Web Content Experience Administration as an Advertising Device
Earlier, sales reps would sell a product, and the role of product detail pages was limited to ordering and tracking that merchandise. Now, though Content Experience Management platforms’ product content can become a dynamic sales and marketing tool, writes, Chris Barnes, SVP of Syndigo.
Whether you are selling to brick-and-mortar retailers or to eCommerce buyers, the marketing potential of the software category known as Content Experience Management (CXM) should not be underestimated. With provisions for image and video galleries, features-and-benefits text, 360-degree product images, interactive product tours, comparison charts and other rich media, CXM solutions allow for input of detailed marketing content to better inform – and influence – purchasing decisions.
Marketers will appreciate the CXM benefits of being able to deliver accurate and engaging product content to the right endpoints in a timely fashion to create an engaging shopping experience and help convert the shopper at the point of sale. Your eCommerce team, or digital marketing team, also cares about the aesthetics and uniformity of how your brand and product are presented on those sites, and so will welcome the chance to standardize their presentation across your retailer network, while still being able to personalize content to meet specific retailer partners’ needs.
Cloud-based CXM allows your brand to create or add content, automate processes and continuously share universally compatible product data with your customers in one location. Plus, as more users join a CXM solution platform, the software becomes an even more powerful marketing tool because clients have access to a fast-growing network of other potential suppliers and retailers, all using the same system.
Marketing is, in part, about increasing your reach, and a CXM platform also enables traditional, brick-and-mortar retailers to create or expand a potentially lucrative e-commerce strategy. Suppliers, meanwhile, can sell their products directly to online consumers. In one simple step, for example, the right CXM solution can deliver your product information to Amazon or other marketplaces’ massive consumer base.
Maximizing Your Marketing Data
When deciding what product data to input into your marketing-friendly CXM platform, knowledge is power, so below are some helpful tips:
Product Titles and Types
Longer titles are not always better and, on average, titles under 150 characters perform better than those over 150. You may, therefore, want to move some of your title content into other sections.
Your product “type” is the most important section for search engines, so make sure it’s clear and contains all relevant keywords. For example, “100% Apple Juice” might receive more search hits if it becomes “100% Organic All-Natural Apple Fruit Juice”.
To better reach your target audience, consider personalizing the experience and including mention of who the product is for. For example, “Carpenter’s Tool Bag” or “Gluten-Free Pasta”.
Features and benefits are usually best described in short, snappy bullet points, each under 10 words.
Your CXM platform should have a separate “description” section in which you can then describe those features in more detail.
Products with three digital assets, such as images, are more likely to sell than those that have only one.
Lifestyle-focused images are particularly informative and persuasive, as are 360-degree product photos and quality videos in video galleries.
Also Read: 5 Content Marketing Trends for 2020
Avoiding PCM Pitfalls
The best CXM solution providers offer unlimited customer service and training to guide you through the set-up process and to ensure you have full command of the platform and its capabilities. You also want to choose a sophisticated platform that has built-in safeguards to help prevent you from sending content that is incorrect, incomplete, outdated or not accepted by your retailer partners. Key to that sophistication is a user-friendly and flexible taxonomy structure that makes it easy for potential customers to find and buy your specific product. Another consideration is that you want to make sure you partner with a provider that has intimate knowledge of your target retailers.
B2B or B2C customers who are already searching for your product category are active rather than passive targets, and in an online world, the quality of your CXM marketing content might be the only discernible difference between your merchandise and a competitor’s. That’s why your company’s marketing team should take a keen interest in product content and the CXM platforms that can be a powerful tool in promoting and selling more product.