7 Steps to Creating Tailored Content to Grow Sales

Tailored content has been optimized in every possible way to maximize sales. Read our 7-step guide and get started tailoring your product content today.

Today, tailored content is king.

More than 2,500,000,000,000,000,000 bytes of data are made or posted online every day? (source)

Yes, and every moment someone spends looking at a screen the possibility some bit of content will catch their eye increases. Simply dishing out more won’t automatically get you more customers. Customers are smart, so be smarter.

Break through the clutter, if you want to be a customer-centric brand.

In this post, we’ll explain how to tailor your content to improve sales, grow market share, and increase revenue in 7 easy to understand steps.

But first, you need to know…

Why Tailored Content?

Did you know that 90% of all online data worldwide was created in the past two years? (source)

With all that data, your content is unlikely to appeal to customers if it doesn’t speak directly to their needs. Everyone is looking for product information and content that will benefit them and their needs specifically.

Tailored content is all about personalization.

Make your business one that’s concerned with satisfying the particular needs of your customers to hyper-charge the customer experience you provide. Tailored content is all about delivering experiences that speak directly to each individual customer.

It’s the perfect way to deliver solutions that customers aren’t yet aware of.

Personalized content is the heart of the new age digital revolution, helping digitally-savvy shoppers discover what they want, when they want it, and how they want it, with minimal effort.

Personalized product content helps customers find their way by placing them at the center of the digital shopping experience.

Tailored content facilitates the buyer’s journey, because the process will make more sense to your customers. When you tailor messages to customer behavior, demographics, and searches, conversions become more likely.

Tailored content increases engagement by speaking directly about the personality of the ecommerce retailer.

This deepens the relationship your customers have with your brand. First time shoppers will want to stick around if content speaks directly to them. Content that is relevant to the problem or need they have does this.

Start with research and ask yourself…

1. Who Are My Customers?

Tailor content won’t suit your customers’ needs if you don’t know at least as much about them as they know about themselves.

Buyer personas are generalized descriptions of people who make up your ideal market. But the trick is to make them as detailed as you can.

How is it possible to make buyer personas both general and detailed?

By including as much information about them as possible:

  • Age
  • Behavior
  • Gender
  • Job
  • Income
  • Education
  • Status


  • Likes
  • Wants
  • Needs
  • Motivations
  • Difficulties
  • Fears
  • Values
You might think it’s most important to know what your customers want to buy, but don’t forget about why.

For example, are they buying for themselves, to give to others as a gift, or for further resale? You need to know whether your business is specific to different demographics or does more business on holidays.

Knowing your customers inside and out speaks to your brand’s authenticity.

You need to know their reasons for buying from you and what doubts they have about you. Also, you need to find out which media they use regularly so you can make sure you’re reaching them.

Find all this information by:
  • Surveying your customers directly
  • Studying their past purchases
  • Examining their account setups
  • Looking at your site analytics
  • Going through their profiles
  • Soliciting feedback
  • Reviewing and responding to comments
Two ecommerce retailers may be functionally identical, but appearing exactly the same will spell ecommerce suicide.

What’s even more important is to come back to buyer personas from time to time. The audience you had when you started your business is unlikely to be the same group of people you’re selling to today.

Who are you selling to now?

Your target audience is at best simply older than they were when you got started. Do they like the same things and find information in the same ways? Alternatively, they might be a completely different group of people, with preferences you never even considered.

And ask…

Who is my competition?

You should routinely visit your competitors websites and social media pages.

This is a good way to stay on top of current trends and gauge your competitiveness. Knowing what your competitors are doing allows you to spot gaps in your service and content to fill.

It’s a great way to come up with new blog ideas.

There are companies, like Buzzsumo and Ahrefs, that provide products like consolidated lists of content by URL and numbers of social media shares. However, doing the research yourself comes with 2 distinct advantages.

  1. It’s free.
  2. You are likely to find more than just what you are looking for.

Doing research yourself is by no means easy, but the price is right, and who knows what you could find? Because research companies provide a specific product, they may not be set up to get you that little something extra you can find by accident yourself.

Differentiate yourself.

Developing your brand has to do with communicating something to your customers that your competitors are not. Your tailored content needs to strategically highlight how what you offer is both different and superior to other companies in your space.

Tie functionality to benefit to sell your brand.

Directly trashing your competition with a long, complicated list of everything you offer that they don’t is going to turn potential customers off. Instead, provide easy to absorb examinations of how your products’ features translate into concrete benefits for anyone who buys from you. Back these up with customer testimonials and reviews.

Bring customers to your website with…

2. Dynamic Landing Pages

How customers find your site is equally as important as them finding it in the first place.

You already know who your customers are and where they exist online. Your landing pages need to reflect this origin. Each link you share should lead to a landing page personalized to the interests and needs of the specific persona you target in that space.

If a potential customer clicks one of your links and doesn’t immediately find what they want, guess what they’re going to do?

Reduce your bounce rate and demonstrate your commitment to your customers at the same time with personalized landing pages. Dynamic landing pages can be set to display a wide variety of different information based on how each visitor gets there.

Set landing pages to change by keyword searched, too.

You don’t always have to build content from scratch to cater to different market segments. Making a few small tweaks to the targeted content you already have is easy and far more likely to pay off than presenting everyone with the same message. Also, if you want to increase lead generation, it’s important to tailor calls-to-action by persona.

When are your offers being made?

There are several time-related factors to keep in mind, if you want your content to resonate more deeply with your potential customers:

  • Are your social media posts timed by channel to reach your target audience?
  • Have you set up automatic emails that trigger when a purchase is made or by length of time since then?
  • Do you collect personal information about your customers, like birthdays or work anniversaries, which also trigger emails?
  • Is your systems designed to leverage Christmas or another holiday when your sales tend to spike?
  • Do your products have a long history or have any of them changed significantly over time in ways you can highlight in your content?
  • Can you create or participate in events that would allow you to highlight your company and products?

You need to offer…

3. Personalized Website Design

Reduce the likelihood your customers will abandon shopping carts.

Your website design and layout can be more instrumental in keeping customers glued to your website than you think. This is especially true when websites are designed with customer preferences in mind. You should offer a persona-centric website experience to make customers feel comfortable and fulfill their expectations.

Personalization of your homepage will increase online sales.

It’s important that you craft your website’s design with your buyer personas in mind. The more your website gives customers what they expect to experience, the more time they will spend there. As a prospect spends more time on your site, the chances of you making a sale increase dramatically.

Your website needs to be packed with…

4. Personalized Product Descriptions

Descriptions are the virtual equivalent of a sales pitch.

Product descriptions answer customer questions and arm them with the information to make informed purchase decisions. With the help of your buyer personas, you can tailor product descriptions to your customer.

Under-promise and over-deliver.

Many sites miss from the beginning by writing specifications instead of true descriptions. Specifications do not communicate experience, because they focus on what a product is, not how it will solve their customers’ problems.

Customize descriptions by including only what customers care about.

Just because you think something is important, doesn’t necessarily mean your customers will, too. Help customers by replacing bland repetitive language with specific helpful information. Also, make suggestions that make sense with what they want to buy.

Less is more.

This is especially true for those well-versed in scanning pages. You can attach more detailed descriptions to address further concerns. Also, use easy-to-understand grammar and vocabulary.

Revisit your content regularly.

It’s going to take Google about 35 weeks to rank your pages. Once you’ve identified content that’s off or stale, update it as quickly as you can. Remember, just because that blog post of yours popped when you wrote it, doesn’t mean it’s going to forever, so update anything that looks dated.

Your descriptions need to feature…

5. Rich Product Images

Ecommerce’s one drawback is its lack of immediacy.

Your customers are not going to be able to pick up and hold the products you’re offering, so your pictures have to do the work. All product details must be clear, so the same hand-held feeling comes through.

Include high resolution pictures taken from all angles.

This will help clear up any misgivings customers have about buying from you. Make sure you have a relevant picture for every product variant, and that you show the product being used and in tandem with associated products.

Here, it’s better to provide more than not enough.

People often abandon purchases because they can’t reconcile product images against descriptions. They need to see highly detailed images, so they don’t feel the need to examine the item in person. Including a variety of close-up images of your products will dispel customer doubts.

Pay close attention to…

6. Customer Ratings and Reviews

Publish all the reviews you receive, whether positive or negative.

When you get negative ones, reply courteously and strive to bridge the service gap. Often times, if you turn bad reviews around, you can turn customers into brand advocates.

Negative reviews are golden opportunities to turn a prospect around.

Have a personalized system for handling complaints and negative reviews. Address each one in a personal manner to show prospects you hear them. Do this even if you don’t immediately have a solution for them.

You can also find out about potential customer questions on Q&A sites.

Use sites like Quora and Yahoo Answers to identify the questions your potential customers have before they even find your website. Make sure that if you use these sites for marketing purposes, you state your intentions clearly and at the beginning of your post.

Nothing erases brand authenticity faster than deception.

These websites are yet another way to find out about and stay ahead of changes in trends. The Internet isn’t doing anything if it’s not changing all the time. Research is the only way keep up.

Monitor social media to demonstrate customer satisfaction.

You could either manually publish positive customer comments and tweets or set up a stream to bring them in as you “like” them. Use these to add that additional pop to your landing pages, as well.

Don’t forget to…

7. Tailor Content by Specific Channel

The average Facebook user is 40 and a half years old. (source)

But is that the same for Twitter, Pinterest, and LinkedIn? Definitely not. Each channel you sell on is already attracting a certain type of visitor, so you can only disregard those differences to your detriment. New channels are coming up and older channels are going out of style, so make sure to figure out a way to stay on top of those changes.

The average age of customers buying on Amazon is 37.

It’s not an overstatement to say you’re unlikely to enjoy the benefits of personalization unless it’s applied across all digital channels your customers interact with. Documents, text, images, manuals and other business tools inform your customers about products and services. All these must include tailored content.


Bring It All Together

Nobody’s going to read your content if it’s not informative.

According to McKinsey and Company, the 3 Cs of customer satisfaction are consistency, consistency, and consistency. In practice, the easiest way to say this is that you have to make promises you can keep and then keep them. (source)

Customer experience is as much a promise as high product quality, good prices, and fast delivery.

Personalized content is your path to improve overall customer experience and overcome the constant stream of new competitors. This, of course, relates positively to sales, because personalized content warrants continuous consumption, keeping customers coming back to your site.

Now that you know why product content needs to be tailored to boost sales, click here to see what Catsy can do for you.

Grading Your Product Content to Grow Sales

Do you expect to earn sales from quickly written, marginally edited, and easily forgotten content? Grading content for quality is key to ecommerce success.

‘Content is king’ is the popular axiom in the ecommerce marketing space. There are many reasons why this assertion is true.

For starters, a company’s content regarding the goods or services it offers is often the difference between selling and not. Your company’s product content forms a direct link with generating and attracting traffic to an ecommerce website.

Analysts believe product content has a great influence on consumer buying decisions, behind pricing and product delivery times. You need to set up a system for grading content quality and effectiveness to turn lookers into buyers.

Product content bears its potency from strong descriptions of product information.

Visitors to your ecommerce website are not only busy, they have an avalanche of options. In effect, the content for your products and services must be concise, understandable and straight-to-the-point.

Therefore, common sense points to the need to have useful product descriptions that meet the mark. These tips can serve as rules of thumb to follow for grading content and writing potent product descriptions:

1. Have a good idea about your target audience.

The first step to creating a great product description centers on identifying and marking your target audience or market. Knowing your market will help you ascertain the most compelling features of your product. These will attract and keep the attention and loyalty of your audience.

At the heart of producing an in-depth product description is assessing the personae of the buyer. A buyer persona comprises the natural characteristics of potential and existing clients. As you construct your product description pages, the following questions should shine a light the buyers you seek:

  • How did this potential or existing client reach your product page?
  • What are his or her interests, hobbies, likes, put-offs, etc?
  • What aspects of your ecommerce store would attract this buyer and why?
  • How do you think this person would describe the product to another individual?
  • What features or benefits would interest this person the most?

Keeping these questions in mind enables you to create tailored content that turn visitors into customers.

2. Zoom in on the benefits of the product for the client.

Don’t necessarily bombard your audience with descriptions of features and benefits right from the outset. Rather, after an adequate introduction, it’s standard practice to lay out a structured description of your products’ benefits.

You may want to showcase benefits as much as possible. But another rule of thumb is to show the buyer how using your product or service will benefit them.

Remember that a product feature is an accurate description of one product feature. This description should provide technical information. On the other hand, a product benefit tells the customer how the product can improve their life.

Start writing product descriptions by outlining the product’s features and benefits. Think about how your product or service enhances the pleasure or assuages pain points for your customers.

3. Don’t cut corners – tell a compelling story.

While at face value this tip seems to stand at odds with the preceding one, it reinforces the underlying principle. At its most basic, a strong product description should contain relevant details and possess the power to convince. It should pack an emotional punch. Beyond your choice of words and page set-up, closing the deal means appealing to your customers’ emotions.

Telling a product story connects with potential and existing buyers on an emotional plane, rather than a transactional level. Make your story link with the buyer’s experiences by shining a light on questions they ask. Who invented the product or service? Where did the creators draw inspiration from? What challenges were encountered in bringing the product to reality?

Outlining this scenario vividly shows the product to the buyer beyond what just talking about features and other specifications can do. Rest assured, if the buyer thinks the product meets their needs, you’ll get the sale.

4. Mind your language.

Your medium of communication matters if you want to make consistent online sales. Your product description should have the tone and feel of having a conversation with a close friend or family member.

Remember that in this circumstance, you are not reading from a prepared script. Instead, your tone is natural as you give the benefits of the product or service in a natural manner.

Often, this friendly talk abhors empty adjectives or sweeping claims; rather you will dwell on giving a helpful description that focuses on the benefits of the product.

5. Go for words that precipitate action.

You must understand that certain words and phrases have the inherent capacity to elicit an emotional response in people. Studies show once individuals connect with your products emotionally, chances are higher they will buy.

These words, sometimes known as power words, make your descriptions of product attributes jump off the page. They enter the minds and hearts of your target audience. Some of these words include the following:

  • Amazing
  • Beautiful
  • Blissful
  • Great
  • Magical
  • Mind-blowing
  • Wonderful
  • Wondrous

These power descriptions tell your customers your products are genuine. They also convey the idea that they are getting the premium value for their money.

6. Make your product description easy to understand.

In this millennium, time is of the essence, and as people continue to live life on the trot, you can only afford to have a product description that is easy to scan and concise.

A study reveals that due to increasing shortened attention spans, individuals will often read only 16 percent of the content of the average product page.

So it’s best to capture all the essentials of your product description pages in that readable bracket to stand any chance of connecting with your client and making a sale.

7. Search engines are your friends.

To further boost your sales, you must get a hang of using search engine optimization (SEO) to give mileage and visibility to your products. The bottom line is that SEO is an effective means of attracting new clients to your page, which is the very first step in convincing an individual to buy your products.

SEO revolves around the use of keywords, especially the kind of words that search engines like Google index as a response to inquiries from online visitors and customers.

8. A good image drives sales.

A great addition to accentuates great product description writing is a rich image. Why you ask? Recent studies reveal over 63% of customers consider digital assets, such as photos, accompanying a product as the primary purchase influencer.

More often than not, vivid photos will show the customer all or most of the key features about your product. They will also appeal to the mind’s eye of the client, allowing them to imagine having this product as a part of daily life.

The above tips are part of the arsenal you need grading content to boost your online sales.

Grading Content

At its core, grading content looks at the means and processes you can take in ensuring that your marketing content passes necessary assessment tests on both qualitative, and to a lesser degree, quantitative levels.

Grading, in a sense, equates to evaluation, and as a business owner, you would need to shine the light on what works continually or not, concerning product sales.

Questions that readily come to mind for online businesses should include the following. “Is this ad, blog post, or social post good enough to share?” “Will this marketing strategy or channel increase my revenue base?”

Grading content often comprises taking steps and implementing measures, based on observable market trends and expectations. The ultimate aim is finding the right mix for product content and marketing strategy that leads to sales and repeated transactions.

The following ways are good points for grading content to drive sales:

Place a Premium on Value

Your product content can only go so far in boosting your financial bottom line when customers feel and believe that your product description will do all that it says it will do and so much more.

The latter “so much more” can mean a number of things. To some, the value might be a comic rendition on using the product, a free sample of designer perfume, or a helpful tip on purchasing a home.

The bottom line borders on the customer leaving your ecommerce platform satisfied with the thought that they received some added takeaway from the transaction.

In another sense, the value derived from your product content should comprise any material any unique, original, or exclusive content or information that your target audience cannot get anywhere else.

So a good strategy is sitting back and taking an overview of your business, to determine ways by which your product can satisfy your customers on many fronts.

Go For the Right Context

Have you noticed that there are periods you experience super bumper sales, while at other times, transactions seem to trickle in a dime a dozen? Well, it could be that you have not given much thought to the issue of context in your product content marketing efforts.

No two customers are ever the same, and each comes to the marketplace for different reasons.

Some instances will suffice at this point. For some people, ad campaigns are more meaningful when there are no distractions like an exciting book, hence they are better able to pay more attention.

In another scenario, using a comedian to play up the efficacy of a diet plan, may shore up purchase numbers, even as your customers enjoy the laughter.

These scenarios collapse into a term known as context marketing. In a nutshell, content marketing involves timing your product content communication. You want it to reach your target audience when it’s most necessary.

In other words, your product content provides the appropriate content to the right audience at the most appropriate moment. Context marketing also weighs heavily on the specific traits and personality of your target customer.

So successfully grading content should lay sufficient emphasis on providing the appropriate, time-based context.

Meeting Expectations is Key

Your product content should set realistic goals, so that the customer can look forward to achieving their objectives of using the product or service. Your product features should do what they say they will – and on a consistent basis.

You must understand that customers have numerous choices for their online shopping needs. It’s essential to deliver a customer experience that meets expectations, and pushes customers to shop with you – and it all starts with your product content.

Embrace Originality

Again, this tip wants you to focus on the areas that your product content can open new doors and give new experiences to your existing and potential clients. Originality can hover anywhere from creating a new type of product or service, churning out a creative design for something that already exists, or presenting a unique mix of two everyday things or ideas or concepts.

If a product offers something new and off-the-chart, customers will often engage in word of mouth advertising to achieve two things: tell of their pleasant experience using the product and make actionable recommendations to other individuals to try out your product.

Raise the Standards for Quality

In the immediate analysis, product content quality involves factors such as eliminating typographical errors and ensuring images are vivid and purposeful. Other considerations will look at the ease with which your business pages load and present information when queried.

If your medium of communication is full of errors and your site is slow, customers may think your products will perform just as badly.

Therefore, you should note that consistent, compelling, engaging and qualitative content increases brand loyalty, minimizes shopping cart abandonment and reduces the number of complaints and returns. Ultimately, a product is deemed just as good as the information given alongside it.

Find a Balance as to Length

At every point in your advertising campaign, you will have to decide how long or short your engagement with your client will be. Especially in this age of Google crawlers and SEO. And in most cases, the wants, temperament of the customer should determine how long or how brief your post should be.

If your audience wants to learn a 3-second trick to folding shirts faster, then your educative material should not put them through a 45-minute video tutorial. If people need just some contact information to help make a decision, they should reach their goal in one or two clicks on your web pages.

One effective means of assessing how long your product content should be is looking at the demographics of your existing and potential client bases. Are your customers always on the move, viewing pages and placing orders with their mobile phones?

If that is the situation, you should obtain additional metadata such as the times spent on each page and information searched for. The knowledge gleaned from these sources should help you craft the most appropriate product content strategy regarding the length of your posts.

Clarity is King

From the outset, jumbled, disjointed product content increases the chances your customers will leave your site. At the very minimum- for the sake of clarity, visuals should complement – and not compete with text; ideas should have the property of easy identification, and design should embrace intuitiveness.

You can avoid enemies of clarity and precision such as using illogical and incomplete arguments, industry jargon, metaphors as well as business buzzwords.

The simple premise for achieving clarity is keeping your message straight-to-the-point and straightforward, so your customers see only the most relevant material on your product pages.

Temper your Content with Credibility

Your content must have the essential trait of being believable; otherwise, you may find that your customers may leave your pages altogether. For instance, promising users will shed 30 pounds in days taking a weight loss pill is lying.

However, providing referrals from trustworthy sources and using original, unedited images isn’t. Alluding to the possible is the right place to start in building credible content.

Be Guided by a Rubric

To derive the most from your product content regarding boosted sales, you would need to create a framework to oversee your posts. According to workable global standards, specific content and the form of the rubric depend on associated factors.

Your target audience and client base, including consumer search preferences and behavior, all matter. You also need to keep your content marketing strategy in mind.

Reviewers can help provide a third eye, providing objective analysis for increased efficiencies and performance. These reviewers will grade your product content against the following inquiries:

Is the product description…

  1. Appropriate to the product?
  2. Free of factual mistakes?
  3. Filler and marketing copy, or authentic and valuable?
  4. Free of spelling, punctuation and capitalization errors?
  5. The right length?
  6. Clear and easy to understand?

An essential part of your rubric will center on making provisions for reviewers to leave feedback and suggestions for improving your product content pages, to help bolster sales.

Grading Content to Drive Sales Success

A lot can come from grading content, and for every ecommerce business, sales is one thing that crowns the efforts. Content really is king, and if you have read through this article, you should understand how true this is.

Always remember the number of customers you attract is as high quality as the effort you put into your product content. Grading your content will go a long way toward showing customers you care by giving them content that matters to them.

Always look for areas to improve your product content and sales can only climb. Grading content tells you what content to toss, what to keep, what to fix, and what to build from.

Now that you know why grading content is key to growing ecommerce sales, click here to see what Catsy can do for you.