What is Product Content Syndication

Product Content Syndication is a way to build, centralize, and improve the quality of your product pages across different marketplaces. By syndicating your product content, you can increase the likelihood that potential customers will find what they are looking for on your website or marketplace store when they search for something specific like "red sneakers" or "green polo shirts." In this article, we’ll explain how it works and why you should consider using it.

What is Product Content Syndication?

Product content syndication is the distribution of your product content to other sites. It's done in a variety of ways, including RSS feeds, tagging and affiliate links.

The word "syndication" is used to describe the process of sharing information between multiple sources. There are many types of syndication; some are very familiar (like RSS feeds), while others may not be so well-known. Here are some examples:

Product content syndication refers to sharing your product's information across multiple sites without having to manually add it every time a new site appears online.

Product Content syndication also refers to sharing information within an organization—for example, if you're writing a user guide for one product and want it published for all product variations, this would be considered content syndication because it's being used by multiple locations at once rather than just one single place.

"Content" refers to anything that’s written/created by people who aren't directly involved with creating or selling something physical such as food items or furniture pieces; whereas "Product" usually refers a physical entity - things like Bobbleheads dolls, which would need some sort of production before being sold online through marketplace listings.

Why use Syndication?

There are a number of reasons you might want to leverage product content syndication in your business. The most obvious is that it can help you increase reach, sales, and improve other metrics for ecommerce businesses.

Syndicated product content leads to more traffic and therefore more revenue. When you syndicate products across multiple websites (as opposed to having to manually create on your own website or across all sales channels), it allows quick and efficient discovery process for a new customer who wouldn’t have found you otherwise. This increases the probability for conversion and ensures they’re repeat customers in the future.

Syndicated content increases reviews and conversion rates. If a visitor likes a product and shares it on their social media, they’re going to be leaving some level of feedback about their experience purchasing and using the product. This makes syndicated content that much more valuable, since a direct review or feedback from the customer is often trusted a lot more than any marketing copy that you would be able to provide.

Here's how content syndication works:

You create a product, its attributes, variations and group together other enriching assets. This cluster can be channel specific or generic across all channels and geographics.

You publish the product on your website, and then decide where else to publish it (e.g., Amazon).

When someone clicks through from one of your other syndicated, affiliate sites, they are taken back to your site where they can read the syndicated content completely.

If it isn’t a search or social - the user can complete the purchase using the marketplace in which the product content is syndicated.

There are manual, semi automated and fully automated ways of product content syndication using XLS, SFTP, or API.

Manual Syndication

The product creation process is completed in the Supplysail PIM application, and the process includes creating the product family, populating internal and external attributes, uploading or linking the images and relevant assets.

You can also customize attributes as per the requirements of the target system and perform an export using the desired file format (CSV, XLS, JSON) using Supplysail Export.

Semi Automated Syndication

The product creation process is same as mentioned above, however the exported files are placed in a SFTP server to facilitate periodical synchronization from source to target systems

This process is considered semi automated, since the SFTP setup can break or won’t facilitate instant syndication. This process is usually timed at 12-24 hour intervals, so this will not update product data in real-time. Make sure to take that into consideration when making content updates or exports.

Fully Automated Syndication

Product content is syndicated using real time API’s pre connected to the source and target systems. While this requires some initial time and effort investment, considering this allows for a two-way syncing of data, fully automated syndication can be worth the additional effort. For example, the product content can be syndicated to Amazon and it can fetch user reviews and updates in the PIM application.

The one caveat to Product Content Syndication

In order to syndicate your product, you need to have a high-quality product page. In addition, the title and description of your product should be optimized for search engine discovery. If it’s not optimized, other websites won’t link back to your website, since there’s no value generated for the first website in linking back .

Content Syndication can improve the quality of your product pages on different marketplaces. It can also be used to increase the quality of your product pages on different marketplaces, allowing you to reach new customers.


At the end of the day, product content syndication can help you improve product pages and reach new customers, while also ensuring existing customers are pleased with the quality of the product information that you’re putting up across various channels. If you’re looking for a way to increase sales and make sure your product pages are better than the competition, you should seriously consider product content syndication.

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