Academy 03.04 — Content Strategy & Brief

This video is about the content strategy and content brief.

And as you remember back then, maybe you tried to put the whole foundation on how to build the content with the copy and what is communicated and what kind of features will be explained in kind of an order.

And Scalable has a lot of data and it uses all the data to do the heavy lifting and the strategy for you.

And to access the strategy, I need to go to the gallery images and what you get here.

I want to close everything off that is actually distracting us here from this explanation, because what is a content strategy and content brief on Amazon?

We have a main image that is actually driving the click, means how many people come to your listing.

And then when they are on the listing, they look at the gallery images, and the role of the gallery images is to convince your audience to make the purchase.

So how to convince your audience to make the purchase?

So on one hand, you have to appear like premium, trustworthy, and the appeal should be there to make your customer excited to make the purchase.

Of your product, and on the other hand, you have to provide the information they are looking for that matters to them in a clear and prioritized and easy way.

For the on-brand trustworthy look, we have the Brand Kit.

I will explain you in a different video.

But for the other part, the content strategy and the brief, it consists of what is communicated, how it's communicated, in which order, in which gallery slot, and also what copy and information are on it.

And this is what you get.

And here on the left side, you see this is the marketing copy.

You can edit it, you can reorder it, you can disable and activate it again.

And when you scroll down, you see more of the content strategy and the conversion strategy here.

What you can read here is actually the reasoning why this image will convert and why it's built like that.

And then on the right side here in Scalable, everything is built on data.

So the whole data is linked.

So in this image, We're having the conversion driver, the review insight, and the product features connected to it because the goal is here across all the slots we have to communicate everything in the right order and not forget anything that is important.

When you click the content brief in here, the primary visual is to show you what the actual image will be.

Here it will be an infographic layout and what it contains.

And then the primary message is what we want to communicate with this image.

What is the primary message?

Because when you want to communicate everything, you will not come.

Communicate anything.

So you always always have to be cautious about what you communicate and how.

And then below there is the visual structure.

This gives you the information about the layout, the focus, and the scene.

So this is everything what you get in the automated way.

So there is no heavy lifting from your side.

So everything from the understand your data section, if it's like the review insight, conversion driver, how to build a better product and optimize the marketing, everything is incorporated in the strategy.

You can Go here and rely on it and you enter a product that will not have any generated images, but for each slot, the whole copy is written and the whole layout in the backend is set.

And the only thing what you need here is to make sure you have followed the product foundation.

I will explain in the next video what consists mostly of picking a brand kit and uploading the product photos and then hit generate.

See you in the next one.