Overview:

B2B digital commerce is tricky. Trickier than most of the business niches out there. But with better buyer segmentation, SEO strategies and a solid content development process, things get interesting. 

But how can a business write content for millions of products lying in its stockpile?

This case study reveals how Contiom helped a B2B office supply e-commerce company generate 1 million product descriptions and translated it into four languages. And they did it all in just 3 months of time!

Story Background

1. Our client has a global B2B business that sells office supplies to corporations. They were gradually spreading their business online. 
2. 87% consumers consider product descriptions important before making a purchase online. So, their marketing team emphasized on writing descriptions for each product in their stockpile.
3. The brand had major SEO goals and they wanted to attract corporate companies and resellers via organic traffic.
4. Since they have business in foreign lands too, they needed content translated in three other languages.

Challenges that the brand was facing

• The products were heavy on information. Putting such technical details correctly in the content was a huge struggle.
• Managing product data and content on Excel sheets was also a nightmare.
• Writing unique product descriptions for millions of products was exhaustive and looked unscalable.
• Content turnaround time was too slow and hiring more writers was going way out of budget.
• The brand was going global to attract customers from different cultures. Thus, translating and diversifying each content was an additional headache

How did Contiom help?

Contiom is an Natural Language-powered data-to-text tool that helps ecommerce brands bring a no-sweat content system to their operations. It helps them auto-generate unique and optimized product descriptions superfast and on a mass level. 

After implementing Contiom, our client brand started producing product descriptions thick and fast– that too on an autopilot pilot mode.

Contiom works in 3 steps- Upload, Get Set, Translate, Go!

Upload

Upload your data from any format and let Contiom analyze it.

↓

     Get set

Select and filter attributes, and set content rules to auto-generate the content later.

     ↓

     Translate

        Translate content on the same template instead of starting from scratch.

     ↓

     Go!

        Generate multilingual copy for each product in one click & in seconds!

Impact

“We had over a 100k+ of products at the time and 4 languages to cover. Had never thought it would be completed until next year. But Contiom worked as a charm and boosted our efficiency beyond imagination.”  ~The Content Head

• No more unnerving Excel sheets.
  • Contiom analyzed and consolidated the heavy product data into an easily accessible format.
• 100% accuracy.
  • No room for human error. Contiom processes their data and inserts them into the content automatically with zero fault.
• Sky-high productivity. 
  • Instead of waiting for months, the brand now releases the new sets of products in a matter of days.
    

• Goodbye creative fatigue!
  • Say a permanent goodbye to creative exhaustion. Let Contiom paraphrase and recycle your existing content into the new and unique ones!

• Effortless SEO & User experience.
  • On-page SEO became a cakewalk with pre-set keyword text rules. Plus, customers’ experience on the website got enhanced.

• Translation at scale.
  • Multi language content generation also became super easy with one-template-all-language setup in Contiom.

Results

Man-hours dropped by 84%

Content costs dropped by 90%

Productivity increased by 600%

Conclusion

Be it office supplies or any other B2B business, digital transition is always unnerving.

Listing huge stockpiles, getting your messaging right with accurate data, and a struggle to always be visible in front of your target customers online. Expanding teams and panic-hiring more writers costs a fortune and the quick results are nonetheless not guaranteed.

A content-hub system like Contiom helps you turn a content-havoc into an efficient smooth copy producing engine so that you 

• maximize your online visibility, 
• make meaningful relationships with buyers, and 
• get a competitive edge— on time and without going over budget.

Just like our client did!