How B2B Companies Should Think About Marketplace Content

Marketplaces
Written By Rick Watson

There are a lot of B2B companies moving into marketplaces like Amazon and lacking what I would call a content factory. IMO this is one of the first things you should setup in a new initiative.

What are the parts of the engine?

  1. Assessment. If you have thousands of SKUs it's hard to know where to start. You need to learn how to assess large numbers of SKUs in broad strokes.

  2. Prioritization. Take the results of your assessment and build a product backlog.

  3. Content Creation. Build out new content - titles, descriptions, imagery, A+ content, etc. Continuously. Understand the priorities in your existing and new content.

  4. Forecasting. Once you have developed the content, it's time for forecasting. You need SKU-level forecasts for each SKU to determine the channel potential. In theory you would like to push this sooner but most people don't have the bandwidth and this is time-consuming. These are the parts to nail.

Oh, and in case you didn't realize it, I have an e-mail newsletter you should be subscribing to. More content like this every couple of weeks.

Rick Watson

Rick Watson founded RMW Commerce Consulting after spending 20+ years as a technology entrepreneur and operator exclusively in the eCommerce industry with companies like ChannelAdvisor, BarnesandNoble.com, Merchantry, and Pitney Bowes.

Watson’s work today is centered on supporting investors and management teams incubating and growing direct-to-consumer businesses. Most recently, in partnership with WHP Global, Rick was a critical resource in architecting the WHP+ platform, a new turnkey direct to consumer digital e-commerce platform that powers AnneKlein.com and JosephAbboud.com.

Watson also hosts a weekly podcast, Watson Weekly, where he shares an unbiased, unfiltered expert take on the retail sector’s biggest players.

In the past year alone, Rick has spoken at many in-person and virtual events as well as podcasts on topics ranging from retail/ecom to supply chain/logistics and even digital grocery including CommerceNext IRL, ASCM Connect, and Retail Innovation Conference.

https://www.rmwcommerce.com/
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