The Five Cs: Is Your Product Content Correct?
By Kerry Young on May 21, 2021
In recent posts, we’ve discussed how you can follow the Five Cs of product content to convert sales and win over your customers. Today, we’re covering one of the more obvious (yet often overlooked) Five Cs: Correct.
Every marketer would agree that correct product content is table stakes. So, then why is inaccurate product data prevalent on customer-facing sites and within internal systems?
To get to the bottom of this issue, let’s look at the nuances of correct product content — and how a product information management (PIM) platform can help you solve content inaccuracies for good.
Do Companies Understand the Risks?
The good news is that companies, for the most part, understand the significant consequences of incorrect data. Research shows that 89% of executives say inaccurate data harms their ability to provide quality customer experiences — and about 77% of businesses believe inaccuracies in their data affect their bottom line. Furthermore, only 16% of executives are confident in their data, which leads to a lack of confidence in decision making.
To overcome these issues, you must understand two critical aspects of correct product content.
Two Aspects of “Correct”
Some people mistakenly believe that when it comes to product content, “correct” simply means error free. However, outdated content is also incorrect. To ensure your customers and stakeholders receive product content they can trust, it must be accurate and up-to-date.
This standard applies to your full scope of product content. Be sure to evaluate:
- Internal identifiers like SKUs and product naming
- Key attributes for measurements, weights, ingredients, colors, and options
- Information related to compliance (e.g., Prop 65 and RoHS)
- Nutritional information and allergen information
- Romance copy and product descriptions
- Digital assets — like videos, 360-degree views, manuals, and instructions
Top Benefits of Correct Product Content
To highlight the importance of correct content, let’s look at a few of the top benefits.
1. Achieving and Maintaining Customer Trust
Customers today have no shortage of options. If they don’t receive your product exactly as you described it to them, their trust in your brand decreases, and their likelihood to buy elsewhere increases. Trust, once broken, is hard to regain.
Correct product content helps you give customers exactly what they ordered — with no surprises. When you consistently meet and exceed expectations, you build and maintain both trust and loyalty.
2. Avoiding Downstream Issues
The information in your database ends up populating your product content. That means if you have errors in your database, those errors are likely to be syndicated to your online product descriptions (across multiple channels), catalogs, brochures, and other marketing materials.
Correcting those issues downstream can be expensive as you track down and correct every piece of content. Starting from a foundation of accurate data helps you avoid spending unnecessary time and money.
3. Reducing Waste
Having correct content in a centralized hub reduces wasted time and cost. As one of our clients — a business analyst with a healthcare products manufacturer — observed, “If you have a lot of people doing manual processes, it’s so easy to introduce errors. We know if the data is in PIM, it’s correct. We can use it in our publication guide and don’t have to spend hours re-approving content. And if we have to correct an error, we correct it once.” By using PIM to maintain correct product content, you streamline processes and make your organization more efficient.
How to Use PIM for Correct Product Content
PIM provides a central hub for all your product data and content, which keeps your data out of silos and reduces the possibility of errors. In addition, the following PIM features work together to help your organization maintain correct content:
- Business rules and data quality features — like match/merge, de-dupe, and survivorship — to ensure data standards for correctness
- Visual dashboards and reports that show the status of content by channel
- Automated workflows and approval loops to ensure product content is correct and up-to-date
- Support for data stewards to maintain correctness for the long-term
Using PIM, internal and external stakeholders can leverage your product content and trust that it is accurate and complete — leading to quicker and more precise decisions, less waste, increased efficiency, and more satisfied customers.
Does Your Content Meet All Five Cs?
Correct product content checks an important box — but what about the other Five Cs? We’ll discuss the remaining two —Consistent and Contextual—in future articles, so stay tuned!
To learn how to adopt a product content strategy with all Five Cs, download our eBook on How to drive customer experience and incremental revenue with a strategic approach to 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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