Pres:Basics of Ecommerce - Content Management

From EcommerceWiki

Basics of Ecommerce - Content Management

Basics of Ecommerce - Content Management

Title Basics of Ecommerce - Content Management
Target group Students, Beginners
Topics Content Marketing, ECommerce Basics
Go to slideshow Go to print version

Public summary

Goal of this course lesson is to help students understand what online content is, how it is created and used and to get a basic understanding of Search Engines and Search Engine Optimization.

The lesson is divided into 4 parts:

  • The different types of content are discussed first. Next Content Marketing is explained in more detail (50 minutes).
  • An exercise is given where students have to define the Content Marketing Strategy of 2 competitors (50 minutes)
  • Next the use of Content Management Systems is explained.
  • In the last part Search Engines and Search Engine Optimization is discussed in detail. An optional exercise is available where students learn the basics of HTML.

The sheet "How do the Dutch search online" shows a dutch youtube move which you may want to skip for English classes.


  • What is content?
  • Content Marketing
  • Search Engines & Search Engine Optimization (SEO)
  • Content Management Systems
Logo Ecommerce Foundation1.png 3

“The design, text and graphical information that forms a webpage. Good content is the key to attracting customers to a website and retaining their interests or achieving repeat visits.”
Dave Chaffey

Logo Ecommerce Foundation1.png Source: Dave Chaffey, Digital Business and Ecommerce management, 6th Edition. 5

Which types of content can you name?

Question Mark.jpg
Logo Ecommerce Foundation1.png 6

  • Tekst
  • Images
  • Audio, Videos
  • But do not forget:
    • Games
    • Reviews
    • Comments
    • Sociale media linking
    • Live streams
    • ………..
Content called.png
Logo Ecommerce Foundation1.png Source: 7

  • Owned content
  • Paid content
  • Branded content
  • User Generated content
  • Earned content
Logo Ecommerce Foundation1.png 8


Picture sharing @Pinterest


Although the content is shown on the website of Red Bull itself, the content can also be considered branded. Red Bull does not really promote the product by name but is trying to get its customers softly influenced. Red Bull expects to earn more money with the content it creates than by actually selling its product. The content is widely shared by consumers via their own media (Facebook, Pininterest, Youtube)..


Users create reviews on a bookingsite (

  • A bookingsite for travel shows a combination:
    • Own content:
    • Paid content: advertisements
    • User generated content: reviews, pictures etc.
  • A newspaper app contains:
    • Own content by their editorial staff
    • Third party content (via news agencies like ANP, AP)
    • Paid content
    • Columns by writers (newspaper pays)
    • (classified) Advertisements (advertiser pays)
    • User generated content on ‘’users opinion pages’’
Logo Ecommerce Foundation1.png 14

Collect an example of each type of content and add it to your blog:

  • Owned content
  • User Generated content
  • Branded content
  • Earned content
  • Paid content

With each example add why you think this is a good illustration of the type of content.

Class Assignment.jpg
Logo Ecommerce Foundation1.png 15

Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action.

Logo Ecommerce Foundation1.png Source: 17

Which goals can content marketing serve?

Question Mark.jpg
Logo Ecommerce Foundation1.png 19

Important content marketing.jpg
Logo Ecommerce Foundation1.png Source: 20


There are many different goals a content strategy can try to achieve. The most important ones are:

  • Brand awareness: to create a buzz, viral effects and more reach by means of content and earned media.
  • Lead generation: to create leads, eg. by social selling
  • Thought leadership: to be recognized as the content (marketing) expert or expert in a marketspace
  • Product retention: to get more positive reviews for customer retention and loyalty

Logo Ecommerce Foundation1.png Source: 21


Content marketing is extremely popular in the B2B arena.

  • Calibrate: What are your objectives and KPI’s?
  • Create: Target your content on your audience, channel etc.
  • Curate: Share the right content from other sources and authors
  • Circulate: Make sure that the right people are seeing your content at the right place and time
  • Convert: Don’t forget why you’re creating all this content in the first place: to push prospects through the sales funnel.
Logo Ecommerce Foundation1.png Source: 23

  • Content curation is the process of collecting, organizing and displaying information relevant to a particular topic or area of interest.
  • Service providers or people that implement content curation are called curators.
Content curation.jpg
Logo Ecommerce Foundation1.png Source: 24


There are many different forms of content curation: abstracting, quoting, storyboarding, summarizing, etc.

Can you name a web curated website for?

  • Products
  • Social
  • Content
  • Photo's
Question Mark.jpg
Logo Ecommerce Foundation1.png 25

  • Choose 2 websites from competitors in the same market space
    • Define their content marketing strategy
    • Relate their strategy to the Content Marketing Matrix
  • Report your findings in your weblog.
Content marketing exercise.png
Logo Ecommerce Foundation1.png Source: Dave Chaffey, Digital Business and Ecommerce management, 6th Edition, pag. 322 & 333. 27


The content marketing matrix is recommended as a key technique to review current use of content marketing and to identify new types of content. The matrix is structure to you think through the dimensions of different content based on how an audience could find content valuable and what you are trying to achieve as a business.

  • A CMS provides a method for non-specialists to built and maintain the content for a website.
  • All content is stored in one database
  • The same content can be used on multiple pages or local sites (images, company logo) and is prefeably only stored once.
Logo Ecommerce Foundation1.png 29

  • Enterprise CMS: for large complex sites, including workflow, localisation and translation.
  • Stand alone CMS: limited but strongly increasing functionality
Logo Ecommerce Foundation1.png 30


Google clearly leads the global search engine popularity index.

SE Netherlands.png
Logo Ecommerce Foundation1.png Source: 2014 34


In the Netherlandse Ilse and Startpagine once was absolute market leaders before being replaced by Google. Startpagina still has more than 1 million visitors per month.

Search Engines for targeted audiences, e.g.

    • Jobs
    • Travel
    • Medical
    • Legal
    • For overview see:

Local Search Engines

    •, etc.
    • Dedicated search in an area or country.

Meta Crawlers

    • Combine search results from multiple search engines


Logo Ecommerce Foundation1.png 36

In some countries Google is not the number 1:

  • Baidu (Chinese, Japanese) –
  • Sogou (Chinese) –
  • Yadao (Chinese) –
  • Yandex (Russian) –


  • Different characters
  • Local regulations (or protectionism)
Logo Ecommerce Foundation1.png 37

* Search Engine Advertising:

    • Paying to get advertorials high on the Search Engine Result Page (SERP)
    • Buy keywords via Google AdWords
    • PAID Search Results

* Search Engine Optimisation

    • Construction of website and content in order to get a high position on the SERP
    • Continuous process to maintain and follow this
    • Use eg Google Analytics or Google Trends to monitor
    • ORGANIC & free Search Results
Logo Ecommerce Foundation1.png 40

‘’How to get better visibility on Google’’

Logo Ecommerce Foundation1.png 43

  • Content should be relevant and accurate
  • Clear structure and navigation
    • Chapter headings (Chapter 1, Chapter2,….)
    • Graphics
    • Navigation and SEARCH buttons
  • URL: domainname should describe content of site
  • Add a sitemap upon that all pages can be found
  • Add your location and map
  • Tags, MetaTags
    • In text and to label pictures and graphics
  • Linkbuilding
    • In- and external (maintenance is important)
  • Bulleted list item

Technical: no pop ups etc.

Logo Ecommerce Foundation1.png Source: 44

  • Create your own HTML page (using notepad or another simple text editor)
  • Optimize the page for search engines (use the metatags, H1, etcetera).
  • Use the “show source” feature in your browser to see how other website work.
  • Use W3 Schools to find the HTML basics.
Logo Ecommerce Foundation1.png Source: 47

The End.jpg
Logo Ecommerce Foundation1.png 48