How Content Syndication Helps Brands Sell More

The push for digitalization is more critical than ever. Today’s world requires online commerce and fast access to buyers and sellers from anywhere.

Driving revenue with product data syndication

Commerce today means connecting with buyers through product content. Selling a product via e-commerce now is “showing” the product online just as you would in-store. Think of it as stocking the digital shelf.

Without the ability to physically see or touch a product, the more detailed and precise product descriptions and content are, the more buyers have confidence and trust in what they are buying.

What is product content? It includes product descriptions, detailed images, user reviews, videos, and detailed schematics. Product information and product content deliver the relevant information the buyer needs to buy.

What’s the best way to deliver product content across new channels? You need to syndicate product content to reach buyers (and sellers) across marketplaces, channels, data pools, and warehouses.

Read the full blog

Digital shelf

Syndication ensures a consistent product experience, no matter which channels your buyers are using.

What is product content syndication?

As a larger share of total commerce is conducted on digital channels, product information management and syndication applications are becoming increasingly essential for sellers to compete.

IDC Worldwide Product Information Management and Syndication Applications Forecast, 2019–2023: Channel Explosion Demands a Different Kind of PIM

Put simply, syndication is selling, distributing, and managing products across channels. It’s getting everything you need to sell ready, optimized, and activated. There are a few secrets to success, however.

The best way to do that is using a product information management (PIM) solution. This foundational technology helps collect, enrich, store, and publish product information.

Syndication is a sub-discipline of PIM. It enables you to share product information with distribution partners, online retailers, data pools, and marketplaces seamlessly.

Of course, PIM without syndication works. However, to meet the needs of 2020 and beyond, you need one solution that delivers both together.

How does a syndication solution work? 

For syndication solutions to work, there are many different areas that need to be addressed. This includes automating and optimizing data validation, taxonomy, templates, enrichment, channel completeness, and much more.

How easy or hard it is to launch a new channel? Watch a three-minute Syndication 101 video to see the inRiver platform in action.

For more in-depth information about the advantages and functionality, have a look at our Syndicate Fact Sheet.


View the fact sheet

Why are manufacturers and retailers focusing on syndication now? “The Amazon Effect”

We are able to deliver information to our customers eight times faster now that we have a PIM.

Laurence Teuma, International Key Account Manager Online, Hamelin Brands

The competition never sleeps when selling online. Organizations may lose their competitive advantage if they are unable to sell into new channels, marketplaces, data pools, and wholesalers. And, the list of new channels keeps growing. Speed and time to market are essential to win market share and stay ahead of the competition.

Hamelin brands, a global manufacturer of school and office supplies sells more than 22,000 products in 13 different languages across 19 different countries. They needed to address what they call the “Amazon Effect” of new marketplaces and channels to reach their buyers.

Read Hamelin’s story

What are the biggest pain points syndication solves?

Competing on the Global Stage statistics from How B2B Companies Solve the Challenges of Revenue and Scale with Better Product Information eBook

  1. Ending manual processes: Automation remains a struggle: Keeping track of product information updates is a global challenge as many product detail updates are still manual. In the US, 52% of business leaders identify this as a major pain point, particularly around what information is updated and where. In the UK and Germany, the larger challenge hinges on ensuring product details meet all the standards, formats, and compliance standards of a new market or channel.
  2. Competing globally: Dominating in a local market or channel used to be enough to “win” in commerce. Today’s online commerce means you can sell and market your products anywhere with 71% of companies reporting they are facing more competition than 5 years ago. That’s no surprise. The competition will continue to increase as online sales become more important into 2021 due to the Covid-19 economy.
  3. For a closer look at the best strategies for selling on a major global channel, listen to our recent PIMtalk episode, Understanding the Amazon Universe with Brian Beck.
  1. Speeding time to marketHow quickly you reach new channels matters. First to market, whether for a holiday, promotional campaign, or product launch means more selling days and that equates to more opportunities to drive revenue. Syndication enables you to easily enter new marketplaces and data pools with built-in templates, data mapping, and more. Just a few clicks and you are ready to sell.

    “We used to spend time enriching, formatting, and manually updating content for new channels. Now it’s automated and removes the margin for error so we can sell faster and with confidence.” Paul Ellender, Senior Manager, Marketing Services, Digital Transformation, Bacardi

  2. Context: Every channel is different and has unique buyers and sellers who use it. Make sure to deliver contextual content for each channel to deliver personalized and relevant buying experiences. Guide buyers with a frictionless path to purchase. Remove any and all obstacles throughout the buying journey. Keep content engaging, offer different types of information like videos and images, and always ensure to answer any and all questions a buyer has before they click away. Don’t settle for generic content. Buyers want personalized experiences and that starts with context.
  3. ConsistencyThe challenge of delivering consistency of content across channels can feel daunting. It doesn’t have to. Syndication solutions take the guess-work out of requirements via templates, but also through automation. Enrich content in one channel and it automatically updates across other channels. This ensures consistency and accuracy to keep the digital shelf well stocked.

*Statistics from How B2B Companies Solve the Challenges of Revenue and Scale with Better Product Information eBook.

How do you get started with syndication?

Where to begin with syndication? Take a look at the simple check list to get started preparing for syndication today.

inRiver Syndication Checklist preview

The push for syndication is more critical than ever. Read our syndication check list blog to get started, or find out more in our eBook – How to Use Syndication to Solve Today’s Commerce Challenges.

The time is now

The need to scale digitally across all areas of business has been made crystal clear. The world will not return to business as usual in 2021 – it will evolve to meet the changing needs of buyers and the industry, and it will reflect a new normal.

Online commerce and syndication will be key to help meet the needs of buyers and sellers globally. Scalability and agility will be requirements for any technology solution in the years ahead.

To learn more about how syndication works and how other companies are using it to stay ahead and sell more in today’s digital world, view our recent webinar, How to Stay Ahead and Sell More in Today’s Digital World.


How can you prepare?

A PIM solution is foundational for modern commerce, but the addition of a syndication solution activates it to scale. Explore how inRiver PIM and Syndication solution can help you make changes today that will better prepare you for tomorrow’s commerce.

And if you’re still trying to uncover which PIM solution offers the best combination of functionality, scalability and flexibility, our PIM Buyer’s Guide can help you make the right call.

Want to know what Syndication and PIM can do for your business?

Contact us today and we’ll connect you with one of our experts.