pim

10 min

Written by Sarah Beeke Joachim

Product Content Syndication: 5 Steps to Successful Omnichannel Marketing

Product Content Syndication (PCS) is the key to successful Omnichannel Marketing. This process not only helps you reach a wider audience, but also ensures correct product information across all distribution channels.

This allows you to lower your returns, increase your profit margin on trading platforms and marketplaces, and sustainably increase customer satisfaction — all with less manual effort. You will learn how to do this and what is behind the term in this article.

Product Content Syndication (PCS) im Omnichannel Marketing

Table of Contents

Definition: What is Product Content Syndication (PCS)?

Basically, the term Content Syndication refers to the multiple use of media content (photos, videos, data sheets, graphics, etc.).

Product Content Syndication means that product information and content are distributed to different distribution channels in an automated and structured way. This includes everything from product descriptions to pictures to technical data.

What is the role of product content syndication in omnichannel marketing?

Because Product Content Syndication covers all relevant channels of the company’s Omnichannel Strategy, this process plays a decisive role. You can think of PCS as a kind of interface between data providers (suppliers, ERP, etc.) and data recipients (website, webshop, catalog, reseller, POS, etc.).

Definition: Omnichannel Marketing and Content Distribution

Omnichannel marketing is about seamlessly integrating different sales channels. PCS ensures that all channels are provided with up-to-date and consistent product information – whether it’s e-commerce websites, physical stores, mobile apps or social media.

What is consistent data?

This means that the same information is consistent and correct across all systems and platforms. This prevents contradictory information, incorrect data in shops and catalogues and ensures a reliable data base in data management.

4 Benefits of Product Content Syndication

Both small and large companies benefit from product content syndication. PCS plays a decisive role, especially for more success in e-commerce.

1) Increased range and visibility

By publishing content on relevant marketplaces, industry portals, or partner stores, you can reach a larger audience, significantly improving your brand’s reach.

2) Cost savings

By publishing content on relevant marketplaces, industry portals, or partner stores, you can reach a larger audience, significantly improving your brand’s reach.

3) Faster Time-to-Market

Because content is exchanged, edited, refined and published faster across departments and locations, the time for new products to market is significantly reduced.

4) More Leads and Sales

Content syndication on relevant portals allows you to reach a larger audience than traditional marketing methods, which allows you to generate more leads and sales on your sales platforms.

The Channels of Content Distribution

Content distribution is an essential component of Product Content Syndication. Here, however, the focus is initially on the pure distribution of content. There are three different channels: Earned, Owned and Paid Media.

1) Owned Media

This category includes all your own channels over which you have full control, such as website, online shop, social media channels and print media.

2) Earned Media

“Earned Media” refers to content that you have “earned”, such as backlinks, social shares, reposts or reviews.

3) Paid Media

Paid media means all paid content, such as search and display ads, influencer marketing, external marketplaces or social media ads.

The Role of Product Content Syndication in Industry & Commerce

In industry and commerce, the cross-channel distribution of product content plays an important role. Companies need to ensure that their product information is consistent and up-to-date to effectively reach both B2B and B2C customers.

This includes the distribution of technical specifications, safety data sheets and other important information necessary for the purchase decision process. By implementing PCS, companies in these sectors can:

  • Increase Efficiency:
    Automated processes reduce manual effort and minimize error susceptibility.
  • Ensure Compliance:
    Consistent and up-to-date product information helps to meet regulatory requirements.
  • Increase Customer Satisfaction:
    Consistent and accurate product information strengthens customer confidence and increases customer satisfaction.
  • Reduce Returns:
    By improving product data quality, you reduce erroneous data in the shop to a minimum and reduce the return rate.

5 Steps to Successful Product Content Syndication

1. Data analysis and cleansing

Analyze and clean up your product data of duplicates and “old loads” to ensure all information is accurate and up-to-date. The same applies to all translated texts.

2. Centralization of data with DAM & PIM

With the help of a combined DAM & PIM solution like 4ALLPORTAL, you centralize relevant company data so that all departments and branches have access to your data pool around the clock.

3. Establish Quality Standards

Because content is exchanged, edited, refined and published faster across departments and locations, the time for new products to market is significantly reduced.

4. Integration of Third-Party Systems

Content syndication on relevant portals allows you to reach a larger audience than traditional marketing methods, which allows you to generate more leads and sales on your sales platforms.

5. Analysis & Benchmarks

Monitor your KPIs and Metrics such as impressions, Click-Through Rates or Conversion Rates to gauge the effectiveness of your syndication. Based on these insights, you can continue to adapt your content to the market.

Why PIM Solutions are the Standard for Successful Product Content Syndication

Of course, you need a suitable software to implement PCS in practice. As a cross-industry go-to solution, Product Information Management (PIM) systems crystallized. A PIM system offers you a wide range of options to realize highly personalized omnichannel campaigns and to centrally control channel-optimized, multilingual display.

In the PIM you can manage your Golden Record: your complete, correct and most up-to-date product data set. At the same time, all article photos, data sheets, translations and specifications are stored on the product.

Product Information Distribution with PIM Software

Because of these capabilities, PIM systems offer you enormous advantages over manual data processing and distribution over the various channels. However, the biggest advantages are the minimum error rate and the speed.

Instead of manually bringing all the content together, preparing it and publishing it to the target systems, you control the playout from just one central system. Accordingly, leading companies rely exclusively on PIM when it comes to distributing their own product information.

4ALLPORTAL: Your Solution for Efficient Product Information Distribution

4ALLPORTAL offers you a powerful combination of DAM and PIM, specifically designed to meet the challenges of product content syndication. With 4ALLPORTAL, companies can:

  • Centralize data management:
    All product information and digital assets are stored and managed in one central location.
  • Automated Distribution:
    Content can be automatically distributed to different distribution channels, saving time and minimizing errors.
  • Flexible customizations:
    You can react quickly to market changes and update content in real time.
  • Scalability:
    4ALLPORTAL is scalable and adapts to the growing demands of your company.

Conclusion

Product Content Syndication is an essential component of successful omnichannel marketing. By using DAM and PIM systems such as 4ALLPORTAL, companies can ensure that their product information is consistent, up-to-date, and available across all channels.

This leads not only to improved customer loyalty, but also to increased efficiency and a better brand presence. Learn more about the possibilities of 4ALLPORTAL and how it can support your company with content syndication. Contact our Sales Team to get more in-depth information.