September 12, 2016
In my last post I talked about the importance of having a blog component for your e-commerce website and how it can impact your brand in lasting, profitable ways. However, the mere presence of a blog on your e-commerce website won’t do anyone much good if it doesn’t have content of value. The point of having a blog is to flex your authority within your industry and give users a reason to read to want to read what you post. The more you populate your blog with interesting and useful content, the more people are drawn to read it and give you their business. It’s about as simple as it sounds, and adhering to a few simple practices can get you started on the right track.
While it’s definitely okay to toot your own horn here and there, your blog should mainly focus on providing useful content that your audience and target customers will find both interesting and helpful. By producing content with utility readers can use and apply you can give your brand the purpose necessary to be considered a resource. The root of the resourcefulness comes from what you can offers users before they ever even make a purchase. Try and regularly post tutorials, How-To articles, and other ideas relevant to your industry to establish an information-based relationship with your users.
Every post on your blog should be polished in terms of writing clarity and proofreading, but that doesn’t mean is has to consist of formal content. One great way to make your blog approachable and casual for users is to post interactive content that’s based on their participation. Content forms such as polls and quizzes are often received well by site visitors and garner participation, and you can squeeze a lot of SEO points from the attention. Buzzfeed does a great job of creating interactive content, and their casual approach to topics makes just about anyone feel welcomed and comfortable scrolling through their website. Plus, interactive content is highly shareable and will perform well across your social media platforms.
Visuals take the cake when it comes to the brain’s initial perceptions, and you have to keep that in mind when piecing together content for your blog. On a basic level, you should always use clear, high quality images that are directly related to what you’re posting and explained or captioned in some way. Use visuals to enhance what is already there, and be deliberate and purposeful in how you use them. The last thing you want is a cluttered page of images lacking in flow and relevance.
Above all, your blog should showcase your expertise of your industry and business. Share your knowledge and insights as authority, and do it in a way that makes users trust and respect what you have to say. Part of sharing your expertise can include sharing the relationships you’ve made as an industry authority, so don’t be afraid to feature other business owners/experts on your blog. It will bolster the positive way your audience sees you and add a dynamic appeal to your blog.
To increase and encourage user participation, make sure everything you post is shareable. Having those social media icons in plain sight will prompt your viewers to share the content they like most or find useful across their social networks and build upon your following. It also gives your blog a complete, professional look that further emphasizes your authority and trust factors.
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