For a large retailer, product content is complex. This post looks at some of the areas that typically need attention to get a best practice content strategy in place.
Know your product in your customers’ terms
The product is at the heart of a content strategy. Buyers know their products inside out, but the details don’t always make it into the content briefs.
The language (or jargon) that buyers and manufacturers use isn’t always the language that customers use, so it’s essential to filter product information through the customers’ eyes and base it on the way they shop for that product and the role that it will fill when they buy it.
Invest in the brief and the content guidelines
An effective brief is vital if you want effective content. Many people don’t have the skills to write an effective brief, so equip your team with those skills.
When you get the brief right, you also have the ability to QC the content that gets produced on the back of it.
A good brief will form the basis of content guidelines, and content guidelines will give you consistent content across your range and help you manage this across all of your different content sources.
Know cost by type & ROI
Budget management is essential and not usually overlooked. But take a closer look at how much each content type costs. Compare it to other types and check it against the volume of use you get from it and the way it works. You’ll get some surprises and questions that will improve your understanding of what is the right content mix.
Have a purpose for all content types
Sounds obvious but doesn’t always happen at scale. What effect do you want your content to have? If you know what you are trying to achieve with it you can measure it and learn how to make it more effective in its purpose.
It’s role could be to improve navigation, increase natural search rankings, speed up browse to basket, improve conversion or reduce returns.
No content type will do all of this. You need to tailor it to a specific job.
Re-use and Re-purpose
Don’t use once and then leave it to fester in the DAM. Repurpose it into something else. Well planned content strategies will build this element into it. A wise move when your budgets aren’t unlimited.
Let it be found
Can internal stakeholders and external creative partners find your content? Do they even know it’s there?
Don’t make the DAM a one-way street. Build meta-data into your content and taxonomies into your DAM and get more use and less duplicate commissions for content.