5 Reasons to Invest in Product and Brand Content on Amazon
DESCRIPTION
The topic of the episode is product content and why it is important - though not always easy - to invest in it.
Kiri gives a recap of a live learning event with Stratably, a research and insights firm run by Russ Dieringer.
Since this topic is visual, to get to get the most out of it, check out the Swipe File we developed at Acadia - just go to Acadia.io and follow the link in the page banner.
And make sure you tune in to find out more!
“To get examples and ideas, I recommend that you check out our Swipe File of Amazon product and store content that is really best-in-class, that we developed at Acadia. ”
KEY TAKEAWAYS
In today’s episode you’ll hear:
A lot of brand feel like they’re underinvesting in content, and the top reason is that it’s difficult to prove ROI with content.
The best conclusive research on this comes from Profitero, called The Impact of Improving Content. Looking across sales, traffic and conversion rate, they found an increase of all of those when content was enhanced in 4000 listings.
From our own experience at Acadia, presenting the WHY on investing in product content is important.
Proving incremental ROI is difficult because because it’s usually not the only thing influencing your sales - there are also ad campaigns, the time of the year (PD, seasonal events, etc.), inventory being out of stock, price changes, promotions, Buy-Box issues
Logic Arguments for investing in brand content:
Amazon believes in content and has been developing it over time, which speaks to its importance: stores linked to PDPs, A+ pages that are free for 1p vendors, videos, 360 spin mages, Amazon Live, Amazon Posts, etc.
The digital shelf is the online version of the in-store experience.
Showrooming - shoppers check out Amazon listings for content when buying in brick and mortar stores.
Amazon is working on generative AI search, and will be sourcing from the content shared by the brand as well as input from consumers.
Your competitors are doing it - including random factory brands who are putting out great content and creating a high benchmark in terms of customer experience.
Getting the buy-in is not always easy, so here are some tips:
Design a scorecard to measure baseline performance and compare when pages are fully optimized. Profitero's report is very useful as a starting point.
Educate your team and leadership.
Look at forward-looking metrics like conversion rates, traffic, etc.
Demonstrate everything using mobile first.
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