This infographic illustrates how information about products is created, organized, and distributed during new product development and introduction.

1. moves
HOW PRODUCT CONTENT
Especially as companies grow, organizing
detailed product content - including images
and marketing copy - becomes increasingly
more difficult.
The costs of this problem include inaccuracies in the
market, inconsistent brand image, slower time to market
and higher cost of channel distribution. This infographic
illustrates how managing product content and minimizing
these costs are inherently difficult given the
decentralized, collaborative nature of new product
development and introduction.
through e-commerce
FROM CONCEPT TO MARKETPLACE
It starts with an
idea...
As teams do their unique
part to bring the product
to life...
PRODUCT
BRANDING
DESIGN OF THE
PHYSICAL
ATTRIBUTES
A GO-TOMARKET PLAN
CREATIVE
...early product content is
simultaneously created in
various forms.
New product introduction generally begins with an
idea - one that is backed by market research,
consumer insight, and a brand’s signature flavor. As
teams turn the idea into a physical product, product
content is simultaneously created in various forms.
PRODUCT
DEVELOPMENT
MARKETING
Ad copy,
descriptions,
features &
benefits
Photos,
packaging
design
Materials,
ingredients,
product specs
...upon which teams
begin to build the
The product footprint consists of all the content written material, images, video - about a particular
product. As teams begin building both the product
and the adjacent marketing copy, all of the generated
information is stored in the footprint.
footprint...
This process in particular is
global; it happens many times
in many places.
CREATIVE
SALES
MARKETING
COPY
(for marketing
campaigns, web,
Amazon, etc.)
Campaign
images
...which is eventually
incorporated into
With the advent of e-commerce, a product’s
physical packaging and hard copies of sell sheets no
longer suffice as the extent of product content.
Images, video, and marketing copy tailored for
each digital channel must accompany go-to-market
packages.
go-to-market
packages...
LAUNCH
CAMPAIGN
MICROSITE
Some manufacturers and
portfolio companies feature
certain brands and product lines
on their own microsites. These
sites provide maximum room to
create a mixed media showcase
for these products.
CORPORATE SITE
Manufacturers and portfolio
companies may have their own
corporate sites that feature
limited information about a
handful of products. This content
often is heavy on visuals and light
on ingredients or usage tips.
While this infographic tracks product
content from the manufacturer’s
perspective, it’s important to remember
that each distributor performs its own
version of this process as well to futher
customize this content.
Sell sheets
AMAZON
If a manufacturer
operates an Amazon
storefront, the company
can directly populate its
Amazon product pages
with content. If not,
resellers will take product
content directly from the
product packaging or
from another distributor’s
website to fill out their
Amazon listings.
GOOGLE
As sites start filling up
with content about a new
product, Google begins to
build up its own
awareness of the product.
SEO-optimization and
originality of content
begin to differentiate
rankings among the
different listings.
New product launches differ by
company and indvidual product,
but generally require engaging
copy and high-res photos that are
more sales-y than informative in
tone. Thus, campaign content is
usually slightly different than the
content that goes to various
distribution partners.
E-COMMERCE SITE
These days, even manufacturers that
distribute through a number of
external channels boast their own
e-commerce site. In addition to
providing compelling marketing copy
and engaging visuals, these sites
must effectively convey all the
practical information necessary for
making an informed purchase,
including ingredients and usage tips.
DISTRIBUTOR PARTNERS
Most manufacturers create one-off copies of
product content to fulfill the requirements of each
of their distributor partners. But distributors must
still further manipulate this content to better their
search rankings and distinguish their online
shopping experience from that of their competitors.
Copy
Images
Sell sheets
...and published to various
Unique content
digital channels.
Managing this content is inherently decentralized, collaborative, and evolving it is very difficult for traditional systems to manage this chaotic environment effectively. Companies therefore resort to
any ad-hoc processes available. This leads to lots of errors in product content, slower time to market for new products,
and higher costs of distribution to multiple channels.
An INFOGRAPHIC BY SALSIFY