Streamlining Your Syndication Workflow

Creating and distributing product content is essential for e-commerce success. Brands must not only create the digital content that represents their physical products; they must also manage the distribution of their assets across multiple platforms to ensure that they drive shopper engagement and conversion.

Content managers juggle numerous responsibilities, from overseeing product information to ensuring its syndication across diverse retail platforms. Some larger brands manage this with departments dedicated to the task. In today’s real-time economy—with many omnichannel requirements—the ability to manage content at scale may be a time challenge for smaller teams. However, the importance of seamless syndication cannot be overstressed.

Without the ability to send multiple streams of product content, configured to the recipient’s taxonomy, all the effort a brand has put into content development does not matter. For e-commerce brands who live with this reality, 94% seek a comprehensive solution. Syndication must also be a hub of synchronization for a brand, harmonizing data distribution between internal configurations (“my data, my way”) and external requirements (“my data, your way”) to ensure consistency, accuracy, and engagement.

Challenges in Product Content Syndication: Navigating Complexities and Managing Expectations

Here are just a few examples of the ways that product information can add time and frustration to a brand’s syndication process :

Rich Product Information: A Barrier to Streamlined Syndication: Today’s online product listings contain much more than a single product photo and simple description. Now, detailed and rich product information such as image galleries, videos, 360 spins, isn’t just a luxury – it’s often a requirement. However, this additional data can complicate syndication. When dealing with extensive information for each product – descriptions, images, weights and dimensions, usage specifications, videos, marketing copy, and differing file formats for different platforms, managing this data becomes complex and time-consuming.

Bad data: A Costly Misstep in Syndication: Although product information may “work” moving through a brand’s internal system, if it’s not accurate or the required quality for a recipient, the recipient may not accept it. Equally as bad, it may create a poor customer experience, which hurts sales and diminishes both brand and retailer brands. A recent survey, quoted by Forbes, indicated that poor data quality is responsible for an average of $15 million per year in losses for an organization. Bad data leads to a domino effect of issues, from compromised consumer trust to diminished search visibility, lost sales opportunities, damage to brand image, and ultimately, impact revenue.
Managing Shopper Expectations: A Key to Brand Success: It’s no secret that consumers expect accurate and comprehensive product information at their fingertips when shopping online. Meeting these expectations requires both high-quality data and also the ability to effectively distribute it across multiple touchpoints. In a recent Syndigo consumer survey on holiday shopping, the results revealed that about half of Black Friday, Cyber Monday shoppers reported noticing products appearing differently across channels with some frequency, with nearly one in four noting it occurring ‘Often’ or ‘Very often.’ These are inconsistencies that can eventually lead to customer dissatisfaction, and potentially drive customers away from your brand.

These challenges underscore the significance of a robust syndication strategy that not only manages vast and diverse product information but also ensures its accuracy and relevance across all platforms.

Syndication as a Service: An Easier Way to Streamline Content Processes

So, what can be done when data requirements are time consuming and resources are limited? Even with a dedicated team to manage content, the complexities and time constraints of handling diverse product information can stretch resources, regardless of the company size. To overcome such challenges, brands can access a “helping hand” in managing the syndication of their product information. Syndigo now offers the ability to on this task for brands, allowing e-commerce marketers to focus on other crucial aspects of their role.

Syndigo created its Syndication as a Service program to do exactly that. It’s like having extra content experts to assist in getting product content on your key retail platforms, with improved speed to market. This service is built to accelerate content while relieving e-commerce teams from time-consuming tasks, so they can double down on strategic initiatives that help the business grow and gain the winning edge against your competition on the digital shelf.

Why Syndication as a Service:

Expert Content Management. Proficiency in content organization, distribution, and cross-channel optimization.
Retail Partner Alignment. Ensuring your products meet partner requirements .
Efficient Staffing Solutions. Acting as an integrated extension, eliminating the need for specialized staff. Peace of mind.
Sales-Driven Strategy. Focus on content optimization for enhanced consumer engagement and conversions.

Managing product content is a balancing act for brands to compete for shoppers on the digital shelf. From extensive product information to shopper expectations, challenges are everywhere. However, with Syndigo’s Syndication as a Service, customers receive not just expert support but also more time to focus on strategic activity. Let Syndication as a Service unlock your potential, simplifying your journey towards e-commerce success!