Online retailers depend on high-quality product content to attract and inform customers, but where does the finished product come from? The answer is source material, the information that writers use to produce compelling content. Below are 5 tips for transforming raw data into product content that shines.
1. Get the facts
Content creation begins before a single word is written in the acquisition stage, where quality source material is obtained. That can mean growing relationships with vendors or hunting down information through a variety of methods. It’s absolutely critical that source material is as accurate and detailed as possible when it reaches writers.
2. Understand the big picture
In order to understand and synthesize large amounts of product attributes, skilled content creators need to be aware of the context surrounding an individual product. We must stay up-to-date on innovations and emerging technologies and understand developing trends to make information meaningful for consumers.
3. Sweat the small stuff
All of our content goes through multiple levels of quality control for accuracy and adherence to style. From a writer’s final checks before submission to editorial oversight to proofreading and predelivery review, we strive to accurately represent the source material we receive for each product in a way that serves e-retailers and their customers.
4. Employ a distinctive voice
Attention-grabbing product content maintains a strong, client-specific voice that promotes a distinctive brand presence. As content creators, our goal is to present a wealth of product data in a way that is appealing to our clients’ customers with a unique tone that is comprehensible and engaging.
5. Give it meaning
Even the best source material is just that – a source, raw materials for building something more. Powerful content not only provides information, but also shows how a product fits into the consumer’s lifestyle. Thoughtful content creation requires us to identify a need and show how the client’s offering can fill it.
Data integrity, time to market and increased conversions are vital to all e-commerce retailers. Our product data management and unique content creation program ensures consistent product names, robust product descriptions, complete and accurate product attributes and an array of digital assets are at your disposal, providing time to market and quality improvements that will outpace your fiercest competition. Contact our team and get started with Virtucom Group today.
