What is content marketing, and why do we need it?
To talk about how big brands use content marketing to position their specific products/product pages, we must first explain content marketing and why we need it when working with specific products like electronic construction tools.
Content marketing creates valuable information and places it in blogs, eBooks, social media posts, infographics, videos… Content has a difficult job – it needs to offer informative and valuable material, provide insight and value, and be “optimized” for Google search engines to rank better (than our competitors) with our created content. To summarize, we need to write for both algorithm and human readers.
Using content marketing is not even questionable anymore. My SEO clients know this and so, probably, do you. Useful info attracts potential customers on SERP, keeps them engaged once they land on our blog, and moves them further along the sales funnel.
Do we need content marketing if we’re selling construction tools?
Okay, now we know that content, presented as a type of marketing, is significant for our shops and our website in the first place.
Content goes everywhere. Content is almost everything you see. It represents the blog pages, all your social media posts; all that is written on your website; every infographic, every email you send to your community, every newsletter, videos, photos, memes. Everything a person (and Google) can consume or use to make it easier to understand the point of your website or any product in your shop.
Having a website with an online shop means that you need to take care of the content, but you also need to have an excellent copy. These two work together like this:
- content will be created and optimized to bring them to the website
- the excellent copy will persuade them to buy whatever you sell at your shop.
In other words, having a shop means – you’re selling something, and that’s why you need a copy. Content is there for people to find it easier.
How does content work, exactly?
Content is a secret language of writers and Google. Google knows what people usually search, and then writers use that long or short phrases to pop up on the first page of Google results (SERP). These phrases are usually found via numerous SEO tools and tips&tricks. The whole point is to know what people type in the search bar and take advantage of it before your competition.
I am selling construction tools. I can’t create blog posts and newsletters about that!
Many online shop owners think their products can’t be used for blog stories, and I think I know why. Asking if the content is necessary for your business is a pretty common question.
Your train of thoughts: Nobody wants to read a blog post about a cordless drill. Who reads blogs anyway? Who on earth can write a blog post about safety clothing?
Train of thoughts of all big brands that sell construction tools: Great, cordless drill is a fantastic tool, and you can take it anywhere. No cord, you don’t need electricity. Just recharge the batteries with a cordless recharger. It fits in your car, and you can even build a treehouse in the middle of the forest and post some great images or tutorials about it! It is also a fantastic thing to do with your children! And if you teach them about building a house and staying safe (protecting their heads, shoulders, knees, and toes with safety gear), it’s like a story that never ends!
See? I got ya!
Is product description a part of content marketing?
The product description is a type of marketing copy that describes the product in detail. Usually, the product page is created to have a short description of the products, images of the product, product features, and product specifications.
Product features vs. product specifications
Product features are (usually) bulleted sentences that explain the product’s benefits to the potential customer. Also, features let us know which problems people typically have (this gives you time to recognize your problems) and how your product can solve all of those problems. In simple words, features present the product, tell us what we use, why we need it, and how this product can help us solve a problem. So, features are (let’s say it) a kind of a smart-written copy.
Product specifications are (usually) a bunch of numbers, followed by shapes, colors. But not always. Some companies went a step forward and decided to present the “boring” data with an interesting infographic. Specifications have a role in letting us know about the size/dimensions of the product, weight, materials, and other relevant parameters that will work together to create “the image” of that product for potential customers.
So, the product description is copy, but if we add videos of how to use the tool, testimonials, videos of happy customers, links to the blog posts or blog posts related to that product, etc., we’re adding the value in the form of the content to our copy.
Is a great product description enough, or do I need a blog as well?
If we think about “great” product description as presentation of the product through the detailed specifications, informative and easy-to-read features, excellent quality images, testimonials from people who have bought the product already, the final answer is – probably not.
A great product description should capture the most frequent questions and present detailed answers about a specific tool. This is where skilled copywriters will fit all the essential keywords and create them to look natural. Of course, Google would be very “happy” if you included great meta descriptions and alt tags for your images as well.
If you think about making your potential customer happy and making Google happy simultaneously, you can go without the blog, newsletters, press releases.
Once you have an audience, you can always create a survey and ask them about their opinion. People like to be a part of making positive change. So a survey is the most incredible tool for finding out what is okay with your content and what part of it is, just not “making a boom”.
To be honest, we know that some of the big brands have killer-product descriptions and still work hard on their newsletters and testimonial sections. Why? Well, working hard on your product description will be great for your shop, but completing a great product description with a great blog/news section/PR section audience is finding helpful will launch you exactly where you want to be! (on the first page)
Should I write descriptions with lots of my tool-oriented keywords, or should I stay concise?
Writing a great product description is like explaining face-to-face why your product is the best on the market and why you need it today. This part should have the keywords you’re going for, but be careful not to overstuff. The best combination is using some keywords in the product description, placing some alt tags, meta descriptions, social media posts, blog/news section/PR section…
Alt tags and meta descriptions
- (Alternative Tag or ALT Text as well). Yes, we need the alt tags. That is how we optimize the image we’re posting for SEO. Alt tags provide an explanation – what an image is displaying. That info is built especially for search engine crawlers. We have up to 125 characters to give enough detail for search engines to relate the image to the page’s context.
- A meta description is that small block of text that appears under your website URL on the Google result pages. Meta description includes (it should) the essential information about that specific page. It is designed to summarize what they can find if they click on that result given by Google and (optionally) a call-to-action.
What should I write in the product description for my tools?
Take a look at this example first:
1. Write an appropriate title. Appropriate means that we need to use under 60 characters to explain what we are selling, like the rest of the product description will not be there. The perfect title will paint a picture of what you’re selling.
The title should be like an introduction for a product description. The description, “block of text” that comes after the title, shouldn’t be more than 400 characters long. Each sentence is perfect if it’s written up to 50 to 75 characters.
Be careful not to place your product introduction too wide – when the line of text is too long, the reader’s eyes will have difficulty focusing on the text. On the other hand, make sure it’s not too narrow – if a line is too short, our eye will have to travel left/right too often, and a result of that is breaking the reader’s rhythm.
This “block of text” need to tell us:
- What is this
- What do we use if for
- Why this tool is so great
- Who is it for
- The most important features and how those features will affect our work
2. Includes – as what is included in the package of this tool. Why is this important? Sometimes the package will be just one hammer with a handle made of wood, but other times, there will be a hammerhead, wooden handle, plastic handle with rubber grip, a waistbelt holder for the hammer, and a plastic case for storing this set. The buyer wants to know what’s inside the box. Keep that in mind and be transparent about this.
3. Pictures. But not just any pictures. Great pictures, with excellent resolution, with all possible angles. Photos with a clear background, where only one tool is presented. No matter what you’re selling, you need to have professional pictures on your website. Pictures are so important that sometimes, people can skip the features and specifications and decide on the quality images only. So, make them your advantage, not your flaw.
4. Features look best in the form of bulleted sentences written to inform you WHY this product is so great and what is so special about this product. This section should present the solutions for the common problems experienced by real users. Features should look nice, clean, neat, tidy. That’s why we usually see them in the bulleted form.
5. Specifications should contain essential details about the product: color, weight, dimensions, dimensions if it’s packaged, the weight of the whole package, the material, power, voltage, and other important information about the product.
SEO optimization in product description – yes or no?
Definitely – yes. The product description is a great chance to naturally fit all the most important keywords, short tail or long tail. Also, you can “connect” the products with all the ways you can use them, all the situations you will possibly need them, and all the projects that can be finished faster with them. Getting into buyers’ heads and keeping the customer retention rates is more complicated than ever. A piece of honest advice is the most valuable part of any content we can create. “There is a fearsome competition, and you need to show with all your weapons.” That’s the art of SEO.
To succeed as a big brand, you must know how to sell with what you have to say. Sometimes, you will create a fantastic shop, but you will have trouble with content writing and copywriting. Don’t hesitate; hire content writers that can do a fantastic job and skyrocket your products. A helpful product description is so rare nowadays that there is a sea of possibilities for brands doing the product descriptions like a pro. Building content around your product is actually – taking care of them. And when you care about your shop and your potential customers, it shows. It shows big time!
James is an SEO consultant based in London. Working with clients around the world to get more traffic from search.