producing content

Product content, in general, is information that a business provides about its products and services. It includes imagery, text, and other relevant information.

When people buy online and cannot physically see or touch products, powerful product content impacts purchase decisions. Hence, product content is crucial for any business.

A lackluster product description might not be able to convince a buyer to make a purchase, and rich product content might encourage a customer to make a purchase.

Given below are ways by which businesses can pump up product content for increased revenue.

Know Your Customers

For rich product content, knowing the target audience is essential. Customers today expect a seamless experience when it comes to purchasing.

To provide customers with a seamless experience, businesses need to be proactive and prompt.

While creating product content, a knowledge of the intention and motivation of customers is essential. Customers cannot be grouped together in a generic category.

They should be organized on the basis of the types of products they buy, the frequency of their purchase, their age, and other relevant demographics.

Push Content through Social Media

A business should not be passive while pushing products and services through social media platforms. Social media gives businesses access to billions of users.

Running contests on social media often attracts the attention of the audience towards a product or a service. Tweets, blog posts, and videos related to products are extremely helpful in amplifying content. Promo codes and deals make customers feel special.

Joining social media communities also helps companies spread awareness about a product. For instance, Karl Lagerfield has used hashtags and bold imagery on Instagram. This has not only made their posts stand out, but has also led to an increase in orders.

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Repurpose Content

Repurposing content can help breathe new life into old content. This way old, popular content can continue to gain value. Adding keywords to old content can also lead to more opportunities. Content can be repurposed in a variety of ways.

A quote can be turned into a graphic, a checklist can be created from a blog, and a video can be converted into a podcast.

This can also be helpful for the audience. For instance, a blog can act as a textual aid, but if it is converted into a podcast, the audience can listen to it while they are on the move.

Utilize Storytelling

Storytelling leads to more authentic information, and can strengthen the reputation of a brand. Telling stories touches an audience’s emotions.

Emotions are always inspiring, and offer value to customers. When customers share an experience they had with a brand, this is also a form of storytelling.

This type of storytelling has a great impact on influencing the decision of the target audience. For instance, Hinge, a dating app, is popular for telling stories that resonate with consumers. Their key message encourages users to ‘find something real’.

They suggest users share their vulnerabilities, and that they put themselves out there to make more meaningful connections.

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Ronn Torossian is the Founder & Chairman of 5W Public Relations, one of the largest independently owned PR firms in the United States. Since founding 5WPR in 2003, he has led the company's growth and vision, with the agency earning accolades including being named a Top 50 Global PR Agency by PRovoke Media, a top three NYC PR agency by O'Dwyers, one of Inc. Magazine's Best Workplaces and being awarded multiple American Business Awards, including a Stevie Award for PR Agency of the Year. With over 25 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected public relations executives. Throughout his career he has advised leading and high-growth businesses, organizations, leaders and boards across corporate, technology and consumer industries. Torossian is known as one of the country's foremost experts on crisis communications. He has lectured on crisis PR at Harvard Business School, appears regularly in the media and has authored two editions of his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations," which is an industry best-seller. Torossian's strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, a Top Crisis Communications Professional by Business Insider, Metropolitan Magazine's Most Influential New Yorker, and a recipient of Crain's New York Most Notable in Marketing & PR. Outside of 5W, Torossian serves as a business advisor to and investor in multiple early stage businesses across the media, B2B and B2C landscape. Torossian is the proud father of two daughters. He is an active member of the Young Presidents Organization (YPO) and a board member of multiple not for profit organizations.