Content is King - TYPO3 Conference

Event: 9th European TYPO3 Conference Conference

2013-10-31 00001100 SlideTopic: Business Day 1

CONTENT IS KINGhttp://www.flickr.com/photos/rhyick/4750313718/

http://www.flickr.com/photos/rhyick/4750313718/

http://www.flickr.com/photos/rhyick/4750313718/

COMMERCE PLUS, E-COMMERCE AGENCY, 100+ TALENTS IN HAMBURG, HANNOVER, BERLIN.WE DESIGN, BUILD AND RUN DIGITAL SALES PLATFORMS FOR RETAILERS AND MANUFACTURER‘S BRANDS.

CONTENT IS KING„IF THEY DON’T BUY YOUR CONTENT, THEY WON’T BUY YOUR PRODUCT“

SlideEvent: 9th European TYPO3 Conference Conference

2013-10-31Topic: Business Day 00001100

E-COMMERCE GROWTH IN GERMANY

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Source: ACTA 2012

BUT HOW TO BE PART OF IT?


2013-10-31Topic: Business Day 00001100 6

WOW YOUR AUDIENCE!

“THE SINGLE MOST IMPORTANT THING MOST WEB SITES CAN OFFER TO THEIR USERS IS CONTENT THAT THOSE USERS WILL FIND VALUABLE.

— The Elements of User ExperienceJesse James Garrett

“USERS WHO ENGAGED WITH A PIECE OF CONTENT SUCH AS AN ARTICLE, FORUM THREAD OR VIDEO ON THE SITE BEFORE REACHING A PRODUCT OR CATEGORY PAGE WERE 5 TIMES MORE VALUABLE THAN USERS WHO ARRIVED DIRECTLY ON A PRODUCT OR CATEGORY PAGE.

— Kim Dongmin, Izak BenbasatJournal of Management Information Systems

“LATE CONTENT IS CONSISTENTLY ONE OF THE REASONS FOR PROJECT DELAYS.

THE TASK ITSELF AND RESOURCES NEEDED TO COMPLETE THE TASK ARE SERIOUSLY UNDERESTIMATED.

— Web Redesign 2.0: Workflow That WorksKelly Goto & Emily Cotler

TREAT YOUR CONTENTLIKE A CRITICALBUSINESS ASSET...

...BECAUSE IT IS WORTH IT



WHY GOOD CONTENT IS SO IMPORTANT FOR YOUR ONLINE BUSINESS1. Good content is the source of organic tra!c.

You will not get far by applying SEO tipps & tricks. The real source for search engine tra!c is good content. So keep investing in good content to keep your marketing spendings manageable.

2. Good content makes your products accessible.Of course, only good products drive sales. But customers cannot understand your product or your o"er respectively, if you do not provide the necessary content for it.

3. Good content is the base for online shopping not only product presentation.Women love to shop online, not only to buy stu". But real online shopping is barely possible today. The main reason is insu!cient content, especially when it comes to references between products.

4. Good content makes for uniqueness and stays in your customer‘s minds.Maybe you o"er is not unique, but your content can be. Keep thinking why customers shall buy a product in your online store. If you don‘t get your USP right, selling by price is the only option, with no margin to earn.

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Christian Jacobs

würde ich eher 'bag of tricks' verwenden --> 'Trickkiste'oder 'by applying the ordinary SEO tools only.'

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'sales are driven by good products'

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If you don't provide relevant content, your customers cannot understand the products you offer!

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Good content is the baseline for online shopping.Lass am besten 'not only product presentation raus' und mach's über die Tonspur. Dann ist's prägnanter. Zudem ist die Produktpräsentation ja auch schon irgendwie Content….

Christian Jacobs

Women love the experience of shopping online, rather then buying randomly.

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good content leads to uniqueness and remains in your customer's mind.

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Even if your offer is not unique, your content has to be.

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Keep asking yourself why customers should buy a product in your online store.

Christian Jacobs

Get your USP on stage: There's no margin left to earn, if selling by price is the only option.

SOME MATHS

TRAFFIC

(1 - RETURN RATE%)

CONVERSION

BASKET VALUE

REVENUE

X

X

X

=

TRAFFIC

(1 - RETURN RATE%)

CONVERSION

BASKET VALUE

REVENUE

X

X

X

=

Organic tra!c, recommendations,

likes, reviews und links

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&

TRAFFIC

(1 - RETURN RATE%)

CONVERSION

BASKET VALUE

REVENUE

X

X

X

=

Copy, photos, product descriptions, videos, landing

pages, ratings & reviews.

TRAFFIC

(1 - RETURN RATE%)

CONVERSION

BASKET VALUE

REVENUE

X

X

X

=

Cross & up sellings, categories, other links

between products

TRAFFIC

(1 - RETURN RATE%)

CONVERSION

BASKET VALUE

REVENUE

X

X

X

=

Product infos, videos, ingredients, size info,

care labels etc.

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Was sind care labels?

E-CONTENT:A SYSTEMATIC APPROACH TO BUEINSS-RELEVANT CONTENT

Christian Jacobs

Business



Product

Copy

Photo / Video

Attributes

...

Promotions

Price

Primary Content(PDP)

Secondary Content(PDP)

Ratings

ReviewsBrand Porraits

Guidance

Recommen-dations

Accessory Products

Size ChartsCross-

Sellings

E-CONTENT

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Accessories

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?



E-CONTENT

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Wiederverwertung von sekundärem Produktcontent und weitere Anreicherung

durch beratenden und inspririerender Content

Secondary Content(PDP)

Ratings

ReviewsBrand Portraits

Guidance

Recommen-dations

Accessory Products

Size ChartsCross-

Sellings

Secondary Content on Product Listings,

Categories and Landing Pages

Blogs

Social MediaAd Mails

Press

Store Insights Campaigns

Reutilization of secondary content und further Enrichment by advisory and

inspirational content

Landing Pages Specials

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evtl. educational anstelle von advisory



SOME MORE MATHS

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P/L positionTypical factor

Estd. amount (standard)

Estd. amount (with better content)

E"ect anticipated

Basket Value (EUR per order) 100,00 € 110,00 € 10% better cross-selling

Cost of Goods Sold (inkl. 20% discounts) 60 % 60,00 € 63,80 € 10% less discounts necessary

Handling & Fulfilment (EUR per order) 10 € 10,00 € 10,00 € unmodified

Returns (EUR per return, return rate 50%) 5 € 2,50 € 2,25 € 10% less returns

Performance Marketing 10 % 10,00 € 9,00 € 10% better conversion

Other 10 % 10,00 € 10,00 € unmodified

Margin (EUR per order) 7,50 € 14,95 € EUR 7,45 additional margin per order ready to be re-invested in better content

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2x 'estd. amount'

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incl.

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Fulfillment

EXAMPLES



EXAMPLE #1 (FASHION)

/ Large product photos/ 4 di"erent views/ Product videos/ Product description/ Long descriptions/ Key Facts / Ingredients/ Reviews/ Editorial advice/ Brand portrait/ Cross-Selling: also fitting.../ Cross-Selling: similar products.../ Outfit recommendation

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/ Large video stage/ 5 di"erent videos/ Product embeds within the video/ Contextual navigation/ Interviews/ Top sellers/ Travel hints/ Content specials/ Brand portraits/ Product listings/ Editorials/ ...

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EXAMPLE #2 (SPORTS)



HOW TO GET THERE



STEP BY STEP TO GOOD CONTENT

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Master Data Good E-Content



STEP BY STEP TO GOOD CONTENT

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Master Data

Photos, Videos, Copy, Attributes,

References ...

PCMS

Brand Portraits, Campaigns, Specials ...

WCMS

Ratings, Reviews,

Cross-Sellings ...

Tools Good E-Content

CONTENT IS KINGLOTS OF WORK, IT‘S WORTH IT!

Christian Jacobs

Event: 9th European TYPO3 Conference Conference

2013-10-31 00001100 SlideTopic: Business Day 32

Moritz Koch Managing Director

Commerce Plus GmbHSchäferkampsallee 1620357 Hamburg

T +49-40-248 28-701M +49-160-97 29 09 39

[email protected]

ENJOY THE DAY!

mailto:[email protected]

mailto:[email protected]