Nearly 40% of marketers say content marketing is an essential part of their marketing efforts. And 81% say their company sees content as a business strategy. But, at the core of any content marketing plan lies the question: What constitutes good content? In many cases, brands interpret it as “well-written content” — think impeccable grammar and spelling. While these are key elements of effective writing, they only scratch the surface.
Just like a traditional marketing campaign, your content strategy should focus on your marketing goals. When it comes to content, success lies in ensuring that your message resonates with the right audience. Imagine designing a beautiful billboard ad on a quiet road with little traffic. Even if it's a work of art, its impact is lost because the audience simply isn't there. In content marketing, the same holds true — good content isn’t just about creation; it's about strategic placement and visibility.
If content isn't tailored for the channels it's meant to thrive on, it’s unable to deliver any value to your business. Quality content involves reaching out to your audience, emphasizing the importance of their time, and expressing your desire to connect, entertain, and fulfill their needs.
In this article, we'll delve into the critical role of effective content in crafting your marketing strategy, shedding light on how a Product Information Management (PIM) solution can enhance your overall approach.
Defining "good content" is subjective, varying based on individual perspectives and goals. According to Sandra Herdering, founder of S.HE Business, “good content is content that sells well because it offers interested parties the added value, they need to make a confident, informed decision." Consistently producing valuable content — be it insightful blog posts, educational videos, or eye-catching infographics — demonstrates expertise and a commitment to supporting your target audience.
With 63% of content marketers using their content strategy to build loyalty with their existing customers, the standards for effective content extend beyond technical aspects. What qualifies as "good content" can depend on factors such as relevance, clarity, and engagement. Creating impactful content involves developing a content strategy, ensuring consistent publication, measuring performance, crafting multimedia content, prioritizing promotion, and gaining a deep understanding of your target audience.
A content marketing strategy is not just a trend; it's a must-have for businesses. It serves as the guiding force amid a multitude of touchpoints, ensuring meaningful engagement and tangible business outcomes. By offering value, you position your brand as an industry authority, earning trust from potential customers. Over 70% of both B2B and B2C marketers have already recognized this, incorporating content marketing into their overall strategies.
As Sandra Herdering, points out, “identifying the exact moment when content triggers engagement can be challenging.” It's the collective impact of all touchpoints that makes the difference. A content marketing strategy answers your audience’s questions, forges relationships, boosts conversions, and generates leads. Its effect can be seen in the achievement of three goals: creating brand awareness, building trust, and educating the target group.
Businesses face several challenges when managing their content operations. For B2C marketers, the primary obstacles include creating content that resonates across various roles within the target audience (42%) and the need to improve internal communication between teams or silos (41%). On the B2B side, the challenge is finding partners with adequate topical expertise (65%). Notably, businesses that spend the least on content marketing often struggle with crucial aspects like publishing volume, lead generation, and measuring ROI.
As organizations strive to build brand awareness and engagement, they also grapple with:
Product information is crucial for compelling brand stories and successful content marketing. Every product detail contributes to the narrative, shaping how buyers perceive and engage with a brand. In today's digital era, consumers expect seamless digital experiences — driving the demand for accurate and reliable information. In fact, they are willing to spend 140% more to get personalized experiences and content has an impact in their purchasing decisions (93%). Businesses are responding to these expectations by implementing Product Information Management (PIM) systems.
56% of shoppers value product information now more than ever and may opt out of doing business with retailers with incorrect product descriptions. Yet one in three marketers admit that their content writing is only “somewhat” or “not so” effective. If attributes are missing from the product descriptions, you lose credibility with consumers. To drive sales, you must provide detailed, complete, and accurate product content so that they can easily access and fully understand the product's attributes and benefits.
Enter Product Information Management (PIM) – a data management solution that allows you to easily onboard, manage, and distribute channel-ready product content, anytime, anywhere. Implementing a PIM solution to manage product data is key to start gaining the benefits rich product content can produce.
In content marketing, where every detail matters, product information takes center stage. By recognizing its role, the need for a dedicated data management solution becomes evident. That’s where Contentserv's PIM solution comes in — a dynamic tool designed to manage product specifications, data, and marketing content centrally. It can help you create product content at scale, deliver compelling customer experiences, and make data-driven decisions — ultimately ensuring success on the digital shelf.
Contentserv's PIM takes content marketing strategy to the next level by ensuring a consistent message across all channels. It boosts SEO rankings by enabling the review and enrichment of product information with relevant search terms. Additionally, it ensures all teams within the organization always have up-to-date product information at their fingertips, enhancing transparency and efficiency.
Contentserv integrates seamlessly into your existing IT landscape and ecommerce ecosystem, connecting all data points to provide a single source of truth and a holistic view of your target audience. Businesses and their marketing teams can also:
The result? Customers feel a genuine connection to your brand, fostering loyalty and satisfaction. Before you know it, your target audience will start looking to you as a source of solutions to all their worries — and your company will benefit from it.