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Content Marketing for Ecommerce Success

by Arianne Foulks

October 3, 2023
Sugar Paper - blog page design for stationery designers.
Blog page design.

Content marketing and blogging are powerful tools for ecommerce businesses. Sharing your original content regularly is a great way to connect with your audience, showcase your expertise, and drive traffic to your online store. If content marketing is one of those things that falls to the bottom of your endless to-do list or if you ever feel like you’ve run out of ideas, read on!  

Finding Endless Content Ideas

Are you struggling to come up with fresh and engaging blog post ideas for your ecommerce website? You’re not alone! Here are some places to look to find inspiration.

  • Explore your About page. Your About page is a goldmine of information waiting to be expanded upon. Extract interesting, quirky, or vague details and turn them into full-fledged blog posts. Your customers want to connect with your brand, and this is a great way to do it.
  • Revisit past blog posts. Your previous blog posts might contain nuggets of information that can be explored further. Revisit them and see if there are topics you’ve mentioned that could be expanded upon or explored in more detail.
  • Tap into product pages. Delve into your product pages to identify questions that potential customers might have. Use these questions as the basis for informative blog posts. Highlight special details about your products to entice your audience.
  • Leverage social media. Review your Instagram and Facebook posts to identify popular content. Bring these popular topics back to your blog, adding more photos and elaborating on the stories behind them.
  • Check the FAQ page. Frequently Asked Questions are a valuable source of inspiration. Addressing these questions in more detail through blog posts not only provides value but also showcases your expertise.
  • If you offer custom work, consider creating case studies. Case studies not only showcase your skills but also build trust, share your process, display finished products, and include positive feedback from satisfied clients. This transparency can be a game-changer for your business. 

Remember, when writing about your own business, it’s easy to overestimate – or underestimate – the appeal of your content. Ask for input from friends or colleagues who aren’t directly involved in your business to gain fresh perspectives.

Homepage design for a fabric shop website, featuring categories, products, and blog posts.
Homepage design for a fabric shop website, featuring categories, products, and blog posts. We quickly tell the story, provide multiple entry points to the shop, and share testimonials.

Prioritize Your Blog

It is easy to get swept up in the flurry of social media, but keep in mind that blogging is not only still relevant in 2023, it is essential! Google really likes websites that are updated regularly and maintaining a weekly blog is a great way to do that. Consider a blog as a home base for your content. Here at Aeolidia, our blog is the cornerstone of our marketing strategy and it supports all of our other marketing efforts. If you feel like blogging is a waste of time or not yielding results, be sure to check out this article: 26 Ways to Make More Sales with Your Shopify Blog

Don’t overcomplicate things. Blogging doesn’t have to be an intimidating task. Many ecommerce entrepreneurs already engage in micro-blogging on platforms like Facebook or Instagram. Transitioning to full-fledged blog posts is just a matter of expanding on your existing content. 

Know your audience. Remember that your blog primarily serves your customers, not just fellow business owners. While business-related posts can be tempting, think about whether you can reframe them to offer an intriguing glimpse into your work rather than a how-to guide for other entrepreneurs.

Don’t worry about being repetitive. If you feel like your blog posts are redundant, don’t worry! Chances are pretty good that you’re the only one who feels that way. Hardly anyone will read everything you post, and as long as you have a new spin on each article, it’s fine to stick with topics that work well for your audience. In fact, sticking with a few core topics will help to establish your expertise. 

What to do if you don’t want to blog. A sporadic, half-hearted blog is a waste of time and your readers will quickly lose interest.  This article explores what to do if you want to blog but are having trouble or if you know for certain that blogging is not your thing. 

Custom blog for Simplified by Emily Ley features the company's podcast; an excellent example of savvy content marketing.
Simplified’s blog features their podcast episodes.

Overcoming Resistance

Prioritize your task. Shift your perspective from “I don’t have time for this” to “This is not a high priority for me.” Recognize that you control how you allocate your time. Evaluate whether the task you’re avoiding is genuinely important or if it’s time to delegate or eliminate it.

Make an actionable plan. Decide on a frequency for publishing new content. Start small and gradually increase your posting frequency as you become more comfortable. Creating an editorial calendar will help to eliminate the stress around what to post and when. 

Make it non-negotiable. Once you’ve committed to a task, don’t let your inner doubts sabotage your progress. Treat it as a non-negotiable part of your schedule. Over time, self-control improves, making it easier to stay on course.

Have a system. Whether you’re a solopreneur or leading a team, having a system in place will keep things humming along – even when you don’t feel like it! A few simple tools can significantly streamline your content marketing efforts: 

Have you implemented these strategies in your business? Do you struggle with maintaining a blogging schedule or finding time for essential tasks? Share your thoughts and experiences in the comments below. Together, we can navigate the world of content marketing!

260 Blog Post Ideas

260 Blog Post Ideas

A list of 260 blog post idea prompts for creative, product-based businesses that sell products online.

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