We’ve been talking about why you should blog and what to do if you don’t want to blog. If you have decided that you will start a blog or a newsletter, or you’d like some more ideas for an existing blog or social media, I’ve come up with a big list for you.
This post will give you 260 blog post ideas (which you could also use for your newsletter or Instagram), introduce you to 9 ecommerce blogs that are absolutely killing it, and give you an action plan for generating more ideas of your own and getting started.
Get some content ideas!
When I was toying with the idea of starting a blog a few years ago, I (luckily!) happened to be sharing a hotel room at Altitude Summit with a blogger who is never short on ideas, Jessika Hepburn. She thought it was a good idea, and I asked, “well gosh. What will I blog about?” A fountain of ideas burst out of her and I grabbed my pen and notebook, jotted them down, and prepared to begin.
It was an enormous help to have that little kickstart at first. I currently have more ideas of what to blog about than I have time to blog right now. I think of blog post ideas throughout the day as I talk with our clients, and I usually have three or four article ideas humming in my head at any given time, if I could just get some quiet time to sit down and write them out for you.
Ensure that you’re not stuck facing a deadline with no idea what to post about with this list I’ve pulled together. This focuses mostly on creative product-based businesses that are blogging to promote ecommerce sites, but many of the ideas will apply to any kind of blog you’re putting together.
I am dividing this into rough types of posts, with some example posts that would fall under that heading. Grab a few post types that make sense for your business. Start with these ideas and add your own as well.
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Behind the scenes
What this is: Particularly for handcrafted creative businesses, your customers shop with you because they’re interested in your story. They want to know how you get your ideas, how you make your products, who helps, why you do what you do. In most cases, customers want to feel like you’re a real person who they relate to.
How this helps you: A customer who gets absorbed in your story will be more likely to make a purchase, understand your pricing, and appreciate the service you offer.
- All about your business
- the story of how you got started
- what your business name means to you
- why you’re interested in the field you’re in
- what you did before and how it relates to what you do now
- what drew you away from what you were doing before
- how your life changed after you began your business
- what you find rewarding about your business
- how you relate to your customers
- your future plans and dreams
- stories of people you’ve met and places you’ve been along your biz path
- stories of bumps in the road and how you overcame them
- A day in the life post that shows what you do
- a peek at your daily schedule
- some information about your family or home
- introduce the team that works with you
- do a tour of the printer that makes your cards
- show how your letterpress machine works
- photos and info about your office or studio
- show the sheep that your wool comes from
- share something you love to do when you’re not working
- tell a story about a heartwarming customer interaction
- show the care that goes into packaging your products
- show piles of orders packaged to go out and speak about your shipping process
- A look into how you make your products
- where you get your design inspiration
- how you plan or prototype a product
- show the work you do by hand
- show a video of your handwork in action
- portfolio-style posts of your design work for clients
- how you pulled a collection together
- how your customers’ interests and feedback influence your work
- changes you’ve made to your style and why
- show and explain the small details that make your product special
- share a product idea that didn’t work out and why
- show how a product has changed over time as you’ve refined your style
- explain how you source your materials, and what matters to you about the quality
- show how you test a new product’s readiness for market
- how do you choose colors, flavors, scents for your products?
- explain how you customize or personalize products
- A peek into the back end of the business
- behind the scenes at a photo shoot
- how you designed your packaging
- “meet the makers” if you sell others’ handmade products
- how you manage work/life balance
- physical tools or machinery you use to create
- digital tools you use to manage your business
- share the story behind the name of a product or collection
- describe a collaboration you’ve done with another designer
- stories about growth and how you handled it
- stories about press and other opportunities to scale
What this is: People often are searching the internet to feel inspired. Not necessarily to make something, but to see something beautiful, get a new idea about how to match things together, have an idea they can apply to their home.
How this helps you: Particularly if you sell clothing, accessories, or homewares, you can use this type of post to help clients picture your product in your life.
- Collections of products that go with yours
- an outfit post featuring your hat
- products to decorate a nursery with
- products to style a home with
- products to use for a party
- products that make you think of a certain season
- products that remind you of a favorite place
- products all in a certain color
- gift ideas for types of people (moms, sisters, dads)
- gift ideas for holidays (valentine’s, mother’s day, sibling appreciation day)
- Posts showing your products “in the wild”
- your products modeled on a person
- your product styled in a home
- your product being used by a minor or major celebrity
- your customers wearing/using your products
- your booth setup at a fair or show
- your product displayed in a brick and mortar shop
- throw and photograph a party using your product
- take your product on vacation and let it “photobomb” your scenic shots (works best with dolls/toys)
- photos from customers unpackaging your product
- Share tips and ideas for using your product
- how to decorate a room
- how to dress up a simple outfit
- essentials to bring on a plane trip
- recipes to be served with your ceramics
- ways to tie a scarf
- reasons to send a handwritten card
- a video of how to use your product
- unusual and creative uses for your product
- how to set a mood with candles
- ideas for hanging or framing art
- games for kids to play with your toys
- a list of why everyone should own your type of product
- cleaning or laundering tips
- customization or personalization tips
- add-ons that make your product even more enjoyable
- list ways people can improve their lives with your product
- share the silliest uses for your product
- how you use your product yourself
- How tos or tutorials
- share how to make one of your products (this can have the side effect of showing how much work it is and inspiring people to buy instead of make!)
- give people a DIY project to go with one of your products
- give people a DIY project that uses supplies you sell
- step by step for layering jewelry
- show people how to get accurate body measurements
- teach people the smart way to shop for what you sell
- printable foot size chart for kids’ shoes
- how to display your type of product in a room
- how to save time and/or money by using your product
- how to enjoy time with family using your product
- how to set a beautiful table
- how to throw a fun party
- Share things you’re inspired by
- mood boards and color schemes
- music playlists or favorite podcasts
- books and blogs you’re reading
- inspirational quotes
- photos you’ve taken that inspire your work
- places you’ve traveled, or would like to go to
- art that makes your heart sing
- style board based on a movie
- printable inspirational quotes
- downloadable desktop wallpapers
- PDF tutorials
- printable cards
- printable crafts
- art prints to download and frame
- ebook you’ve written that relates to your product
- catalogs or lookbooks
- printable bookplates or gift tags
- graphics to print and cut out of sticker paper
- coupons or other discounts
What this is: Let people leave your blog knowing some new information. What do you wish people understood about you, your business, or your products? With a blog, you can tell them.
How this helps you: You can explain your products to people, address their most likely objections about buying your product, and you’ll have a link to point people to when you get a question on the topic.
- Promote products directly
- use a post to provide more in-depth detail than you can on a product sales page
- show what went into making your new product or product line
- announce a new collection or product
- share news about your products being offered by a major retailer
- notify people if a product will be discontinued so they can purchase it before it’s gone
- let people know when a popular product is back in stock
- announce a limited edition product
- Answer commonly asked questions about your product
- put together a “getting started” guide
- explain what you mean when you say it’s organic
- show how your metalworking differs from others
- subtly make it apparent why your prices are higher than mass-produced work
- share info about the charity organizations you support
- do an “ask the readers” roundup
- explain the different materials people can choose from
- show how the different sizes work in the kitchen
- point out the differences between two similar products
- explain how to clean or maintain a product
- show some ways to use your product
- show how different color combos look for personalized products
- Promote events and launches
- build excitement for an upcoming product or collection’s launch
- offer discounts or giveaways, or let people know about sales
- let fans know what craft fair, trade show, or other event you’ll be selling at
- point people to your TV appearances, podcast interviews, and blog features
- share the details about an upcoming collaboration with another designer
- announce your collection’s launch at a major retailer
- announce book signings, workshops, or other places people can meet you
- publicize in-studio events or parties
- share your upcoming pop up shops or trunk shows
- Lifestyle posts on your general subject
- articles about styling your home, if you sell housewares
- articles about parenting, if you sell baby products
- articles about fitness, if you sell an energy drink
- articles about fashion, if you sell jewelry
- articles about travel, if you sell handbags
- articles about organization, if you sell planners
- articles about relationships, if you sell cards and stationery
- articles about the earth, if you sell nature photography
- craft how-tos for kids, if you sell toys
- sewing tutorials, if you sell fabric
- arranging a gallery wall, if you sell artwork
- recipes or parties, if you sell ceramics
- tips for a green thumb, if you sell pottery
- eco-friendly cleaning product advice, if you sell soap
What this is: Posts about the things that you’re now an expert at, which may be new to your readers.
How this helps you: Build your authority by showing your expertise in your field. Trust and respect from your customers makes it easier for them to purchase from you, and authority in your field could lead to great business collaborations. You probably know more than you think you do!
- Share information about the history of your field
- how your creative method first began, and how it differs now
- historical examples of the type of work you do
- how modern techniques are an improvement on the originals
- what old methods you use and enjoy
- the qualities of various materials used in your craft
- Share some of what you’ve learned along the way
- struggles you’ve had with your business, and how you overcame them
- how you grew your business quickly out of necessity
- or why you grow very slowly, or stay the same size
- what you learned about people as you built your business
- what you learned about yourself as you’ve built your business
- Give advice, either business or craft-related
- what to do when Oprah calls
- tips for being on Shark Tank
- the best way to finish a quilt
- a time-tested method for glazing a cup
- how to hire amazing employees
- how to prepare for an interview or appearance
- how to dye cloth without letting colors bleed
- how to purchase the best quality materials
- Show off press mentions with a story
- show some extra photos that didn’t make it into the magazine article
- mention a feature on another blog which includes a giveaway
- let your customers know how excited you were when you saw a celebrity wearing your earrings
- share about the weekend you worked 24 hours in a row after being listed in that gift guide
- let people know your knitting patterns are available in a magazine and how to get it
- tell the story of the funny backstage experience you had on a TV show
- Share customer testimonials or reviews with a story
- share a review that has new ideas for using your product
- feature a client by printing her testimonial and showing what she made from your supplies
- show process photos of you creating a custom product, and the customer’s testimonial
- share a review that asks a question, and answer it
- share a testimonial, and feature some info about the customer and how she uses your product
- Interview yourself or have someone interview you
- what do you wish people would ask you? Format it as a Q&A on your blog
- be open to interviews, and ask if you can share them on your blog as well
- be an authority by interviewing others about insider details of your business
- Show your honors and accolades
- share the award you won and how you feel about it
- show your certifications, and explain what you had to do to become certified
- share contests that you’re entered in with your customers and see if they’ll vote
- Give your opinion on a hot topic in your industry
- share your stance on an issue that people are divided on
- explain an unpopular opinion of yours, and why you feel that way
- give a comprehensive explanation of something new in your field
- denounce a trend or fad that you don’t like, then show what you prefer
- introduce people to a new method that’s just taking off
- review supplies for your craft
- review books about your field
- review materials used in your art
- test two methods and report your findings
What this is: Finding ways to work with others on your blog or theirs, cross-promote, or make a new creative collaboration.
How this helps you: Mentioning people you admire in your industry could lead to a stronger relationship with them. Building connections only helps a business. Creating community among your customers will increase their loyalty to your brand, and increase your “word of mouth” factor.
- Round ups of work by people you admire:
- product roundups
- blog post roundups
- Instagram photos you’ve recently liked
- your favorite artists
- your favorite gift shops
- your favorite stationers
- your favorite handcrafters
- interview someone who makes a product that complements yours
- interview someone in your field that you admire
- interview other small businesses that you think your customers would like
- interview a pioneer in your field
- interview a controversial face in your field
- ask the questions you’ve always wondered about
- make yourself available to interview
- Guest posts to share traffic and be exposed to a new audience
- offer to post on others’ sites
- offer to reprint posts on your site
- ask people if they’d like to write a guest post for you
- ask two artists or designers to interview each other for your blog and share on theirs
- Ask a question and start a discussion
- ask for opinions on new product ideas
- ask for opinions on color choices for a new line
- ask readers what they’d like help with
- ask readers how they use your products
- ask readers what they wish you’d make
- ask what shops your customers would like to see your products in
- let people vote on a product name
- Feature your customers
- show photos of customers wearing your products
- share how customers are using your products
- interview your customers to see how your products are making their lives easier
- feature interesting customers to make it clear what your niche is
- showcase things your customers have made with your products
- have a hashtag that your customers can use to be featured
- request customer photos and info as part of a contest
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Examples of smart ecommerce blogs
The folks below really know what they’re doing, and I would recommend looking around their blogs so you can see what it looks like when it’s done right. Of course, you don’t want to copy any other work, but you wouldn’t try to put together your own magazine having never seen what a good magazine looks like before, would you?
The Tattly blog shows tattoo hacks, interesting ideas like tattooing Easter eggs, collaborations with other businesses, and behind the scenes of where and how they work. Tattly’s blog makes you root for their business, feel like one of the cool kids, and want to buy a boatload of temporary tattoos!
The Rare Device blog keeps you up to date on trunk shows, events, and new products, but also takes you on studio tours, explores interesting art, and supports their community and their makers. Their blog makes you certain that they’re passionate about and dedicated to the artisans they work with, and on the cutting edge in their field.
The Uppercase Magazine blog shows fascinating glimpses behind the scenes of putting a magazine together, features shops that sell their magazine, and shares artwork and information that their readers will be interested in. Their blog interests readers in exactly what they’re selling, enticing people to purchase the physical magazine itself.
The Moorea Seal blog features their designers, new products, interviews, sales, fashion how-tos, and press mentions, all in a stylish magazine-like feel. It’s professional and personable, and positions them as a shop that really knows their stuff.
The Baby Jives blog shows room tours from their customers, gift round ups and giveaways, partners with and promotes other small businesses, and shares free printables. You can tell Jahje loves what she does, and all the photos and roundups are beautiful and eminently shareable.
Emily Ley’s audience of busy moms love her updates about her own pregnancy and children, profiles of readers like them, and simple tips for living a life of “grace not perfection.” Emily shares updates about her new product launches and drives an extraordinary amount of interest in each new project of hers.
The Skinny LaMinx blog is almost like a magazine, showing off Heather’s inspiration, new products, press mentions, home tours, art, and architecture. It’s all perfectly “on brand” and a delightful read that will engage her customers.
The Twigs & Honey blog showcases “real bride” wedding photography with brides wearing their headpieces, new products, events, and collaborations, all tied together with simply stunning, on-brand photography. The photography makes Myra’s business look far from “homemade” and elevates the handmade to an exalted status.
The 1canoe2 blog is a great mix of lifestyle, products, giveaways, and even crafts you can make at the end of the year with their calendar artwork – smart! Also graffiti, barn-painting, process posts, and very specific printable cards (for waiters, dog sitters, etc.). They don’t post often, but when they do, it’s high-quality, on-brand, and a delight.
How to pull this all together
Okay, ideas galore! Now how are you going to get this all organized?
Step 1: what is your objective?
Before being able to plan your blog, you should know what your goals and objectives are. Are you primarily trying to increase traffic to your site? Do you want to create community or spark collaborations? Are you interested in having a platform for sharing what matters most to you? Keep this objective in mind as you plan posts, and ask yourself with each post idea, “how will this help me meet my objectives?”
Step 2: who is your reader?
If you’re committing to writing a blog, you really need to know who you’re writing to, and focus tightly on that person. Once you know what she likes to read, what she’s interested in, and what she’d like help with, you’ll never run out of ideas. Just think to yourself, “how could I help Lucy today? What would make her laugh? What would she think was pretty?” and you’ll have some post ideas ready. Our article about finding your dream customer will help with this.
Step 3: what is your blogging “voice?”
You need one way to talk to your readers that fits your brand like a glove. The first step to capturing your voice is to understand your Unique Selling Proposition. Learn more about USP here. Once you really know your brand, your voice should be fairly easy to capture.
Step 4: pull your ideas together
Start with the above ideas, and then expand on that. Adjust the ideas above that don’t apply to your business until they do. Brainstorm everything you know about your company, what you believe in, what you want to do, where you’ve been, and who is interested. Don’t worry if the ideas are good or not, just get them all out there. Then you can come back when the brainstorm has passed and your “blog garden’s” soil is wet with little post idea sprouts peeping their heads up. Thin out the ideas that don’t fit, and plan to grow the ideas that will work for your blog.
But wait! There’s more!
I am still writing more posts about your blog and how to plan and maintain it. Don’t miss out on any of them – subscribe to my newsletter to be alerted about new posts and get our free resources to build your brand. You can also get this full list as a printable PDF (with room to add your own ideas) by subscribing below:
Win some ideas just for you!
All commenters this week got five blog post ideas custom to them in the comments. A grand prize winner has won a 6 month editorial calendar from me, specific to their business. I will report back on that process in the future, so you can see how it went down.
The contest is over and the winner will be announced on Tuesday, May 5. Thank you for playing!
The blog ideas are still helpful, and I’d love you to share them with your creative business friends:
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