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Content Marketing
for Online Shops
with TYPO3
Boris Hinzer
Father of two teenage boys
TYPO3 Fanboy 

[EAB, Editorial Team, 

Marketing Team, Education, …]
web-vision 

...
• Entering eCommerce with a new online shop.
• The market is usually already set with competitors.
• How to get attention ...
• AdWords Marketing seems to be the solution.
• Buy marketshare using AdWords.
• Earn first money with your shop.
Google to...
The Casino Dilemma
Did your AdWords Pro tell you?
• More and more competitors hit the same market.
• Throwing in more money in „Slot machine“ doesn’t
scale well.
• Hopefull...
Idea: Offer customers additional services and
information surrounding your shop offers, trying to
attract them on a long r...
Content Marketing
And everybody screams: YEAH!
• Let’s do a Reality Check!
• Only few content related extensions for shop systems
mostly island solutions.
• No workflow m...
And now everybody screams: „OH?!“
Content Marketing
Now everybody screams: OH!
• Version Control for Content
• Expandable with 1’200+ free extensions
• Granular Access Rights Management
• Workflows
• Co...
Always putting Magento into TYPO3…
…seems to be the wrong way.
• Templating must be done in TYPO3 - even for the shop itse...
Integrating TYPO3 in Magento
Mage UniTY 2.0
• Combined Magento & TYPO3 Extension.
• Magento is the lead system for everyth...
• Dynamically merged content inside any Magento page
(including categories, product pages or even
shopping cart).
• Title ...
• Templating generally done in Magento
• If you already have a shop, no need to do
templating twice.
• TYPO3 content - tem...
Situation:
• Usually hundreds even thousands of products on a
single category page.
• Pagination usually done with a URL s...
Solution:
• Using pagination for categories for Content Marketing
and SEO purposes - with unique content.
• SEO Boosting: ...
• Also working with filter options:
• With unique speaking URLs.
• With unique content.
• Upcoming filters, working „out of ...
Multilanguage Support
• Translate banners with one click to various
localizations.
Multisite Support
• Blogs or Magazines ...
Magento Content in TYPO3 

as add-on for Mage UniTY
• Perfect for E-Mail Marketing
• Either based on individual products s...
But wait!
What does Google say?
Is this legal?
Keywords in Google Index
+1000 Keywords 10/2015
+1500 Keywords 03/2016
Online Value Index (OVI)
• Messures quality of ranked keywords
• Messures quantity of ranked keywords









~60 OVI 10/2015
+150 OVI 03/2016
Rankings on Pages
+300 Page 1 Rankings 10/2015
~600 Page 1 Rankings 03/2016
Rankings over Time
• Show or hide contents depending on customer’s
devices (Desktop, Tablet, Mobile, …).
• Unified Solr / Elastic Search
• Sin...
Rule Based Content
• Working with every 

customer attribute - eg.

country, city or gender
• Working with guests, logged ...
Rule Based Content
Rule Based Content
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!
Content Marketing for Online Shops (like Magento) with TYPO3
Content Marketing for Online Shops (like Magento) with TYPO3
Content Marketing for Online Shops (like Magento) with TYPO3
Content Marketing for Online Shops (like Magento) with TYPO3
Content Marketing for Online Shops (like Magento) with TYPO3
Content Marketing for Online Shops (like Magento) with TYPO3
Content Marketing for Online Shops (like Magento) with TYPO3
Content Marketing for Online Shops (like Magento) with TYPO3
Content Marketing for Online Shops (like Magento) with TYPO3
Content Marketing for Online Shops (like Magento) with TYPO3
Content Marketing for Online Shops (like Magento) with TYPO3
Content Marketing for Online Shops (like Magento) with TYPO3
Content Marketing for Online Shops (like Magento) with TYPO3
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Content Marketing for Online Shops (like Magento) with TYPO3

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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.

Veröffentlicht in: Internet
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Content Marketing for Online Shops (like Magento) with TYPO3

  1. 1. Content Marketing for Online Shops with TYPO3
  2. 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. 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. 4. • AdWords Marketing seems to be the solution. • Buy marketshare using AdWords. • Earn first money with your shop. Google to the Rescue
  5. 5. The Casino Dilemma Did your AdWords Pro tell you?
  6. 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. 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. 8. Content Marketing And everybody screams: YEAH!
  9. 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. 10. And now everybody screams: „OH?!“ Content Marketing Now everybody screams: OH!
  11. 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. 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. 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. 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
  15. 15. • 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
  16. 16. 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
  17. 17. 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
  18. 18. • 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
  19. 19. 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
  20. 20. 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!
  21. 21. But wait! What does Google say? Is this legal?
  22. 22. Keywords in Google Index
  23. 23. +1000 Keywords 10/2015 +1500 Keywords 03/2016
  24. 24. Online Value Index (OVI) • Messures quality of ranked keywords • Messures quantity of ranked keywords
 
 
 
 

  25. 25. ~60 OVI 10/2015 +150 OVI 03/2016
  26. 26. Rankings on Pages
  27. 27. +300 Page 1 Rankings 10/2015 ~600 Page 1 Rankings 03/2016
  28. 28. Rankings over Time
  29. 29. • 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
  30. 30. 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
  31. 31. Rule Based Content
  32. 32. Rule Based Content
  33. 33. 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!

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