar Content comprises a diverse, fresh and unrestrictive website content that is connected to a content cluster. A pillar content should ordinarily include content that matches search intent, a title/metadata description as well as various media.

  1. Cluster Subtopic

Subtopic content is a particular piece of content structured on a long-tail keyword, or niche question/inquiry. Cluster Subtopic often comes in the form of a blog post with links to the parent pillar content. Ensure that the subtopic links to the main pillar of the content cluster to enhance efficacy and relevancy

  • Create Content and Appropriate Links

Your content should span both word-based (including web pages, blogs, and articles) and visual-based (including videos, slides, infographics among others) to support the searches of your users. The next task is creating appropriate links among the various forms of content. It may also involve linking one sub-topic to a pillar topic, for seamless search inquiries.

Implement Good navigation strategies

Navigation centers on how well website information is congregated and displayed, in terms of the global web, within the site itself and on individual landing pages. To organize content for best search, the following tips on navigation can come in handy:

  1. Implement a primary navigation high level and infuse keywords whenever possible.
  2. Show a visual sitemap of relevant pages for indexing by search engines such as Google.
  3. Provide users with secondary navigation menus for an overview of all sections and within each section of your website.
  4. Pages with interrelated themes should be connected with inline text links.
  5. If your website has a lot of depth in content, you might find it helpful to use breadcrumb navigation that incorporates keywords.

Consider Page theming

Page theming looks at the connection between the content of your website/pages and the keywords associated with them. This connection must be seamless in order to enhance the user’s search experience. Page theming tips include the following:

  1. Remember to keep page content as focused as possible. In this regard use one or two primary keyword phrases and one or two secondary phrases, or less. Be straight to the point.
  2. Ensure that the top page in a given section of your website is related to the highest level keywords in that section.
  3. Create sub-pages for low relevance and long tail keywords within a section/page.
  4. Word counts for each page should be equal to or greater than those for high ranking priority pages.

Archive unused and unimportant content

Archiving content does not mean the content should be deleted. It forms part of a good practice to archive product items or specific information no longer needed, that are part of larger items. Archiving these extra information helps the user find relevant information that is actively being used in good time and gives your website a cleaner look and feel. If necessary you can create a link to archived items by switching either to ‘All’ or ‘archived’ view near the search bar.

Test before Implementation

An important consideration you should bear in mind is that the users’ experience is what counts in the overall picture. Your content and its structure must be tailored to meet this expectation. After the initial user research with target groups and personal interaction, ensure you reach out to your potential users again before implementing your final content structure.

Whether through remote tests/assessment or guided user testing, set up your search parameters and have potential users give feedback. This feedback forms the framework for determining what content is relevant, missing or needs replacing.

Conclusion

These tips are a few amongst many others that can help you organize and structure your content for users/visitors to your website. Understand that the initial time and effort needed in getting your published content organized will be enormous. But it will be worth your while, especially as your attract traffic from target audiences and become an authority in your field.

Go ahead and implement these tips and any more you can find, in organizing your content for optimal user searches.

Now that you know how organize your product content to support search, click here to see what Catsy can do for you.

Preparing for Online Sales

Traditional channels have taken a backseat in the digital world of today. Gone are the days where you had to depend on face-to-face meetings with prospects and repeated sales calls before landing a sale. Do not get me started on the repeated inspections and meetings!

Today, brands are subscribing to the popular player on the block – digital channels – which make it easier to connect with customers at the right time. Failure to go digital will make you reactive and affect your growth potentials. The best way to prepare is to use digital channels.

To carry out a marketing campaign digitally, you need to set specific goals, define your target market, draft a compelling content (communication message), decide on the digital channels to use and carry out evaluations to measure progress made.

Digital marketing is becoming more and more complex each passing day with increasing channels popping out and changes in consumers’ tastes and preferences. It is important to note that one thing will always remain constant: customers will have a preference for brands that are ready to provide them with delightful brand experiences throughout their journey and will always keep coming back for more.

The problem with the sole use of traditional marketing channels

Traditional channels are channels used to reach the target audience with the aid of face to face communication, telephone communication, print, and broadcast media. With traditional channels, the goal is to provide information to the public to push patronization of your brand with little or no interaction between the medium and the public. With digital, audience interaction with the selected medium is made possible. Prospects have the opportunity to visit your site, read product descriptions, make comments in form of reviews and provide feedback on the service quality.

Digital channels come in to level the playing field between the big, well-established brands and those that are just starting out. Remember, a local retailer, using traditional channels will not be able to compete favorably with its larger competitors. Through digital channels, the success of a brand is not dependent on the store size as greater exposure is achieved.

Data is harder to store with traditional media. On the other hand, digital comes in to give the public variety and the choice to select the way they want to receive the content you are trying to communicate.

While traditional marketing channels can get the job done, digital can do the job more efficiently and in record time. Real-time results can be obtained on digital channels at the touch of a button to track progress and readjust on time compared to traditional channels which do not offer this opportunity.

On the issue of generating buzz and viral sensation, digital marketing channels take the lead so much more than the traditional channels. Social media share buttons can distribute your content to millions in a matter of seconds, thus increasing the visibility of your brand. This cannot be achieved using print or broadcast medium for instance.

Digital marketing channels and the power of content creation

As a business, you need to be available where your consumers are. Most consumers today are online. Digital channels offer a way of reaching these ones in the best environment where you can effectively satisfy their needs. Through digital channels, you can connect, educate or inform, persuade and make an offer that can meet the needs of your customers.

Digital channels save cost, time and reduce the frustration that is bound to occur when using traditional channels alone. This is because it is one-on-one marketing and business can uniquely meet the needs of their customers.

You cannot talk about digital channels without content coming to mind. It is the backbone of digital marketing channels because it encompasses all communication between a brand and its customers.

The production of engaging content has the power to influence their purchase decision in your favor. Content marketing is the new flavor in the digital marketplace because marketing today is content-driven. Several pieces of product information about your business are produced and shared on various digital marketing channels.

When content is great, it is easy to spot because it will be largely informative, interesting and easy to understand. Good content is an easy way to tell your brand story and connect with your audience, and it is not going away soon. Brands alike are subscribing to the use of content to not only pitch their products or services but deliver valuable information (tips, advice and so on) to the customers, in a way that you become relevant to their lives and turn them to loyal customers.

The quality element is essential in content creation if it is to have the power to be engaging. Also, the content you produce should have a “take-action” feel to it. Your call-to-action page should be able to make them supply their details for immediate purchase.

Preparing for digital channel marketing: Digital marketing strategy

While we are not disputing the fact that traditional channels are still important, it is safe to say that digital channels have come in to complement the failures of traditional channels. This is why you need to be ready for digital channel marketing and your digital strategy can help you best prepare.

Digital marketing strategy is a plan of action that can help you achieve your business goals through the use of online or internet marketing. Buyer personas should be built because they represent the customers you are targeting. All these are explained in the subsequent points below.

Intimately understand your customers

It should be at the back of your mind that everything you do in business is for the satisfaction and delight of your customers. They are the reason for your existence as a business. Do your research well by knowing who they are and the best way to market to them that can capture their attention and sustain it!

Excellent customer service should be at the core of all marketing activities so that value is assured even before a purchase decision is made. Building buyer personas is a great way to understand the target audience of businesses. The nature of your business will influence the data you collect when building your buyer personas. Information should be collected about their demographics which span from location, income, age bracket, among others.

Psychographic information can also be collected with regard to their interests, challenges or pain points as well as their preferences in a bid to intimately understand their behavioral patterns. You should go as deep as knowing the amount of time they spend on each page on your website.

All these information should be accurately collected because your digital marketing strategy will be targeted to your customer segments through the buyer personas you have created.

What are your digital marketing goals exactly?

Your digital marketing goals are different from the overall goal of your business. However, they must complement each other. Your marketing goal should not be completely different from the overall goals of your business but should be tied back to it.

Your marketing goals should be stated in clear statements. This is very important for measurement and evaluation. The effectiveness of your digital strategy can be largely determined by the extent to which your marketing goals were achieved.

Your digital marketing goals should revolve around some specific points. It can be tailored to converting leads to buying customers (customer acquisition); increasing sales by a certain percentage, to win back lost customers who have ceased to be active or to increase the lifetime value of customers (reducing customer churn and increase customer retention).

The set goals should be as specific, measurable, actionable, relevant and time-bound as possible. Each of these elements will go a long way to ensure its success. It should be properly defined to ensure that campaigns are drafted in line with them if you want successful results.

Determine the digital channels to be used

There are a lot of digital channels that are available for the use of businesses, which is why it is so powerful. Remember, the digital channel selected must be one that will fit into your digital marketing strategy with the capacity to fulfill your set goals. It may not be all channels that may be the right fit for your products and services. Hence, you need to understand the ones that are relevant to your business and the ones that are not.

You can use owned, earned or paid media channels in order to generate awareness about your brand. Digital channels present opportunity for brands to engage their prospects across multiple touch points. While there are so many, a few will be discussed below;

Websites

It is important for you to have a website for your business if you don’t have one. You need to have a place where customers can go to when trying to access your products and services.

Before you build your website, you have to know the purpose it will serve and the impression you want customers to have when they visit. You need to know the customer segment your brand is targeting and what their needs will be, so that content included on your site is tailored specifically to them.

For those that already have one, while you may argue that you already have a website, it is important to answer the question of whether your site is fully optimized for visits done via mobile devices. Your site should be easy to understand and navigate with engaging content that will make them want to stay longer.

The design and functionality of your site is also an important consideration it should be one that can catch the attention of shoppers and have a positive effect on their view of your brand as a whole.

The reason for the poor turn out to your site could be that it is not mobile-friendly, slow load-time or poorly structured layout. Whatever be the case, it is important for your design team to fix these problems if you want to attract more prospects to your site. Ensure your website is secure as cybersecurity is the concern of most shoppers online.

Regularly test your website to have an insight into the experiences of customers when they visit your site. This will give you insights into the problems they face and effective solutions can be implemented.

Social media marketing

As the name implies, it is a digital marketing channel that is used in the promotion of brands on its various platforms. Some popular ones which we are quite familiar include Facebook, Instagram, Twitter, LinkedIn, and YouTube. As earlier said, your choice of this media will largely depend on your digital marketing strategy.

Social media is not used for socializing, as we are prone to thinking but helps to build rapport and engagement with customers in their social setting and with the platform of their choice. With more and more platforms developed every day, it is fast becoming an essential targeted advertising platform. Be interactive with your followers (for instance, chatting with them in real-time and promptly answering their questions and concerns); it goes a long way to show them that they are important and you value their contributions.

Social data analytics program is one that can help you collate data from social media sites for proper targeting of content to the right market.

All activities done via social media marketing should be tied to your digital strategy and the achievement of your marketing goals. Your brand voice should be consistent across all platforms used. This is a great medium to display the personality of your brand and your brand promise which will help differentiate your brand from others.

Search Engine Optimization

This is not a channel per se but a strategy to increase your ranking on the results of search engine queries. It is largely connected to specific keywords used when entering a particular subject or topic. Optimization is important because it can help you drive organic search and increase your site rankings through important elements of quality content, relevant links, and social media engagements.

Beware of your page load speed and reduce anything that will slow it down. No customer is going to wait around for your website to take its sweet time loading and frustrate their experience; they will move on to faster alternatives. Always remember it is the customer that your content is tailored to and not search engines. Focus on consistently delivering quality, original and engaging content and your customers will always come back for more. More brands will want to link to your share-worthy content.

Your images matter and the right keyword should be used to optimize it for search engines. Your Uniform Resource Locator (URL) should be such that can be easily understood at first glance by your customers. Use words instead of characters if you want to be memorable to customers.

At the end of the day, always have an effective tracking system to tell what is working and what is not.

Email marketing

This is a channel that uses electronic mail medium to market their brands and businesses. It is a very important channel that can increase the visibility of your brand because it is the most personal way brands can interact with their customers.

Email marketing is effective in targeted communications across your sales funnel. You cannot be relevant to everybody at the same time. This is why segmentation of your email list should be done here to enable the sending of targeted messages to prospects.

Don’t fall victim and become a pest to customers by sending too many emails to customers; it can get irritating and make them unsubscribe from you. Sending few emails is bad because you can be forgettable and end up in spam. This is why there should be a perfect balance when it comes to the issue of frequency and timing.

Have a clear purpose before you request the customer to give you an email address. You need to be able to give your customer something valuable which will keep them interested for more offers from you. Remember to include a call-to-action in a way that recipients will not miss it even if they are only skimming through.

Pay-Per-Click (PPC) Advertising

This is another avenue that can be explored with regards to selling through digital channels. Think of PPC as paid adverts offered by search engines. Here, you can buy visits to your sites instead of solely depending on organic visits. Here, advertisers are requested to pay a certain fee at the click of any of their adverts. Google AdWord is an example of a PPC system.

In order to expand the reach of your PPC advert campaigns, include keywords that are relevant to your business. Regular review should be carried out, especially on expensive PPC keywords and the ones not performing according to expectations should be shut down.

Conclusion

Why select a medium that allows you have just one conversation at a time when you can talk to millions at the same time at even lower cost? This is not to say traditional channels are not important in generating leads and boosting conversions because they are. Traditional channels offer a rare human touch much more than digital. On the other hand, digital channels are much more efficient, cheaper and have a wider reach.

This post is not in any way exhaustive of all the channels that can be used by your e-commerce business. Carry out more research and discover more if you want to be a market leader in your respective industry.

Your traditional marketing methods and channels should support an already solid digital marketing effort. They should both not be used in isolation. It is not advisable for firms to solely depend on a digital channel and abandon the groundwork traditional channels can play. Thus, for optimum results in their dealings with current and prospective customers, firms should combine the human element of traditional channels with the efficiency of digital ones.

The goal is delightful customer experiences that keep them satisfied; hence, you need to make sure that your service providers are willing to go above and beyond to ensure that this is done. This means response time should be faster and complaints should be handled effectively.

Personalization of your services is important to make your brand more “human”. Customers do not want newsletter and emails from firms, but want them to be addressed specifically to them. The information gathered from your buyer personas can help you tailor your messages specifically to certain groups of people.

All channels used must be regularly evaluated for adequate corrections to be made especially where goals are being deviated from and to enable smart decisions by management. The goal to be achieved still remains quality interactions with customers that can make a firm rooted in the minds of the customers.

Now that you’re prepared to sell through digital channels, click here to see what Catsy can do for you.

How Great Product Content Helps You Stay Ahead of the Competition

If you simply want to survive in today’s competitive world, you have to go the extra mile—that extra mile others will not go. Today’s global market is harsh, I will not mince words. It is one riddled with cut-throat competition ever willing to spread their market share and ready to crush anyone in their path. Great product content is one of the best ways to separate yourself

Brands are becoming proactive and ensuring they maintain a presence both offline and online, especially in the promotion of their brands online. All this is done in a bid to stay one step ahead of the competition. This feat cannot be achieved without a fool-proof product content strategy and this is highly used by leading brands in their respective industries.

Companies of all sizes can compete against each other with engaging great content to win targeted customers and keep them coming back for more, without the constraint of a budget.  The content does not have to stop at being good but it should be great! This is what will differentiate your content from the information thrash (often known as spam which has no value whatsoever to us!) that is often rampant online today. Of course, producing great content takes a serious commitment on the part of brands.

The truth is that you need to expand your market share and market reach while maintaining your current customers. The power of content marketing is in its relevance to this and many more.

The importance of research in product content creation

Before you can write engaging product content, you have to know what you are talking about and this is where research comes into play. Research activities are regularly carried out by firms interested in staying ahead of the competition.

Your competitors are not sleeping and neither should you too. Before I forget to mention, there should not be a time frame for research! Research is so important that it should be a continuous process.

You will need to carry out research to obtain deep insights into the needs and preferences of your customer. You cannot deliver great product content without carrying out extensive research to know what you are really selling. Through research efforts, you will uncover shapes, colors, phrases that can easily be recognized by your prospects.

The visuals of a brand can help the firm to stand out from the rest and make an impact. Research also uncovers further insight into consumer buying behavior and preferences. The knowledge of this can go a long way in the creation of content that communicates a solution to their identified needs.

Your research scope should not be limited to your level. What do I mean by that? Don’t research only on your level of growth presently but think global. This goes to say that research can also be carried out on your competitors, especially the market leaders in your industry.

Through your analysis, you can find out their areas of strength and weaknesses. Through the weaknesses and lapses identified in their systems and processes, you can develop better solutions.

To round up, my advice is to be in research-mode at all times. The quality of your product content borders on this.

The attraction and conversion goal of product content

The most difficult people to predict are humans; you and I. This is because our choices are never constant and can change on a whim. The ultimate goal of product content is to attract visitors and convert them into loyal customers. This is a feat that can be quite difficult to achieve but it is possible with the right product content.

The attraction element helps your brand get more people to your site. Through your product content, you can target the right people with the relevant message. This will build interest in the solution you are offering especially if it is an answer to the challenges they face.

By creating informational articles and product content which demonstrate your expertise, consumers learn new things and become aware of the solution your product can offer and this comes to mind when they need to make a buying decision.

When your content is such that is vital to your customers, you become very important in their lives. The beauty of content is that you do not have to be a multi-billion dollar company or a powerful brand with a huge budget. Startups and small and medium-sized companies can also have access to compete with big names in attracting customers with their product content.

There has to be an incentive to read your product content which spans across from relevant information, high definition product images to high-value products. If you cannot give clear reasons why customers should visit your site, you will not have any visitors. It’s that simple!

You should not rest on your oars after attracting customers to your site. Instead, strive to keep them coming and converting them into lasting customers. Through your content, you can achieve this by attaching your contact details. It should be reachable at all times. Help your customers in real-time and they will not be quick to forget your brand.

Through your content, never forget to have a clear call-to-action which solidifies the conversion element. Your content should be able to convince your prospects that your offering is the right solution to their needs even when faced with alternative options.

Important tips to produce great product content

When I talk about product content, I am simply referring to the information (text, images, videos, audio and so on) a brand uses to communicate its brand offerings to its target customers. A customer cannot make a purchase decision if your product content is defective and lacking, especially when making online purchases.

Note the inclusion of great in this sub-topic. There is a huge difference between good product content and a great one. If you want to be ahead of the competition, you must strive to make your content great. If you had to visibly struggle or force yourself to read through a piece, then it obviously wasn’t interesting enough to sustain your attention.

This means there has to be a shift from the production of bland copies to more engaging, interesting and creative ones, strong enough to elicit an emotional connection with your customers. The return on investment is explosive if your product content is executed properly.

Great product content focuses on delivering solutions and not solely product pitches. I will explain using one of my favorite quote from Henry Ford, “If I had asked people what they wanted, they would have said faster horses”. Ford focused on providing a solution to the problem of movement and people who were looking for that solution connected with that.

Through your content, you should be able to connect with customers looking for a solution to the challenge they are facing. This is what can set you apart. The problem with focusing on only pitching your product is that there is a high tendency for your customers to switch to another brand that provides answers to the problems they seek.

The importance of delivering value through your content has been talked of repeatedly in the course of this article. We all skip content that provides little or no value to us. Carrying out quality research as earlier noted will give you an insight into areas that will be helpful and provide value to your customers.

The truth is that customers will have more reasons to stick around when there is engaging content available. Let us do the analysis together; sticking around translates to more familiarity, which translates to emotional connection and ultimately leads to the higher possibility of a conversion, making you their number one among competing alternatives. It is a good thing when customers are always staying on your site and great content is a sure way to hook them in.

Include media in your product content. The inclusion of images, audios, videos that provide value to your text will go a long way to improve user experience and sustain interest.

Nothing beats consistency; it is highly critical and quite challenging. This was further backed by a statistic from Deloitte which showed that about ninety percent of customers expect a consistently excellent experience across all touch points. The failure of brands to do this will lead to negative consequences. There are no exact guides to follow, but consistency can be achieved with the right content strategy in place. Consistency is what differentiates extraordinary from mediocrity because it requires a high level of commitment and hard work.

For your business to grow, it needs a record of success and this cannot be established without the element of consistency. Your product content should be consistent across all platforms such that it becomes immediately recognizable on sight.

Consistency is so important because it takes marketing to another level. When your product content becomes so consistent, customers identify your brand immediately before your logo, slogan or brand name is displayed. This means you have registered your identity in the minds of your customers and no consumer will dream of purchasing from a brand they do not recognize.

Consistency is complete when a brand becomes dependable in the delivery of your customer experience across all channels of communication and digital touch points. This is because you have built an image over time through your consistency that gives value to your customers.

At the end of the day, never forget that your customers are the reason why you are in business and their satisfaction is highly important. Hence, the focus is not on producing great product content alone but producing content that is great for your target customers.

Social media and product content

It is no surprise to see the increase in the usage of social media platforms and sites. The opportunities for success of your content marketing abound in these platforms as they offer a wider reach for your target customers. Your social media marketing cannot be effective without great content and people will rather share content than a regular product promotional update.

This is why your product content and the social media are linked together. Think of social media platforms as a vehicle for your product content strategy. Create an engaging and attention-worthy product content that provides solutions to the challenges of your target market and create awareness and distribute the content through the use of social media channels.

Brands are using social media platforms in a bid to connect with their customers. Product content usually has expectations of a buzz or hype which social media platforms offer. People share what they find interesting and it gets to a huge number of people in a matter of seconds.

This becomes challenging as it is not easy to produce content that people will be willing to share. When using these platforms, it is important to note that you should create product content that is share-worthy.

For a content to be share-worthy, it has to be useful to satisfy the needs of your target market. This means that the content has to be educative, interesting or entertaining enough to warrant a share. The idea here is quality over quantity.

You should attach a share button to your product content. I cannot stress this enough! There are so many product contents I have come across and I would have loved to share with friends and followers, but I couldn’t see a share option.

Connecting the two paragraphs above, it is of necessity to produce great share-worthy product content that is so good, it goes viral naturally. This is why it is necessary to attach social media buttons to your content. You never know the one that may connect emotionally with your target audience, and as a brand, you do not want to miss an opportunity to create awareness and generate leads.

It is quality of your content or the lack thereof that creates a buzz and results in impressive results. Drive reaction with the infusion of videos, audios, and images. A research from the Visual Teaching Alliance revealed that consumers get a paltry ten percent of their knowledge from reading and the other ninety percent is gotten from video and audio.

Building your brand through product content

When everything else goes, your brand name still remains. Building your business afresh from a sucky financial year is easier with a name that everyone knows. The best way to build your brand is through the creation of content.

For you to build your brand personality and brand voice, you have to know what distinguishes your brand from others. What makes you stand out? What is your Unique Selling Point? What is the personality of your target audience and how do they communicate?

When you have a clear idea on all these, it will help you consistently communicate your brand promise in a way your customers will be able to connect with it emotionally. Your unique voice, style and brand personality should be evident in your product content and this is what will make it original.

Product content is not limited to a physical place nor is it constrained by location. It is literally everywhere you look from a blog post to a Google Ad popup or through a social media platform, reaching customers at their own convenience.

The ultimate information a buyer is looking for is the information that will help him make smart buying decisions. If a brand is able to supply content that makes the buyer seem knowledgeable and smarter, you ultimately stand a better chance of winning their patronage.

Brands who wish to build their brand are no longer solely dependent on traditional media to reach across to their customers. So, if you are yet to come aboard the content marketing train, you could miss out on so many benefits. Through content, awareness can be created with regards to your product and service offerings.

Conclusion

Content creation has ceased to be an option but a necessity for companies that wish to remain competitive in today’s digital age. Of course, it spans across different firms and different industries which means there are a lot of companies engaging in it. Thus, it becomes even more difficult standing out as a brand amidst all the videos, images, texts and other information shoved in the consumer’s face.

The global marketplace has evolved into a buyer-driven environment with buyers becoming the expert and going for brands that can offer the best solution.  Your content represents your thoughts and should be on-point to drive traffic to your site and instill trust in you as a brand. This trust is not forced but earned. There is something obviously wrong if you have to force your market to see the value in your product content.

Your product content should be a source of information. Your site should be known as a credible source of information within the industry you are operating in. The wealth of knowledge you have in your product content can let potential customers know you can be trusted. And this will set you apart from the competition.

Great product content should not be turned into an advertisement shout-out. The primary aim of your product content should be to inform, engage, help and bring value to your target customers.

It is a well-known fact the most difficult customers to sell to are the informed ones. This can be interpreted to mean that the more informed they are, the harder it becomes to sell your brand promise to them. Hence, relevant and engaging content can help position your company better to them as a trusted source for information and then become their first source for products and services.

Traditional marketing has become less effective in engaging her customer as consumers become more interested in online surfing.

With internet technologies comes the possibility of automation which can save you some valuable time and resources as a brand. This is because automation allows you to easily distribute your product content across multiple platforms. In these competitive times, it is not enough to create rich content. Companies must implement technologies to its content creation and management in order to maximize customer engagement and revenue; remaining one step ahead.

It takes dedication and serious consistency to produce great product content which will help communicate your brand promise and make you stand out. This is why content is a necessity for survival. I will go as far as saying that marketing is not complete without content.

I will end with a quote from James Keady, a digital marketing manager which says, “Content is the voice of your brand, and it is, therefore, important to allocate the respect, investment and focus it requires. Creating good content is difficult, and delivering great content consistently through established processes is complex. However, this is what is required if you want to take your brand from good to great in today’s communication environment”.

Now that you know how to get ahead of your competition with product content, click here to see what Catsy can do for you.