What Is Wrong With
Ecommerce Content?
Or Why Smart People Believe Stupid Things!
From
ContentIllustrated.com
First, What Are We Talking About?
It’s not complicated,
We talking about what everyone has that sells products online…
A P...
You Know, They
Look Basically
Like This »»»
This is boring!
What is a customer to think
about a company that
publishes a p...
They Say Content
Takes Too Much Work
And Too Much Money!
Content Is A
Commitment
Would you say this company
is committed t...
If The Retailer Doesn’t
Care Why Should The
Customer?
Poor Content Turns A
Retailer Into A
Commodity Retailer
If you are n...
It Is A Fact – Better Content Sells Better!
This is not rocket science!
A better visitor experience yields better conver...
So Why Is There A Problem?
 Because the simple fact is that …
 Most retailers believe ANYBODY can design their content …...
What Most On-line
Retailers Believe Is
Wrong!
Content Is An
Engagement!
Your Content Should Be Interesting!
Not Boring!
Not Bland!
It Should Be Engaging, Informative An...
Good Content
Should Dazzle Your
Customers!
What Should Retailers Do?
Stop using the same boring
people to design the same
...
Good Content Sells
Your Products Not
Your Price!
Take the time to learn the
difference …
Demand better results and
spend w...
See It’s Not So Hard?
Is It?
You just need to make a
commitment …
Be prepared to be
original …
Recognize that content
is n...
Start With A Content Strategy
A Content Strategy is a plan to
achieve specific realistic results
 Create Your ROI Thresho...
So What Is Wrong With Ecommerce?
Nothing That A Little Great
Content Couldn’t Fix!
So what are YOU waiting for?
Insight From ContentIllustrated™
To Learn More Visit:
 www.ContentIllustrated.com
 www.InternetRetailSEO.com
 www.Inter...
A Presentation by
Tim McGuinness, Ph.D.
Contents may be distributed freely as is without modification.
ContentIllustrated™...
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What is wrong with ecommerce content

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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.

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What is wrong with ecommerce content

  1. 1. What Is Wrong With Ecommerce Content? Or Why Smart People Believe Stupid Things! From ContentIllustrated.com
  2. 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. 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. 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. 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. 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. 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. 8. What Most On-line Retailers Believe Is Wrong!
  9. 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. 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. 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. 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. 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. 14. So What Is Wrong With Ecommerce?
  15. 15. Nothing That A Little Great Content Couldn’t Fix! So what are YOU waiting for?
  16. 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. 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

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