7 Keys to Crafting High-Quality Product Content
Content gets the bulk of attention these days when it comes to digital marketing. A quick Google search on content creation will pull up countless articles on blogging best practices, effective strategies, campaign ideas, social media trends, and so on, which can get people to your site. Driving awareness is one thing, but it’s quite another to convert them into paying customers.
When it comes to product content, accurate, complete, consistent and relevant product information is king.
The following are seven ways to produce product content that will excite, engage and convert your audience:
1) Focus on your target buyer and personalize your offering
The competition to sell inventory across the web is fierce. You might only get one shot at selling your product to the right person. If you’re displaying the wrong product you’re out of luck. People aren’t going to click into your site to find the right product if the one in front of them has no bearing on themselves. You have only one chance.
As an example, I have spent the last few weeks exploring new SUVs. Car dealerships in general have figured out that I’m looking for a new car, but some have honed in to the type I’m looking for. This ad happened to catch my eye, while I was casually scrolling through…
According to the 2018 Trends in Personalization report, 98% of marketers agree that personalization boosts customer relationships, while 87% share that they’re experiencing measurable success.
2) Create a compelling story
Writing product descriptions are no different than any content marketing efforts. They say a photo is worth a thousand words, but when it comes to a product, you might need a short description (under 160 words) or long description (under 600 words) next to to the photo to bring it it to life. A coat in a product catalog, for example, is just a coat, until you pair it with an interesting backstory…
Why is storytelling important? According to Harvard Business School professor Gerald Zaltman, 95% of purchasing decisions happens in the subconscious. And the best way to reach that part of the human brain is through engaging stories.
3) Use an attention-grabbing headline
As with any piece of content, if people don’t read it it’s a waste of time to write it. The headline should draw your audience in for more.
How to write headlines that people will read? Well, first define which “people”, a.k.a. your target audience. There has to be something in the content for them to continue reading. According to copyblogger, 8 of 10 people will read the headline, but only 2 of 10 will go on to finish the piece. So, for your headline to have the power to grab and hold, it must contain the 4Us: useful, urgent, unique and ultra-specific.
4) Write original copy
Every product is different and when you have an inventory that has hundreds or even thousands of products, writing original copy for each one can be daunting, but it is necessary. Even beyond that, as mentioned in bullet one, writing original product copy for each persona can truly help the content be not only relevant, but persuasive.
Why is original copy important? Because it builds trust. Writing your own product description shows your belief in your product, respect for your customers and trustworthiness.
5) Product rich imagery
If you’re the type of person who spends time in the mountains and need a utilitarian vehicle, not many words need to be written for someone to click…
How important are images for product experience? 75% of ecommerce shoppers say product images strongly influence their buying decision. With images, consumers are instantly connected to the product, so they have the power to make or break the sale. If that’s the case, ensure that you put up high-quality original images as much as possible. It’s even better if you avoid using stock photography, as it will turn consumers off. You could also provide alternate views/angles and zoom. Finally, shoot a contextual shot. Show people how the product would look like on them or let them experience it with their imagination.
6) Have clear and concise descriptions
Original and descriptive copy doesn’t mean you have to write a novel. In fact, as with most text, less is more. As Dr. Seuss famously quoted “So the writer who breeds more words than he needs, is making a chore for the reader who reads.” Or in the case of product content, making a chore of him or her moving on from your product.
Remember that most people today are on the go and using their mobile to read. Not only that, according to a Microsoft study, their attention span has become worse than the proverbial goldfish. From 12 seconds in 2000, it’s down to eight seconds in 2013. Plus, they’re naturally distracted, what with all the choices given them, so it makes so much sense to write a short purposeful copy.
7) Offer additional relevant products
So, you’ve got their attention, so what’s next? Don’t stop there, show them what else they can’t live without. You know who they are now, you know what they want, you have the ability to strike while they’re still on your site.
It doesn’t hurt to offer or suggest items that complement or supplement their purchase. In fact, it’s a known sales technique called cross-selling. Another technique you can use is upselling or when you encourage consumers to upgrade to a more valuable purchase.