Today’s consumers appreciate great content. To lure them into product pages, companies need to create and execute the right strategy. A lot of blog posts out there talk about best practices and campaign ideas to convert. However, content creation shouldn’t be just about turning audiences into buyers but must also be about solving problems and raising awareness. That’s why useful, comprehensive, consistent and relevant information is key to create truly great product content.

Here are 7 essential elements of high-quality product content that’s guaranteed to appeal to audiences:

1. Personalization

Brands get only one chance at selling to an audience in today’s fiercely competitive environment. Opportunities can be lost forever on targets that have been shown the wrong product. The fact is shoppers will never click on content they don’t find interesting or relevant.

That’s why personalizing works. Displaying advertisements that match what a shopper is looking for as they arrived on your site effectively creates positive awareness of your products regardless of whether they end up buying or not. According to the 2018 Trends in Personalization report, 98% of marketers agree that personalization strengthens customer relationships, while 87% report tangible positive results.

2. Compelling stories

Bring products to life with interesting descriptions. An item such as a coat, for example, is just a coat in a product catalog without background information. If you’re a shopper, why would you choose “just a coat” over “a replica coat worn by Timothy Chalamet in ‘The King?’” Context is, therefore, important! For Gerald Zaltman of Harvard Business School, 95% of purchasing decisions are made by the subconscious mind. and the best way to reach this part of the human brain is to tell compelling stories.

3. Attention-grabbing titles

The title should hook the consumer and entice them to find out more about the product. According to copyblogger, 8 out of 10 people read the title, but only 2 out of 10 will continue reading the content until the end. Therefore, for a title to have the power to attract attention, it must contain these 4U’s: useful, urgent, unique and ultra-specific.

4. Unique descriptions

Every product is different! Even if you have hundreds or thousands of references in stock and writing a unique description for each would be a long and tedious task, it is still essential for you to give each product a fitting and original description. Doing so can inspire confidence as it proves that the brand believes in its products and respects its customers.

5. Enrich with images

Images are indispensable for any shopping experience because they connect the consumer to the product. 75% of online shoppers say that product images strongly influence their purchasing decision. It is then important to ensure quality and originality by avoiding stock photos and providing dynamic original images (e.g. angle and context shots) that allow consumers to imagine themselves with the product.

6. Clear and concise descriptions

Try not to write novels or flood the description page with too many details. Writing too much bores consumers, and worse, drives them away. Be conscious of the fact that consumers today read on mobile devices and have attention spans worse than a proverbial goldfish. According to a Microsoft report, an individual’s ability to concentrate has gone from 12 seconds in 2000 to 8 seconds in 2013, and is getting worse! A short and focused description is, therefore, a must!

7. Suggest relevant products

By leveraging technology, brands can capture customer information (e.g. transactional, history, etc.) and take advantage of the cross-selling and upselling opportunities it presents. While the customer is on the site, brands can offer essential complementary products (cross-sell) or suggest a premium, higher-end product (upsell) effectively raising awareness while improving shopper’s experience.

Laurence Caron

Managing Director France

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