Product content syndication: The four categories of data exports

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    Product content syndication isn’t the same as it once was. To keep up with the increasing demand for industrial product content, modern platforms give teams the tools to create exports quickly and with agility, allowing them to take advantage of new market and channel opportunities exactly when they need to.
    Anyone who sells, advertises, or uses your products needs access to your product data. It follows that there are four main categories of product data exports, each one with its own characteristics. They all present their own challenges for companies using traditional product content syndication methods, but using a modern solution lets companies reap the rewards.

    1. Product data exports for your largest distributors, wholesalers, and clients

    Background: Your trade partners and large customers have the greatest demands when it comes to formats. Distributors, wholesalers, and other large clients often request custom product data exports, each with a specific product assortment, price list, set of product attributes, and potentially a classification, such as ETIM, ECLASS, or UNSPSC.
    Challenges: Delivering data and content in a timely fashion, free from errors or the need for back-and-forth discussions.
    Benefits of using modern product content syndication:

    • Stronger business relationships
    • Differentiation from competitors using traditional methods
    • Higher margins (thanks to the convenience for the receiving party)
    • Shorter time-to-market
    • Higher quality of data

    2. Product data exports to industry databases

    Background: Whoever is using your product leverages your data to plan their activity but may not have direct access to you. Industry databases provide the solution. National industry databases for specific industries give you a space to publish product data in specified formats where installers, builders, other manufacturers, and distributors can find it.
    Challenges: Complying with the high data quality standards, and being able to produce various complex formats that differ from market to market.
    Benefits of using modern product content syndication:

    • Improved product discoverability
    • Higher data quality
    • Access to new markets and new buyers

    3. Product data exports for D2C and ecommerce routes

    Background: Even though D2C ecommerce is currently only a small part of industrial manufacturer revenue, it is growing rapidly and presents advantages beyond income, such as a stronger understanding of the customer type and market. Descriptive product data, images, and rich media are essential because consumer-like behavior plays a huge role in buying decisions on ecommerce platforms.
    Challenges: Making sure your products look attractive and exciting.
    Benefits of using modern product content syndication:

    • Ability to enrich and enhance product content for the B2C world
    • Targeted content for every channel for optimal conversion
    • Fast and cheap go-to-market
    • Ability to test and learn

    4. Product data exports for touchpoints beyond your direct control

    Background: Your products may be listed online by multiple sellers and resellers, on platforms such as Google and Amazon, and some may not have access to high quality data for your products — or simply may not have a strong enough focus on quality. Buyers’ perception of your brand suffers, and they may choose to buy a different manufacturer’s product, despite you having nothing to do with the poor quality content that discouraged them.
    Challenges: Controlling the quality and completeness of product data displayed by third parties that don’t always adhere to best practice guidelines.
    Benefits of using modern product content syndication:

    • Ability to provide the authoritative version of product data and overwrite poor quality content
    • Ensuring excellent and consistent product data quality at every touchpoint
    • Increased conversions and brand perception, leading to higher revenue

    Want to learn more about the current product content syndication landscape for Industry 4.0? Our guide goes in depth about how a modern platform can help you meet the demand for agile, reliable delivery of industrial product content.

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