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What is blogging and content marketing for ecommerce and how does it increase your brand’s revenue?

Blog posting for ecommerce

Table of contents

  • Should eCommerce sites have blogs?
  • “Is blogging a good investment of resources for my ecommerce brand?”
  • “How does blogging tie into my full content marketing strategy?”
  • “What should our team write about in our blog?”
  • “How do we get all those blog posts written?”
  • “How do we get people to read our blog?”
  • “How do we convert our readers to customers?”
  • Key takeaways

Blogging as part of a broader content marketing strategy is one of the most significant steps you can take in the growth of your ecommerce brand. Yet, few ecommerce brand owners have regular blog posts as part of their plan. We’ll uncover why, and show you how you can reap the rewards of blogging to increase the revenue of your ecommerce business.

Should eCommerce sites have blogs?

We’ve been working with ecommerce businesses for over five years, and more broadly in online marketing since 2005. Today’s online marketing landscape is unrecognisable compared to then, however one thing remains key: connecting with and educating potential customers on why your product is the best solution for them.

There were a few years where ecomm brand owners enjoyed “quick wins” through Facebook and Google marketing campaigns … until the industry became more crowded, with competitors all bidding for space. Throw in a few algorithm updates that change the rules and provide less data than what some were used to, and many brands found their campaigns were no longer profitable.

With a good product/market fit and intelligent marketing, paid Google and Facebook campaigns will still do very well. But if you add blogging to the mix? Now you’re talking real growth!

Is blogging a good investment of resources for my ecommerce brand?

The short answer is YES. And the fact that most brands don’t allocate resources to it in any kind of consistent manner means that you can get ahead, just by being consistent.

Remember that you should not expect a significant increase in traffic to your site for the first few months of blogging. Often it can take a couple of years. (Although, see what we did achieve in just three months.) 

“Google Sandbox” is a thing: it’s there to make sure spammers don’t load a bunch of crapola to the internet. It depends on your niche as to how long you’ve got to play in the sandbox – for competitive niches take longer. 

To minimise time spent with sand in your teeth, you’re going to have to publish, publish, and publish again. If there are loads of competitors for the keyword you’re chasing, you’ll need to work for it. Their domain authority is likely to be higher than yours, and their search volume higher.

How often should you publish a blog post? 

We recommend a minimum of once each week for our clients. There are bigger players publishing multiple times a day, every day, but for most SMEs that’s just about enough to make you curl into a heap of despair.

Is blogging a good investment of resources for my ecommerce brand?

“How does blogging tie into my full content marketing strategy?”

The beauty of consistent blogging on your ecommerce site is that your blog posts can form the basis of many other content formats, meaning that when your team batches their time to write, they’re creating ingredients for every channel where you have a presence.

Here are 8 ideas we use for our clients, to repurpose their blog post content:

  1. Pull short text segments to use on Facebook, LinkedIn and Twitter
  2. Pull snippets to use as quotes over graphics on Instagram
  3. Create a video on the theme of the post, upload it to YouTube, and then embed it back into your post. 
  4. Share that video on each social media channel as an organic post
  5. Run the video in paid ads to send traffic to the blog post
  6. Create an infographic to illustrate the blog, but also use it on social media as a post
  7. Create an email campaign that sends readers to the blog post
  8. Make a short clip for Tik Tok, then once it’s had views and has the logo on it, repurpose that Tik Tok clip back into your paid social media campaigns on Facebook and Instagram.

“What should our team write about in our blog?”

Here are simple ideas to plan topics for your ecommerce blog posts:

Through keyword research

Open Google, type in your keywords, and see the “people also ask” questions around those. Then, paste the questions into Google as a search, and look up how well people are answering those. If there isn’t much going on, you’ve hit gold, especially if the only answers are on Reddit or other forums!

Remember to give comprehensive, highly-relevant answers to the questions for best rankings.

Sometimes you will see your keywords are estimated to have 0 traffic. 

Don’t let that put you off, as no keyword tool is completely accurate and it’s entirely possible to have Google rank your post that has much higher traffic than was estimated.

Through frequently-asked questions

This is often the best place for an ecomm brand to start. After all, your team (especially your customer service team!) knows exactly what questions your customers ask.

Start with those – write a post for each question, giving a clear answer. Usually we recommend a blog post be at least 800 (and often up to 2000) words, but don’t worry if your answer to a genuine question is shorter than that. Avoid padding the post out just for the sake of it.

Through relevant news/current events

Don’t let that opportunity pass by! Examples? Don’t have to be expensive. Look at what Oreo did with one tweet in a moment when social media was awash with theories of a plan to raid Area 51 … an ecomm brand can easily make a bunch of tweets, but also link those to a timely blog post.

Blog post newsjacking example from Oreo

“How do we get all those blog posts written?”

I hear you. Discipline and consistency isn’t something many of us naturally love ;).

Here are three ways you can go about regularly publishing blog posts to your ecomm site …

In-house

Have your team do the keyword research and bring the blog post topics to you for approval, then let them at it.

All you need is a simple spreadsheet with due dates, and you’re off.

Dictate your posts and train a VA to clean them up, and publish them

Pull the research together, make an outline of your relevant headings and subheadings, then start talking. You can send the sound file to rev.com to get a transcript that your VA can tidy up, or use something like Otter.ai.

Have us take all that blog writing off your hands

If your own team’s stretched to capacity and/or you’d rather not bother using the dictaphone method, you can book a call to discuss the best way for us to take it off your hands!

Imagine if all you need to do is drop by to let us know you have a new collection to promote, and then just approve the work we’ve done?

You’ll get a full monthly report and all of the messy keyword research and on-page SEO will happen behind the scenes.

“How do we get people to read our blog?”

Glad you asked. As usual, there are a bunch of answers:

  1. The keyword research does its job, when Google shows your site to people who type in a question your brand answers, or product that you sell. This method is highly effective, over time. See section 1: Is blogging a good investment of resources for my ecommerce brand?
  2. You should plan to amplify the effectiveness of your blog by:
    ~ sending it out as an email campaign, directing people back to your site to read the full article
    ~ running paid ads (test on both cold and warm audiences) to bring traffic to your site
    ~ posting organic posts on social media that lead back to your blog

This work of amplifying can be done by your in-house team, or ask us about our complete done-for-you package.

Want us to take it off your hands and make it happen, just like magic?

We can look after the whole thing: keyword and topic research, write and upload your posts, and technical SEO so that you grow the level of organic traffic to your site.

If that sounds like a relief, get started here.