The 6 Types of Product Content
There are 6 key types of product content that need to be considered when developing your website and multi-channel strategy.
Imagery: Good quality images are the most basic form of content. If a customer can’t see what they are buying, then it’s pretty unlikely they are going to add anything to their basket.
Good imagery isn’t just the manufacturer image scraped from their website and slapped onto a product. That simply wouldn’t show the necessary detail that customers need – the front, back, the stitching, the connections, all the things you look at when you go to a store and evaluate a product.
Good imagery includes multiple images with appropriate detail, the ability to zoom and potentially even 360° rotations. Images can also be reused for print and catalogues – saving retailers both time and money.
Specification data: This is the bulleted data in attribute:value format. e.g. Colour:Red. It’s a factor that often gets overlooked, but it is crucial to get the most out of your website.
Aside from helping customers to easily understand product specifications, this also enables them to navigate the website by attribute and compare products. It also allows for the website’s rules-based content presentation functionality to work effectively.
Gathering, producing, cleaning and structuring millions of pieces of data is a huge task requiring data management skills that few retailers have in their online team.
Rich copy: A good descriptive text can be used to upsell the product. This can also help drive its SEO ranking and sets you apart from other retailers.
‘Short copy’ can be just a few unstructured words – little more than an elaborate description. ‘Long copy’ is richer in content, with keywords and a description of the products’ features and benefits. Copy needs to be grammatically correct and written with the SEO in mind.
It often falls to the buyers to (very reluctantly) write this copy and distributing it across a team results in a high inconsistency of quality and completeness.
Video: Customers love watching videos on products and their features. A good product video can double your conversion rate.
Video needs to be fit for purpose – aligning to your brand, showing the nature of the products and giving customers what they want in both information and tone. Talent may or may not need to be highly professional, it all depends on your audience and what they expect.
Product videos are more expensive, but the investment has a very high ROI. This more engaging way to sell a product delivers a very compelling improvement in conversion.
Animation: Informative, graphical illustrations of the characteristics and benefits of a product show customers you really care about giving them all the information they need, so they can fully understand what they are buying.
Animations also project your credibility in the category. By making complex things simple, taking out the jargon and explaining the benefits in an easy-to-understand way, it reassures customers of the value of more expensive ‘up-sell’ products.
Animations are not something every website will want to invest in immediately. But they set you apart from your competitors, especially in technical categories.
Metadata: Don’t worry – it sounds scarier than it is! Metadata is just data about data or, more simply, the meaning of a particular piece of data.
Typically, metadata is presented as either a glossary of technical terms, or as the text that appears when you click on or hover over an attribute.
Metadata isn’t difficult but is still often overlooked or not utilised correctly, showing little beyond the name of the attribute. Metadata should be informative and accurate and potentially describe some of the more complicated characteristics that customers may struggle with understanding.