OUR SOLUTIONS
Product Content Strategy & RoadmapContent doesn’t need to be a mess.
Give customers content they need.
Get measurable results.
Ask us how to get started
Schedule a Free Planning Session
In 75 days or less, the prodx team will assess your online product catalog and content, validate what customers want and need, produce a digital content strategy, and roadmap a plan for closing the gaps.
We’ll begin by determining what product information is most valuable to your customers across the lifecycle: Discover, Decide, Buy, Install, Use, and Fix.
We’ll use analytics and voice of the customer to validate what matters, benchmark your product content against competitors and marketplaces, and assess the quality of your online product catalog and content relative to customer needs.
Our proven approach will define which future state capabilities you need to meet customer expectations. We’ll assess your capability gaps and propose how to close them.
prodx will forecast the benefits to your customer (satisfaction, cost, and time savings) and your business (leads, average session/cart value, product revenue, supplies revenue, repeat purchases, customer lifetime value).
Working with your digital team, we’ll chart a roadmap to the desired state.
We’ll calculate what you need to invest in terms of time, money, technology, resources, and change leadership, and show you how to measure results as you execute the plan.
RESEARCH IN THE NEWS
Poor product experience drives customers away
Research by Forrester and Bloomreach shows that not only will customers abandon purchases because of a bad product experience, they will actually pay more for a better one.
Solutions
A Digital Content Strategy, Tailored to Your Customers
Whether you are new to digital or have been managing products online for years, prodx can define a product content strategy to take your product experience to the next level.
With our proven approach, we can guarantee results. On-time. On-budget. On-strategy. Every time.
Content strategy. fast.
prodx delivers actionable insights and a digital product content strategy & roadmap in 75 days or less.
customer-centered
Conduct VOC, marketplace research, and analytics to determine what content customers want and need.
gap analysis
Define the capabilities (people, process, technology, content) required to meet customer needs, and define gaps.
solution Requirements
Define requirements for content technologies that fit or leverage your existing digital & enterprise platforms.
Impact analysis
Analyze KPIs and success metrics, Voice of the Customer, Voice of the Business, and forecast business impact.
Strategy Roadmap
Prioritize actions, and define timelines, investments, technologies, deployment plan, and change management plan.
POINT OF VIEW
Why is product content such a mess? Lack of content strategy. Outdated capabilities.
Back in the early days of online, B2B manufacturers adapted legacy technologies and business operations – print catalog publishing, inventory management systems, desktop publishing of technical documentation – to provide product documents and catalogs on their websites. For those that continue with this legacy, product specifications are inconsistent, incorrect, outdated, or missing. Product documentation, at best, is provided as links to PDFs (often broken). While this may have provided competitive advantages and customer satisfaction in the early days of online marketing, today it is a liability.
This made print collateral “electronic” but it isn’t digital. As a result, your digital and content teams struggle to improve quality. They probably have a backlog of products and content to publish to the web, and perhaps argue with product management and product marketing about what to do or how to do it. Product managers may not even see this as a problem: “It’s all in the PDFs, right?”
Customers complain about product content and give you specific feedback that they lack the information they need to make purchase decisions.
The online product experience features that your customers value most – web discovery, detail-rich product pages, imagery, native-language content, faceted search, product compare, mobile apps for users and installers, configurators, chatbots, account-based pricing, availability, and ship-time – not one of these will work without well-structured, complete, and accurate product content.
The good news is that you probably have more digital-ready product content lying around than your digital team is aware of. Plus, you likely have most of the technologies in place that you need.
What you’re lacking is a product content strategy which is centered on the customer, makes sense for digital, and is designed to generate business results. You lack the operational capability to produce digital content. You need a strategy, a design, new capabilities, and a plan for leading change.
Testimonial
“prodx helped communicate a vision that was an inspiration for the entire organization.”
Michael Conant
former Director of Digital Strategy
Agilent Technologies
- Research a product before purchase 48%
- Place an order 15%
- Learn how to use the product 10%
- Register for training class 9%
- Find product upgrade 5%
- Troubleshoot a problem 4%
actual client VOC findings
The primary reason for visiting your website is product information
Over 90% of this client’s visitors were looking for product information.
Here’s what their customers had to say about product content before we implemented the roadmap:
- “Product information is not sufficient for technical evaluation.”
- “Poor layout of product info.”
- “Difficult to find spare parts and consumables for my product.”
- “Product categorization is not clear.”
- “More detailed technical specs are needed to make comparisons easier.”
Our Clients
Trusted by the
Fortune 500
prodx has over 50 years of collective experience designing digital product content strategies for B2B manufacturers and distributors in engineering- and science-intensive industries such as laboratory instruments and equipment, chemicals, telecom and networking equipment, genomics, biotechnology, pharmaceuticals, medical devices, automotive and heavy equipment, environmental controls, security systems, electronic components, semiconductors, industrial supply, and construction supply.
We're not just consultants - we've worked in industry. We understand engineering, product lifecycle, and product-to-market processes. We have hands-on experience with the gamut of content and data technologies including PLM, ERP, PIM, DAM, MDM, CEM, CRM, ABM, SEO, and EDI.
We are industry-recognized content strategists. We have satisfied clients who are willing to share their stories and speak with you about how we helped them succeed.
Testimonial
“It wasn’t just helping the digital team manage this transformation, but also about prodx digging in to help the business side understand the importance and value.”
Victoria Manassero Maat
former Director, Content Center of Excellence
Agilent Technologies
quick-start programs
Content Strategy Packages for Every Budget
Try Us Out
- Product Experience Audit
Product Content Strategy
- Product Experience Audit
- VOC Research & Analysis
- Capabilities Gap Analysis
- Product Content Strategy
- Business Impact
- Roadmap
Content Strategy & Roadmap
- Product Experience Audit
- VOC Research & Analysis
- Capabilities Gap Analysis
- Product Content Strategy
- Business Impact
- Roadmap