In eCommerce, standing out from the crowd is essential. Content syndication is a secret weapon to achieve this.
In this guide, we explore the essentials of content syndication as a strategy to amplify your reach and boost product visibility. Get ready to transform your marketing strategy and witness a surge in sales.
What is Content Syndication?
The definition of content syndication is to republish the same piece of content across multiple websites. But what is content syndication as a marketing strategy?
Broadcast media has used this tactic for a long time. It started on TV, where different networks carry the same shows through syndication agreements. Today, it’s an effective way to share content like articles, videos, and blogs on the web.
When you upload content to a syndication network, many other sites can access your media. Think of it as a way to widen your marketing efforts and allow users beyond your existing customer base to discover your content.
In other words, it’s about placing your content in the path of potential customers, wherever they may be online. eCommerce marketers can boost their digital assets’ impact by partnering with syndication providers that display content at leading retailers, thus reaching customers directly on product detail pages (PDPs).
Benefits of Content Syndication
Content syndication benefits eCommerce marketers who want to strengthen their online presence. Brands can use this strategy to distribute content, improve conversions, and help customers remember their products.
Here’s how syndication can transform your marketing efforts:
Wider Reach: Digital content syndication puts your brand in front of a diverse audience.
SEO Boost: Sharing content across reputable platforms can improve your search rankings.
Time Efficiency: Leveraging existing distribution networks reduces the time to publish.
Cost-Effectiveness: Syndication can be more cost effective than creating new content for eCommerce platforms.
Authority Building: Syndicating content on platforms with established audiences can enhance site authority.
As you can see, the benefits of content syndication extend beyond simply reaching more people. It is also about boosting your online presence. Syndicated content can boost website traffic and increase audience engagement for some brands. This strategy saves time and contributes to a stronger, more authoritative online footprint.
How Content Syndication Works
In marketing, content syndication is when one source shares content on many different channels.
For example, in journalism, newswires send stories to different publications, which is a common practice. The same practice is crucial in social media, paid media, and eCommerce.
The process starts when a publisher creates content, like articles, blog posts, or videos. This content is then republished on different websites and platforms.
These can be other blogs, social media sites, news outlets, or any other web-based platform. The goal is to spread the content as much as possible to increase visibility and reach.
Essentially, syndication simplifies the content distribution process. Creators (brands in the eCommerce world) can share their content across the web by using syndication networks or partners.
This method of content distribution benefits both the original publisher and the hosting site.
The publisher gets more people to see their work.
The hosting site benefits by having fresh, relevant content to engage its audience, which can improve its SEO and keep users on site longer.
Since content syndication can be used in several different scenarios, it’s important to understand how each method works. Let’s explore how content syndication varies across different platforms and how the process works in these cases.
News Feed Syndication
News feed syndication is a staple in journalism. Major news organizations like AP and Reuters compile articles and distribute them to various news websites. It helps share information so that current events reach a global audience.
Social Media Syndication
Social media syndication is about maximizing reach. By uploading content to one platform, companies and creators can distribute it to thousands, if not millions, of users. Marketers can use software to share content on several social platforms at once, which maintains brand consistency.
Paid Content Syndication Networks
Paid content syndication networks operate on a fee-based model. You can publish your content across a network of sites by paying a fee. This is also sometimes referred to as native advertising.
We label this content as sponsored to ensure transparency. Publishers can partner with networks such as Outbrain, Taboola, Dianomi, and the Google Display Network to distribute content.
eCommerce Content Syndication
The flow of content is relentless in eCommerce. Brands create and update content, like constantly, including product pictures, descriptions, and videos. This content is not solely for branding; brands always launch new products and update existing offerings. Therefore, it’s also about keeping content fresh and new for customers.
However, the traditional process is challenged by inefficiencies. Brands send out their latest content with specific go-live and takedown dates. Still, the responsibility falls on retailers to update each product page.
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This method is prone to human error and extremely time-consuming. The result? Missed deadlines, outdated content, and a significant drain on resources. For retailers with hundreds of thousands of product pages, the task is daunting. It often leads to a lag in displaying current content, impacting sales and customer trust.
The good news is that there’s a more streamlined approach. Modern B2B content syndication solutions offer a way out of this logistical nightmare. These solutions automate content distribution and updates for several retailer platforms at once, including retailer PDPs.
These platforms make sure the latest content is always live without manual intervention. It saves time and ensures that customers have access to the most up-to-date and relevant product information.
Product Content Syndication with DemoUp Cliplister
For online shopping, sharing product information with potential customers is crucial. DemoUp Cliplister’s product content syndication software is at the forefront of this revolution.
Brands can upload many types of content, like videos, images, 3D models, and user reviews. They can also include augmented reality experiences. Consisting of a network of over 350 retailers, the software publishes content to all relevant PDPs automatically.
Retailers can add over 300,000 videos and 3D models from the platform to their product pages.
Our sophisticated software automatically matches content to the correct product pages using EANs. It places visual content in the image gallery above the fold, where it’s most visible to customers.
Automating this process improves how things look, helps sell more, and improves the customer’s experience. Brands and retailers that use our services report significant revenue increases. Shoppers are happier because they have more information to help them decide what to buy.
We provide retailers with improved content coverage and automatic content updates. When online retailers have outdated information, synchronization gets rid of discrepancies.
This approach helps everyone. Brands have control and consistency. Retailers get automatic updates. Customers have reliable and detailed info.
Discover the full capabilities and benefits of this innovative approach to eCommerce publishing by visiting our article on product content syndication.
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Why B2B Content Syndication is Essential for eCommerce
In e-tail, B2B content syndication is not a strategy; it’s a necessity. The economics of content creation, particularly high-quality content, can be daunting.
Consider a video that costs $5,000 to make. If you can publish this video to ten retailers, your effective product video cost becomes $500 per shop. The more retailers you can syndicate to, the lower the cost, which greatly increases overall ROI.
However, the benefits extend beyond simple cost distribution. Through syndicated content, brands can control their content right on the PDPs of major retailers. This control is crucial in a digital arena where consistency in brand messaging can make or break customer trust and loyalty.
Furthermore, content syndication is a powerful tool to reach more customers. Brands can reach more people by sharing their content on different websites, without making new content for each site. This efficiency saves time and keeps your message consistent on all platforms.
In essence, content syndication for retail is about maximizing reach while minimizing effort and expense. Ensure potential customers find your products and reflect your brand’s values. This approach uses your assets to make your brand stand out online.
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Types of Syndicated Content in eCommerce
In the online marketplace, content syndication comes in different forms, each serving a specific purpose for consumers. Syndicated content can include videos and product data feeds, among other types of content.
In the following sections, we will explore each type in detail. We will discuss their importance and how they improve the buyer experience.
Product Videos
Product videos are an important part of online shopping because they show what the products look like. They are particularly effective for explaining complex features or demonstrating products in action.
For consumers, this visual context can be the deciding factor in the purchasing process. These videos can increase conversion rates because buyers can see exactly what they’re getting. They offer a dynamic option instead of still pictures.
For more insights into the power of product videos, visit our article on product videos.
3D & AR Models
Online shopping is changing with the use of 3D and AR models. It’s becoming more interactive. Customers can scan QR codes to see products in their space, blending online and in-store shopping. While many brands create such content, implementation can be challenging for retailers.
Our software simplifies this process, benefiting both parties. To see our capabilities in creating these models, check out our work.
360-Degree Spin Views
360-degree spin views are an immersive way to showcase products, allowing customers to view an item from every angle. This feature is great for recreating the in-store experience online.
Customers can inspect products more easily and get a better feel for them. Online retailers can enhance the shopping experience by adding these views to the product gallery. It boosts customer confidence and improves conversion rates.
Types of Syndicated Product Content
Product Videos
3D & AR Models
360-Degree Spin Views
Review Videos
Awards & Quality Seals
Product Data & Specs
Customer Reviews
Customer reviews, whether in text or video format, are integral to establishing trust and credibility. Potential buyers can get honest opinions from other users, which can impact their purchasing choices.
Our review video production service optimizes for cost by syndicating finished projects directly to the point of sale, resulting in cost savings of 80% over traditional influencer marketing.
It gives you a genuine and affordable way to gain customer trust. For more information on how you can have us create engaging review videos for your brand, explore our review videos.
Awards & Quality Seals
The awards and quality seals on product pages prove that respected third parties believe the product is safe and high-quality. These accolades are particularly influential in the customer’s decision-making process.
Experts in the field vet and rate products, acting as a form of social proof. Brands find these symbols important for gaining consumer trust and standing out in a crowded marketplace.
Product Data, Descriptions, and Specifications
The syndicationof product information, descriptions, and specifications is a standard practice in eCommerce. This is done through product data feeds.
Customers can find important product information and attributes, which helps them make smarter purchases. However, this alone isn’t enough.
Brands must add content that covers the entire buying process. Building trust and demonstrating value is crucial. Businesses should offer real experiences, including user-generated content like reviews and testimonials.
High-quality images and videos are also beneficial as they show the value of a product, capturing the customer’s attention.
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How to Build an Effective eCommerce Content Syndication Strategy
You need an excellent eCommerce content syndication strategy to ensure your brand reaches more people and connects with them on different platforms. This strategy not only conserves resources but also weaves a cohesive brand narrative.
Follow these steps to create a strong content syndication framework that matches your marketing goals and cuts through the noise.
1. Create Awesome Content
The adage “content is king” holds especially true in syndication.
The initial step is to create content that captivates and educates your audience. This should embody the essence of your brand and communicate your message.
The content must stand out, whether it’s high-resolution images, informative product videos, or engaging descriptions.
Remember, if your content is memorable, customers are more likely to return and buy. If creating high-quality content is a challenge, our team is ready to assist.
Contact us for expert guidance on crafting content that embodies your brand’s vision and resonates with your audience. Get in touch and see how we can help you.
2. Evaluate Syndication Partners
The success of your content syndication hinges on the partners you choose.
To find the right networks for your brand, research the type of content they syndicate, and the websites included in the network. Consider the reach, reputation, and relevance of potential partners. Using a mix of networks to optimize coverage and impact is often helpful.
Each network will have unique strengths in amplifying reach, targeting niche markets, or the type of content they can syndicate, and where on a page it’s displayed.
To understand your options and select the best fit for your content, learn about the various product content syndication software alternatives here.
3. Choose Your Channels
After you identify potential syndication partners, the next step is to select the appropriate channels for your content. It involves a strategic analysis of where your content will have the most impact.
Consider the channel’s audience demographics, the type of content they engage with, and the geographical location if you’re targeting specific markets. Localizing content for different regions enhances its effectiveness.
Understanding your audience’s preferences and behaviors will guide you in tailoring your content to meet their expectations and increase engagement. You also need to keep in mind how goals affect channel selection. A company going for awareness will want to include social media channels, while a company going for conversions will focus on PDP content.
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4. Maintain Consistency
Consistency in digital content syndication is not just about maintaining a uniform brand voice; it’s also about ensuring that your message is coherent across all platforms. This consistency helps in building a reliable and trustworthy brand image.
It also makes content management easier on different channels. It helps your team track, and consumers recognize your brand. Consistent product communication reinforces your brand’s values and forges a strong connection with your audience.
This connection is important for long-term engagement and loyalty.
5. Promote Your Content
Strategic promotion should complement online content syndication. Use social media platforms to tease content, create buzz, and drive traffic to your syndicated content. Short, engaging trailers of product videos can also generate interest.
At the same time, snippets from review videos can offer a glimpse into the immersive experience awaiting customers. The more channels you use, the more people your content can reach. However, not every piece of content is best served on every channel.
Be strategic with how you distribute your content for the best results.
Remember, the aim is to create a seamless omnichannel experience that guides the consumer from their initial engagement on social media to the detailed content on PDPs.
6. Track and Analyze
To gauge the success of your online content syndication strategy, it’s imperative to track and analyze the performance of your content across all platforms. This data provides insights into what resonates with your audience and things that don’t.
Understanding how customers interact with your content allows you to spot patterns and trends that can help you plan your next strategy. Our platform provides detailed analytics, including total views, attention spans, and more. Retailers can use this data to make more educated judgments.
7. Adjust With Data
Adjust your strategy with data as the final step in the process. Analyze metrics to understand how customers engage with your content. Look at view rates, attention spans, and repeat views to identify what captures and holds attention, or what might need to change.
Use this data to tweak and optimize your content for better performance. Continuous analysis and changes based on consumer behavior and performance metrics are crucial for staying ahead in the competitive eCommerce arena.
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Wrapping Up
B2B content syndication stands out as a strategic pillar for eCommerce companies wanting to expand reach and enhance consumer engagement.
We offer end-to-end eCommerce content solutions to help brands and shops streamline their content strategy and accelerate their eCommerce growth.
Discover how our expertise can accelerate your eCommerce growth by visiting our homepage.
Frequently Asked Questions
Content syndication as a practice can be more complex than many realize. This section clarifies the process and provides deeper insights by addressing some of the most asked questions about syndication.
Digital content syndication is distributing and sharing digital content, such as movies, 3D/AR models, or product reviews, across numerous online platforms or websites in the eCommerce industry.
It enables marketers to reach a wider audience by republishing their content on third-party sites, such as the shops of their retail partners, improving visibility, traffic, and interaction.
Syndicating your content means sharing it on other websites. In eCommerce, retailers allow brands to publish product videos and other content on their product pages.
DemoUp Cliplister is the only solution that combines content creation, syndication, and digital asset management for the world’s biggest eCommerce companies.
Our syndication platform allows brands to publish videos, 3D/AR models, 360-degree spin views, and more in the image gallery at the world’s biggest online shops.
Yes, content syndication is worth it for most businesses. Instead of creating one piece of content, manually asking for it to be implemented, and following up over time with updates, brands can control which pieces of content go where themselves.
It offsets the cost of content creation, improves reach, and multiplies revenue across endpoints where buyers are looking for reassurance and trust signals.
Content syndication platforms connect content creators (in eCommerce terms, brands) with publishers (retailers). Brands upload content, and retailers republish and share it with their audiences.
It expands content reach, increases conversions, and allows brands to implement attribution to each piece of content at a retailer. Performance is tracked, and other agreements may be in place.
There are several benefits of syndication. Brands can always have the most relevant content at their most important shops, update content, and remove expired content.
So, retailers always have a large pool of content to pull from, which increases content coverage, boosts add-to-cart conversions, and leads to more revenue by providing users with the information they want at the point of sale.
There are several types of syndication, but the main types are paid networks, news feeds, social media, and eCommerce.
You can see more about the different types of content syndication in the how syndication works section of this article.
Content syndication, in the literal sense, is not free. In our system, retailers pay for access to brand assets, and brands pay for hosting and syndicating their videos on the network.
Read about our content syndication offerings, request pricing, or more information below:
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