Content Marketingfor Online Shops

with TYPO3

Boris HinzerFather of two teenage boys

TYPO3 Fanboy [EAB, Editorial Team, Marketing Team, Education, …]

web-vision [Agency focussed on TYPO3 and Magento solutions]

• Entering eCommerce with a new online shop.

• The market is usually already set with competitors.

• How to get attention and attract new customers?

The Situation

• AdWords Marketing seems to be the solution.

• Buy marketshare using AdWords.

• Earn first money with your shop.

Google to the Rescue

The Casino DilemmaDid your AdWords Pro tell you?

• More and more competitors hit the same market.

• Throwing in more money in „Slot machine“ doesn’t scale well.

• Hopefully your sales grow, but you loose revenue because of growing marketing costs.

• The „bank“ always wins.

The Casino DilemmaDid your AdWords Pro tell you?

Idea: Offer customers additional services and information surrounding your shop offers, trying to attract them on a long run.

• Generating valuable content is easy - if you have a clear strategy.

• Don’t forget: Google still offers non-paid rankings.

• „SEO is sooo yesterday.“

The solutionContent Marketing

Content Marketing

And everybody screams: YEAH!

• Let’s do a Reality Check!

• Only few content related extensions for shop systems mostly island solutions.

• No workflow management.

• No access rights management.

• Not working together (eg. Shared Media, Contents).

• No solutions for a complete content marketing strategy.

But wait!How to achieve this?

And now everybody screams: „OH?!“

Content Marketing

Now everybody screams: OH!

• Version Control for Content

• Expandable with 1’200+ free extensions

• Granular Access Rights Management

• Workflows

• Continues Development

• and lots more

TYPO3 to the Rescue

Always putting Magento into TYPO3…

…seems to be the wrong way.

• Templating must be done in TYPO3 - even for the shop itself.

• Every Magento module needs a plugin to render in TYPO3 (eg. Featured Products, New arrivals, Cross-Selling, etc.)

• Might be slow when using Magento API for product queries.

• Where is my content (eg. transactional emails)?

• Do we really have all Magento functionality?

• Makes integration pricy and lengthy.

Existing TYPO3 Solutions

Integrating TYPO3 in Magento

Mage UniTY 2.0

• Combined Magento & TYPO3 Extension.

• Magento is the lead system for everything about sales (eg. Products, Shopping Carts, Categories, Sales…)

• TYPO3 is the lead system for everthing about content (eg. Landing Pages, Shipping, Legal Information, Withdrawal, FAQ, CMS Blocks,…)

Let’s turn this around.

Mage UniTY

• Dynamically merged content inside any Magento page (including categories, product pages or even shopping cart).

• Title Tag can be overwritten from TYPO3.

• Meta Tags can be overwritten from TYPO3.

• Merged Google Sitemaps for TYPO3 and Magento.

• Mixed dynamic navigations directly from TYPO3.(no manual linking)

Basic Features

• Templating generally done in Magento

• If you already have a shop, no need to do templating twice.

• TYPO3 content - templating done in TYPO3.

• Can use stylings already available in Magento.

• Styling can also be done in TYPO3.

• You decide!

Let’s get technical

Situation:

• Usually hundreds even thousands of products on a single category page.

• Pagination usually done with a URL suffix „?p=2“.

• Google indexing only one (1!) page for all pages within a category.

• One content for all subpages.

Rise of a Killer Feature

Solution:

• Using pagination for categories for Content Marketing and SEO purposes - with unique content.

• SEO Boosting: Every pagination page can be a unique content page with a canonical URL (indexed by Google).

• Take away for customers: Real speaking URLs pointing towards subpage with unique content and fitting products.

Rise of a Killer Feature

• Also working with filter options:

• With unique speaking URLs.

• With unique content.

• Upcoming filters, working „out of the box“.

The Return of theKiller Feature

Multilanguage Support

• Translate banners with one click to various localizations.

Multisite Support

• Blogs or Magazines inside same or different domain.

Using TYPO3 features as Magento features

Magento Content in TYPO3 as add-on for Mage UniTY

• Perfect for E-Mail Marketing

• Either based on individual products selection in TYPO3…

• …or based on Magento „Newsletter“ categories.

• No follow-up costs!

You spin me round!

But wait!What does Google say?

Is this legal?

Keywords in Google Index

+1000 Keywords 10/2015

+1500 Keywords 03/2016

Online Value Index (OVI) • Messures quality of ranked keywords

• Messures quantity of ranked keywords

~60 OVI 10/2015

+150 OVI 03/2016

Rankings on Pages

+300 Page 1 Rankings 10/2015

~600 Page 1 Rankings 03/2016

Rankings over Time

• Show or hide contents depending on customer’s devices (Desktop, Tablet, Mobile, …).

• Unified Solr / Elastic Search

• Single Sign-On

• Magento 2.0

• Rule Based Content…

Mage UniTYRoadmap 3.0

Rule Based Content • Working with every

customer attribute - eg. country, city or gender

• Working with guests, logged in customers and customer groups

• Working with the visiting path of the user

Rule Based Content

Rule Based Content

Boris Hinzerb.hinzer@web-vision.de

twitter: web_vision_de

http://www.web-vision.de

+49 (0) 151 - 12 40 60 90

Thank you!