Today, it’s not just about content. Gone are the days when sites can be happy as long as they can put out something on their page. Today, sites which are lacking in information and other supplementary content are frowned upon by many customers. Losing visitors is the natural consequence, and lower traffic usually means losing potential clients.
Rich Content Explained
Most sites today, especially those on retail, are big on rich content. Rich content encompasses all the items on your site not just the written word but also visuals and other media. Rich content usually represents sites which are visually appealing. However, that’s not all there is to rich content.
The main purpose of rich content is customer engagement. Using robots to provide answers to customer queries could qualify as rich content since it could increase interaction between the site and the customer.
With the current structure of the digital world, the company or brand is not the sole producer of content. The social media revolution abolished lines between the roles companies and customers played in providing content to improve engagement.
These days, the trend is to launch partnerships and collaborations to provide rich content which will be useful and relevant to end-users.
Retailers and Their Role
In the traditional setting, retailers were the ones who published content on the site. Most of the available information for products and services were mainly ads which allowed customers to learn more about the product and browse through picture galleries. Today, retailers can do more than that. Videos make products more relatable and it allows customers to get a better understanding of how a product works and if it would be useful for them. The main focus of these retailers is to improve customer experience and encourage potential clients to see what they have to offer.
While many retailers have glowing dreams and strategies on how to make this happen, they also need to think about their budget. Content production is an expensive part of the process especially if you are looking into quality content. Hence, it would be more cost-effective to use content provided by customers and other parties to improve the quality of the content they offer. How does a company make this happen?
Let’s take the content production process, for instance. A company starts looking for a firm which can provide services to them. Say, you plan to strike a partnership with a reliable firm like the Hoth for content production. You would most likely check out their site and their social media page and read The Hoth review
from different channels. Information on company sites is generated by the company or brand. However, reviews will be based on the account of customers.
Through this information alone, you can make the decision whether to do business with the company or not. Of course, it’s necessary to read testimonials from different sources to gauge the company’s work quality and output. In cases like this, customers rely more on what previous clients have to say than what a company claims.