Content Aggregation is the process of collecting information about a particular niche and making it available in one place for users. Content aggregators are professionals in researching and analyzing data and publishing it on an application or website for easy searchability and access to the user. It is mostly automated and based on a number of keywords particular to a niche.
Reddit is the best example of this. Reddit has content about everything in it.
It is a social news platform where people discuss, comment, and vote for content published by other users. Reddit aggregates content from its users and shows it to others who are searching for it.
Now that you know what content aggregation is, let us talk about what it is not.
Do not mistake content aggregation for plagiarism, because the original writers/content creators are given credits in the content aggregation platforms, unlike plagiarism which is illegal.
It isn’t content curation either. Content curation is adding your own content and commentary on other people’s content. It requires editorial work for choosing what content you want to showcase for your brand, unlike content aggregation which is mostly automated and makes no alteration to the original content.
You might be thinking about what benefits your B2B business will reap if you have content aggregators connected to your e-commerce store? Aren’t you?
For better or worse, the COVID-19 pandemic has made it no more a choice but a necessity for businesses to go online. Content aggregators found it difficult to reach B2Bs because they used traditional methods of operation and were slower to adopt new technology. They were manufacturers or brands whose buying/selling transactions were complex.
In the pre-pandemic time, most B2Bs were offline and had limited buyers. The B2B owners were dependent on trade shows to buy/sell to new customers. But now B2B users expect customer experience at par with that of B2C. B2Bs now are online and have a huge number of products whose data is complicated. This is where content aggregators come into the picture.
Here are a few benefits of having content aggregators integrated with your B2B business.
A B2B brand has thousands of SKUs whose product descriptions need to be added to the website. Content aggregators provide unique and relevant information which makes the overall process of setting up your PIM or e-commerce store simpler.
2.Easy to Search
Customers are choosing where to buy from based on how easy it is to search and buy products. Content aggregators provide rich and correct product information thus improving the searchability of products on your e-commerce store.
Content aggregators streamline the manual process of finding and feeding the right information about products thus saving time and improving the overall efficiency of your inventory management or Product Information Management (PIM).
4.Single Resource for Product Content
Having a content aggregation system will ensure that the same and correct information is available to all at any given point in time. Over time, teams or team members dealing with the product content may change but your content aggregator will be the single source of truth for your product data.
The search engines will crawl up your product pages faster when the SEO friendly product content provided by the content aggregators is available in your product descriptions. This will increase the visibility of your B2B brand, thus increasing potential sales.
6.Better Use of Human Resources
Research and analysis of product content to suit your B2B brand is a challenging and time-consuming task. If a content aggregator provides rich information readily, your staff’s energies can be put to better use.
7.Your Brand Stays Relevant
Technology is fast-paced and so is the information on the internet. With automated processes, content aggregators keep your product information up to date helping your business to stay relevant with time.
8.Connectivity with PIM Solutions
Product Information Management systems like flexiPIM have built-in connectors to import data from your content aggregator to PIM and channelize it to multiple channels like an online e-commerce store, mobile, print to name a few.
Content aggregators let you import your data back and forth to your PIM system, ERP, or any other legacy back-end system.
flexiPIM automates content syndication with content aggregators like CNET, DDS, Unilog, Trade service to name a few, ERP, or any backend system which can be integrated with your online e-commerce store, mobile, and multiple channels that your business may have.
With flexiPIM’s customized “Template Import” extension, you can import existing data and update product data in any format from content aggregators without even having to establish a connection.
To know more about how flexiPIM works with content aggregators like DDS, CNET, Unilog, and Trade Service to manage world-class product content that performs globally, read “The content aggregator connection for your e-commerce store.