Content Update

What You Need To Know About Content Update

What is Content Update?

Content Update can be referred to as the revision or refreshing of existing content on Vendor Center. The update on Vendor Center can be applicable in either addition of missed important specifications, text or inclusion of infographic and videos. Content updates may be necessary so as to reflect changes in information of the product, which in turn improve search engine optimization commonly known as (SEO)

The goal of a content update is to keep the content up-to-date, in form of description of the product in fronting an A+ content standard for better customer experience and higher possibility of customer conversion.

 

What Are The Updatable Content

Vendors are Not advised to change existing key features of the products. The only updates that are allowed are those that relate to the addition of missing information on what’s in the box. Optimizing/updating content for already existing products on the description and short description section. 

Example: If the content for an already existing product is not sufficient enough, one opt to optimize the existing content by adding more description to it in the form of text or infographics, to elaborate more on the product benefits and more features information that may help improve awareness of the product and its unique features.

Infographic example: NIVEA Radiant & Beauty Advanced Care Lotion:

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Updates Not Allowed 

Positive as the update may be, there are some of the changes that are advisable NOT to make. These updates are mostly for technical specifications like from 4GB RAM to 8GB RAM on phones and computing for example. Mandatory attributes like color and model number. 

This unchangeable update also applies to image updates, which CANNOT be changed for example from Samsung TV to Sony TV.  Reason being updates of these kinds of attributes, will lead to more harm than good. These changes are not allowed so as to minimize the returns and complaints from the customers, bad reviews and incorrect reviews. 

Besides all the above, the change of major attributes may also lead to lack of syncing of the new changes, thus leading to unrealized sales for the vendor’s products and the risk of return due to wrong content. 

Therefore it is highly recommended to have a new creation of the SKU instead of the hussle and risk associated with the changes.

 

➢ Updating variations/sizes

➢ For FMCG items especially, changes in the packaging of a product that has been re-launched in the market as seen with the Nivea Deos below.

(Image 1) has more details on the image as compared to (image 2) which has less wordings but the product is basically the same. 

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Fundamental – Changes Not Allowed

Fundamental changes are those that are linked to the major specifications. The change of these specifications are not allowed, instead the vendor is encouraged to create new products.

Example 1: Changing specifications entirely from “iPhone 13, 256GB/2GB RAM, Black” to “iPhone 13, 64GB/3GB RAM, Black” is not allowed. This is because the change represents the entire different products that must be created as new SKU. This is also the same case as Color changes are e.g. from “Red Floral Dress” to “Pink Floral Dress”

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Example 2: Changes in total products listed/offered for sale is not allowed e.g. changes from “Nivea Deodorant – 2 Sprays” to “Nivea Deodorant – 4 Sprays” is not allowed with the same reason as above; “Nivea Deodorant – 2 Sprays” is already considered as 1 unique product with a unique SKU

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Example 3: FMCG items especially, changes in product weight/type is not allowed e.g. changing the content from “Sunlight Powder-500g” to “Sunlight Powder – 2Kg”

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Example 4: Entirely changing the content & product description, from one product to an entirely different product e.g. changing content from “Tea Flask – 1L” to “Samsung A13 Phone” is not allowed.

Addition of a “Freebies/limited offers” is not allowed – Vendor is always advised to create a new product with the freebie in question.

Example 5: Change of brand from NIVEA to NICE & LOVELY is not allowed, these are 2 different products.

 

Images

Image change of color is NOT ALLOWED example from from Blue shirt to Green Shirt or from Sony to Samsung.

 

​In Conclusion 

Remember, updating by adding new content like infographics and more additional information is a positive for both the customer and the vendor.

Changing the entire specification that defines the products created in the first place is a huge negative that has a bad effect for both the customer and the vendor.