Create Product Content Strategy In 6 Steps

An effort goes down the drain if it is not strategized towards a goal. It is mandatory to develop a product content strategy to ensure that all the time and resources are put to their correct usage. 

Whether it's about creating awareness or generating leads, a concrete product content strategy is crucial. 

Thoughtfully designed product content strategies have the potential to elevate product image and enrich the customer experience. 

The key here is to convey a compelling value proposition of product to potential customers through content. So, if you are a product content strategist, content marketer, or digital marketer, this blog is for you. 

In this blog post, we will discover the meaning and examples of product content strategy. We will also learn how to create a winning product content strategy in 6 steps. 

Let's first understand its meaning. 

What Is a Product Content Strategy? 

A product content strategy refers to the strategic planning and implementation of content based on a particular product. Instead of focusing on an organization or brand, it focuses on a particular product. 

Product content strategy aims to effectively communicate the value of the product through top-notch content.  A total of 88% of marketers have successfully created brand awareness and credibility through content. 

Following are some of the components of product content strategy: 

• Content creation and management 
• Content distribution 
• SEO Optimization 
• Localization (if applicable) 

Product Content Strategy Example 

• Brand – Apple 
• Product – iPhone

Apple's product content strategy for the iPhone focuses on engaging tech enthusiasts, professionals, and loyal Apple users. They create captivating product descriptions, stunning images, and informative videos while maintaining the brand's minimalist style. 

Content is distributed across Apple's website, app, and social media, optimized for search engines, and presented in user-friendly interfaces. 

With localization for global audiences, Apple ensures that its product content strategy educates potential buyers, generates anticipation, and ultimately drives sales and brand loyalty. 

Difference Between Product Content Strategy and Content Strategy

Exploring the distinction between 'Product Content Strategy vs Content Strategy' reveals crucial insights for digital marketers. 

These concepts, while overlapping, target different aspects of content marketing, directly influencing the way brands interact with their audiences and present their products. 

Recognizing these differences is crucial for marketers. It allows for more effective alignment of their efforts with specific goals. 

This can range from focusing on overarching brand narratives to promoting individual products with nuanced detail. 

Why Does Product Content Matter?

Product content matters as it is the entire basis of how the product will be presented and positioned in the market. 

• Influences Purchasing Decisions: Product content strategy showcases a product's features and benefits, guiding customers through their buying journey. 
• Educates Customers: Detailed product information helps customers understand how a product can fulfill their specific needs or solve their problems. 
• Boosts SEO: Strategic use of keywords in product content increases online visibility and attracts more traffic to your site. 
• Enhances User Engagement: Engaging and informative content captures the audience's interest, encouraging them to explore more about the product and brand. 
• Establishes Brand Credibility: Quality product descriptions build trust and credibility, essential for converting prospects into loyal customers. 
• Differentiates Your Brand: In competitive markets, compelling product content can set your brand apart, driving sales and enhancing customer loyalty. 

Who or What is a Product Content Strategist?

A product content strategist is essential in developing and managing content that plans how to showcase a product's benefits to its intended audience. They play a crucial role in aligning the product's features with the customer's expectations, ensuring that the content not only engages but also educates. 

By rigorously measuring content performance, product content strategists fine-tune their approach to boost product awareness and user engagement. Their strategic efforts in product content management are pivotal in building customer loyalty and driving product success. 

What Are the Steps to Create a Product Content Strategy? 

The product content strategy steps are as follows: 

1. Create Buyer Personas 

When you speak to everyone, you speak to no one. So, define your buyer personas to connect on a personal level. 

The quote emphasizes the fact that you simply cannot create one content strategy for all users without knowing them on a personal level. Hence, before creating content, it is important to create a buyer's persona first. 

Buyer personas are the representation of your ideal customer. It typically includes demographic information (age, gender, location), psychographic details (interests, values, motivations), behavior patterns (shopping habits, preferences), pain points, and goals of a potential buyer/ideal customer. 

It allows you to truly understand your audience. By understanding their characteristics marketers will be able to create content that resonates with them. 

Buyer persona is created through 3 main ways: 

• Analyzing your existing customers 
• Potential customers 
• Characteristics of your ideal customers 

By identifying who your customers are and what their interests are, you will be able to create tailored content. 

2. Content Mapping 

Your content must be aligned with the different stages of the buyer's journey. 

Content mapping involves mapping out the entire customer journey, from awareness to purchase and post-purchase, and creating high-quality content according to that. 

Customers have different needs at different stages of their journey. Content mapping aims to deliver the right content at the right time.

Identify touchpoints where product content is needed and what type of content will be the most effective at each stage. 

Awareness Stage – At the beginning of the journey, customers are often unaware of your product or solution. They need educational content that introduces them to the problem they're facing and provides general information. 

Consideration Stage – In this phase, customers are aware of the problem and actively seek solutions. They require content that compares different options, highlights features, and demonstrates how your product or service can solve their specific issues. 

Decision Stage – Customers at this stage are ready to make a purchase decision. They need content that reassures them, such as customer reviews, case studies, and pricing details, to help them finalize their choice. 

By tailoring your content to the different stages of the customer journey, you provide valuable information when it matters the most. It guides customers toward informed decisions. 

3. Identify Problem 

Now that you have created content for each stage of a user's journey, it's time to analyze it. The next step is to identify the problem of the target audience. This involves a thorough understanding of their customer journey and identifying gaps or pain points. 

This can be done with digital experience analytics.

Identify what are the friction points of your users. This could involve having unclear navigation paths, slow loading times, or less engagement in the content. Understanding these points will allow marketers to fill gaps in the user journey and create content that is engaging and satisfying. 

4. Create Content that Align with Business Objectives 

Aligning product content strategy with business objectives is one of the most important aspects. Marketers can have several business goals at different stages of the business's journey. Suppose the goal is to create awareness about the product, increase conversions, and retention, increase customer loyalty, etc. 

5. Create Credibility – Case Studies & Reviews 

When users find your content authentic and reliable, they are more likely to engage with the brand.  

In the digital age, content becomes the medium of communication with your audience. Fostering trust through effective communication is imperative for brands. 

When users come across your content on a website, social media platforms, or any other medium of interaction, they should feel your content is credible. 

Did you know? 

• 73% of successful content marketers use case studies as their preferred form of media? 
• Another statistic says that 49% of consumers trust reviews as much as personal recommendations from friends and family members. 

Adding case studies and reviews in content marketing is an effective way to show the authenticity and credibility of your organization. 

Case studies show real-world examples of people who have used your products and created an authentic content experience. They provide evidence of your product's value. 

On the other hand, reviews are the social proof of your product. 

6. Focus on Branding and Consistency 

A total of 66% of people say that they feel connected to a brand when it gains their trust. 

Focusing on branding and consistency while creating a product content strategy is essential for brand positioning. 

Branding and consistency in content have a direct impact on how consumers perceive your brand. Especially if it is about product marketing content strategy, the content should speak for the product. 

For example, when we read 'Just do it' we immediately associate it with Nike. Because it has maintained a consistent voice in messaging, design, and communication. 

Consistency in storytelling, blog posts, content design, and other elements is key to maintaining this unified brand identity.

TIP - Provide training to your content team and marketers on your brand guidelines, voice, and tone. Ensure they understand the importance of brand consistency. 

Tips to Create a Rich Product Content Strategy 

Creating a rich product content strategy involves a blend of creativity, strategic planning, and audience understanding. 

Here are key tips to enhance your strategy: 

• Analyze and tailor content to meet the specific needs and preferences of your target audience. 
• Prioritize creating high-quality, engaging content that provides real value. 
• Use relevant keywords and SEO techniques to enhance content visibility. 
• Incorporate videos, blogs, infographics, and social media to engage diverse audiences. 
• Boost trust with positive reviews, testimonials, and user stories. 
• Keep a uniform brand voice across all content to build recognition and loyalty. 
• Use analytics to track performance and adjust your strategy for better engagement and conversion. 

Difference Between Product-Led Content and Product Content Strategy 

Understanding the differences between product-led content and product content strategy is crucial for effective marketing. 

Each serves distinct roles in engaging audiences and driving product conversions. 

This comparison highlights their key differences, aiding in strategic content planning. 

What Is the Role of Content Strategy in Increasing Conversions? 

A well-crafted product content strategy shapes users' perceptions and encourages them to buy the product. It plays an important role in product experience management and cultivates a positive brand image. 

Let's see the role of content strategy in enhancing product image and increasing conversions. 

1. Educate 

Strategically crafted content educates the audience about the product. It becomes like a bridge that connects the audience to the brand. It increases awareness, and market benefits of the product and enhances the image. 

For example, a clear product description, informative blog posts, and FAQs can help users understand the uses and benefits of the product. 

Education enables the target audience to understand the product in a better way and make informed and confident decisions. Moreover, it creates awareness and builds an initial foundation for your brand reputation. 

2. Inspire

When you have inspired the audience, they are likely to make a purchase. 

Once they are aware of the product, its features, and benefits, then they will start to show interest by engaging with the content. 

But, how do you know you have inspired them through product content?  

• When customers return to your website or online store multiple times, it's a sign that they are considering your product or service. 
• Customers may visit product pages, view product details, and add items to their shopping cart, indicating their intent to purchase. 
• Signing up for newsletters, updates, or promotional emails suggests that customers want to stay informed about your offers. 
• Click-through rates on calls to action (CTAs) in your content, such as "Buy Now," "Learn More," or "Request a Quote," can indicate a desire to take the next step. 

3. Convert 

In this stage, prospects finally turn into leads. 

The conversion stage is a critical part of the customer journey, where prospects transition into customers or take the next step in their relationship with your brand. 

By optimizing the conversion process and aligning it with the educational and inspirational content you've provided, you can increase your chances of successfully turning prospects into loyal customers. 

How Experro Can Help to Create an Effective Product Content Strategy? 

Experro DXP helps businesses create exceptional digital experiences through its unique set of features. To manage and create content it offers a cutting-edge headless CMS, where you can store and deliver content on multiple digital platforms. It also provides localization for a global audience. 

We at Experro believe there is no one-size-fits-all when it comes to content. We enable organizations to create hyper-personalized content and landing pages.

Conclusion  

A robust product content strategy truly connects the product with the target audience. It not only helps to educate and inspire the target market but fosters a deep connection with them. When users see consistent messaging and engaging voice through content, they start to recognize the product.  

To create such a stellar and personalized product content strategy, schedule a call with our team of experts at Experro.