Introduction

Digital consumer intelligence presents retail brands with remarkable opportunities to engage with consumers and address their needs effectively.

In this guide, we’ll explore how to harness search, social, and content engagement data to craft compelling content, track trends, gauge product demand, and improve reviews.

We’ll be focusing on examples and insights from the DIY and home improvement industry. Why this focus? Over a year into the pandemic, while it has been challenging for many, it has also inspired countless people to tap into their creativity through DIY and home improvement projects. This makes it an ideal subject to illustrate the power of digital insights.

How to use digital insights to improve content and product copy

Last year witnessed a notable rise in the volume of mentions within the DIY and home improvement sector compared to 2019. Mentions related to DIY and home projects increased by 39%, while total reach surged by 50%, indicating a growing interest and audience in this category.

To dive deeper into what drove these conversations, we employed Buzzsumo’s Question Analyzer. What types of questions were consumers asking about DIY and home improvement last year? It turns out that the most common questions were the “What”, “How”, and “Can” types.

How can retail brands leverage this information?

Commenting on the growing interest in the DIY sector and how brands can learn from online discussions on the topic, Eric deLima Rubb, a Customer Success Director at Brandwatch, shared his insights:

There are many ways to enhance your content using digital insights. Here’s how you can apply them:

Incorporate relevant questions into your content strategy

Take, for instance, one of the “can” questions from Buzzsumo: “Can this be used with DIY home fragrance mixtures, like water + lemon + rosemary sprigs?”

If you’re a content creator at The Body Shop, questions like these can spark ideas for content that engages curious readers. For example, you could create articles or guides on different scents, their meanings, and how to craft a signature home fragrance. This approach not only educates but also captivates your audience through storytelling.

Enhance your product descriptions

Buzzsumo also revealed a “how-to” question: “How to make DIY hydroponic fertilizer?”

For brands in this niche, including “how-to” guides in product descriptions can be a powerful way to provide valuable information to those seeking answers, ultimately driving sales.

Establish your brand as an authority in the field

Consider a “what” question from Buzzsumo: “What DIY undercoating oil would you suggest for a car?”

An automotive retailer could create content on their website that addresses specific use cases for undercoating oil. This not only assists current visitors but also positions the brand as a trusted expert in the field. While this content might attract lower traffic volumes, it could result in a higher conversion rate.

Unlock the full potential of digital consumer intelligence for your retail brand! Continue reading and access our comprehensive guide to discover how to leverage search, social, and content engagement data to create impactful content, understand consumer trends, and drive better business outcomes. Dive into actionable insights tailored for the DIY and home improvement industry—perfect for enhancing your brand’s strategy in today’s competitive market.

Related guide: A Retailer’s Guide to Returns | MetaPack

• Introduction
• How to use digital insights to improve content and product copy
• How can retail brands better understand demand using digital consumer intelligence?
  • How can retail brands use this information?
• How can retail brands spot new opportunities with digital data?
  • How can retail brands use this information?
• How to monitor emerging trends and react to them
  • How can retail brands use this information?
• How to leverage review data to improve products and boost sales
  • How can retail brands use this information?
  • How can retail brands use this information?
• Ready to unlock powerful consumer insights?

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