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Product Content

Content and digital asset managementBasic Level

Product content is all the text, images and files that describe a product online, from title and description to specs, photos, video and reviews.

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What is Product Content?

Product content is all the text, images and files that describe a product online: the title, description, specifications, attributes, photos, video, size guides, manuals and reviews. In ecommerce it is what a shopper reads and sees before deciding to buy. Product content is broader than product data. Product data is the raw facts, such as SKU, price, GTIN and weight; product content turns those facts into something a shopper understands, like a clear description or a lifestyle photo. Writing and improving it is called product content creation (or authoring), and the plan for what each channel shows is a product content strategy. To draft a first description from your specs, try the free product description generator.

Why Product Content matters for e-commerce

Online shoppers judge a product only by its product content. When the text is thin or the images are poor, they leave. Salsify's 2024 Consumer Research found that 42% of shoppers say bad product titles and descriptions are enough to make them abandon a cart, and 45% name no or low-quality images or videos as a top reason to abandon a sale. Good content also helps search engines and marketplaces understand what you sell, which affects where your products appear.

Free tool

Draft a product description

Enter a product name, brand and key features. You get a first draft of the description, highlights and a meta description to edit.

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Examples of Product Content

  • 1Content type: Title, Example: 'Merino Wool Hiking Socks, Men, Size 43 to 46, Navy'
  • 2Content type: Description, Example: a short paragraph on warmth, odor control and fit, followed by care instructions
  • 3Content type: Media, Example: a white-background packshot, a lifestyle photo on the trail and a 20-second video
  • 4Content type: Supporting files, Example: a size chart, a user manual PDF and verified customer reviews
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How WISEPIM Helps

  • One place for all content: titles, descriptions, attributes, images and files sit on one product record in WISEPIM, so every channel starts from the same source.
  • AI enrichment you review: AI enrichment drafts descriptions, attributes and specs, and AI translation covers 70+ languages.
  • Gaps made visible: Quality Guard rules show which products miss a description, image or required attribute, so you know what to fix first.

Learn more about Product Enrichment: enrich product data with AI at scale.

Common mistakes with Product Content

  • Copying the manufacturer's description word for word, so your page looks like every other shop.
  • Writing long marketing text but leaving out the specs buyers need to compare.
  • Using one or two small images where shoppers expect several angles and a close-up.
  • Letting content drift apart between the webshop and marketplaces because each is edited separately.
  • Translating content word for word instead of adapting it to the local market.

Tips for Product Content

  • Start each description with the one benefit that matters most, then list the specs.
  • Keep content in a PIM so a change reaches every channel instead of being retyped.
  • Show several images per product, including scale and detail shots.
  • Write titles in a fixed pattern, such as brand, product type, key attribute, size and color.
  • Check your content per channel: marketplaces often have their own title length and attribute rules.

Trends around Product Content

  • AI-powered content generation and optimization: Leveraging artificial intelligence to automate creation of product descriptions, translate content, and personalize content delivery at scale.
  • Personalization at scale: Delivering highly relevant and tailored product content based on individual customer behavior, preferences, and browsing history across all touchpoints.
  • Interactive and immersive content: Increased adoption of 3D models, augmented reality (AR), virtual reality (VR), and shoppable videos to create engaging and informative product experiences.
  • Sustainability and transparency data integration: Incorporating detailed information about a product's environmental impact, ethical sourcing, and lifecycle into its content to meet consumer demand for transparency.
  • Headless commerce enablement: Decoupling product content from the front-end presentation layer, allowing for greater flexibility, faster deployment, and consistent delivery across diverse channels via APIs.

Tools for Product Content

  • WISEPIM: A comprehensive PIM platform for centralizing, enriching, and distributing product content efficiently across all e-commerce channels.
  • Akeneo: An open-source PIM solution that helps businesses manage complex product information and enhance content quality for various outputs.
  • Salsify: A Product Experience Management (PXM) platform combining PIM, DAM, and syndication to streamline content creation and delivery.
  • Contentful: A headless CMS that allows businesses to structure and deliver product content flexibly to any digital touchpoint or application.
  • Shopify/Magento: E-commerce platforms with integrated tools for managing product content, including descriptions, images, and variants, directly within the store interface.

Related Terms

3D Model ManagementA+ Content (Enhanced Brand Content)AI-powered product content creationAlt-Text Accessibility ManagementAsset TransformationAugmented Reality (AR) Product Visualization

Also Known As

Product informationProduct content creationProduct content authoringProduct content strategyProduct marketing content

Frequently Asked Questions

Product content is everything that describes a product online: title, description, specs, attributes, images, video, manuals and reviews. It is what shoppers use to decide whether to buy.

Typical examples are a product title, a short description, a bullet list of features, a spec table, packshots and lifestyle photos, a size chart and customer reviews. Rich product content adds video, 360-degree images or comparison charts.

Product content creation is writing and producing the content for a product page: the copy, the images and the supporting files. Teams often start from supplier data, enrich it with missing attributes and adapt it per channel and language.

Product data is the raw facts, such as SKU, price, GTIN and weight. Product content uses those facts to explain and sell the product, such as a description or photo. A PIM system usually stores both.

Shoppers cannot see or touch the product, so content has to answer their questions. Salsify's 2024 Consumer Research found 42% of shoppers abandon a cart over bad titles and descriptions.

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