3 Tiers of Product Content (and How to Reach the Top)
Why it's important: If B-to-B e-commerce managers have only just begun to develop strong base content, then advanced content is virtually nonexistent. Advanced product content is critical for customers weighing more complex and expensive purchases. This is especially true for online buyers, who can't physically hold or test that product before purchasing. Advanced content is what can set you apart from your competition. It can showcase how the product matches what your customers are searching for and give them the push they need to follow through on a purchase.
How to get there: Clear, established product categories are the basis of good advanced content. E-commerce managers need thorough product taxonomy — i.e., the basic organization or "modern Dewy Decimal system" of product data. Taxonomy should correspond with the terms or phrases your customers are using most to search for products on your site. Let those categories dictate how much and what type of advanced content you need for a particular item — be it a piece of wire or a microcomputer.
Tier 3: User-Generated Content (UGC)
What it involves: User-generated content, as the name suggests, is any product content created or submitted by the user or customer. This third and final tier encompasses a broad spectrum of information, from product reviews and Q&As to full-fledged forums or communities where customers can interact with and support one another. UGC puts the power in the hands of the customer and offers some of the most valuable material in the content ecosystem. For those reasons alone, it's also the most difficult to master.
Why it's important: Abundant UGC is a sign of true customer engagement. Customers who submit their own images and videos of your solutions or lead discussions around how to leverage them can go from one-time buyers to long-term or even lifelong buyers. UGC not only establishes and reinforces brand loyalty, but it gives businesses a level of authenticity they just can't achieve through content developed internally.