Who has time for blogging when you have an online store to manage?<\/p>\n
![\"Blogging](\"\/blog\/wp-content\/uploads\/sites\/2\/2021\/05\/Blogging-for-eCommerce.jpg\")
With the amount of effort that goes into running an ecommerce business, it\u2019s easy to overlook marketing tactics that don\u2019t have immediate returns. Because that\u2019s what content marketing is: a long game. It\u2019s a ton of effort for rewards that only manifest many months down the line.<\/p>\n
But what many online retailers don\u2019t realize is that once blogging starts to pay off as a marketing channel, it pays off big time. Sure, you have to wait for it, but a blog is immensely effective at generating traffic, nurturing leads, and converting visitors into customers.<\/a><\/p>\n Let\u2019s take a look at some actionable tactics that you can apply to your ecommerce site\u2019s blog. These are the tactics that will result in sustainable growth for your business.<\/p>\n Blogging is primarily about bringing in organic traffic. Here\u2019s how it works:<\/p>\n This represents the top end of your typical content-driven marketing funnel. Of course, there are other ways it can play out, but you get the gist.<\/p>\n In this section, we\u2019re going to talk about point 3 \u2013 getting Google to notice your content.<\/p>\n One of the main drivers for Google serving a specific piece of content as a top result is the smart use of keywords in the post.<\/p>\n Using the right keywords \u2013 at the right amount \u2013 is one of the cornerstones<\/a> of search engine optimization (SEO). Keyword research is, arguably, the most important driver when it comes to developing your content strategy.<\/p>\n Great keyword research will help you find:<\/p>\n Performing keyword research<\/a> is a complex, time-consuming task. Fortunately, there\u2019s a wealth of information<\/a> on this topic all over the web.<\/p>\n There are also many awesome software tools out there that simplify this process and even make it rewarding and interesting. Check out Ubersuggest,<\/a> SEMRush,<\/a> and Ahrefs.<\/a><\/p>\n Don\u2019t be afraid to delve into the nitty-gritty of keyword research. It\u2019s going to be the foundation of growing your traffic volume, customer base, and revenue.<\/p>\n Keywords represent only one side of the logic that drives your content topics. If you want your blog to really contribute to your online store\u2019s growth, you have to balance keywords with your audience\u2019s needs.<\/p>\n To do this effectively, you need to have a very deep understanding of your various customers. Don\u2019t be fooled into thinking that only one or two types of people will be buying what you\u2019re selling.<\/a><\/p>\n Developing buyer personas<\/a> is the first step to understanding your audience\u2019s needs. If you haven\u2019t gone through this exercise yet, do it as soon as possible. It has benefits that reach far beyond helping you develop a great content strategy.<\/p>\n Think deeply about this exercise. Consider every single type of person that may be interested in your company and create content addressing these people\u2019s unique pain points.<\/p>\n For instance, one may assume that Bay Alarm Medical sells their alert systems only to senior citizens looking for peace of mind as they deal with the risks of aging. If so, the company could easily have fallen into the trap of creating content that only speaks to this persona\u2019s needs.<\/p>\n But what about the children of elderly parents? They\u2019re interested in the same product, but their reasons for buying it are different. Their motivations and pain points are different. Naturally, there also needs to be some content addressing them<\/a> as well.<\/p>\n There\u2019s even space for a third potential buyer persona \u2013 care home administrators. While the safety of their residents is obviously their top concern, they also have other pain points like budget and exposure to legal risk to consider. This opens the door to a whole different category of relevant blog topics.<\/p>\n Understanding who you\u2019re selling to is critical if you want to make the most of your blog. Speak the language of every single one of your various customers and address their needs with your content.<\/p>\n You cannot afford to miss out on one of your buyer personas. If you don\u2019t take this task seriously, you WILL miss out on sales.<\/p>\n Typically, the purpose of content marketing is to give objective answers to readers\u2019 questions. However, it doesn\u2019t hurt to infuse the odd blog post with a clear sales pitch.<\/p>\n If your content is good and the proposition is elegant, you can include your pitch without compromising the reader\u2019s experience.<\/p>\n Zoma does a terrific job of this in one of their blog\u2019s most comprehensive posts \u2013 a very detailed piece of writing that focuses on the best mattresses<\/a> in 2021 .<\/p>\n Contrary to what you may expect, the post\u2019s purpose isn\u2019t to sell a specific mattress. Instead, it aims to help readers determine what mattress types best accommodate their body type, sleeping habits, or health issues. A handy table of contents at the top of the article makes this clear to the visitor.<\/p>\n<\/span>Use The Right Keywords<\/span><\/h2>\n
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<\/span>Understand What Your Audience Needs<\/span><\/h2>\n
<\/span>Make The Odd Sales Pitch<\/span><\/h2>\n