We are building an enthusiast brand and products. (let's use auto racing as an example) We are evaluating two strategies; 1) a typical focused e-commerce site with our products for auto racing enthusiasts or 2) a website with news, events, contests for auto racing fans with a store containing our products.
Any pros/cons you see from the two approaches? Any other approaches for building organic traffic that leads to conversions?
Our hypothesis is that we can drive more organic growth and sales from the website approach and adding value-adding content. However, we haven't seen a lot of stores take this approach.
Does it improve traffic but reduce conversion by distracting the focus of the shopper?