Blogging for Your Ecommerce Business
Blogging has been a cornerstone of great SEO strategy for years now. It’s one of the easiest (and fun) ways to get people to interact with your brand, content and website.
SEO best practices states that every piece of content published should include no fewer than 300 words. Of course, the top 10 performing blog posts, both in the SERPs and among consumers, across all industries, utilize 2,000+ words per post.
Snap’s best performing blog posts average nearly 2,200 words.
But, if you’re a pro in your field, either of those shouldn’t be too hard to accomplish.
Another key to blogging for ecommerce SEO is consistency. You don’t want to treat your blog like a New Year’s Resolution. No, you want to be blogging at least once a week, if not twice. All the while, maintaining those quality and brand standards that people find attractive.
Create a content calendar to keep you organized. Content calendars give you a visual schedule of content creating, publishing, repurposing and managing. At first, try a bi-weekly calendar, and then build up to a month from there. Get a few ideas down on paper, and then schedule one day for creation, one day for publishing, and then farther down the road, revisit the post to see if there’s anyway to repurpose it.
The type of ecommerce business that stays organized and centered around a planned strategy is poised to capture more conversions from SEO.
SEO and Content Marketing
Content marketing and SEO do not compete with each other.
If SEO is the technical side of digital marketing, content marketing is its human counterpart. You can optimize content all you want behind the scenes, and that will be fine for the Google robots, and you may see yourself rise in the SERPs. But to actually get consumers to visit your site and convert, you need a calculated content strategy, with relevant content that will convince them why you deserve their time and attention.
The more content you can produce that’s relevant to your audience, the more visitors you will capture. The more visitors you capture, the more your SEO score will rise. The more your SEO score rises, the higher you appear in SERPs. The higher you appear in SERPs, the more traffic you acquire. The more traffic you acquire, the more conversions you’ll end up making. So it works in a cyclical cycle. A cycle that starts with SEO and ends with stunning content assets that drive traffic.
A combination of both technical SEO and content marketing is needed for a successful digital marketing strategy. Make sure you aren’t ignoring either as you build up both your backend technical SEO and your consumer-facing content.
Remember, your main goal with any digital marketing strategy, is to gain inbound links. The days of door-to-door and cold calling are over. In the 21st century, you want to make the consumer come to you. That’s done through a combination of building content and distributing it to the right channels.
We all know the importance of social media marketing in today’s ecommerce environment. Facebook has over 1.2 billion active users per month, and 215 active Twitter users (don’t forget the best social channel for ecommerce), giving you a large audience to promote your content to.
In today’s ecommerce world, businesses are now their own publishers. And what’s a publisher without a platform to publish on? Social media is your tool to getting your content out to the right people for consumption.
But, people act differently on social media than they do on regular websites. When they’re on social media, it’s their free time to relax, catch up with friends and chat with their peers. They’re not actively looking for the next best deal offered by your business. That’s why you need to catch the attention of the consumer through a targeted content strategy.
By centering your social media outreach around your audience, you will have a better chance of gaining shares and building links. And, you just may hit the lucky formula and hit internet gold by going viral.
Content Strategy Process
A content strategy to formulate your ideas around is imperative to your success in digital marketing. you want everything you create to have a focus and potential audience. The content strategy is an important aspect in achieving this. A content strategy is an in-depth document, detailing four things:
The framework of your content strategy. What mandatories does your brand and target market have and why? This drills down into your own business’ current campaigns. It also drills into your audience to know what they like, dislike and will ultimately pay attention to. Remember: you want to throw a spear and hit the bullseye, not cast a net and hope for the best. Speak to people who want to listen.
The workflow of your content creation process. How will ideas be generated? There is great opportunity in a brainstorm if you have the team for it. If not, give it a shot yourself. Use commonly asked customer questions, or highest selling products as jumping off points. Transform these into compelling content, and people will pay attention.
Distribution is how you will reach your audience. Where will you share your content? If you have an analytics tool, you can see your top performing reference sites, and create customized content for that specific channel. Also, remember organization. If you have a publishing platform on a site such as WordPress, make sure you control who can access and post.
Management and oversight may be the most difficult aspect of your content strategy. This takes place after the content has been published and performing well. What’s next is analyzing the data, finding new opportunities and repurposing, or reworking, each piece of content. Having an individual in your organization who is responsible for this may be necessary for standardization and success.
Content Marketing Checklist
Now, hopefully you understand the importance of integrating content marketing into your ecommerce SEO strategy. Content marketing is an in-depth process and requires research, creativity, skill and a little bit of luck. But if done right, is the most effective way of marketing your ecommerce website.
Make sure to keep this checklist handy when implementing content marketing for your online business.
Find out who will care about your content.
And why will they listen.
Make sure you have a clear focus around a strategy.
Offer unique information.
Distribute your content appropriately.
Determine the value visitors will receive.
Analyze your data and conduct testing.