Content vs Product Data: What Goes Where

Attributes and editorial content play different roles. Knowing which is which keeps your catalog clean and your storytelling flexible.

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Structured data is for facts

Attributes capture the objective, filterable facts — dimensions, materials, specs. They power search, comparison, and channel requirements.

Content is for storytelling

Editorial content — descriptions, stories, benefits — is where you persuade. It can vary by market and audience without changing the underlying facts.

Keep them together, not merged

Both live on the same product record but serve different purposes. Keeping the line clear means clean data for channels and flexible copy for marketing.

A few things you might be wondering.

Should a spec go in an attribute or the description?

Put the fact in an attribute so it is filterable and reusable, then reference it in the description for narrative. Avoid burying facts only in prose.

Can descriptions differ by market?

Yes. Editorial content can be localized and tailored per market while the structured attributes stay a single source of truth.

Why not put everything in the description?

Because channels and filters need structured attributes. Prose alone cannot be compared, validated, or reliably syndicated.

Keep the story connected.

Resources

Practical guides for better product information, media, content, channels, and passports.

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Platform overview

Utomo brings Products, Assets, Articles, Channels, Shop, Partner, and Compliance into one private workspace.

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