Is Content Marketing yet is another Marketing Buzz word and "the next big thing" in eCommerce - to save you to sink thousands of Euros in Adwords campaigns? If you once got the idea of Content Marketing, you still need, besides a solid content strategy, the technology to fulfill your needs on a long run.

1. Content Marketing
for Online Shops
with TYPO3

2. Boris Hinzer
Father of two teenage boys
TYPO3 Fanboy
[EAB, Editorial Team,
Marketing Team, Education, …]
web-vision
[Agency focussed on
TYPO3 and Magento solutions]

3. • 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

4. • AdWords Marketing seems to be the solution.
• Buy marketshare using AdWords.
• Earn first money with your shop.
Google to the Rescue

5. The Casino Dilemma
Did your AdWords Pro tell you?

6. • 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 Dilemma
Did your AdWords Pro tell you?

7. 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 solution
Content Marketing

8. Content Marketing
And everybody screams: YEAH!

9. • 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?

10. And now everybody screams: „OH?!“
Content Marketing
Now everybody screams: OH!

11. • Version Control for Content
• Expandable with 1’200+ free extensions
• Granular Access Rights Management
• Workflows
• Continues Development
• and lots more
TYPO3 to the Rescue

12. 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

13. 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

14. • 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

16. • 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

17. 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

20. 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

23. • Also working with filter options:
• With unique speaking URLs.
• With unique content.
• Upcoming filters, working „out of the box“.
The Return of the
Killer Feature

26. 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

30. 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!

32. But wait!
What does Google say?
Is this legal?

33. Keywords in Google Index

34. +1000 Keywords 10/2015
+1500 Keywords 03/2016

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

37. ~60 OVI 10/2015
+150 OVI 03/2016

38. Rankings on Pages

39. +300 Page 1 Rankings 10/2015
~600 Page 1 Rankings 03/2016

40. Rankings over Time

42. • 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 UniTY
Roadmap 3.0

43. 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

44. Rule Based Content

45. Rule Based Content

46. Boris Hinzer
b.hinzer@web-vision.de
twitter: web_vision_de
http://www.web-vision.de
+49 (0) 151 - 12 40 60 90
Thank you!