Getting your Product Content Strategy Right

Product content is related to any marketing copy, videos, descriptions and photos that pertain to explaining a specific product, its features and why it’s worth buying. The purpose of a product content strategy is to provide customers all the key information regarding features, benefits, and unique traits of a product so they make an informed decision.

The Importance of a Content Strategy

There are over 5 billion unique mobile users in the world today and over 3 billion social media users. People increasingly use the online medium to purchase products and the variety of products has also been steadily increasing. With so many products competing for the attention of the consumer, the decisive factor for a buying decision is often the quality of the content around a product.

Focus on Your Ideal Buyer

When you build a product content strategy, you need to focus on your ideal buyer — the target audience. The most interesting and engaging product descriptions relate closely to the needs of their target audience. You also need to be as specific as possible. In your copy, use words your customers are accustomed with and shape your communication as if you were talking face to face.

By knowing who your ideal buyer is, you will be able to find the right path to send the right message to them. You will understand what kind of humour is acceptable, if you should use a professional or colloquial tone, what type of questions they have, and all these things helping you target them even better.

Be Consistent

Consistency is king when it comes to your product content strategy. It’s important that all your customers receive consistent information at every phase in the purchase cycle. If anywhere along the process the customer receives inconsistent data pertaining to product information, features, specifications, promotions, or prices, you will not only confuse them but you will seem less credible in their eyes.

Make sure all your content is aligned with the same tonality, brand feel to avoid any confusing communication from your side. Here are a few things that you need to keep in mind when crafting your strategy:

• Are unique or specific products features explained using the same words?
• Do these specifications include the same information and terms throughout the buying cycle?
• Are your call-to-actions (CTAs) consistent with your promotional language?
• Do any videos use the same language as the website or brochure?
• Does your tone of voice match between products?

Even the slightest discrepancy or lack of consistency can impact your brand credibility. It’s the small details consumers use to make their decisions between competing products.