If your business is in the digital e-commerce marketplace, you may have noticed that online buyers have evolved with time. Modern shoppers search for information, reviews, and compare products from different brands to make sure they are making the right decision when buying a product. In other words, what users are expecting is a personalized experience that meets their requirements.
Businesses typically focus on aspects such as website design, advertising campaigns, and customer acquisition strategies. However, there’s one factor that often goes unnoticed: product content quality.
Product content refers to all the information that describes a product and helps differentiate it from the competition. In this article, we’ll discuss why this information matters and how you can use it to grow your business.
What’s Product Content
Product content refers to the information customers see about a product when shopping online. This includes product descriptions, such as benefits and use cases, technical specifications like materials, dimensions, and compatibility, and digital assets such as photos, videos, diagrams, illustrations, 360° views, and 3D renderings.
However, there’s additional information that also plays a role in product content, such as customer reviews, frequently asked questions, warranty details, or even tutorials.
Studies show that presenting the right amount of product information can lead to up to 36% higher conversion rates. It also helps set your products apart from the competition and gives potential buyers more confidence to make a purchase.
The Multichannel Reality
The purpose of your product content is to provide users with an immersive experience that also connects emotionally with them. It works alongside your marketing and sales strategy, brand voice, and your brand’s personality.
However, displaying this information is no longer an option; it’s expected. No matter what industry your business is in, providing it has become a user requirement. People don’t just want to find it, they expect it to be consistent across all your sales channels.
You may typically use traditional information management methods, such as shared documents, spreadsheets, or PDFs, but depending on the number of products and information you have, as you scale, this can lead to inconsistencies across the platforms you operate on.
With that in mind, it’s important to have a centralized system that allows you to store data for all your products and also distribute it across your sales channels. This becomes particularly challenging when each of the channels has its own specific requirements, such as description formatting or media asset resizing.
When managed manually, errors in product information consistency may arise, resulting in mismatched images, varying prices, or even incorrect technical specifications. All of this directly impacts how customers perceive your brand.
The Content Creation Bottleneck
Eventually, managing this information becomes a bottleneck that limits your business’s growth, and this can increase during commercial seasons like Christmas or sales events.
Therefore, it’s necessary to implement a unified system that not only manages information but also offers other features. For example, role-based access for your entire team, along with version history that lets you see who made changes and when. This makes working across departments a more fluid process. Plus, it provides workflow tools for content creation and approval.
This is useful for companies with a large number of products that need to work more efficiently.
Implementation Approaches
The transition to better product information management will depend on the stage your company is in. However, certain processes can be implemented, such as content standardization through templates, channel automation, and creating clear workflows for content creation and approval.
You can also integrate new technologies that come with the tools needed to help your business scale. One of these solutions is the Catsy PIM/DAM system, which implements a user-friendly interface that enables teams to automate backend product content workflows while keeping consistency across all sales channels. It allows you to synchronize product attributes and digital assets from a single source of truth.
These solutions enable businesses to maintain both textual information and visual content in centralized systems, ensuring consistency across sales channels while dramatically reducing the manual effort required for product content management.
The Future of Product Content
As digital commerce continues evolving, product content requirements are becoming more sophisticated. As business owners, you need to ensure that your processes are optimized to provide customers with personalized experiences that convert. The secret behind the optimal use of product content is the organization and the right implementation of systems to help you scale.
Regardless of the size of your business, brands that invest in the structure, automation, and quality of their product content will be better positioned to grow. Whether you’re expanding into new markets, launching new product lines, or simply trying to stay competitive, having the right systems in place makes the difference.
