Product Content Syndication: What It Is and How It Works

Product content syndication is key for eCommerce brands and shops looking to boost sales. Showing off your products well and consistently online isn’t an option, it’s a must.

This guide explains how to share eCommerce content more conveniently and efficiently. Let’s explore how you can be more visible and sell more.

What is Product Content Syndication?

What is product content syndication, and why is it pivotal for your eCommerce strategy?

At its heart, product content syndication is about spreading and handling your product information and media across different online stores and platforms. This way, shoppers get correct product information, no matter where they’re buying from.

For eCommerce brands, it’s about giving customers a consistent experience. You send relevant content—like product descriptions, specs, photos, and videos—to various stores and online marketplaces.

As shown in the image above, eCommerce content syndication bridges the content gap between brands and shops. In other words, it simplifies how retailers manage content and lets brands keep a firm grip on their narrative.

Put more simply, product content syndication puts your message in front of online shoppers.

Why Is Product Content Syndication Important?

Product content syndication is more than a fancy term. It’s a smart way to publish content that saves time and money. eCommerce syndication allows you to create and distribute finished content to any relevant location within a network.

Perhaps its biggest benefit is how it makes content more cost-effective. It spreads out production costs over multiple endpoints and multiplies your ROI.

For brands, syndication lets you control your content on retailer’s product pages (PDPs). This ensures your content stays on brand, and that you can rely on consistent product presentations at every shop connected to the platform.

This control is critical to keeping your brand’s image solid and shaping how customers see and feel about it.

On the flip side, retailers no longer must juggle countless brand requests to update or change content, which is a logistical nightmare.

They also benefit by sidestepping digital rights management (DRM) issues. Content syndication for eCommerce simplifies these processes. It allows for a more streamlined approach to content management.

Moreover, product content syndication builds stronger partnerships and improves manufacturer-vendor relationships. It creates an ecosystem where both parties – brands and retailers – can benefit.

According to marketing insights from Insider Intelligence, multi-channel marketing through processes like content syndication, will make up about 46% of all e-commerce sales by 2023.

How eCommerce Syndication Works

eCommerce syndication is simple but effective. It gives online shoppers great content where and when they decide to buy. To do this, brands need to create detailed, engaging content that shows off their product’s features.

Then, retailers must update and display this content on their product pages. However, this is where another challenge comes in. With so many brands sending information to retailers, a bottleneck occurs, and it takes a long time for your content to be published. This causes frustration to brands and retailers alike.

Content syndication offers a solution to this problem by enabling brands to update their PDP pages through the software. This teamwork ensures shoppers have all the information they need to make a purchasing decision.

Whether you’re a brand or a retailer, the mechanics of a syndication system are tailored to fit your unique role in the supply chain. It gives you back control over your content on retailer pages and enables you to make updates and amendments in real-time.

As such, content syndication brings many benefits to both sides of the eCommerce game.

For brands, the focus is on content consistency across all retail endpoints. Retailers concentrate on enhancing content coverage on their platforms.

Let’s delve into how each stakeholder utilizes syndication to their advantage.

How DemoUp Cliplister Works for Brands

Brands aim for uniformity in their product narratives across all customer touchpoints. Using systems like DemoUp Cliplister, brands can streamline this process. Here’s a glimpse into how our syndication solution for brands works:

DemoUp Cliplister for Brands

Create content: Develop engaging and informative product content.

Upload to the system: Centralize content in one syndication platform.

Publish the content: Distribute content across the retail network.

Update the content: Keep product information current and accurate.

Analyze performance: See what’s working and change what isn’t.

This five-step method brings brands big revenue boosts, cuts down time to publish, and ensures your content is always where it needs to be when it needs to be there.

How DemoUp Cliplister Works for Retailers

For retailers, the syndication system is a tool to automate the integration of product content into their PDPs. By integrating content in the DemoUp Cliplister database, retailers streamline content management.

Here’s how easy it is to delight your customers with content from more than 3,000 brands:

DemoUp Cliplister for Retailers

Copy and Paste the Script: Integrate the syndication system into your shop’s template.

Thumbnail Design: Customize how you’ll display the content on your PDPs.

Test the integration: Ensure everything is running smoothly.

Wait While We Match Videos: Let the system align videos with your products.

Analyze Results: Monitor the impact on engagement and sales.

With these five steps, your online shop can show customers over 300,000 exclusive brand assets, take advantage of automatic content updates, and understand user behavior. All of which move you toward your ultimate goal – selling more products.

4 Key Benefits of Product Content Syndication for Brands

Product content syndication has big perks that can boost a brand’s image and how people see it. Let’s look at the top four benefits brands can expect.

1. Improved Brand Awareness

Product content syndication takes your brand past old-school tactics like social media marketing and traditional advertising. It places your products right where online shoppers are looking.

This move widens a brand’s reach and grabs the attention of buyers when they’re ready to buy. Yes, even for those who haven’t seen the brand in newspapers, TV, or social media.

2. Build Trust With Consumers

Trust is the currency of brand loyalty, and consistent, high-quality content is a key investment. Content types such as review videos and 3D models are particularly effective in building trust, providing transparency, and giving real-world validation that resonates with consumers.

3. Increased Brand Engagement

The caliber of content a brand publishes directly influences customer engagement. Innovative content like 3D models and augmented reality get people involved and make a memorable impact. For a deeper dive into these immersive content types, explore our 3D and AR models.

4. Customers See & Believe

In an era of dwindling attention spans, visual content reigns supreme. Consumers prefer to see products in action rather than reading lengthy descriptions.

Brands can capitalize on this by transforming still images into dynamic product showcases by converting product images to videos, delivering product features, benefits, and use cases in a format that is both engaging and time efficient.

Your Content at 350+ Online Shops

Create, manage, and syndicate product content to the point of sale. Find out which retailers are in the network today!

Get the list

4 Key Benefits of Product Content Syndication for Retailers

Retailers also gain a huge amount by integrating product content syndication into their online storefronts. Here are four key benefits that highlight the importance of this solution for shops.

1. Increased Product Understanding

Shared content like product videos, 3D models, and 360-degree views gives customers a better picture of what they’re buying. Regular product descriptions are common, but this visual and hands-on content format makes a store stand out. It gives shoppers a much clearer and more detailed view of products.

2. More Engagement

Showing brand-created content directly from the source allows retailers to present products engagingly and helpfully. It not only familiarizes customers with the brands and products but also increases the time they spend with the content. This directly increases engagement metrics.

3. Better SEO

Customers stay on websites with interesting content far longer than ones without. The more time visitors spend on a page, the better it is for SEO. It tells search engines the content’s worth checking out, which can bump up your site’s rank and visibility online.

4. More Add-to-Cart Conversions

Quality content plays a significant role in guiding customers through their buying journey. By answering common questions with clear content, retailers can make buyers less hesitant. This leads to more people putting items in their carts and fewer returns.

Exclusive content from 3,000+ brands

Access a network of over 300,000 product assets. Embed them in your online shop automatically.

Request examples now

Wrapping Up

To summarize, it’s evident that, for brands, getting product content where it needs to go is key in helping customers decide to buy. The ability to publish content directly to product detail pages helps reduce time to market and convince customers at the point of sale.

For retailers, joining a product content syndication network shares many of the same benefits. Product media introduces products in an engaging and interactive way, which optimizes conversion rates, boosts customer confidence, and helps overcome barriers to purchase.

Frequently Asked Questions

Still, aren’t sure if product content syndication can help you? Have a look through our FAQs, that we collected and answered from some of our biggest clients.