Enhanced Product Content (EPC) is a big deal.

Many brands and online retailers have mastered it. Others, hoping to jump into the mix—and capitalize on an ecommerce industry that has seen several sectors spike during the COVID-19 pandemic—have done so without a proper strategy.

EPC is no different than any other marketing tactic: you’ve got to do it right. No cutting corners. No “hoping.” The preparation is equally as important as the execution, but we’ve seen too many examples of businesses not taking the necessary time to nail it.

Spoiler alert: it doesn’t end well.

We tend to think of writing in a few different ways.

It’s creative. It’s technical. Or, it’s expressive.

When we’re talking about creative writing or content writing, we as marketers often become so obsessed with what’s going to look best, what our clients will like, or what sets our work apart. All of those things are important, don’t get us wrong, but often we forget about how our audience perceives the content.

Even with a pandemic and protests happening all around the country, customers are determined not to forget dear ol’ dad this month.

In fact, The National Retail Federation expects them to spend more than ever before for Father’s Day, with the average shopper shelling out $138 on everything from gift cards to special outings to home improvement supplies.

Anticipating this windfall, top national retailers are out in full force with gift guides and other unique content that’s geared to help them get as much of that Father’s Day spend as possible.