Article

Kathryn Zwack
Kathryn Zwack 14 March 2018

The Dirty Little Secret Behind Customer Experience

If you have talked to your digital marketing agency recently, read the latest from Google, or perused your favorite marketing blog, you have likely come across arguments in favor of better customer experience. If you have watched a webinar about digital transformation or trends in online commerce, chances are there was mention of the importance of customer experience to remain relevant and build loyalty among your customers.

What these fantastic resources and experts may have told you is that you need to create a personalized and compelling experience for each and every buyer or shopper. Sounds great, right?

The Dirty Little Secret

What they likely didn’t reveal is the dirty little secret about Customer Experience.

What these revered sources won’t tell you is that this effort will fail—that it is literally impossible—without the development of more and more (and even more!) high-quality content.

What type of content, you ask?

We would argue that product content should be at the top of your list. According to a study by Shotfarm, a vast majority of shoppers consider product descriptions to be very important (63%) or important (30%) to their decision-making process during the buying journey. Best practices outlined by content26 suggest that a product description length between 350 and 400 is justified to address the main features and benefits of a product. Some products, such as consumer electronics may need as many as 600 words to sufficiently communicate product features and benefits. To complement these product descriptions, you should provide imagery, romance messaging, and user-generated content in the form of reviews.

In addition, Google just recently doubled the length of the meta description tags that their algorithms consider to 320 characters. To get the most from your SEO efforts, you will need more—and better—content.

More and more—and more—content

This need for content—to better serve your customers, promote your brand, and satisfy SEO requirements—may be part of the reason that word counts on HTML pages has increased by more than 25% in recent years.

Not only will you need to provide great information for each of your products, but also your content will begin to proliferate. As you multiply product variations, attributes, and product relationships, you will need to create an ever-increasing amount of content. Add to that the adaptations needed for new markets, channels, and languages and you will observe an exponential explosion of content requirements.

You are probably starting to get the idea. How can you possibly track and manage all of this product content? And, is this really necessary?

Fueling the Engine of Customer Experience

As your organization discusses the resources and tools necessary to provide that great experience your customers are seeking, consider this: there is no point in investing in personalization and experience software if you’re still going to provide every customer the same experience as every other customer.

Just as your vehicle needs fuel to power its engine, your marketing organization needs to develop product content to fuel your customer experience and personalization efforts. Regardless of how many state-of-the-art tools you implement, they—and you!—can’t do the job without the fuel for the engine that is product content. By building this solid foundation of content, you can easily reuse and repurpose the information you create to build a personalized experience for every shopper.

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