Why One Content Syndicator is Never Enough

Content syndication is a vital part of any international retail strategy.

Optimised product content is great, but all that resource will be wasted unless your customers see it. Content syndicators can help distribute your product content to key retail partners, ensuring that it appears on your product pages and displays correctly.

But one content syndicator is almost never enough. By restricting yourself to one, it’s very likely that you’re leaving gaps in your market segment.

Why should you consider using multiple content syndicators?

Regional and Partner Exclusivity: Like any service, there are certain contracts and strengths each syndicator has, so it is worth researching your segment to see if there are specific retailers (or regions) you might be missing out on. Typically, in order to attain good coverage, brands should attempt to maintain a diversity of syndicators.
Example:

• For MediaMarkt in DE, you need Loadbee
• For Argos in the UK, you need 1WorldSync
• For Walmart in the US, you need Syndigo
• For Harvey Norman in AU, you need Flixmedia

Insurance and Dependency: With a diverse selection of Syndicators, you have insurance in case of future service outages and failures. By building and maintaining processes for multiple syndicators, you are more able to easily switch delivery from one provider to the next.

Comprehensive Coverage: Ideally, you want to have coverage for as many significant retailers within your chosen market as possible. With multiple syndicators, it’s more likely that you’ll be able to negotiate an extension of service to cover any specific gaps you may be encountering.

Consistent Delivery: When engaging with multiple content syndicators, you may find that some retailers are covered by multiple syndication partners. This is why we always recommend researching how each syndicator’s content displays and is integrated into the retailer website. You may find some syndicators have a more feature-rich solution for certain retailers than others or are able to accommodate your content mix more easily. Not all syndication is equal, and it is worth spending the time to find the solution that works best for you.

Content syndication can be a complex issue to deal with, but it’s one that’s worth the effort to get right. If you’d like to leverage the advantages of diverse syndication without any of the headaches, talk to Digishare. We’re experts in getting your content everywhere it needs to go, and our platform is the only one that works with every content syndicator out there.

Contact us at info@digishare.eu to book your free demo.