This document discusses how providing rich, engaging product content across the customer journey can improve marketing and sales results. It outlines the different stages of the customer journey from pre-purchase to post-purchase and the types of content needed. Examples of rich product content that can increase customer engagement and conversion are also provided, such as 360 images, videos, hotspots, and "Compare the Range" or "Shop the Look" features. The document also discusses CNET's product content services for automating the delivery of such rich content to retailer websites.

1. The devil is in the
(product data) details
Olivier Krieger – Sales Director CNET
Richard Vriezekolk – Sales & account manager new business Onetrail

2. A product data journey
Onetrail - May 2019

3. Why does companies produce content?
A holistic content strategy should be tied to a specific
audience activation plan and include marketing, sales and
product content and messaging that works across channels
and touchpoints. When content is crafted for a specific stage
of the customer journey, it can generate powerful results.
“Brands need a full view of the content requirements. This includes
content that attracts and engages the audience before they’re ready to
buy. In addition to the content that converts and engages them for loyalty,
retention and adoption after they buy.”
Michael Brenner, CEO of consulting firm Marketing Insider
Group.

4. The customer journey - Pre-purchase

5. The customer journey - Post-purchase

6. Content production & life-cycle stages
“Product content for bottom of the funnel is easier to produce because
businesses know their product and how to talk about it. But creating
thematic content that will attract an audience at the top of the funnel is
really hard to do.”
Rishi Dave, CMO at Vonage.

7. Search Engine Results
Optimized Meta Title
Optimized Meta Description
Custom SEO Content
Drive Traffic with Unique
SEO Content

8. Drive Traffic with Unique
SEO Content
Optimized Meta Title
Optimized Meta Description
Search Engine Results
Custom SEO Content

9. Provide an engaging,
consistent, accurate content
experience for buyers
Optimized Product Titles
Optimized Image Alt Tags
Optimized Product Description
Multiple Images
Rich Content
Product Page Details
Rich Brand Content
Structured Content
Custom SEO Content

10. Consistent, Quality
Content at Scale
What’s Included
Retailer Specific Feature
Bullet Templates
Retailer Specific
Attribute Names & Values
Product Page Details
Structured Content

11. Increase Conversion with
Immersive & Educational
Rich Content
Additional Rich Content
Available Not Shown Here:
3D Spins Hot Spots
Comparison Tables Etc.
Videos
Additional Images and
Marketing Copy
Product Page Details
Rich Brand Content

12. Support your energy
conscious customer
while keeping your
website compliantEnergy Labels & Energy Value data
for all EU compliance categories
Product Page Details
Rich Brand Content

13. Increase Conversion with
Immersive & Educational
Rich Content
Additional Rich Content
Available Not Shown Here:
3D Spins Hot Spots
Comparison Tables Etc.
Videos
Additional Images and
Marketing Copy
Product Page Details
Rich Brand Content

14. Bring your product
pages alive with our
360 Content Builders
Rich Content Builder
Partner Portal
Rich Brand Syndication

15. Who has such product detail page?
Traditional Gallery Approach

16. Achieve a greater shopping experience like this
Responsive Gallery with images and videos

17. Bring your product
pages alive 360 images
Rich Content Builder
Partner Portal
Rich Brand Syndication

18. Clean, crisp lifestyle features to improve consideration

19. CNET submits requests to brands
for content on behalf of retailerManage your Brands
More Efficiently
Vendor Portal
Collection and Transformation
Partner Portal

20. CNET submits requests to brands
for content on behalf of retailer
CNET provides portal access, training
& support to retailer’s brand contacts
Manage your Brands
More Efficiently
Vendor Portal
Collection and Transformation
Partner Portal

21. Manage your Brands
More Efficiently
CNET can automate
production of inline pages
on behalf of brands using
feeds / scraping technology
Vendor Portal enables
brands to self-serve and
build rich pages for retailer
Rich Content is delivered by CNET to
retailer’s product detail page including:
• Videos
• 3D Spins
• Hot Spots
• Feature Blocks
• Comparison Tables
• Etc.
Vendor Portal
Collection and Transformation
Partner Portal
Rich Brand Syndication

22. “Compare the Range” to
support your customers
with their final decision
Support education on product line
& provide real-time Pricing/Stock
availability and quick navigation to
alternatives!
Partner Portal Access
Rich Brand Syndication
Rich Content Builder

23. “Compare the Range” to
support your customers
with their final decision
Support education on product line
& provide real-time Pricing/Stock
availability and quick navigation to
alternatives!
Partner Portal
Rich Brand Syndication
Rich Content Builder

24. Image Hotspots
on key features to increase
customer confidence and
engagement
Rich Content Builder
Partner Portal
Rich Brand Syndication

25. …and drive sales UP
through “Shop the Look”
with Real Time Pricing &
Add To Basket
Partner Portal
Rich Brand Syndication
Rich Content Builder

26. SEO Content
Hierarchy Design &
Attribute Modeling
Structured Product
Information Rich Brand Content
& Attach Programs
Workflow & System
Integration
Platforms
Reporting