A contentious statement to some, but the absolute truth when it comes to content. Brands need to develop good product content and good marketing content in order to sell their products and keep customers coming back.
In a recent guest post for Salsify, I summarized the imperatives of content creation explained in our Stick, Drive, Convert series. Basically, companies will benefit from thinking about three separate pieces of content creation: branding, calls to action, and product-detail content.
I also walked brands through the benefits of developing content, basic and enhanced, for multiple channels. Next week, my colleague Trinity will talk about some specific considerations for improving product pages.