Content is King! What Bill Gates said in 1996 has been gaining momentum all over these years. It is a viral marketing truth in 2021. Product content is a brand’s mouthpiece. It educates, informs, and arouses interest in the minds of readers or customers. As Lee Odden (CEO and co-founder of TopRank Marketing) put it, content is the reason search began in the first place.
In eCommerce, product content is a silver bullet. The best-promoted content survives in the digital race. What’s the use of having a gazillion of products if you lack killing product content that can provide the customer lifetime value? So, improving the quality and delivery efficiency of content is crucial to power up your eCommerce journey.
What is Product Content Management (PCM)?
Your product content comes from different sources, and it should go to different channels for various purposes. Your content can be written descriptions or visual cues from multiple vendors. For bootstrapping brands, it might be easy to organize everything in a spreadsheet or dropbox, but what if your sales channels and sources expand. Is it easy to manage everything in multiple spreadsheets? Does it look good when data sheets pile up, making it difficult to find the right information at the right time?
This might have happened to many of you. The absence of a product content management system might have ruined your work and peace. We all believe data discipline is the key to success. And a robust PCM helps you build a single source of truth for product attribute details, specifications, images, videos, and other brand content. In this omnichannel eCommerce hub, facilitating your customers with accurate and up-to-date information at all times is crucial to stay relevant among customers.
A PCM aggregate, syndicate, de-dupe, and eliminate unusual data. Also, it helps brands decrease the bounce rate and address customer queries. To flourish in the era of consumer satisfaction, it is necessary to provide content management access to the whole team (product development, merchandising, marketing, and creative) irrespective of keeping the IT department in the driver’s seat. Moreover, specified roles and responsibilities in a PCM make workflow easier.
Top 3 Features Every Content Management System Should Have
1. Data Management For Product Catalog
A coherent product catalog is imperative to inform, educate and influence customers about your products. 84% of customers rely on the product catalog before buying a product. So it is necessary to design a visually appealing catalog with relevant information and timely updates to help buyers navigate through your offerings. A meticulously built PCM system integrates product information, descriptions, images, and other rich digital media assets in a central repository and upkeeps consistency in the data flow.
Suggested Reading: Product Catalog: The Gateway to eCommerce Success
2. Product Lifecycle Management
Inception, design, manufacturing, sales, service, and sunsetting are core elements in a product life cycle. A PIM that provides a PCM solution can assist you to maintain equilibrium in product lifecycle management. It automates repetitive manual tasks, handles new product addition, retirement, and other end-to-end product information to support product lifecycle workflow.
3. Content Distribution
New sales channels are emerging day by day. Customers are scattered around the different social platforms. Creating shoppable content on multiple channels and omnichannel platforms has become a necessity, not a choice. It’s high time to choose a PIM that provides a PCM solution into your CMS or ERP platforms that will help you bind content from various sources and publish it on multiple channels.
Top Reasons Why Quality Product Content is Important in 2021?
1. Improve Your SEO Ranking
A PIM that provides a content management solution helps you find the relevant keyword. If your marketing language and customers’ language are different, you are creating a communication gap. Your customers won’t identify your product. A PCM integrated PIM will help you identify your customers’ keywords choices and boost your search engine ranking.
2. Build, Brand Value, Trust & Reliability
Content is not just about explaining your product features and pricing. It should sound meaningful and beneficial to your target audience. Customers want to know how your product will influence their life. So, curating personalized and customer-facing product descriptions across different channels is essential to build trust, visibility, reliability, and influence purchase decisions.
3. Generate Leads & Conversion
Quality content plays a crucial role in improving conversion rates. Statistics claim customers who interact with User Generated Content (UGC) are 152% more likely to convert than other content. Every brand needs specific user-oriented content to generate leads and conversion. A full-fledged content management system will help you collect scattered data and organize them for the target audience.
4. Make You Look Like An Expert
Distributing valued & actionable content helps you become an expert in your niche. Almost every brand has shifted to online marketing. To stand out in the market, it is crucial to generate a content asset that complements your marketing effort. A robust content management system will help you collect and organize your data to create resourceful content and improve brand value.
7 Tips to Improve Product Content for Various Platforms
1. Tailor Your Content to Satisfy Customers
Sufficient product knowledge is a prerequisite to clarify product value to your customers. You might be having 1000 SKUs! Collecting data from multiple vendors and creating unique content for each product is a difficult task. A product content management system will help you synchronize data to create user-generated content. Moreover, seamless integration to multiple channels will help to boost brand value and expand the customer base.
2. Utilize ABC Analysis Method to Prioritize Your Inventory
Prioritizing everything at once may easily backfire, spoiling all your effort. So it is necessary to prioritize products according to price or performance to create a product listing with valuable content. Utilizing the ABC inventory management technique(ABC inventory helps categorize inventory according to consumption value) will help you create a top-selling list by managing SKU proliferation and easing content flow across diverse channels.
3. Invest in Product Content Management Technology
Data plays an integral role in content management. As Jeff Weiner quotes, Data really powers everything that we do. But the influx of data is always a challenge for marketers and vendors who need to handle the data for hundreds and thousands of products. So, if you haven’t invested in product content management technology, this is the right time to do that. A PIM-provided content management system will help you in the long run. Choice of tools, applications, and software plays a crucial role in rolling out your market success.
4. Create Text & Images that Resonates with Your Product
Visual content or infographics have the potential to attract consumers. The proliferation of social media has increased the use of images and video content. Using authentic product shots and videos can help you improve reliability and brand awareness. Written description and visual content are the means through which customers interact with your product. Compelling product shots increase customer experience and generate brick and mortar store experience
Further Reading: eCommerce Product Photo.graphy Tips To Make Them Shine
5. Focus on SEO Aspects & Improve Search Value
It’s not just enough to write the product content. As soon as you complete the content, make sure it aligns with the SEO requirement. Keywords on the product title, meta description, and alt text are necessary to bring your content to the top of the search engine. Your content should look unique and authentic. SEO directly affects your inventory.
In eCommerce, visibility is a major driving force that determines success. Practicing SEO ensures that your content is relevant, unique, and accurate enough to attract the target audience. Even if you have stellar inventories with market-best features, your website won’t get any traction If you fail in optimizing SEO. So, have an SEO strategy to amplify your brand presence and product content visibility across multiple platforms.
6. Design A SKU Naming System
Communicate your product content across culture, geography, and demographics by standardizing your SKU naming system. SKU names help your staff identify the product details and manage inventories. Using numbers, symbols, spaces, or accents may pile up confusion and clarity issues. Use a standard naming format that conveys to people around you what the product exactly is. The more you simplify, the more it helps your warehouse and internal team to make quicker actions. So, prepare an SKU naming strategy to identify, track and communicate your product details.
7. Implement SKU Rationalization to Improve Product Portfolios
Maintaining an extensive product portfolio is crucial to drive sales, attain overall business objectives and steer clear from transparency issues. For enhancing your product portfolio, it is mandatory to frequently monitor and update your product categories. SKU rationalization helps you to determine what should be kept on the shelf and discontinued. It makes sure that your product catalog goes live with the best product details and categories that could drive more sales. Product catalog optimization is a crucial part of every eCommerce brand. It is the mouthpiece that your customers utilize to understand your products and offerings.
How does Product Content Management Technology help to Boost Content Strategies?
- Maintain Consistency Across All Channels
- Facilitate Flexibility in Updating Existing Content
- Save Time & Resources through A Centralized System
- Provide Scalability & Effortless Integration
- Global Deployment Facility & User-Friendly Interface
Scaleup Your Market Presence by Optimising Product Content
Gone are the days of google spreadsheet, excel, and dropbox. You might have managed your SKU in a spreadsheet for a long time. And you might not have used a product management tool until now. But the scenario is changing. Your SKU is expanding, it’s the right time to invest in a product content management tool.
I have the best ERP and CMS platform, so why should I use a PCM? Many of you might be thinking this. Well, your ERP or CMS is not supposed to organize, process, and distribute content by understanding the platform requirements. You need to inculcate a robust technology suite to complement your data flow and digital asset management efficiency. Choosing the right technology will help you simplify mass data management and share your content seamlessly on all platforms.
DCKAP PIM provides you with excellent product content management and a digital asset management system. Now, speed up your data collection and get easy access to the market. To know more about DCKAP PIM solutions, get in touch with our experts.