What is wrong with ecommerce content? It's not complicated, the answer is simple ... you just need to care about the content you present to your site visitors! A presentation by Tim McGuinness, Ph.D. of ContentIllustrated.com - industry expert in Internet Retail Product Content.

1. What Is Wrong With
Ecommerce Content?
Or Why Smart People Believe Stupid Things!
From
ContentIllustrated.com

2. First, What Are We Talking About?
It’s not complicated,
We talking about what everyone has that sells products online…
A Product Detail Page!

3. You Know, They
Look Basically
Like This »»»
This is boring!
What is a customer to think
about a company that
publishes a product page
like this?
That they don’t really care
enough about the customer
to produce good content!

4. They Say Content
Takes Too Much Work
And Too Much Money!
Content Is A
Commitment
Would you say this company
is committed to informing,
educating, or even selling the
product?
NO!

5. If The Retailer Doesn’t
Care Why Should The
Customer?
Poor Content Turns A
Retailer Into A
Commodity Retailer
If you are not selling the
product, what are you selling?
Why should a customer buy
from you?

6. It Is A Fact – Better Content Sells Better!
This is not rocket science!
A better visitor experience yields better conversion
A better visitor experience begins with your content!

7. So Why Is There A Problem?
 Because the simple fact is that …
 Most retailers believe ANYBODY can design their content …
 That content isn’t worth the investment …
 That elaborate content is unnecessary …
 That there is no ROI on content …

8. What Most On-line
Retailers Believe Is
Wrong!

9. Content Is An
Engagement!
Your Content Should Be Interesting!
Not Boring!
Not Bland!
It Should Be Engaging, Informative And
Worth The Effort To Find It!
This product content was created by the SKUfactory.com [SHC]

10. Good Content
Should Dazzle Your
Customers!
What Should Retailers Do?
Stop using the same boring
people to design the same
boring content …
Stop Scraping and Pirating
content …
Get better help from
people that know what
they are doing …

11. Good Content Sells
Your Products Not
Your Price!
Take the time to learn the
difference …
Demand better results and
spend what it takes to get
it …
Decide to be excellent …

12. See It’s Not So Hard?
Is It?
You just need to make a
commitment …
Be prepared to be
original …
Recognize that content
is not trivial …
That content is a
specialized skill set …
Use solid
knowledgeable
partners …

13. Start With A Content Strategy
A Content Strategy is a plan to
achieve specific realistic results
 Create Your ROI Threshold*
 Set Content Targets*
 Establish A Target Product Group*
 Define A Realistic Budget*
 Select Your Content Partner
 Build Your New Content
 Analyze Your Results Over Time
 Refine & Continue
* Contact The Author For Help!

14. So What Is Wrong With Ecommerce?

15. Nothing That A Little Great
Content Couldn’t Fix!
So what are YOU waiting for?

16. Insight From ContentIllustrated™
To Learn More Visit:
 www.ContentIllustrated.com
 www.InternetRetailSEO.com
 www.InternetRetailInsights.com
Need Help?
 Content Consulting Services
by Tim McGuinness, Ph.D.
me@TimMcGuinness.com
 Content Creative Services
The SKU Factory
by Safety Harbour Creative™ LLC.
www.SafetyHarbourCreative.com or
www.SKUfactory.com

17. A Presentation by
Tim McGuinness, Ph.D.
Contents may be distributed freely as is without modification.
ContentIllustrated™ is a trademark and publication of
McGuinnessPublishing® LLC.
a group company of WebFossil® LLC.
All content is copyright © 2013 McGuinnessPublishing®
ContentIllustrated.com