Something big may be missing from your product content strategy


Many companies struggle to produce high quality product content and deliver it to customers at the right time.

“Today’s customers are demanding more digital content than ever, and companies are struggling to keep up,” according to a Forrester Consulting study commissioned by Widen.

What is preventing brands from delivering product content that is tailored to the needs of their customers? Your content strategies – especially your approaches to integrating content tools and processes.

Sound familiar? We thought so too. Organizations have struggled with these issues for years, and now the challenges are getting bigger with the dramatic increase in demand for digital experiences. We have therefore decided to look for new and relevant data to better understand how to address the evolution of these known problems today.

The Forrester study found that current product content strategies lack the foundation for success. But what is actually missing?

In short, companies are missing a strategic and integrated approach to their content technologies, especially digital asset management (DAM) and product information management (PIM) software.

  • The production, storage and management of content is still distributed among company silos and tools.
  • Product data suffers from the same lack of organization.
  • And because product content is split across multiple independent tools, there are limits to what you can do to increase production or quality so you can deliver the digital experiences your customers deserve.

First, let’s look at the technology you use to manage your product content.

What tools do you use to manage product content?

The pandemic made digital commerce the preferred way to shop and interact. Now customers expect content that is tailored to their journey every step of the way – or you risk losing it. This, in turn, puts tremendous pressure on teams to evolve their product content strategies as you need to deliver not only content faster, but also higher quality content. Finally, store and publish more types of content (e.g., 360 ° spin photography and video) than ever before to stay competitive.

Does that sound impossible in your current experience? Then your content technology is likely holding you back from the scale it takes to achieve those goals.

Many companies are adding new content types to their mix to meet the growing demand for meaningful e-commerce interactions. With the right content tools, you create a solid back-end foundation for successful customer experiences in the front-end.

According to the previously cited Forrester study, “approximately seven in ten content marketers use PIM solutions (72%), customer relationship management (CRM) solutions (72%), DAM solutions (69%), and marketing automation platforms (69%) %). and SEO / SEM management systems (68%). However, effective content optimization is at risk if these technology solutions are not well integrated. “

That integrated part of the result is critical: teams may have the right tools and still not be able to deliver the product content experience customers want unless technology solutions work together to support your processes and strategies.

Without integration, it’s nearly impossible to deliver the personalized content experiences your customers want.

Integrate product data into content to personalize experiences

Your customers rely on you to deliver product content at the right time. According to the same Forrester study, “Nearly half of businesses say the” discover “and” explore “phases are the most difficult to deliver content, and it is also where consumers have the greatest need for accurate and detailed product content to have . “

If you don’t have the right content, customers won’t complete their purchase and find another brand with the product content customers need to make an informed purchase decision.

In order to know what content to provide at each step of the “Discover” and “Explore” phases, you need to provide accurate, complete, and relevant product information. This requires extensive integration of your DAM and PIM tools. If you can achieve this integration, you will be ahead of a large percentage of the market that is lacking these connected systems and struggling to segment and personalize the delivery of content.

“Only five in ten content marketers think their segmentation and product level of detail are sufficient, while only 43% think their personalization processes are adequate to support content priorities.”

Enrich customer experiences with product content Forrester Consulting Study

Once your DAM and PIM systems work together, there is still one major challenge to overcome: now you have to convince your entire company to treat content as strategic capital and support an integrated approach to content management.

Treat your content like a strategic asset

For your brand to be overall successful, your business needs to understand that content is a strategic asset. It sounds like a simple concept, but many companies still keep DAM and PIM technologies small in their strategic vision.

According to the Forrester study, “nearly half of organizations use DAM or PIM tools to manage brand and product content at the departmental level, while less than a third use DAM or PIM at the enterprise level. However, these solutions are for content optimization Critical The lack of a holistic strategy runs the risk of companies creating sub-par workflows and analytics. “

If your company doesn’t see the big picture of its content strategy, your customers will end up suffering. And that means your bottom line will suffer too.

If you want to improve your ROI on product content, get clearer content insights, and drive customer experiences with higher conversion, you need to get decision makers to understand that content is an enterprise-wide affair, not just a marketing initiative.

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We commissioned this Forrester Consulting study to shed light on the current challenges in product content strategy and provide information on how to fill in the missing parts. To understand these struggles, Forrester surveyed 259 digital marketing decision makers and 360 consumers from across North America and Europe.

Download the study today to fill in the gaps in your content strategy.


Jeffrey Rabinowitz