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Working with product content from several channels and sources is a challenge faced by many companies, where collection, organization and distribution get increasingly complicated as the resources our materials associated to each product (images, videos, logos, languages, etc.) grow.

 The main “victims” of this chaos are usually marketing departments because instead of dedicating their efforts on brand promotion and publishing, they must focus on those management and organization tasks.


It is in the face of this increasing need for content management that PCM – Product Content Management software – emerge, becoming a great alternative to enrich product information (in a friendly and simple way) across each of the company’s channels and platforms.

Demo of sales layer PIM

What is PCM?

Product Content Management, or PCM, is a system that is used for the creation, categorization, organization, publication and programming of any kind of information regarding the products.

This solution ensures an adequate workflow, all the way from manufacturing and logistics to the sale of a product.

In addition to images, videos and languages, a PCM can organize and manage attributes related to a product, provider information, stock and warehouse information, logos, and even any associated marketing material. All of this in a single place, with the purpose of ensuring a perfect multi-channel experience.

→ You can’t miss this: What is an open source PCM system?

This is why it is a tool that needs to be taken into account in those cases in which you have e-commerce since PCMs are great allies when offering an excellent user experience, thereby boosting a brand’s reputation on the web. And not only that – but it also helps increase and streamline sales. Efficiency will be guaranteed on any channel over which the company conveys its messages.

Benefits of Product Content Management

In addition to improving the user experience and, of course, significantly optimize work times, having a Product Content Management software for managing products presented online and across different channels for sale purposes is an excellent option that offers multiple benefits, which include:

1. Control tool

A PCM is a fantastic tool to control the company’s products, helping you track and update web contents related to sales. And all of this, in a quick, easy and simple way.

2. Business scalability

Another advantage that a Product Content Management software offers business is the ability to grow through the addition of new products, due to their easy management.

3. Boost customer loyalty

And of course, by offering them better resources, our clients will have a better experience. They will reward us with their loyalty to our brand while generating expectations for its consumption.

4. Time optimization

A PCM helps by reducing the time dedicated to each task performed by the various content creators, improving times and processes for the company. Time is gold!

5. Reduced working costs

And linked to the time savings, we will optimize our working costs without even noticing.

6. Conveyance of brand coherence

And lastly, in relation to the company’s corporate identity and the brand image that we want to convey, having a PCM in the team will ensure that our image and identity will be completely aligned and that they are absolutely coherent when later communicating it to the public.

Tips to implement a PCM

Implementing a product content management software in the company is one of the best decisions that you can make if you deal with a high amount of resources and contents associated with a product. There are a few tips that you should be aware of in order for that implementation to be effective:

Know your product

In this case, it is vital to determine each and every one of the phases that a product goes through design, development and launch.

→ Keep reading: Best practices for implementing a Product Content Management system

Integrate the PCM with your team

As you already know, a PCM will add value and organize your work, but it is necessary and fundamental for it to be combined with a good team. Which is why it is necessary for workflows to be developed, and for both tasks and responsibilities to be adequately assigned in order to make the most out of this digital tool.

→ Keep reading: The 10 responsibilities of marketing departments

Create a PCM strategy

The PCM includes multiple elements that require a strategic mapping of each and every one of the stages involved.

  • Determine the objectives

Define what it is that the PCM should accomplishing, and remember: these objectives need to be attainable and believable! Only then will results be obtained.

  • Define the sources

The information will come from various locations. For this reason, you need to know what they are, so that unifying and organizing it is easy and fast.

PCM + PIM combination

In order to complement the features of a PCM, you need to use specific tools to adequately manage the information, applying a specific order to the data and a more specialized organization.

Complement your PCM with a PIM system

In the e-commerce sector there are multiple solutions to manage and administrate businesses, but also to get users to be greatly satisfied precisely thanks to that optimal resource organization.

However, often times the abundance of resources can lead to confusion over which tools to use, and what for.

A PCM is vital to accomplish an adequate enrichment of product descriptions, their images, attributes and categorization. Meanwhile, another tool is necessary to specifically to efficiently manage product information: a PIM. This tool will let you fulfil your business information management needs.

This is because having a Product Content Management software is paramount to manage product data, enriching them, while a PIM can analyze the quality of that content, correcting any error.

→ What is a PIM?

That ability to add extra content allows for a constant information collection, as well as combining it with information from various sources and channels available in different formats. This allows for data to be normalized, and for any issue that may arise during the development and growth of a business or e-commerce to be immediately and efficiently solved.

As you can see, a PCM is perfect to ensure that our products’ contents are tidy and that they are displayed in a logical and consistent manner across their entire lifespan. But if we want to make the most out of it, we need to combine it with a PIM, thereby improving the quality of the traffic and boosting sales, as well as, especially, the user purchasing experience.

Want to try it out for yourself? Request a free 30-day demo of our PIM.


PIM for Beginners

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