The first thing that should convince anybody that blogs are an incredibly useful asset for businesses is that most eCommerce sites actually include one. Indeed, there are probably now more eCommerce sites with blogs than those without, and there is a very good reason for that.
Of course, blogs which are blogs and nothing else are also incredibly common, and there is a lot of overlap between what makes an eCommerce blog successful and what makes a singular blog successful. Generally, what is required is a good website design, a clear presentation of blog content under headings and subheadings, immobility, a comprehensive index for navigation, and, above all, effective content.
The last of these is in fact the biggest overlap between successful eCommerce blogs and those which are just blogs. There is an all-too-common misconception that when blogs are an item of auxiliary content on an e-commerce site, they can be orientated more towards marketing for the product or service. This is a big mistake to make, as nobody will read a poorly written blog or a blog that is purely marketing posts for a company.
What Makes a Good E-commerce Blog?
So, first and foremost, a good eCommerce blog is simply a good blog. It needs to be interesting, wieldy, and easy to use – and it needs to have top content. Ecommerce marketing service Azola Creative says that a blog can indeed be focused on issues related to the product, and there can even be content about the product, but it also needs to be worth reading in its own right.
If you get this right, you can see visitors to your eCommerce site who come for the blog alone. If they come often enough, those readers can very easily become customers.
And the way to do this is to foster conversion on your blog. This can be linked to the products you are discussing, or it can be called to action like prompting the reader to sign up for a mailing list or notifications of new posts. An eCommerce blog is also successful when it converts.
Reason Why Blogs Are Important for Businesses
Here follows some further reasons why a blog on an eCommerce site is a very good idea indeed. This is why so many eCommerce sites have them:
Drive Traffic to the Site
As mentioned above, a blog can often be the sole reason why someone visits your eCommerce site. It can be the blog alone that generates traffic. Turning that traffic into sales is then up to you.
Boost SEO
Blogs can boost SEO – a lot. Considering that so much SEO involves the text posts a company makes, and considering that there’s much more potential to get keywords into a blog than a simple product description, it’s easy to see the value of blogs here.
Create Shareable Content
Without a blog, you might be sharing product-specific marketing across social media. This can only take you so far, but by sharing blog posts you can draw much more traffic to your site simply because you will attract anybody interested in the content – not just those interested in the product.
Brand Reinforcement
While keeping in mind that a blog that is purely company marketing will fail, a blog that includes your brand somewhere can help spread brand awareness. If readers are reading the blog on your site, they will be confronted with the brand even if there is no mention in the post itself.
All of this should make it clear why blogs, while not strictly an e-commerce necessity, are in fact very close to one.
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