What Is A Product Content?
- Basic info & logistical information
- Marketing texts
- Product features & reasons to buy
- Video & Assets (PDF, leaflets, manuals, etc.)
- Relations and configurations
- Rich content aka A+ content
What Is A Taxonomy?
Taxonomy is a way of categorizing and structuring the content on the products. It is a way to define the content schema and bring the structure into the product content. Taxonomy defines the space or a pattern in which content can be created, measured, validated.
The Key Challenges In The Content Journey
- Data quality.
- Single source of truth.
- Content exchange & syndication.
- Сompany-specific challenges.
How To Control Content Quality: Content Qualities & How To Manage
- Completeness – Validation.
- Accuracy – Workflows.
- Granularity – Taxonomy.
How To Deliver The Product Data?
- Excel templates.
- Brand portals.
- Content Service Providers.
Retailer & Brand Dilemma. Managing The Expectations
- Content itself.
- Quality & Governance.
- Delivery Consistency across channels.
- Minimum of a manual work.
- High coverage of appealing content to convince buyers.
- Effortless content intake.
- Content up to requirements.
- Personal marketing touch on the content.
So How Do We Sort It Out?
Solution for brands:
- A PIM that is flexible to support your taxonomy requirements.
- Automate data delivery and data intake.
- Develop and support your content flow. Typically: R&D, Marketing, Creative & Quality Assurance departments.
- Support your partners with their content requirements.
- Be prepared to create unique content for retailers.
- Measure your content performance.
Solution for retailers:
- Automate data imports & focus on creative work.
- Work with multiple content sources.
- Set up the right content flow/lifecycle.
- Centralize taxonomy management.
- Research on your customers cognition.
- Explain brands your content expectations.