How to Use Product Content to Stock the Digital Shelf?

Modern marketers must learn to maximize product content, enrich, and syndicate it across all channels

Making the best use of your product content to stock the digital shelf may come as a struggle for new and even experienced marketers and merchandisers. Curating, socializing, and enriching content is a job in itself. Syndicating content for new marketplaces can be difficult as well. And, making sure it has a long shelf life, too? Talk about a challenge. But it doesn’t have to be all that complicated.

As marketers and e-commerce teams expand their views on how to get more from all types of content – and how to get more eyes seeing, reading it and engaging with it – think about your content and how it serves its core audience and buyers.

The key to content success is to make sure your “customer” is the focus and that content answers their questions and challenges accurately and consistently. Of course, using a product information management (PIM) solution helps streamline this, but more on the solution that enables great product experiences later.

  • So you’ve written a compelling product content
  • Produced a really engaging unpacking or how-to video
  • Created a visually compelling infographic

Now what? This is where the fun begins. Content in the simplest form can have many “lives.”

Identify a few top performing assets:
First things first, repurpose strong content. Can you dig deeper into the content and create additional assets from it? Did you share all the facts and figures or can you provide more detail for your buyer? Perhaps you can pull customer quotes or testimonials for social media promotion or utilize user-generated content in a fresh way? How can you highlight seasonal or event-specific content differently? Try to take a new approach to product content and present it in a different way.

Content isn’t only written:
Make sure you are reaching any and all of your targeted audience taking into account all your visual, verbal, and kinesthetic learners. Take your blog post and work with your team to pull together the key themes and takeaways into a quick one-minute or two-minute video and podcast. Keep it short, sweet, and to the point. Publish it on channels such as YouTube or iTunes. Think about how to leverage Pinterest and sites like Instagram to build and engage buyers. Be sure to always keep SEO top of mind and optimize for high-performing keywords along the way in all you do.

Salesforce B2B Pinterest board

Leverage every relevant channel out there:
It’s quite a task to keep up with the latest and greatest social apps and sites that pop up daily. Work with your team to do an internal audit of most relevant and best-performing platforms to reach your targeted buyers. Remember, omnichannel isn’t just a buzzword. It is a necessity today as B2B buyers utilize many different channels and devices before making a purchase.

Your website:
Note that Amazon isn’t the end all and be all with the younger generations. Don’t forget to focus on how you display content and build experiences on your own site as well as other marketplaces. Utilize solutions like inRiver PIM to ensure your most relevant content is available to deliver the right message, to the right person, at the right time.

Amazon isn't end all be all

Extending product content’s shelf life is truly invaluable to today’s modern marketer. It’s not uncommon for a marketing team to be small in size, but at the same time, be agile and scrappy with their strategies to consistently provide an enticing and compelling customer experience. And this holds true every day when it comes to producing a really great product content.

So, let’s get to stocking these shelves, shall we? Learn more about how inRiver can help you syndicate content and stock the digital shelf.






Written by

Erika Goldwater, CIPP

Erika Goldwater is the director of global communications for inRiver. An industry veteran, Erika lives and breathes B2B marketing, content, public relations, and data privacy. She's a Boston marketer who hails from Baltimore.