Content Management in the Shop

Content Management in the Shop The free course for everyone who looks after product pages, categories and content in a shop: you learn how content is built that gets found and sells, how to use alt texts and images properly and how to keep quality over time. At your own pace, in four modules.

Content Management in the Shop at a glance

• Format: self-paced, 4 modules
• Level: basic
• Participants: unlimited
• Language: German (English on request)
• Certificate: AEI certificate of attendance
• Investment: free

Most shops have content but no content strategy. There are product texts copied from the manufacturer catalogue, category pages with three lines and images without any alt text. That is not a design problem but a sales problem: what is not found is not bought.

The second point is maintenance. A range changes, categories are added, campaigns end. Without a routine half the pages become outdated within a year — and nobody can say which.

This course works on both: the structure that gets found and the routine that keeps it. It is divided into four modules you work through at your own pace. You need no prior knowledge — only a shop where you can apply it.

What you take away

• An understanding of what shop content should achieve and what it should not.
• A content inventory that gives you an overview of what exists.
• An editorial plan that fits your capacity.
• A pattern for product texts that puts benefit before features.
• A maintenance routine and rules on who owns what.

Your learning objectives

• You distinguish content that gets found from content that merely exists.
• You build an inventory and recognise gaps and legacy.
• You write product texts that get scanned and understood.
• You use images, alt texts and category pages correctly.
• You keep quality with a routine instead of with campaigns.

The levers at a glance

Being found is the first task. A product text that is never shown is not work but stock. Keyword, title and structure decide whether the text can be read at all.

Benefit before features. “Cotton, 220 g/m²” is a feature. “Keeps its shape after twenty washes” is a benefit — and the reason somebody buys.

Images need text. Alt texts are not a duty for search engines but the description for everyone who cannot see the image — and for those whose connection does not load it.

Maintenance is an appointment, not an intention. Half a day per quarter with a list and one person holds more than any large content offensive.

An inventory is a spreadsheet, not a project. One row per page, one column for audience, one for freshness, one for ownership. Whoever builds that once can then decide where to work first — instead of wherever it happens to be noticed.

Who is this course for?

For people who create or maintain content in a shop.

• Career changers in e-commerce who write product texts.
• Shop owners doing their content themselves.
• Marketing assistants looking after categories and pages.
• Agency staff producing content for clients.

No prior knowledge is required. The course assumes a shop where you can do the exercises — a test system is enough.

The course is not suitable for teams introducing a CMS technically. It is about content, structure and maintenance, not system configuration.

Cost and access

The course is free. You only need an account in the academy area, then all four modules and the materials are available immediately. There is no date and no deadline — you work at your own pace and can pause at any time.

There is no time limit and no submission date. Whoever interrupts the course and comes back weeks later finds their progress and continues at the same point.

At the end you receive a certificate of attendance. It confirms that you completed the modules and can be downloaded in your profile.

The certificate is not a qualification and does not claim to be. It confirms completion and is useful as a record for your own tracking or a conversation with your manager.

If you want to go deeper afterwards, the courses on content marketing and product data are the next step. Both build on what you learned here.

After the course

You keep all materials, the inventory as a spreadsheet, the editorial plan and the maintenance routine. All of it is built so that you can apply it in your shop without rewriting it.

The exercises are deliberately small: one product text, one category page, ten alt texts. Whoever does every exercise on a real example has completed four pieces of work at the end instead of reading four chapters.

Every worksheet stays with you as a file, so you can hand a task to a colleague or repeat it next year when the sortiment has changed.

There is no supervision and no feedback — but also no date. If you want a response, you can request one through the academy area.

Programme: 4 modules

Module 1 – Content strategy & structure

• What good shop content can do
• Building a content inventory
• Editorial plan

Module 2 – Product texts that sell

• Benefit instead of features
• Structure & scannability
• SEO basics for product texts

Module 3 – Categories, content & CMS

• Building category pages
• Planning content pages
• Images & alt texts

Module 4 – Quality & maintenance

• Quality assurance
• Content governance
• Maintenance routine

Each module has three lessons. The modules build on each other, but you can also start with a single one if only that topic interests you.

The modules are cut so that one takes about an hour to work through — plus the time for the exercise in your own shop. Four modules therefore add up to half a working day, distributed as it suits you.

Our approach

We work on your shop, not on a sample template. Every lesson ends with a small task on a real product or a real category page; by the end of the course you have implemented four improvements instead of reading four chapters.

The examples come from retail, not from theory. Where a method takes effort, it says what benefit stands behind it — and when you can leave it out.

The course is deliberately free and without a date. You do not have to prepare anything or catch up on anything; you can do it in one go or spread over weeks.

If you want a response on your work, you can request one through the academy area. That is not an obligatory part but an offer for those who want to be sure.