Managing Rich Content


Persuasion is clearly a form of demonstration, since we are most fully persuaded when we consider a thing to have been demonstrated.” —  Aristotle


What does this quote by the ancient Greek philosopher & scientist mean in current context, and why is this relevant for the topic of managing rich content?


First, the definitions. Operational content consists of sizes, weights and dimensions. Rich content is images, copy and videos. The persuasive, convincing aspect of rich content is all-important in the conversion-to-basket scenario that drives us at Midwest Resource Group. This is emphasized to an even greater extent with the addition of unstructured content syndication capabilities with multiple resellers.


Part of our job is working with Manufacturers, Resellers and Incomar Services (our affiliate company) to ensure that the persuasive story telling with copy images and videos are representing the true products.


Getting to that critical point and working in tandem with the client involves closing the gap between what they presently have and what the market demands.


We make the case for this by analyzing current content, organizing assets, identifying gaps, opportunities and attaching appropriate naming conventions to the data. All while focusing on processes to place these assets on the resellers websites.


The ‘devil is in the details’, of course. We promote having a consistent methodology in naming, which also lends to becoming very well organized in the overall structure of the information, and how and where it has been distributed at all times, a digital trail, as it were.


According to data website Adobe Digital Insights, a snapshot in time for Black Friday 2017 showed a nearly 17% increase in online sales from the previous year, with no signs that the trend will change anytime soon. Without the user experiencing the tactile, hands-on approach purchasing a product, the persuasive user interface is ever more crucial. It is in that spirit that Midwest Resource Group puts ourselves in the shoes of the end user, constantly asking the question, “Would this content help me make a purchase decision?”


-Steven Glass

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