What is Content Marketing and
Why is it Key to Sales?

Updated on June 7, 2021

Alza.cz is the largest e-shop in the Czech Republic, offering an unmatched number of products and boasting two decades of double-digit growth. One of the secrets to its success is content marketing. What's more, Alza is happy to share its know-how with its marketplace partners. Why should you invest in content when trying to boost sales? And how can Alza help small businesses (and others) grow?

What is content marketing?
What are the benefits of content marketing?
Content marketing at Alza.cz — What are your options?
Implant program: When you mean business
Superhits: Our best-selling performers
We can do (much) more
How to get started with content marketing on Alza.cz?

What is content marketing?

Customers have developed a remarkable apathy towards traditional marketing tools. And no wonder. The real and virtual world is so saturated with television spots, banners, and flyers that the costs incurred can easily go to waste. Moreover, their effect is often short-lived. How do you escape this trap?

The solution is content marketing. It is a form of marketing that focuses on creating content with added value for the target audience. Unlike traditional tools, it doesn't intrude; on the contrary, it acts naturally and enriches customers with the ability to make informed decisions. That's where the advantages of content marketing truly begin.

Why should you do your content marketing on Alza.cz?

Thanks to Alza Trade, our suppliers increase their turnover by an average of 28%. With content marketing, it can be even more. You will be more visible and it will be easier to convince the customer to buy.

Product descriptions sell – professionally presenting your products will increase conversion and reduce returns.
An informed customer is a satisfied customer – a content-rich (premium) description or article will help the customer make the right choice. By doing this, you will reduce the risk of later difficulties that can end in a return of the product. On the contrary, you will enjoy positive customer reviews of your products.
In the right place at the right time – properly filled parameters, photos, and nameexts are key for your product to pop up on Alza.cz where the customer intuitively expects it. Your product will thus appeal to a wider range of customers.
Be seen – SEO and other content tools such as brand pages or Superhits will help you increase traffic and get your product into the wider awareness of customers.

Our secret, or how we rank products

Our website and content emphasise our effort to help the customer. It's not just a proclamation; it is evident even in such "basic" approaches like how products are ranked in a category, which is always decided by the customer's shopping behaviour. Quality products are therefore listed at the forefront.

Content marketing will help you on your way to a satisfied customer. Just go back a chapter above – traffic, conversion, returns, and reviews. All of this can be improved with quality content.

What are the benefits of content marketing?

The ability to stand out: Alza.cz lists several hundred thousand products. In such a situation, the ability to quickly and clearly sell the product's advantages is crucial. After all, judge for yourself in the image below: two products, the same price and target audience. The first one offers a basic description, while the second has opted for the premium one. Which product would you choose?

Help customers make informed decisions: Today's customer is fed up with advertising slogans. They want objective and quality information. Does the product meet their requirements? With content marketing, you can be the one to help them choose the right product from your offer.
Reduce the returs: What could be worse than a customer not buying your product? When they buy it and return it immediately. You are left with an unpacked item, and the customer has a sense of unfulfilled expectations. With content marketing, your customer will always know what they are getting into. And when they make a decision next time, you will be their first choice.
Long-lasting effects: Classic advertising boosts sales briefly, but the effect quickly diminishes. On the other hand, content represents a one-time cost with a theoretically infinite benefit.
Organic traffic: Self-praise is not a virtue, but let's be honest — if there's something we do well at Alza, it's SEO. And content is our main weapon in this regard. Do you want to boost the positions of your products in search engines like Google and Seznam? Then bet on content marketing.
Synergy everywhere: Premium descriptions, brand pages, or articles — everything fits together to create a clear and comprehensive environment for the customer, where they can find all the information. Thanks to link-building, individual types complement each other in building stable and long-term organic traffic.
Content is (surprisingly) cheap and scalable: Whether you have billion-dollar turnovers or are a small business starting out, we can tailor content for you. With us, you can reach millions of customers on a budget of a few thousand CZK. We're not kidding.
Miracles on demand: Need to create a meaningful campaign in a few days? With content marketing, nothing is impossible. In no time, you will have first-rate descriptions, prominent brand pages, front-page articles, and category Superhits.
Translations: Do you have a perfectly fine presentation on Czech Alza? For a fraction of the original price, we will translate all of your content into Slovak, Hungarian, German, or English. Thanks to Alza, you will be able to offer your products in countries where your company would otherwise find it difficult to reach.

Content marketing at Alza.cz — What are your options?

There's (hopefully) no doubt that quality content significantly boosts your sales success. Let's go through the TOP activities that you can implement in collaboration with our specialists.

Need advice on choosing your content strategy on Alza.cz? Then email us at [email protected]. And if you know how to do it, get in touch so that we can discuss the details of the implementation.

Premium descriptions

A premium description combines the advantages of informational value in a classic description with attractive and visual elements. It allows you to convey the maximum amount of information to the customer in a short time. The text uses not only images and videos, but also other elements that you can define.

If you have a limited budget, you can use one of our predefined templates. You can then use premium descriptions for your products starting at 1,000 CZK per piece.

Increases conversion by 3-10%.
Builds brand awareness through a unified look.
Allows you to better sell the main advantages of your products.

High-quality visual materials are required for implementation.

Premium descriptions take precedence

If you do not have Premium descriptions implemented, it generally does not make sense to consider other content tools. A quality product presentation is the basic building block on which you can build. Articles or Brand pages — all of this ultimately serves to get the customer to your product sooner or later. And if it does not stand up to their critical eye, their implementation would be a missed opportunity.

Brand page

Your showcase and entry page for thousands of customers. You can easily present your brand and key selling points. The Brand Page gives you space for the customer to understand why they should bet on your brand rather than the competition. It can also be used as a landing page for your marketing activities.

Suitable for small and large brands.
One-time cost in exchange for long-term benefits.
We'll take care of SEO for you: we provide our own keyword analysis for each Brand Page.
Future updates for a fraction of the initial investment.

Doesn't delve deeply into a particular topic (addressed by Articles).

Why should you have a Brand Page?

All roads lead to the Brand Page. Customers can access it in many ways, which is why it usually has high traffic, making it the centerpiece of your presentation on Alza.cz. In search engines, it covers three sets of keywords: your brand (e.g., Asus), your brand in combination with a category/type of product (e.g., Asus gaming laptops), and your product lines (e.g., Asus ZenBook).

Articles

Articles combine the best of Premium Descriptions and Brand Pages. However, they only make sense if you have already implemented the "competitive" activities mentioned above. The purpose of an article is to strengthen the synergy of your content on Alza.cz and draw the customer's attention to it.

Articles are published on the Alza.cz homepage, or on relevant satellites (Sport, Hobby, Toys, etc.), for a minimum of 24 hours.

In general, the purpose of an article is to introduce your product or service or inform the customer about your portfolio. The article format can be tailored to your needs – options include articles that provide a detailed description of your product's benefits, reviews, guides, interviews, or visual-rich landing pages.

Draw attention to your Products on the Alza.cz homepage.
One-time cost, (theoretically) endless benefits.
Help customers make an informed choice, preventing returns.
Articles can go into more depth so customers know what they are buying.
Strengthen the link-building of Products and Brand Pages.

Limited benefits without Premium Descriptions and Brand Pages.
Requires discretion when choosing the right topic and format (reviews, education).

Stagnation on the horizon? Articles will help you strike first

Are you facing a positional war and tough battles for every position in the search engine? Articles allow you to easily select topics that are difficult for competitors and standard marketing tools to reach. They represent a flexible tool where you can monetise even non-selling keywords. It's no coincidence that articles have consistently strengthened their overall share of Alza.cz traffic in the bustling environment of Czech e-commerce, now accounting for 2.5% of views.

Implant program

Do you want to advance your brand but don't know where to start? Use the implant service — exceptional care for your brand with the aim of increasing turnover on Alza.cz.

As part of the Implant Program, you will be assigned a dedicated vendor content specialist who will use their extensive knowledge of our content, SEO, and web analytics. They will help you develop and implement strategic management and advancement of your brand, ensuring broader coverage and context. They may also participate in planning and reporting for your marketing campaigns, track trends, and propose specific steps to fulfill your long-term strategy, all in close contact with you.

You'll have a clearly defined contact person at Alza who is always available.
Enjoy invaluable access to Alza.cz's expertise.
Content editing requirements will always be at the top of our priorities.
At Alza, you'll have someone who understands the specifics of your portfolio and can choose the right way to highlight its strengths.
Work with details while understanding the broader context of your portfolio.

Our colleagues in the Implant department have access to all our know-how.

Superhits

We're approaching the end, so it's time to introduce our best seller: Superhits. Let's start with a mundane definition: A Superhit is a slot of products or product groups located at the top of the page under the category name. It typically contains a product mix designed to attract customers to special offers.

For a mere 10,000 CZK, your product will be featured prominently on Alza.cz, shining like a beacon of hope in a sea of other products. After launch, your sales will experience a miracle that hasn't been seen in ages. You will immediately attract the attention of tens of thousands of customers, and your sales will soar to new heights.

Just a one-time effect?
Of course, the direct effect of Superhits is relatively short-term, specifically one week, but a number of positive effects will last longer: your products and brand will be etched into customers' minds, and you will increase the likelihood of conversions in the future. It's also essential to recognise that this is how you'll acquire a host of new customers. And when the day comes for them to shop again, they'll likely choose your trusted brand. This, of course, assumes that they are satisfied with the purchased product.

When to use Superhits? The right time to use Superhits is basically always. However, you will maximise your sales if you use them in conjunction with a current promotion, discount, or new product launch. The key to effectively utilising this otherwise almighty tool is a well-executed presentation of your products, particularly the deployment of premium descriptions, which, on their own, boost conversions and synergise perfectly with Superhits.

Your products in top positions in the category.
Priced at only CZK 10,000.
Your position will be secured for a full week.
Increased conversion.

Limited effect without Premium Descriptions.

We can do (much) more

Premium descriptions, brand pages, and articles form our holy trinity, with Superhits being the holy grail. But we can do much more. How else can you support your product with us?

Promotions on local title pages

The local title page serves as the gateway to a specific segment. It's enriched with various elements that facilitate customer orientation and highlight interesting products, events, promotions, and more.

For one week to a month, our suppliers can promote their products here, displaying their banner, a product carousel, top products, articles, or videos.

Promotions on the local title page are similar to Superhits in some respects. However, they are more flexible, as they allow you to promote other media types such as articles or videos. You can also set the duration to up to one month.

The price ranges from CZK 2,000 for placing one product in a carousel for one month to CZK 15,000 for placing your video.

Manual translations

Want to sell abroad but don't want to deal with complex (and costly) manual translations? We'll handle it for you. In addition to Czech, we speak Slovak, German, English, and even Hungarian.

The price for translations is CZK 250 per standard page. By the way, this is significantly lower than the rates charged by translation agencies.

A manual is a mandatory requirement for selling products in any EU country. Otherwise, such a sale is legally questionable and the product can be withdrawn from sale until the manual is provided.

Landing pages

Want something special? Standard articles are formatted using standardised content elements, limiting the realization of specific requests like custom fonts, the incorporation of functional elements like forms or configurators, or the overall design concept of the page.

For such cases, we offer our partners Landing Pages that are tailored to the requirements of the client. In practice, Landing Pages are used to promote individual brands and their offerings on our website. However, they can also serve to support and promote internal discount actions, price incentives, campaigns, and more.

The price of a Landing Page is naturally higher than in the case of articles. The price ranges from CZK 20,000 to CZK 70,000.

Content bundles

Content bundles are an interesting product for medium-sized and large suppliers. Their essence lies in a mix of activities that are methodically put together to achieve a specific goal. For example, this could be to increase the conversion rate, build or optimize content. The key factors are efficiency and a focus on long-term benefits for both parties. The coordination of individual activities also guarantees the maximum impact/performance of the bundle as a whole.

From an internal process perspective, content bundles simplify the work for Vendor Partners and their teams. Instead of several activities within MPL, it's a single activity that includes various tasks, from premium descriptions to articles.

Content bundles are also appealing due to their price, each offering a substantial discount per activity. The internal processing cost is accounted for as 0 = it doesn't increase the MKT balance. We divide the bundles into three categories: SEO Bundle, Content Marketing Bundle, and Content Development Bundle. The processing time for SEO bundles is 3 months, while for content marketing and development bundles, it will be significantly shorter.

How to get started with content marketing on Alza.cz?

Interested in embarking on your content marketing journey? Just drop us a line at [email protected]. Based on your needs and capabilities, we'll assist you in selecting activities that will transform your product portfolio into gold on Alza.cz.

Modesty aside, we're the experts in content marketing. Whether you're a small or large company, whether you're selling scented candles or power drills, we'll guide you on your path to the stars. All you have to do is reach out to us.

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