Typically when you come to Virtucom Group's blog, you're going to hear a lot about what we do and how we do it. We have a passion for great content, and we're proud of our work. We want to share our story, but part of that is also explaining what we don't do. One of those things is syndicated content.
What is syndicated content? If you're a TV watcher, it's likely that you already understand this concept. Think of your favorite TV show: you watched every episode as it aired until the final season. Months later, you found that show airing in reruns on another station, or even two or three. This is syndication, the reselling of an original product to be used in multiple venues, and the same principles apply to product content.
For some companies, syndication can be a solid option. It's fast, available through third-party firms, and can be seen as a cost-cutting measure. But from our perspective, syndication just isn't what we do. Here's why:
- We believe unique content will always be relevant. Today's consumers want high-quality product content. They need a personalized experience and their preferences for content are always becoming more sophisticated. We shared a Forbes article on LinkedIn this week that sums it up perfectly -- customers expect more content, and they expect it to be better than ever. And it's not just clients. Google is also becoming more discerning in terms of originality and quality, as explained by this post from Content Marketing Institute that outlines the process used by the search engine.
- We believe that product data is only as good as its presentation. Did you know that the average attention span is only 12 seconds? That's not much time to work with when a client is looking for the product data needed to make an informed purchase. This is just one reason why consistency in presentation is so important -- users need to know where to find information so they can make comparisons and understand product attributes without spending a great deal of time doing so. Working with a brand-specific strategy to create custom content helps ensure consistency is maintained and that customers feel confident, not frustrated.
- We believe that unique content is a craft. People still see a real value in things that are crafted with care. After all, this is a world that's given birth to Etsy, a marketplace for handmade goods valued at up to 1.78 billion dollars. In many ways it's fair to say we apply the same principles that go into handcrafting tangible products to our content. Our whole team of content writers has a role in this process, from acquiring accurate source material and creating high-resolution images to writing attention-getting product content and fine-tuning it to ensure it meets our standards.
Sometimes it's the things you don't do that help explain what you are offering. If you can relate, leave us a comment and let us know. To stay connected with Virtucom Group, you can follow us on LinkedIn, check out company events and activities on Instagram @VirtucomGroup and subscribe to e-mail updates, so you'll never miss a blog post.
Data integrity, time to market and increased conversions are vital to all e-commerce retailers. Our product data management and unique content creation program ensures consistent product names, robust product descriptions, complete and accurate product attributes and an array of digital assets are at your disposal, providing time to market and quality improvements that will outpace your fiercest competition. Contact our team and get started with Virtucom Group today.
