Are you struggling in brainstorming fresh and engaging content for your ecommerce blog? Do you feel your current content is repetitive, and introducing new topics that can interest your audience is demanding for you?
Well, this will not happen anymore. The key component you were overlooking to date is now revealed in this article, i.e., the right way to create a blog content strategy for ecommerce stores.
After reading this post, you can create a blogging strategy that aligns with your overall marketing goals while maintaining consistency. Your content will stand out from the rest, and you can generate sales, that too, without spending much time or resources on blogging.
Let’s help you generate brilliant blog post ideas to strengthen your brand voice without further delay!
What is a Blog Content Strategy in Ecommerce?
Blog content strategy is how you write, publish, and market blog posts for your ecommerce store. When you plan the blogging cycle from start to finish, you lay the groundwork for purposeful and effective content published under your brand name.
Marketers who invest time in blogging will likely see 13x positive ROI. Impressive, right? But not every blog post wins the same results.
More than seven million blog posts are published every day. Then, what is the reason behind their low traffic and no sales? Let us explain!
This happens because there is a lack of a strategic blogging plan. Only 65% of marketers say they have a documented content marketing strategy to guide their efforts.
Rest, do not focus on the entire blog development process, which depends on various factors. Including the type of niche they are working with, the blogging tools they use, their target audience’s preferences, and their ultimate goals.
Basically, they need a clearer direction, which can be achieved through a well-planned blog strategy beforehand. When all the factors are considered and chosen cautiously, the brand starts attracting profits, sales, revenue boosts, and customer loyalty.
But, yes, it is not like you can achieve these results quickly. It demands some time, patience, and dedicated effort.
When you combine creative storytelling with strategic selling in blog posts, you can consider your strategy heading in the right direction. Eventually, the solid groundwork (blog strategy formation) will allow your brand to reach the heights you want it to aspire to.
Why a Well-Thought-Out Blogging Strategy is Non-Negotiable for Your Ecommerce Business
Before proceeding further, we want you to completely understand that starting a blog for your store is pointless without a solid blog marketing strategy. Are you convinced? Even if you are not, after reading this section, you will wonder why you didn’t think about it this way earlier.
Smart Blogging Improves SEO Score of an Online Store
Meta descriptions help you integrate name and usage-related keywords for the product. Leveraging effective copywriting, you can briefly explain the features and specifications of your selling item. Then, how does blogging help you rank well in search engines? By including the right keywords (which are hard to target in descriptions and titles).
Blogging gives you more liberty and lets you cover keywords with informational intent. If you are uncertain which key terms will attract your desired audience, we can suggest a few. Read: (Effective-Guide) to Find Keywords for Your Online Store.
Value-Packed Blogging Increases Customer Engagement
The target audience looking to buy products from health, beauty, and tech ecommerce stores is the most conscious. Before purchasing any item, they first check all the parameters, and after being fully assured, they decide to purchase.
These readers are potential buyers, and when you give them what they need, they get reasons to spend more time on your site, leading to an increased customer engagement rate.
Direct your attention to search intent. This will help you identify more content ideas that will increase the time spent on your site.
Expert Blogging Positions a Brand as an Industry’s Go-to-Authority
The simplest way to impress your customers is by providing them with what they require. But why will they trust you?
Blogging can help you attain their confidence through building brand trust. When you publish authentic, detailed, well-researched posts, it demonstrates your deep knowledge of the industry.
You can cover trending topics, challenges, and innovations, positioning your brand as a thought leader. This way, potential customers will consider you an official source of information and check any updates from your site first.
Compelling Blog Posts Drive Unstoppable Traffic
Sometimes, potential buyers don’t even know the names of the products they are going to purchase. In that situation, they prefer using long-tail keywords to search for the desired item on Google.
You can reach that audience through blogging. They are in the awareness stage. However, you are not limited to providing educational awareness; you can strategically include bottom-of-the-funnel (transactional) keywords in your content. For more such ideas, read: 8 Proven Strategies to Rank in the Search Engines.
Irresistible Blogs Keep Customers Coming Back
Customers return when you address their concerns. You can also offer unique perspectives on relevant topics, but consistently.
Try using interactive elements like comments, polls, or discussions to encourage interaction. Sharing tips, guides, or resources will help you add value to your target audience.
Ultimately, the key is to provide audiences with what they care about right now.
Blogging is More Cost-Effective than Ads
Due to high cost, ads fatigue, changing algorithms, and customer policy, paid advertisement has not remained as successful as it was some years ago. Today’s customers believe more in organic results.
One of the best ways to be among the top search results is blog posting. You can prefer the method if you truly want to get freedom from promotional paid ads and achieve marketing goals for your store efficiently.
Now, we have clearly stated our opinion. With this, it’s time to share our blog content strategy plan with you. Using this method, we have brought success to 50+ ecommerce brands. Just like our clients, if you want to leverage success, check the below-mentioned segment!
Here’s the 8-Step Process We Use to Create Blogging Strategy for our Ecommerce Clients
We have developed an 8-step process to create effective blogging strategies for ecommerce clients. This approach ensures that every article we publish will attract the right audience’s attention and also drive meaningful results like sales and ultimately growth for the store.
Step 1. Define Content Core
- First, list the core products the brand offers.
- Then, find the message the brand wants to convey to its audience while staying focused on its values, mission, and vision.
- Determine unique selling points of the store.
Each e-commerce store has a unique core theme, which helps it create a distinct identity and attract a specific target audience. You must devote equal attention to the core theme to differentiate your brand and build a loyal customer base.
Actionable Tips
a. Analyze competitor blogs to see what themes they focus on and identify gaps you can fill.
b. You can consider customer feedback to identify their common interests and concerns, which will clarify your blogging efforts.
c. Based on the above tips, list 5-7 core themes aligning with your brand’s identity.
Step 2. Create Buyer Persona
- Gather demographic information such as age, gender, location, and income level (through client or research).
- Understand customer’s buying behavior, including what motivates them to purchase and what challenges they face.
- Identify theirpreferred communication channels and content formats.
You can create your store’s buyer persona by mapping your customer’s journey, and leveraging reviews, such as user-generated content.
Actionable Tips
a. Use ecommerce SEO tools to gather customer insights.
b. Cover your audience by creating different segment lists.
c. Better to create 3-4 detailed personas.
Step 3. Plan Content Around Core Themes
- Based on core themes, brainstorm blog post ideas that interest buyer personas.
- Plan content in advance to ensure consistency and alignment with your marketing campaigns.
- Use a calendar to schedule blog posts, ensuring a regular posting frequency.
You can implement content clustering. The key is consistency. If you successfully maintain that, blogging will reinforce your brand messaging and keep your audience engaged.
Actionable Tips
a. Balance evergreen content with timely, seasonal posts.
b. Include a mix of educational, inspirational, and promotional content, covering all search intent buyers.
c. Use project management tools like Trello to organize your content calendar and regular posting frequency.
Step 4. Conduct In-Depth Keyword Research
- Identify primary and LSI keywords relevant to core themes.
- Use SEMrush, to find keywords with high search volume and low competition.
- Analyze the search intent behind each keyword to ensure the store’s content meets user expectations.
First, you must know essential broad keywords related to your product and themes. Then, use a keyword research tool to generate a list of related terms, and look for the terms with a good balance of search volume and competition.
Actionable Tips
a. Include long-tail keywords to capture specific search queries.
b. Use keywords naturally within your content to avoid keyword stuffing.
c. Regularly update your keyword list based on performance and trends.
Step 5. Create High-Impact Blog Content
- Use a mix of content types like product guides, how-to articles, listicles, and comparison blogs.
- Address common customer questions and pain points through the blog posts.
- Use optimized visuals like images, infographics, and videos to enhance blog content and make it more shareable.
Even for famous brands, customers like to check the reviews or learn ‘how to use products’ guides. Stores cover these buyers through blogging and position themselves as a knowledgeable authority in their niche.
Actionable Tips
a. Keep content clear, concise, and easy to read with subheadings and bullet points.
b. Highlight key takeaways and actionable tips in each post.
c. Include internal links to related products and articles to keep readers engaged.
Step 6. Maintain Consistency in Brand Voice
- Define brand voice based on the store’s personality, values, and audience.
- Adhere to a consistent voice across all platforms.
- Maintain consistency in tone, language, and messaging.
Whenever a brand uses a specific voice, customers start remembering that. This way, you can build trust, transparency, and familiarity with your target audience.
Actionable Tips
a. Regularly review your content to ensure it aligns with your brand voice.
b. Encourage feedback from your audience to refine your messaging.
c. Use tools like Grammarly and Hemingway to maintain clarity and readability.
Step 7. Promote Content on Authoritative Websites & Social Media
- Share blog posts on social media platforms where the audience is active.
- Collaborate with industry experts to reach a broader audience.
- Leverage guest posting and build backlinks, increasing the authority of your store.
- Use email newsletters to keep your subscribers informed about new content.
Yes, authoritative sites increase visibility and chances of reaching a wider audience. But, sometimes, external sites even decrease the value of your store. So, choose wisely.
Actionable Tips
a. Use engaging headlines and visuals to capture attention on social media.
b. Include social sharing buttons on your blog to make it easy for readers to share your content.
c. Consider paid promotion options like sponsored posts and social media ads to boost visibility.
Step 8. Track Metrics to Refine Later
- Use tools like Google Analytics to track metrics such as traffic sources, bounce rates, and conversion rates.
- Monitor engagement metrics like comments, shares, and time spent on the page.
- Identify top-performing content and replicate its success in future posts.
Monitoring which topics and formats resonate most with your audience will benefit you. This will allow you to optimize underperforming posts and gain a clearer direction for future blogging.
Actionable Tips
a. Set specific, measurable goals for your blog content (e.g., increase organic traffic by 20% in six months).
b. Regularly review your analytics to identify trends and areas for improvement.
c. Experiment with different content formats and topics to see what resonates best with your audience.
Perfect Example of Winning Blog Strategy – Teatox Life
The brand sells tea-based detox products designed to promote health and wellness through natural ingredients and herbal blends. Its target audience is those who are looking for weight management and overall well-being.
People do not know the names of products, as they are named after herbs or ingredients used. So, in this scenario, the brand created a comprehensive and effective blog strategy that resonates with its target audience and drives sales.
Let’s see their unique tactics!
Identification and Connection with the Target Audience
Teatox life targets individuals dealing with liver, kidney, allergy and cold-related issues. Besides, they focus on couples trying to conceive, women in different stages of pregnancy, and men interested in improving fertility.
The brand provides in-depth articles about the importance of liver and kidney health, tips for improving lung health, managing allergies, and understanding fertility and pregnancy.
Blog Content Strategy
The titles of their blog communicate the value offered to readers, promising a solution to a common problem. This encourages click-throughs and social shares.
Moreover, their chosen topics catch people’s attention and are relevant to the brand’s offerings, like you can see a few examples:
These posts are not only impressive for reading but also acquiring traffic at a good rate as you can see clearly through Ahrefs screenshot:
Finally, You are Ready to Execute a Successful Blogging Strategy for Your Store
You now have the information needed to generate blog post ideas for your ecommerce store, whether you’re a beginner or an experienced retailer seeking more success.
If you need further assistance or support in creating a result-oriented blog content strategy for your business or guidance for choosing the right tools that can increase efficiency of your existing articles, please feel free to contact us. We’re here to help.
