The Five Cs: Compelling Product Content
By Kerry Young on May 3, 2021
Product teams have a lot on their plates these days. They work hard to deliver product content and experiences that B2B and B2C buyers demand. How can you ensure you’ve checked all the boxes? With a product information strategy that aligns with what we call the “Five Cs” principle.
In this article, we’ll look at the first “C”: Compelling. What constitutes compelling content? Why is it important? And how can Product Information Management (PIM) help you create it?
What Is Compelling Product Content?
Standard product data must include accurate SKUs, dimensions, attributes, etc. Yet compelling product content must go further to deliver the product experiences today’s customers expect. The content you create should tell a complete story about your product and give them reasons to purchase.
What does this type of content look like? It typically includes romance copy, reviews, images, videos, and even virtual 3D and augmented reality experiences — whatever engages your customers and compels them to interact with your product at a deeper level.
You could also argue that upsell, cross-sell, and personalized product recommendations fall into the category of compelling content. Delivering relevant suggestions to your customers often compels them to purchase or increase the size of their cart.
Why is Compelling Product Content So Critical?
Forbes notes that the average American is exposed to as many as 10,000 advertisements every day. To break through, your content must get them to take notice, recognize your brand, and understand what you’re offering.
Most customers — especially millennials and Gen Z — use online channels as their first resource for product research. Shoppers also access content on mobile phones while in the physical store to help with purchasing decisions on the spot. Across all channels, competitive brands deliver content that captures the shoppers’ attention and converts the sale.
Compelling content also helps after the sale. Customers are more likely to have a positive experience with your products if they benefit from content such as tutorials, testimonials, recipes, guides, etc.
The Business Benefits of Compelling Content
As you perfect your processes for creating and delivering compelling product content, you’ll start to see a wide range of benefits, including:
- Improved SEO and product discoverability
- More rapid onboarding of products
- Greater product transparency
- Improved customer satisfaction and loyalty
- Increased revenue, particularly via online channels
- Reduced return rates
- Increased brand awareness
So, Where Do You Start?
To deliver compelling product content, retailers and brands can turn to PIM as a central hub to collect, manage, and enrich your product information.
PIM goes beyond managing basic product data (e.g., SKUs) to help companies deliver the product experiences that today’s customers expect — complete with romance copy and details that aid the purchasing journey.
Plus, PIM with integrated Digital Asset Management (DAM) makes an even greater impact. Leveraging DAM, businesses can manage and deliver compelling assets — such as 360-degree views, high-quality images, videos, demonstrations, manuals, and more.
Today’s customers, whether B2C or B2B, regularly interact with products across diverse channels and experiences. Ensure your product content captures your shoppers’ attention, converts browsers to buyers, and ultimately builds strong brand awareness for the long term.
Check out the next installment of this blog series, where we dive into the second of the five C’s – Complete.
Plus, hear what real-world PIM users say about delivering compelling product content. Download our eBook, “How to drive better customer experiences and incremental revenue with a strategic approach to Product Information Management (PIM).”
About the author
Kerry Young joined EnterWorks in 2006 when Ennovative, Inc., the multi-channel publishing software company he co-founded, was acquired by EnterWorks. He directs EnterWorks’ operations and leads EnterWorks’ professional services and consulting organization, ensuring effective customer implementations and ongoing success. Mr. Young brings more than 25 years of technology and business management experience to EnterWorks, having served as CTO for a subsidiary of the Dow Chemical Company, and earlier as VP, Information Technology for Marshall Industries, a $1.7 billion industrial electronics distributor. He previously managed information systems for a subsidiary of McDonnell Douglas Corporation. Mr. Young holds a B.S. degree in Computer Science from Cal Poly, San Luis Obispo and an M.B.A. from California State University Fullerton.
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