Is Your Product Content eCommerce-Ready?
How today's B2B buyers search, why manufacturer content alone falls short, and what enriched content changes.
B2B buyers are not that different from B2C customers — they want an online buying experience that is engaging, informative, and adds value. That has pushed businesses toward a more human-centric approach to eCommerce, starting with product content.
Enriched content, also called commerce-enabled content, is enhanced product information that is more searchable and more useful to online buyers. It attracts more people to the site and gives them what they need to make an informed decision. Most eCommerce sites cannot succeed on manufacturer product content alone.
The shift in buyer behavior is measurable: McKinsey saw eCommerce surpass in-person selling as a B2B sales channel in late 2021, and a 2021 Gartner survey found 83% of B2B buyers prefer ordering or paying through digital commerce. Buyers have also moved from part-number lookups to detailed long-tail searches.
What’s Inside the Paper
How today’s B2B buyers search, why manufacturer content alone falls short, and what enriched content changes.
How Buyers Search for Content
The move from part-number lookups to long-tail, descriptive search.
Manufacturer Content vs. Human-Centric Content
Why supplier-provided data alone does not convert.
Enriched Content Benefits Buyers and Employees
Where better content pays off internally as well as externally.
Deliver Better Product Content
Building an ongoing process to define, build, present, analyze, and refine content.
Key Takeaways
- Product content is everything that describes, markets, classifies, or explains a product — including your category structure.
- Manufacturer-supplied data is a starting point, not a catalog.
- Buyers search in descriptive phrases now; content has to contain the words they use.
- Treat content as an ongoing process with analysis and refinement built in, not a one-time load.
Read the Full White Paper
How today's B2B buyers search, why manufacturer content alone falls short, and what enriched content changes.
See What the CX1 Platform Can Do for Your Business
Book a demo and we’ll show you how distributors, manufacturers, and specialty retailers turn product content into growth.