In the race to stay relevant and competitive in the digital age, B2B distributors can no longer afford to rely on generic product content pulled straight from manufacturers. Today’s buyers demand rich, relevant, and complete information – and they expect to find it online. This is where understanding the different types of enhanced product content becomes crucial.

The good news? A growing range of custom product content services makes it easier than ever to enhance your product catalog, improve the customer experience, and drive measurable revenue growth. These services go beyond standard product content enrichment to help distributors create unique digital catalogs tailored to their customers, their products, and their market.

Here’s a breakdown of eight custom content services that can help distributors differentiate themselves and deliver better digital experiences:

1. Custom SKU Creation & Enrichment

Instead of relying solely on manufacturer-supplied data, opt to have SKUs built from the ground up or enhance existing ones with custom SKU creation and enrichment. That means building rich attributes, optimized descriptions, standardized formats, and fully tailored taxonomy – all aligned with your business systems and customer expectations.

Benefit: Supports SEO, reduces cart abandonment, and enables accurate search filtering.

2. Custom Taxonomy Development

Well-structured taxonomy is the backbone of a successful eCommerce experience. Custom taxonomy development services build or refine category hierarchies specific to your industry, making it easier for customers to browse, filter, and find what they need.

Benefit: Boosts discoverability and conversion by aligning content structure with buyer logic. 

3. Product Content Gap Fill

Incomplete data leads to incomplete sales. Gap-filling services ensure every product has the images, specs, and descriptions needed to close the deal. Whether it’s missing attributes or lack of marketing copy, this service rounds out your content for a more consistent catalog.

Benefit: Improves customer confidence and reduces service calls or returns. 

4. New Item Setup & Retailer Data Entry

Introducing new products is often a bottleneck. With the help of a content services provider, you can streamline new product introductions by having them onboard new SKUs into your system and your site for you – formatted to your specs and sometimes even loaded directly into your ERP or PIM.

Benefit: Accelerates time to market and ensures product data integrity across systems. 

5. Digital Asset Optimization

Visual content matters to buyers. Help your products look professional and polished with product imagery services that offer background removal, badging, feature overlays, and AI-based resolution improvement.

Benefit: Increases engagement, click-through rates, and overall buyer confidence. 

6. Web Scraping & Data Extraction

Competitor benchmarking is critical for pricing and positioning. This service crawls competitor or manufacturer websites to extract data – helping you identify gaps, monitor pricing, and track content trends.

Benefit: Supports more strategic merchandising and pricing decisions.

7. Competitive SKU Cross-Referencing

Make it easier for buyers to shop your site with SKU cross-referencing as a search option. Content service providers can map your SKUs to equivalent competitor products, enabling comparison shopping tools or cross-reference guides that not only help your online customers, but also empower your sales team.

Benefit: Improves your value proposition and supports alternate selling strategies.

8. Data Cleansing

Messy data is the enemy of efficiency. Cleansing services eliminate duplicates, normalize brand names, standardize attribute values, and ensure consistent formatting across your systems.

Benefit: Reduces system errors, improves reporting, and ensures a reliable customer experience.

The Bigger Picture: Why This Matters Now

According to Nielsen Brandbank, 76% of shoppers prefer to have enhanced product content available when purchasing online. This underscores the importance of detailed and visually rich product pages in influencing purchase decisions.

Custom content services give you control over the quality, consistency, and depth of your digital catalog. They let you tailor your online experience to the unique needs of your industry, your customers, and your team. And most importantly, they position you to grow – not just keep pace.

Final Thoughts: Build It Your Way

Every distributor’s content journey is different. Whether you need a full taxonomy overhaul, SKU-level gap fill, or a one-time data cleanup, custom content services provide the flexibility and scale to meet your goals.

If you’re looking for a partner that offers all these services under one roof, Unilog provides CX1 Content Services – a full suite of custom product content offerings tailored to the unique needs of B2B distributors. From strategy to execution, we help you build better product experiences – at speed and scale.

Unlike other content providers, we provide true custom data services designed specifically for your business and initiative. There are no limits as to the volume and scale of your project – whether it’s 50 or 100,000 SKUs, we can accommodate your needs and your timeline. Any content we provide you is yours to keep and use anywhere, allowing you to maintain complete control.

Contact Unilog to learn more about our wide range of content services, see our before-and-after content success stories, and discover how you can level up your product content in a way that grows your business.