3 Tiers of Product Content (and How to Reach the Top)
How to get there: B-to-B e-commerce managers haven't even begun to scratch the surface of UGC. The best place to start is product reviews. Options include Bazaarvoice, Viewpoints and Pluck. Solicitation programs like email marketing campaigns or third-party incentives for completing reviews can also help encourage customers to start submitting.
Quality product content has become a focal point for B-to-B buyers. Where once pricing and availability was enough to build loyalty, great product content now makes for a better buying experience. This is how it should be. Content represents your standing in the e-commerce business, and you need to make it more of a priority.
Matt Clark is the head of e-commerce and digital marketing for Newark element14, a global electronics distributor and online community of more than 315,000 design engineers and tech hobbyists.