In Marketing

It’s a real hassle to find that perfect mix of product content for your web page (aka product page) that will transform a simple visitor into a customer. Retailers constantly strive to innovate and differentiate by creating unusual, enjoyable (digital) shopping experiences by i.e. including imagery, videos, and extensive product descriptions.

There is one buzzword circulating around the web: “Adaptive Content”, which helps Marketers to innovate product content on another level! It focuses on a customer-centric approach and leads Marketers to progressively produce content that is adapted to the device, context and foremost the user shopping INTENT. Focusing on content that incorporates the understanding of user behaviors, and especially their INTENT, is regarded as an extremely powerful tool. Whether a Marketer is seeking to improve the website’s click-through-rate, dwell time, or bounce rate – personalized content focusing on more than static, demographic facts, is an essential factor to keep in mind.
This post gives a juicy overview of the advantages and challenges associated with the production of tailored product content to Marketers who seek inspiration, while backing it up with relevant sources.

Advantages of tailoring content

According to Bruce McDuffee (Interim Content Director at Boeing Digital Aviation), focusing on the general needs of the target while producing content accordingly will create higher efficiency and effectiveness levels. In alignment, Bain Insights (global business consulting firm) confirms that tailoring products aids brands in boosting their website sales or gain share on another retailer’s website.

Start with “Why” aka Simon Sinek style?

A crucial step to researching the customer’s intent is also defining the “Why” behind the company’s entire existence, hence: the brand’s INTENT. It’s good to start by determining a brand’s core purpose, aims, and values that should then be incorporated in the product content strategy
. Alongside this, following
Harvard Business Review’s laid out approach, “the easier a brand makes the purchase-decision journey, the higher its decision-simplicity score.” Therefore, retail brands need to find an easy and intuitive display for their product content and deliver a consistent brand message through distribution channels and devices.

Continue with the user intent

To determine the shopping intentions of potential customers, helpful insights are gained by communicating to existing clients or/and those employees associated with clients on a regular basis. Additionally, the usage of analytical tools such as Google Analytics
help map out common purchase paths, i.e.:

  • Examining the pages where people exit (where do they lose product confidence)?
  • On which page do people spend most time (identify relevant touch points to deliver specific type of content message)?

Marketers should identify and try to leverage each and every one of the brand’s key touch points in order to map product content and deliver the right, tailored information to reach users at every point of their shopping experience.

The associated work load with tailoring content

Embedding these insights into the product content requires a great deal of manual work, especially for retailers who manage thousands of products. Additionally, a complex data structure needs close management to secure this easy, and intuitive shopping path that entices purchases.   Certain tools, such as Data Management platforms, support the structuring and publishing process while helping Marketers repurpose content (aka “Modular Content”) that already exists by breaking them down and creating multiple versions of it. Similar to this, it is easier to cater the product content to the different contexts, devices and distribution channels (web, mobile, PoS, marketplace, etc.) that Marketers need to sell and communicate through.

To achieve that perfect mix of product content that stimulates purchases and lets Marketers efficiently manage content while boosting their website sales, the following is necessary: the integration of the user’s shopping intent as well as the brand’s core purpose.

For more information associated to this topic, read this Ebook explaining how a Publishing solution helps optimize the multiple channels Marketers need to manage their massive amounts of data!