This post aims to inspire you when it comes to coming up with the best blog post ideas for your e-commerce business.
If you sell products, I believe that having an e-commerce blog is central to an effective content marketing strategy. It helps to nurture your potential and existing customers – plus provides content you can repurpose for your social media and emails.
Having a blog with a good variety of different post types and subjects will also boost your SEO. Improving your SEO means your website will start to rank better in search engines like Google and result in more people visiting your website.
Small Business & Product Promotion Blog Post Types
Let’s look at the different types of e-commerce blog content that work really well for product sellers and e-commerce stores. These blog post ideas aim to help you write a variety of posts to reach more of your ideal audience. Your blog posts should also encourage readers to get to know your business and products better – and to want to buy from you.
Keep reading to discover the different e-commerce blog content types you can use for your posts…
How-to blog posts
How-to posts are always popular, as they provide valuable information that people can use in their everyday lives.
You can provide your audience with step-by-step guides on how to use your product including as much detail and include images and video – something you can’t include on the packaging or printed instructions.
It doesn’t have to be purely educational content; you can write style guides, recipe formats and information about how your product can be paired with other complementary products.
Product review blog posts are a great way to introduce new products to your audience and show them what they can expect.
These types of posts can include much more information in general, because importantly it’s not a sales page. So drop any overly persuasive copy and instead focus on expanding on the features and benefits (you can always link to a sales page).
However, why not let others do the selling by including customer testimonials and comments, doing this also helps to build trust with your audience, as they can see that you’re not just out to make a quick sale – people really do agree that your products work!
Partnering with bloggers and influencers is a great way to quickly accumulate product reviews; you can then go on to quote what they’ve said and share their content on your own blog.
They say that indecisive people don’t buy, so that’s why this type of blog post could help you increase sales.
In this type of e-commerce blog post, you can directly compare two or three similar products – writing about their pros and their cons, and of course the key differences between them.
Ultimately, this helps your customers make the decision to purchase one over the other. A lot of the sales process is solving pain points, and if you can show your audience that one of your products is the best way to do that, then your job is done!
Behind-the-scenes blog posts
These are a great way to humanise your brand and help your audience (your customers!) get to know you better. You can detail the processes you go through when creating your products, share how the product is customised, or allow them to get a glimpse into the order and packaging process.
If you take part in markets or events you can share the process of setting up your stall. People love to see how things come together! A day in the life of a business owner is fascinating for people too – we all love escapism, and being able to see what other people get up to in their job is something that interests a lot of people!
Industry news and trends
Every industry is ever-changing: this has never been as clear as it is now. Keep an eye on any new trends or incoming information related to your niche or industry, and create blog posts related to these. You can discuss how they’ll affect your business in particular, as well as how any new trends will impact the industry as a whole. Use quotes from experts, and be sure to give your own (nuanced and backed-up) opinions on the topic or situation at hand.
Guest posts from other industry experts
This is an ideal way of getting blog content for your e-commerce website without having to take too much time out to write it yourself, and of course it will help your audience better understand the industry and why they need your product or service.
Industry experts obviously have a lot of knowledge and will be able to provide in-depth information about the type of niche that your business is in. Posts like this, often more informative than entertaining, are usually particularly great for SEO!
Check out the guest posts section on The Creatives Desk blog!
These are great to write as you can choose a collection of your products to feature with a theme. It could be gifts for a particular type of person: new parents, for example, or friends, colleagues, teens, in-laws etc. These gift guides can also be written for those buying for people who love certain things like cats, motorbikes, baking or running and so on.
These posts are great year round when people are looking for birthday presents, but of course they do particularly well seasonally like at Christmas or Valentine’s Day, Mother’s/Father’s Day, Hanukkah and other special occasions when a mass amount of people are looking to buy gifts. They can be as generic (think ‘Christmas gifts for women’) or as niche (e.g ‘Hanukkah gift ideas for 13 year old vegan girls who love cats’) as you like…
Giveaways, contests and freebies
Giveaways, free stuff and competitions are a great way to attract a wider (new!) audience. You can write about what they could win or how to access the freebie. Remember to add all the information on what they should do and of course the all-important terms and conditions.
Chances are, a lot of the people reading giveaway blog posts will be new audience members who may never have heard of your brand before, so you want to give them the chance to get to know you!
Here’s an example of a business expert giveaway post that I turned into a freebie resources page to include all the contributors.
Staff or influencer picks
Even if you don’t have staff in your business you can still create this type of blog post. One way is asking any influencer or brand ambassadors you work with to share their top picks or their favourite product of yours; you can even ask your friends, family or social media followers and turn the answers into a blog post. This is a really fun type of e-commerce blog post, and again it’s one that has a really human side to it.
When someone has been featured on your blog with their favourite picks, they may even share the article a few times on their social media accounts which means it will travel even further and expose you to a lot more people!
Customer stories and case studies
As with product reviews, this type of e-commerce blog post is great for building trust with your audience and creating a human connection.
Case studies enable you to show off your business’ success! They go more in depth than product reviews do, allowing you to add your own take on how your product has improved someone’s life, home, garden, car, hobby etc.
Again, a key part of sales is finding pain points and solving them – case studies, along with well-rounded customer stories, allow you to showcase exactly how your product does that.
This is slightly different to the above as you’re not quoting from individual customers but answering the frequency asked questions of customers. Again, though, it shows that there are real humans who connect with your business and use your products!
Even if your website has a frequently asked questions (FAQ) page, you can also answer them in a blog post. Unlike your FAQ page, here you can go into much more detail, add more images and use a less formal tone in your answers.
Customers often like to share the products they’ve bought with their friends and followers on social media through photographs and/or video content with captions. You can even encourage them to do so in your post-purchase emails, letting them know there’s a chance their content will make it onto your blog!
Sharing customer-created content this way is a fantastic way to thank your customers and promote loyalty, plus it encourages future customers to share their own content in the hope of getting featured themselves.
Humour and entertaining blog posts
We all love to be entertained, and these blog posts are often the ones which get shared the most on social media – meaning you can expect your business to be seen by even more people who might then turn into customers. Use GIFs and memes, cracking punchlines, niche humour and a dose of reality which will allow readers to relate to these funny blog posts and be even more likely to share them!
Share your own story
This is a great chance to tell the story of who you are, as well as how and why you started your business. Again, people love to see an insight into the lives of others – it gives them inspiration to know that if they want to start a business themselves and step away from the 9-5 grind, they absolutely could. This is yet another way of showcasing the human side of your brand, which is something that always goes down well.
Or you can go a step further and share the stories of others, as I’ve done in my series of interviews with other small online business owners.
The you offer productized services or sell digital products then a lot of these blog posts will work for you too.
Don’t forget your blog posts can be repurposed into social media posts. This will help your content reach more people in your audience.
With many great reasons to write blog posts for your e-commerce business, I hope these ideas have provided you with a starting place to create a great blog that grows your audience and helps turn them into loyal customers!