81% of shoppers use the internet to conduct research before buying a product. This means that before someone is comfortable buying something, they usually want to glance at more information.
With that said, blogging for ecommerce has never been more important. Creating useful and informative content gives shoppers all the data they need to go through with a purchase. It also helps to establish your brand as an industry-leader.
In this guide, we'll explain everything you need to know to write the perfect ecommerce blog.
Why are blog posts necessary for online stores?
Before we can answer this question, it's important first to mention what a sales funnel is.
A sales funnel is the process that a potential customer goes through when considering your product.
The journey starts with awareness, where the shopper becomes aware of a problem they have. Next comes consideration, where they start looking for solutions to this problem. This is followed by the decision stage, where the shopper decides on a solution.
Finally, there's the action stage, which is when they actually make a purchase. Blogs tend to catch a shopper's attention in the awareness stage, or the top of the funnel.
At this stage, blogs are important to help shoppers learn more about your product to see if it'll solve a problem they have. For example, someone might be looking for a new pair of shoes because their current ones are uncomfortable.
If they come across a blog post titled "The 5 Best Shoes for Plantar Fasciitis," they will be more likely to consider your store as a solution. Not only that, but they'll also remember your store when it comes time to make a purchase.
Steps to writing a good blog post
1. Brainstorm topics
The first step to blogging for ecommerce is coming up with topics that your target audience will be interested in. To do this, you need to understand who your target customer is and what their interests are.
If you're not sure where to start in your ecommerce content strategy, try thinking about the most common questions you get from customers. You can also rely on keyword research to browse search terms people are using to find products you offer.
Next, you should decide what types of content you want to create. For example, you can create a how-to guide to teach readers how to do something. On the other hand, you can write a listicle to provide information in an easy-to-read format.
You can also create product reviews, interviews, or even infographics. The sky is the limit — you just have to ask yourself if your article will drive traffic to your site.
2. Define your audience
Now that you have some ideas for topics, it's time to start thinking about your audience. After all, you need to know who you're writing for before you can start blogging for ecommerce.
To get started, ask yourself some questions about your target reader.
- Who are they?
- What do they like?
- What do they need?
- How old are they?
- Where do they live?
Answering these questions will give you a better idea of what type of content to create and how to appeal to your target reader. Keep in mind that it's important not to try and please everyone with your blog posts — focus on a specific target audience to avoid diluting your message.
3. Create an outline and compelling title
Now that you know who you're writing for, it's time to start creating an outline for your post. This will help you organize your thoughts and ensure that your article flows well.
To create an outline, start by brainstorming a list of ideas related to your chosen topic. For example, if you're writing a blog post about the best shoes for plantar fasciitis, your list might look something like this:
- Introduction to plantar fasciitis
- The symptoms of plantar fasciitis
- The causes of plantar fasciitis
- The different types of shoes available
- How to pick the right shoe for plantar fasciitis
- The benefits of wearing the right shoes
Once you have your list of ideas, it's time to start putting them into a logical order. Remember to start with a catchy headline — this will be the first thing people see, so make sure it's eye-catching and relevant to the rest of your article.
Your title should give readers a general idea of what your article is about while also piquing their interest. For example, a good title for the above blog post might be "How to Pick the Perfect Shoe for Plantar Fasciitis."
4. Conduct research and look at competitors blog posts
Conducting research is an important step in writing a high-quality blog post. After all, you want your article to be based on facts, not opinions.
If you're writing about a specific product, be sure to include information from the manufacturer's website. You can also look for reviews from other customers to get a well-rounded perspective.
It can also be helpful to take a look at what your competitors are doing. This will give you an idea of what type of content is already out there and how you can make your article unique.
When looking at competitor's blog posts, pay attention to things like:
- The length of their articles
- The topics they cover
- The type of content they create
- The tone of their writing
- Their target audience
All of this information will give you a better idea of how to approach your blog with ecommerce.
5. Begin writing your article
Remember to keep your target audience in mind as you’re ecommerce blogging — this will help you ensure that your content is relevant and interesting.
Also, make sure you're proposing solutions to your audience's problems, connecting with them in a voice they can understand, and taking your time during the writing process.
If you're having trouble getting started, try using a blog post template. This will give you a general structure to follow as you write, helping you stay on track.
Once you've written the body of your article, it's time to add a catchy headline and subheadings. These will help break up your text and make it easier for readers to scan through your article.
6. Proofread and optimize for conversions
After you've written your ecommerce blog, it's important to proofread it for any spelling or grammatical errors. You can also use this opportunity to ensure that your content is clear and easy to understand.
If possible, ask someone else to read through your article as well — they may catch errors that you missed.
It's also important to optimize your blog post for conversions. This means including things like calls-to-action (CTAs) and images to encourage readers to take the next step, whether that's signing up for your email list or downloading a white paper.
Make sure your CTAs are relevant to the rest of your article and placed in strategic locations, such as near the end of your post or in the sidebar.
7. Publish and promote
After you've proofread your ecommerce blog and added any final touches, it's time to hit "publish."
Once your post is live on your WordPress site, make sure to promote it through your other channels, such as social media or email. This will help ensure that as many people as possible see your content.
You can also use paid advertising to give your article a boost. For example, you could use Google Ads to target readers who are searching for keywords related to your blog post. If you're ready to create amazing content but don't have a website for it, you can start a WordPress blog or online store with Nexcess.
Explore our online store maker to see how easy it is to create a beautiful, functional site — no experience necessary.
This blog was originally published in June 2022. It has since been updated for accuracy and comprehensiveness.