Blogging is an easy and effective way to turbocharge your e-commerce store’s traffic. According to HubSpot, online businesses with a blog generate over four times as much traffic as those without a blog. With a blog, more shoppers will find your e-commerce store in the search results, some of whom may proceed to place an order. There are several blogging tips you should follow, however, to take full advantage of this content marketing technique.
1) Hook Readers With Compelling Blog Titles
The title of a blog post will affect its ability to generate traffic. Blog posts with dull titles typically generate minimal traffic because they fail to create a connection with readers. When readers see a blog post with a dull title in the search results, they’ll typically skip it. To convince them to click your blog posts in the search results, and therefore visit your e-commerce store, you must hook them with compelling titles.
Compelling titles are those that grab readers’ attention. They speak directly to readers while enticing them to click and read the respective blog post. Hooking readers with compelling titles will improve the marketing performance of your blog posts.
2) Cover a Variety of Topics
Don’t limit your blog posts to promotional or sales-oriented topics. Instead, cover a variety of topics. How-to topics work well for e-commerce blogs. You can create blog posts that explain how to perform tasks associated with your e-commerce store’s products. Tutorial-based topics such as this are a form of evergreen content, so they’ll continue to attract shoppers to your e-commerce store.
Other topics to consider covering on your e-commerce store’s blog include:
• Industry trends
• Case studies
• Holiday gift guides
• Structured lists
• Contests or giveaways
• New product arrivals
• Interesting facts
• Questions and answers
• Current events
3) Reveal Brand Identity
You should reveal your e-commerce store’s brand identity when creating blog posts. Whether offline or online, all businesses have a brand identity. Also known as a brand image, it’s the collection of unique elements that differentiates your e-commerce store from its competitors.
Brand identity elements can consist of values, such as honesty and integrity. They can also consist of logos, slogans, color schemes and even sounds. Integrating some of these elements into your blog posts will help readers remember and recognize your e-commerce store.
4) Include Visual Content
Always include visual content in your blog posts. No blog post should consist strictly of text. According to research by OptinMonster, blog posts with visual content generate 94 percent more traffic on average than those with strictly text content.
The presence of visual content will increase a blog post’s traffic by allowing it to rank in alternative, visual-based search engines. With images, for instance, a blog post may rank in Google Images and Bing Images. With a video, on the other hand, a blog post may rank in Google Videos and Bing Videos. At the same time, blog posts with video content are shared more frequently on social networks than those with strictly text content. Regardless of the topic you choose, include at least one image or video in each blog post.
5) Add a CTA
Don’t forget to include a call to action (CTA) in your posts. A blog is a separate entity from your e-commerce store’s product catalog. As a result, readers who visit it may not see your e-commerce store’s products. A CTA, though, offers a solution to this predicament. You can add a CTA to the bottom of your blog posts to entice readers to visit your e-commerce store’s product catalog.
Even if a post isn’t promotional, you can still add a CTA to it. A simple “Click to shop now” CTA is often enough to funnel readers from a blog post to your e-commerce store’s product catalog. You can display the CTA as text, or you can display it as a button. Just remember to link the CTA to the top level of your e-commerce store’s product category.
6) Perform SEO Before Publishing
Search engine optimization (SEO) is necessary to leverage the full traffic-generating power of blogging. You’ll need to optimize your blog posts before publishing them so that they rank high in the search results. High rankings will lead to more traffic.
Blog post SEO consists of many of the same practices as web page SEO. You should optimize the meta title tags and meta descriptions, for example. Search engines use these on-page SEO elements to format organic listings. For any given blog post, the meta title tag should reflect its main topic in 60 characters or less, whereas the meta description tag should provide a more in-depth description of the post in 160 characters or less.
For blog posts with images, you should optimize the alt text attribute as well. It’s arguably the most important on-page SEO element for images. It’s designed to offer a text description of an image for users who are visually impaired. And because it uses a text format, the alt text attribute can help search engines identify and understand the images in your blog posts.
7) Follow an Editorial Calendar
You should consider following an editorial calendar when blogging. An editorial calendar is simply a posting schedule. It outlines the topics of your upcoming blog posts and the date on which you intend to publish them. The purpose of an editorial calendar is to help keep your blog updated with new posts.
With an editorial calendar, you’ll know exactly what type of blog post you need to create next. You can create an editorial calendar in a spreadsheet. Using either Microsoft Excel, Apple Numbers or Google Sheets, create a new spreadsheet with rows and columns for your upcoming blog posts. Rather than spontaneously creating new blog posts, you can follow the editorial calendar.
Blogging is the ultimate form of content marketing for your e-commerce store. It allows you to fill your e-commerce store with valuable, high-quality content that ranks high in the search results. And with higher rankings, your e-commerce store will generate more traffic that fuels its sales revenue.
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