This is part of a series. See here for the initial post and a list of all the articles in the series – Better B2B eCommerce solutions are coming


If you’ve ever worked on an eCommerce project you’ll know how important content is for increasing conversions. The art of fine-tuning marketing content, campaigns, keywords, and product descriptions is essential for ensuring customers find your products and make purchases. Ensuring that content management is fluid, easy, and non-technical was incredibly important when our team was building xTupleCommerce.

Unfortunately, most eCommerce systems are built to handle products and shopping carts well, but they are not good at building marketing campaigns and various other content types like testimonials, blogs, reviews, and company news. We’ve overcome this problem by building xTupleCommerce on top of the Drupal Content Management System (CMS). The Drupal system handles both eCommerce and content marketing very well. With Drupal we can build content types and make it incredibly easy for customers to manage large amounts of content on their website (blogs, news, marketing pages, landing pages, etc) as well as managing internal ads, promos, homepage carousels, etc.

There are many aspects of content that need to be considered. Let’s talk about each.

Marketing Content vs. ERP Content

If you were to look at a Manufactures ERP and review the Product information you’d quickly see that it is not optimized for customer browsing. Product descriptions, for example, are written for sharing technical information and very specific product details. This is great when you are working to help a customer on the phone find what they are looking for or if your employees need to quickly review information about a product that is on the shelves, but it’s not efficient content for a web user.

In the xTupleCommerce system we have separated the product details into ERP info and Marketing info. In the ERP web have added additional fields that are specific for the eCommerce site. This allows you to write marketing descriptions for your customers and keep the detailed info for your employees in the ERP.

Now, imagine if you have about ten thousand products in your database. There is a daunting task of manually re-writing ten thousand descriptions. To solve this we have written scripts that will duplicate the Product detail content into the marketing fields. This does a lot of work for you. Then your team will simply need to clean up the marketing data over time.

Search Engine Optimization

In addition to the product descriptions we have added fields for saving META data, page titles, and keywords that are associated with the product. These fields are what search engines like Google use to index your products. Again, this is all managed in the ERP and is reflected on the xTupleCommerce website.

Marketing Campaign Content

Building an eCommerce site and allowing users to make purchases online is only the beginning of a successful eCommerce website. To continue growing your audience, improving your search engine results, and marketing your catalog of products you must put effort into expanding your marketing campaign efforts.

The xTupleCommerce system is built on top the Drupal Content Management System (CMS). Drupal is an open source leader in the web industry. It’s the platform that leading organizations like B&H Photography,, and use. Not only is it extremely robust and secure, it’s built to make content management intuitive and fluid.

Managing internal advertisements, user accounts, content updates, blogs, home page promos and many other types of content is very easy with Drupal. You do not need to know any HTML or CSS to work with Drupal. This empowers your marketing team to plan and execute marketing initiatives without the need of an IT team or coders.

I highly suggest keeping this in mind when building an eCommerce site for a B2C or B2B audience. In order to drive traffic to your site and to support conversions you are going to need to provide a lot of high quality content. In order to achieve this, be conscious of the platform you choose and make sure that it will provide the tools required to do manage this aspect of your business effortlessly.