Hier eine Revision des Votrags "Content is King" mit klarem Fokus auf den Business-Aspekten von gutem Content im E-Commerce. Der Vortrag wurde für den Business-Track der TYPO3 Conference 2013 erstellt und vorgetragen

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CONTENT IS KING http://www.flickr.com/photos/rhyick/4750313718/

2. 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.

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

4. SlideEvent: 9th European TYPO3 2013-10-31Topic: Business Day 00001100
E-COMMERCE GROWTH IN GERMANY
4
Source: ACTA 2012

5. BUT HOW TO
BE PART OF IT?

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WOW YOUR AUDIENCE!

7. “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 Experience
Jesse James Garrett

8. “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 Benbasat
Journal of Management Information Systems

9. “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 Works
Kelly Goto & Emily Cotler

10. TREAT YOUR CONTENT
LIKE A CRITICAL
BUSINESS ASSET...
...BECAUSE IT IS WORTH IT

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WHY GOOD CONTENT IS SO IMPORTANT FOR YOUR
ONLINE BUSINESS
1. Good content is the source of organic traffic.
You will not get far by applying SEO tipps & tricks. The real source for search engine traffic 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 offer
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 stuff. But real online shopping is barely possible today. The main
reason is insufficient content, especially when it comes to references between products.
4. Good content makes for uniqueness and stays in your customer‘s minds.
Maybe you offer 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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13. SOME MATHS

14. TRAFFIC
(1 - RETURN RATE%)
CONVERSION
BASKET VALUE
REVENUE
X
X
X
=

15. TRAFFIC
(1 - RETURN RATE%)
CONVERSION
BASKET VALUE
REVENUE
X
X
X
=
Organic traffic,
recommendations,
likes, reviews und links

16. TRAFFIC
(1 - RETURN RATE%)
CONVERSION
BASKET VALUE
REVENUE
X
X
X
=
Copy, photos, product
descriptions, videos, landing
pages, ratings & reviews.

17. TRAFFIC
(1 - RETURN RATE%)
CONVERSION
BASKET VALUE
REVENUE
X
X
X
=
Cross & up sellings,
categories, other links
between products

18. TRAFFIC
(1 - RETURN RATE%)
CONVERSION
BASKET VALUE
REVENUE
X
X
X
=
Product infos, videos,
ingredients, size info,
care labels etc.

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

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Product
Copy
Photo /
Video
Attributes
...
Promotions
Price
Primary Content
(PDP)
Secondary Content
(PDP)
Ratings
Reviews
Brand
Porraits
Guidance
Recommen-
dations
Accessory
Products
Size Charts
Cross-
Sellings
E-CONTENT
20

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E-CONTENT
21
Wiederverwertung von sekundärem
Produktcontent und weitere Anreicherung
durch beratenden und inspririerender Content
Secondary Content
(PDP)
Ratings
Reviews
Brand
Portraits
Guidance
Recommen-
dations
Accessory
Products
Size Charts
Cross-
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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SOME MORE MATHS
22
P/L position
Typical
factor
Estd.
amount
(standar
d)
Estd.
amount
(with
better
content)
Effect 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

23. EXAMPLES

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EXAMPLE #1 (FASHION)
/ Large product photos
/ 4 different 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
24

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26. SlideEvent: 9th European TYPO3 2013-10-31Topic: Business Day 00001100
/ Large video stage
/ 5 different videos
/ Product embeds within the video
/ Contextual navigation
/ Interviews
/ Top sellers
/ Travel hints
/ Content specials
/ Brand portraits
/ Product listings
/ Editorials
/ ...
26
EXAMPLE #2 (SPORTS)

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28. HOW TO GET THERE

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STEP BY STEP TO GOOD CONTENT
29
Master Data
Good
E-Content

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STEP BY STEP TO GOOD CONTENT
30
Master Data
Photos, Videos,
Copy, Attributes,
References ...
PCMS
Brand Portraits,
Campaigns,
Specials ...
WCMS
Ratings,
Reviews,
Cross-Sellings ...
Tools Good
E-Content

31. CONTENT IS KING
LOTS OF WORK, IT‘S WORTH IT!

32. Event: 9th European TYPO3 Conference 2013-10-31 00001100 SlideTopic: Business Day 32
Moritz Koch
Managing Director
Commerce Plus GmbH
Schäferkampsallee 16
20357 Hamburg
T +49-40-248 28-701
M +49-160-97 29 09 39
moritz.koch@commerce-plus.com
ENJOY THE DAY!