The fusion of content and commerce is a necessity. This was the central theme of a recent conversation between Todd Knowlton, President of Smooth Fusion, and Scott Snowden, Partner at Flywheel Strategic. Their discussion dives deep into the transformative potential of integrating content and commerce in digital experiences, particularly in the B2B space. Take it in for yourself...
Why Content and Commerce Are Better Together
Traditionally, e-commerce has been associated with catalog-driven experiences: browsing products, comparing features, and completing transactions. While effective, this approach often neglects the importance of engaging content. As Scott highlights, "When you elevate an ecommerce experience by adding meaningful content, you take engagement and usefulness to a whole new level."
Platforms like Sitefinity, a proven content experience platform, and Znode, a robust B2B e-commerce solution, enable businesses to seamlessly blend content marketing with tailored e-commerce workflows. This integration allows businesses to:
- Deliver personalized, meaningful content alongside product information.
- Create experiences that cater to specific personas and industries, such as procurement managers or facility operators.
- Support complex B2B purchasing scenarios, like PO-based transactions, contracted pricing, and customized catalogs.
Real-World Applications of Content and Commerce
Scott and Todd share examples of how this approach has transformed projects for clients across industries. For instance, working with a global brand like American Air Filters required balancing diverse audience needs—offering tailored product catalogs for both B2B clients and retail customers.
The discussion also highlights the value of tools like Znode, which was built specifically for B2B scenarios. With features like workflows, custom pricing, and multi-system integrations, Znode complements the content-driven capabilities of Sitefinity, creating a comprehensive solution for modern businesses.
Proven Alliance: Strength in Partnership
As part of the Proven Alliance, Flywheel Strategic and Smooth Fusion bring unique strengths to the table. Together, their shared expertise drives innovation, ensures seamless project execution, and delivers measurable results for clients.
Todd summed up the partnership best: "Between the four entities in the Proven Alliance, we offer a broad base of experience across industries, technologies, and skill sets. It’s this collaborative approach that allows us to take on complex challenges and succeed."