How to Create Great Product Content—And Make Your Ecommerce Grow 😊

how to create great product content

One of the main things to take into account when setting up any kind of retail business is how to display or showcase products.

Some of our current merchandising techniques trace back as far as ancient Rome. Under the lava of Mount Vesuvius, counters, shelves, and cupboards could be seen displaying different kinds of products, with product arrangements that we used for centuries. Until the Internet kicked in.

Online shopping has transformed the way we shop. But as digital as retail can get, making your stock appealing to customers will always be of paramount importance. Product pages are the new counters, and since products can’t be touched online, consumers’ hunger for information has increased. The truth is that product content has become a critical area that requires a lot of thought and effort. 

Therefore, we’ve gathered a few tips to help you define—or redefine—the way you present your products online. Here is how to create great product content to attract customers and make them fall in love with and buy your products. 

Set Up A List Of Product Data Requirements

product specifications

Write down a list of must-have information you want to include for every item, and how you want to present it. When selling through different channels, make sure that you are aware of and comply with their requirements as well. 

Information a product page should have includes the name, product specs—including color, material, shapes, available sizes, shipping information, and the reference number, among others—, quality product images, and so on. Remember, the more detailed product data is, the more likely customers are to find the item online. 

Set up Your Own Tone-Of-Voice

Define a comprehensive category tree into which all of your catalog items can be accommodated. Determine which terms you will use to designate every item and choose a tone-of-voice that suits your brand’s character. Using a consistent tone-of-voice can strengthen your brand image and even increase revenue by up to 23%. In case you worry that your visitors cannot find the right content while sticking to a consistent terminology, you can use advanced search tools for your search bar that take into account synonyms.

Cater For All Your Target Geographies

ecommerce geographies - How to Create Great Product Content

All your eCommerce languages need comprehensive product data. Offering different levels of product information in different languages might damage customer experience, especially for those not browsing in your main eCommerce language. Product data systems automating product data generation through AI are capable of outputting data for your eCommerce catalog in multiple languages in a matter of minutes.

Consolidate All Product Information 

Centralize product information management in a single PIM platform. The more sophisticated, yet user-friendly, the better. And if it uses AI to assist you in data creation and management, then, you won’t need to struggle with repetitive channel-based updates, long product data draft times, etc. Nor will you spend the annual average of 25 min per SKU cleaning and syncing information. DeepProducts is a comprehensive solution that can help you do that. You can see how it can speed up your time to market here.  

Make Sure Your Data is Searchable

How to Create Great Product Content

Make sure your items are searchable and you use, whenever appropriate, Schema markup language, microdata that helps search engines better crawl your products’ and website’s information. Verify the keywords you use on your website are aligned with those used by customers to improve the SEO.

Work with Connected Solutions

Forget about spreadsheets that are not connected to the different platforms you publish on and turn to solutions that offer full connectivity with your sales channels in order to keep data properly clean, organized, and updated. It will also help increase your employees’ efficiency.

How to Create Great Product Content & Increase Sales With a PIM

new dp interface

Product Information Systems are software tools designed to help retailers consolidate all product information in a single place, from which they will be able to output product details to the different selling channels.

Recent developments in the PIM industry have started including Artificial Intelligence in the process,  analyzing product images and letting AI generate a draft of all product data with pretty high accuracy before the team can edit anything they want using the software interface.