Content Remix: The WISEPIM Guide to Repurposing Your Product Data

You've invested significant time crafting product descriptions, gathering technical specifications, and perhaps even creating videos showcasing your products. But are you truly maximizing the return on that investment? We believe product content is like a valuable asset – it deserves to be leveraged across multiple channels and formats, not just reside in one place.

Repurposing product content is a strategic imperative for any e-commerce business. It's akin to discovering unexpected value in something you already own. We at WISEPIM are here to guide you through this process, demonstrating how to refresh and reframe your existing product data to create conversion-driving assets.

What is Content Repurposing? (The PIM Perspective)

Content repurposing, within the PIM context, involves transforming existing product information (descriptions, attributes, images, videos, etc.) into diverse formats to reach new audiences and enhance engagement. It's not about simple duplication; it's about strategically adapting your core message to suit different platforms and specific customer needs.

Consider a retailer selling high-performance hiking boots. You might have a comprehensive product description on your website, detailing materials, construction, and intended use. But consider these additional possibilities:

• Social Media: Concise, impactful snippets highlighting key features. For instance: "Waterproof, all-terrain design conquers any trail! #hiking #boots #outdoors"
• Email Marketing: A personalized email to customers who have previously purchased hiking gear, showcasing the boots' specific benefits for their needs.
• Comparison Charts: A side-by-side comparison of various boot models, emphasizing key differentiators like weight, ankle support, and intended terrain.
• Blog Posts: A detailed "how-to" guide on selecting the ideal hiking boots, subtly positioning your product as an exemplary solution.

The crucial element is maintaining consistent messaging about the products' quality and benefits, while tailoring the presentation to each unique channel. You're essentially re-orchestrating the same core components to create a variety of compelling experiences.

Why Repurpose? (The Strategic Advantages)

Repurposing product content isn't merely a beneficial tactic; it's a core element of a robust e-commerce strategy. Here's why we at WISEPIM consider it indispensable:

Efficiency Gains (Time and Resources)

You've already undertaken the substantial effort of creating your foundational product information. Repurposing enables you to leverage that existing work, avoiding the need to start from scratch for every new marketing initiative. This conserves valuable time and resources.

Increased Visibility

Think of your product content's reach like a band's tour schedule – the more venues, the better. Distributing your content across various channels (website, social media, email, etc.) significantly increases the probability of potential customers encountering your products.

Establish Authority

Consistently delivering high-quality product information in various formats positions your brand as a trusted authority within your specific niche. The more helpful and informative your content, the more likely customers are to perceive you as the definitive source for [your product category].

Reach Diverse Audiences

Individuals have diverse preferences for how they consume information. Some prefer detailed product pages, others favor quick social media updates, while visual learners may gravitate towards videos or infographics. Repurposing enables you to cater to this spectrum of preferences.

Evergreen Content and Long-Term Value

Well-crafted product information, especially for products with enduring features, is inherently "evergreen." Its relevance and value persist over time. Repurposing allows for continuous refreshing and re-promotion of this content, ensuring its continued effectiveness.

SEO Benefits

Repurposing inherently involves incorporating relevant keywords and their variations, thereby enhancing your search engine rankings. A greater volume of high-quality, keyword-rich content increases the likelihood of appearing prominently in search results.

10 Ways to Repurpose Your Product Content (The WISEPIM Approach)

Let's explore practical applications. Here are 10 methods for transforming your existing product content, informed by our expertise at WISEPIM:

1. Product Descriptions to Social Media Snippets

Condense lengthy product descriptions into concise, attention-grabbing social media posts. Focus on a key feature, a customer benefit, or a unique selling proposition.

• Example: Instead of: "The Asus laptop 3000 boasts a revolutionary X-7 core processor, 16GB of RAM, and a robust titanium casing," consider: "Experience unparalleled speed with the Asus Laptop 3000's X-7 processor! 🚀 #tech #performance #gadget"

2. Attribute Lists into Comparison Charts

Convert static bullet-point lists of product attributes into visually engaging comparison charts. This is particularly effective when offering multiple product variations.

• Example: Instead of listing specifications for three distinct laptop models separately, create a chart that facilitates direct comparison, enabling customers to easily discern differences in screen size, processor, RAM, and other key attributes.

3. "How-To" Guides from Product Features

Transform product features into customer-centric benefits by developing "how-to" content that illustrates how your product addresses a specific need or challenge.

• Example: If selling a coffee maker with a programmable timer, create a blog post or video demonstrating "How to Wake Up to Freshly Brewed Coffee Every Morning, Effortlessly."

4. Customer Reviews into Testimonial Highlights

Leverage positive customer reviews beyond your product pages. Extract compelling quotes for use in social media posts, email marketing campaigns, or even on your homepage.

• Example: "Real customer feedback: 'This is the best coffee maker I've ever owned!' - Sarah J. #CustomerReview #CoffeeLover"

5. Product Videos into Short Social Clips

Divide longer product videos into shorter, more easily consumed clips suitable for platforms like Instagram Reels or TikTok.

• Example: Deconstruct a 2-minute product demonstration video into multiple 15-second segments, each highlighting a specific feature or benefit.

6. FAQs into Blog Posts or Knowledge Base Articles

Your product FAQs represent a valuable source of content ideas. Expand upon individual questions to create comprehensive blog posts or knowledge base articles.

• Example: If a frequently asked question is "How do I clean my Acme Widget?", develop a detailed blog post with step-by-step instructions, accompanying images, and potentially a video tutorial.

7. Product Data for Personalized Email Campaigns

Utilize your product data to craft personalized email marketing campaigns. Segment your audience based on past purchase behavior or browsing history to deliver targeted product recommendations.

• Example: If a customer previously purchased running shoes, send them an email highlighting new running socks, apparel, or related accessories.

8. Image Alt Text for Micro-Content

Optimize image alt text with concise, keyword-rich descriptions of your product images. This content can be repurposed as social media captions or other forms of micro-content. WISEPIM's capabilities ensure your images are fully enriched for maximum impact.

9. Product Specifications into Infographics

Transform dense product specifications into visually appealing infographics. Emphasize key features and benefits in a readily understandable and shareable format.

10. Bundle Top Performing Content into An "Ultimate Guide"

Analyze the performance of pages related to a similar theme. Consolidate and rewrite the content from these top-performing pages into a comprehensive guide.

• Example: If you offer various products related to "Running," integrate product information, how-to guides, and FAQ content into an "Ultimate Guide to Running Gear and Techniques."

Measuring Success: Tracking Your Repurposing Efforts

Tracking the performance of your repurposed content is essential for identifying what resonates with your audience and what requires refinement. Here are some key metrics to monitor:

• Pageviews: Analyze pageviews for both the original and repurposed content versions.
• Time on Page: Increased time spent engaging with repurposed content indicates improved engagement.
• Bounce Rate: A lower bounce rate on repurposed content suggests it's effectively capturing attention and encouraging further exploration.
• Social Shares: Monitor social media engagement (likes, comments, shares) to gauge audience resonance.
• Conversion Rate: Assess the conversion rate associated with the repurposed content to determine its impact on sales.

The WISEPIM Advantage: Repurpose, Reimagine, and Achieve Results

Repurposing product content provides a significant boost to your marketing efforts. It conserves time, expands your reach, and contributes to increased sales. WISEPIM's AI-powered content enrichment capabilities elevate your repurposing strategy. We can assist in automatically generating variations of your product descriptions, optimizing content for diverse channels, and even facilitating multilingual translation.

The key to repurposing your product data is that it needs to of high quality in the first place. With WISEPIM you can improve your product content, so it can be reused with the highest returns. 📈

Ready to unlock the full potential of your product data? Explore WISEPIM today and discover how our AI-powered PIM can revolutionize your e-commerce business!