Last updated - May 11, 2022
As product marketing managers struggle to balance SEO trends, emerging marketplaces, and new product introductions, quality control oftentimes falls through the cracks. Especially for Magento organizations with thousands of SKUs, ensuring product content quality is virtually impossible to manage via spreadsheets alone.
Magento is an e-commerce platform built on open-source technology and created to accommodate retailers of all types and levels. Magento users operate with a flexible shopping system and have total control over online store look, content, and overall functionality, which can become additionally enhanced with software tools. The e-commerce platform host also has a robust list of features like search engine optimization, powerful marketing, and various plug-ins and themes to help retailers enhance their customers’ experience.
The main highlight of Magento? Enabling businesses to open multiple e-commerce stores to sell products to a variety of buyer personas.
Despite this, it’s not suitable for storing and managing product content necessary for managing SKUs with loads of data. Especially not when it comes to tailoring that data to different personas. Lacking a proper catalog management process can lead to inconsistencies in data across multiple channels, affecting business efficiency and confusing purchasers.
Some of the problems caused by poor quality product content include:
- Shopping cart abandonment
- High return rates
- Reputational damage
- Loss of customers
Consequences of poor quality product content include shopping cart abandonment, increased return rates, reputational damage, and loss of customers. As businesses try to expand in more channels, quality becomes harder and harder to guarantee.
Integrating a product information management (PIM) system with Magento empowers businesses to manage and publish high-quality product content to multiple Magento stores and relevant channels.
The Importance of Quality Product Content
Shoppers thoroughly research products on the internet before making purchases—that’s no surprise. In order to create rapport with customers on the product page, content must meet basic quality standards.
What does quality product content entail? Several measurements can be used to quantify data quality: validity, completeness, accuracy, timeliness, relevance, and consistency. The quality of product data will determine the value of the customer buying experience on your Magento site.
The absence of these elements in product content will repel prospective customers. It could leave marketers attempting to manage customer complaints rather than releasing new product introduction campaigns. Moreover, low-quality content leaves customers dissatisfied, inevitably affecting brand loyalty. Research shows that 21 cents of every media dollar are wasted from poor data quality.
In addition, to rank your Magento site, search engines require detailed product descriptions. The likelihood of organic search traffic reaching your website decreases if your product content is ambiguous or insufficient. When utilized with Magento’s extensive features, product content quality can help you target different customer personas. Accurate, complete product descriptions boost search engine rankings and, eventually, sales.
However, keeping up with the quality of multiple persona-targeted content is an arduous task. Overseeing the vast amount of data for different personas requires a marketing team’s undivided attention to detail. For the sake of efficiency, marketers must employ alternative means to maintain high-quality product data.
5 Ways PIM Improves Magento Product Content
If you want to drive seamless persona-targeted sales across multiple Magento stores, you must tackle the challenge of managing custom content for many stores.
A PIM solution is built to manage copious amounts of product data, including audience-specific product content. PIM users are better able to store and organize product content for different localizations and even different buying models (B2C, B2B, or D2C).
Here are a few ways in which PIM improves product content before it hits Magento.
1. Centralize Product Information
Integrating your ERP with PIM improves the efficiency of your Magento store. With it, you can effectively sync inventory, orders, client information, and shipment details across your essential business platforms.
PIM software serves as a single source of truth for all product content. When properly utilized with ERP software, it automatically updates product data to your Magento store (and other sales channels). Shoppers will always have access to real-time inventory and SKU information.
With the integration of ERP to your PIM, sell on multiple stores from a central, trustworthy source. Thus you can gain more conversions with less effort and time, regardless of the quantity of Magento stores you have.
2. Automated Product Data Validation
By setting rules for all product data coming in, PIM reduces errors dramatically. The system runs automatic processes that ensure essential fields are filled in, data is complete, validated, and standardized according to Magento’s formatting requirements.
The system works with features that follow data governance principles. Meaning, PIM catches obvious dimension errors or blank data fields before a product can be published. With PIM software integration into your e-commerce store, you have ready-to-go product information at all times.
3. Manage Persona Content From PIM
PIM allows you to manage product data for a single SKU while optimizing for multiple personas, all in one location.
For example, say you own a store that caters to B2B and B2C buyers. The content required to convince both customers to buy the product will need different messaging. While end-user content is usually emotionally based, B2B buyers lean toward function and logic.
PIM provides a space to optimize product content such that it resonates with both types of buyers. Several PIM platforms allow for the use of unlimited attributes, allowing marketers to add different titles, descriptions, and keywords to describe a single product. When a product is ready for publication, simply choose the attributes according to buyer persona and push to the appropriate store.
4. Use High-Quality Photos
Product listings are insufficient if they don’t include appropriate digital assets, such as in-use photos, 360-spin photos, and videos.
The inclusion of digital asset management (DAM) on the same platform as PIM allows you to link photos to products before publishing to Magento. Creating a single product view for products before they hit the market, choosing a PIM with a built-in DAM can save your business valuable time and resources. Because The DAM stores the master file of all images, assets can be stored and optimized for any channel in a matter of clicks.
DAM reduces duplicates that may be out-of-date or manipulated from the original (file size, type, dimensions, format, etc.). PIM with DAM also ensures the storage of a single master file of PDFs, videos, images, 360-spin photos, presentations, and other digital assets required for your e-commerce store to run effectively.
Utilizing PIM with a built-in DAM ensures only the highest quality photos are used to represent products on Magento. In addition, you can add unlimited keyword attributes to enhance product page findability, increasing product visibility and conversions.
5. Enrich Product Content Before and After Publishing
First, focus on speed to market. Second, focus on enriching product content. With PIM, your marketing team will be able to do both. As already established, PIM includes tools that allow you to take products to market, fast. With tools that allow you to grade according to Magento standards, products can be enriched with basic content in order to publish to Magento as fast as possible.
However, the benefits of enriching content beyond the basics are numerous. Optimized product content boosts product page quality and can improve product page rank on search engines. It signals to Google that you care about providing value to your customers, and leads to high converting sales.
PIM’s automated publishing tools make it easier to enrich content after it has been published to stores. SEO keywords change? Quickly adjust once in PIM before synching updates to existing channels. Adding a color variation? Promptly link new images and a product description to established products before updating stores.
It’s that simple.
Final Words
The message is crystal clear: product content marketing is the backbone of driving revenue on Magento. Quality product data increases conversions by making it easier for buyers to find products and make informed purchases. PIM solutions allow your teams to promote products on multiple channels quickly with enriched product content. To drive revenue growth this year, consider using a PIM as the single source of truth for your enterprise.
