Since its founding in 1858, Macy’s Inc. has become a brand that operates some of the most well-known department stores in the United States. The company also offers direct mail catalogs and e-commerce hubs for all its brands. Macy’s retail stores sell a wide range of merchandise, including apparel, accessories, cosmetics, home furnishings, and other consumer goods.
The problem: Macy’s outdated and ineffective product descriptions were hurting its SEO. The number of products that needed updated copy exceeded the time and staff resources of its internal team. Macy’s writers found it difficult to write interesting 300-word descriptions about simple, often boring products. The brand needed a partner that offered quality content at scale and that could provide a large number of pieces each week.
The solution: Macy’s partnered with CopyPress to create content style guides for its product descriptions campaign. With feedback from the Macy’s team, CopyPress expanded and adapted the documents to meet the company’s changing needs. Thanks to a large team of writers and editors, CopyPress solved Macy’s scaling issue over 16 months, creating a repository of 1,200 search-optimized product descriptions for the brand’s e-commerce website.
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