Ecommerce brands understand blog posts can drive traffic, but traffic alone doesn’t pay the bills. Too often, brands invest in content that brings in visitors but fails to convert them into customers.
I have written, managed, and launched blogs as part of multichannel campaigns. I’ve seen how they can foster connections with shoppers beyond fleeting interactions.
Here’s how blogs engage prospects and fuel other marketing campaigns.
Why Ecommerce Blogs Fail
The best ecommerce blogs are sales tools, much more than search-engine checkboxes. Common mistakes include:
- Uninspired posts that lack a strong brand voice.
- Targeting high-traffic keywords without considering purchase intent.
- Neglecting calls to action to guide readers to buy.
Glossier’s blog, “Into the Gloss,” avoids those pitfalls by blending editorial-style beauty content with product recommendations, although some posts don’t mention Glossier’s products at all. The conversational tone feels like advice from a friend, making it natural for readers to explore — and purchase.
Never write for search engines alone, and not every post needs to push a sale. Build trust by helping readers without nonstop product pitches.
“Into the Gloss” blends editorial-style beauty content with product recommendations.
The Buyer Journey
Successful ecommerce blogs map content to stages of the buyer’s journey:
- Awareness. Thought leadership, industry trends, brand storytelling.
- Consideration. Product comparisons and how-to posts.
- Decision. Case studies, deep dives, and customer testimonials.
Made In’s blog addresses all three — awareness, consideration, decision — with posts that educate readers on kitchenware, cooking techniques, and recipes while introducing products naturally. The content helps prospects understand why the products are worth buying.
“The Made In Blog” educates readers on kitchenware, cooking techniques, and recipes while introducing products naturally.
Blogs Repurposed
An informative blog post should fuel email and social media campaigns.
Email, social media
Instead of separating content from email and social media, establish an ongoing content-marketing loop:
- Editorial planning meetings with content and marketing teams ensure blog topics align with upcoming promotions, product launches, and customer pain points. What are common objections before purchase? What product categories generate the most support inquiries? These insights should shape blog topics.
- Segment recipients based on purchase history, average order value, or browsing behavior. For example, if a subscriber reads blog posts about skincare, send personalized product recommendations and exclusive discounts for those items.
- Organic social. Extract blog posts into bite-sized social content for Instagram carousels, LinkedIn updates, or Pinterest tips.
Automated sequences
Blog posts contribute to automated emails, driving engagement and conversions.
- Retargeting ads. Retarget blog post visitors who didn’t convert. Serve dynamic product ads or exclusive offers on Facebook, Instagram, or Google tailored to the topics they’ve read.
- Welcome series. Introduce new subscribers to helpful content before pitching a product.
- Browse abandonment emails. Follow up with visitors who viewed a product page with related FAQs and recommendations.
- Customer retention. Leverage blog content in post-purchase email flows, such as “How to Get the Most Out of Your New [Product].” Brands with loyalty programs can create blog content exclusively for repeat buyers, offering early access to new products or behind-the-scenes insights.
