You may know your product better than anyone. But what you probably don't know is what that product means to everyone.
Perception is key, and ever-changing.
Production is the art of understanding your audience.
Producing content is about aggregating ideas and reshaping them perspective and context.
Producing great content is about the experience you associate with that product, and one that you can share in perpetuity.
33% of online Americans sat they engage in product research to help them make a purchase decision. (Insight Report from MarketTools, September 2008). Forrester estimates that almost $400 billion of store sales - or 16% of total retail sales - are directly influenced by the Web as consumers research products online and purchase them offline. This will grow at a 17% CAGR over the next five years, resulting in more than $1 trillion of store sales by 2012. Affluent visitors (with annual incomes of more than $75K) are most likely to research products online before buying (43%). (Insight Report)