Content for better B2B

Content – in the widest sense of the word – is a key element in B2B e-commerce success!

Content for me refers to everything the user experiences on our web site.

It includes

  • Search – how the user finds what he’s looking for or discovers stuff that he might not have even expected to find
  • Usability – how pleasant an experience is it to visit, surf and use the site?
  • Conversions – the chain of content that encourages the user to do what we want him to do

We’ll start by discussing each of these areas in general and then go on to see how they can be integrated with the Customer Activity Cycle to support the user – and therefore us! – in carrying out day-to-day activities.