A presentation on how to grade content based on tags and images and videos that the product content record contains.

1. Understanding Content
It is imperative that resellers understand the content which helps them sell products. Complete content includes
operational data, rich content, images and videos. Not all content is used for the same purpose. Some content is
necessary to run ERP, sales, procurement and other back end systems. Other content helps sell products in print.
While other content is perfect for the Web.
Understanding Quality
How does a reseller know how much content Essendant has developed for any given product, and what they can
use it for? How do they know which items have enough content for catalogs or websites? Some resellers review
each item to determine if a product has enough content. This can be a Herculean task. Some resellers just eyeball
the content and guess. This can lead to poor product placement.
A Better Solution
Essendant has come up with a solution by identifying the content quality class grade that fits each marketing
vehicle best. No more guesswork. Each product receives a grade based on its content completeness. Products
with fully developed operational and rich content and images/videos receive the best grade of A. Other products
with varying degrees of content completeness receive grades from B to D.
Using Product Content

2. Products with a quality class rating of D may only contain basic operational data
intended for ERP and back-end systems. While some dealers and distributors may
wish to post these very basic product records on their website, they do not make
for the best end-user experience and many customers may choose not to put
these records online.
OUR GRADING CRITERIA:
The better the grade, the better the content. The better the content the better the grade.
Products with a quality class rating of C have everything required for “D,” plus the
fundamental information required to post the item online. They are accompanied
by an image (though the image may not be of a high resolution), they have basic
copy, and they appear within the various digital hierarchies syndicated by United,
Lagasse and ORS.
Products with a quality class rating of B have everything required for “C,” plus
basic category attributes, family data and a high-resolution image. These
requirements enhance an end-user’s digital experience when interacting with
these items on a Web site. They also are the basic requirements to print the item
in a catalog or flyer.
Products with a quality class rating of A have received special treatment by
United. They contain everything required for a “B” rating, but they also have many
additional attributes completed. Most often they have multiple images or other
digital assets. These items may contain special features like microsites, 360
photos, video, or more.
QUALITY CLASS D:
Operational Content Only
QUALITY CLASS C:
Basic Web Content
QUALITY CLASS B:
Enterprise Standard
Content
QUALITY CLASS A:
Competitive Web
Content

3. High Resolution Images and/or Video
Long Item Description
Item Number
Product Details:
Regulatory and Compliance Data
Extended Attributes Required for Publications
Additional Extended Attributes
Global Product Type
Unit of Measure
SKU Group
Keywords
Manufacturer SKU
Manufacturer
Retail UPC (UPC - A)
25-Character Product Description
Package (Shipping) Dimensions
Shipping Weight
Assigned to Web Hierarchies (ECDB 1,2,3)
Short Selling Copy
Description:
Medium Selling Copy
Warranty:
Warranty Comments
CONTENT QUALITY CLASS A:
Competitive Web Content

4. One High Resolution Image
Long Item Description
Item Number
Product Details:
Regulatory and Compliance Data
Extended Attributes Required for Publications
Global Product Type
Unit of Measure
SKU Group
Keywords
Manufacturer SKU
Manufacturer
25-Character Product Description
Package (Shipping) Dimensions
Shipping Weight
Assigned to Web Hierarchies (ECDB 1,2,3)
Short Selling Copy
Description:
Medium Selling Copy
Warranty:
Warranty Comments
CONTENT QUALITY CLASS B:
Enterprise Standard Content

5. One Low Resolution Image
Long Item Description
Item Number
Product Details:
Regulatory and Compliance Data
Extended Attributes
Global Product Type
Unit of Measure
SKU Group
Keywords
Global Product Type
Manufacturer SKU
Manufacturer
25-Character Product Description
Package (Shipping) Dimensions
Shipping Weight
Assigned to Web Hierarchies (ECDB 1,2,3)
Description:
Medium Selling Copy
Warranty:
Warranty Comments
CONTENT QUALITY CLASS C:
Basic Web Content

6. Long Item Description
Item Number
Product Details:
Extended Attributes
Global Product Type
Unit of Measure
Manufacturer SKU
Manufacturer
25-Character Product Description
Package (Shipping) Dimensions
Shipping Weight
Assigned to Web Hierarchies (ECDB 1,2,3)
CONTENT QUALITY CLASS D:
Operational Content Only

7. CLASS C: Basic Web Content CLASS D: Operational Content Only
CLASS A: Competitive Web Content CLASS B: Enterprise Standard Content
CONTENT
QUALITY