Structured data is for facts
Attributes capture the objective, filterable facts — dimensions, materials, specs. They power search, comparison, and channel requirements.
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.
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.
What you can do with Utomo Articles
Attributes and editorial content play different roles. Knowing which is which keeps your catalog clean and your storytelling flexible.
- Attributes for filterable, comparable facts
- Editorial content for persuasion and story
- Both on one record, each with its own role
- Clean data for channels, flexible copy for markets
Frequently asked questions
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.
See how Utomo handles your product data
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