Use your Blog to Drive Sales to your eCommerce Store

Tara Crutchfield | Senior Writer, Article-Writing.co

Posted On: June 28, 2017
Talk to any entrepreneur and they’ll tell you they’re doing everything they can to make their endeavor work. If your endeavor happens to be an ecommerce store and you already have ecommerce content writing on your site–here’s to you!
If you don’t…you need some.

What’s the point of having a blog for your ecommerce store? Sales, of course!

In eCommerce content writing content is king

With the boom in ecommerce, you need to make sure your site has keyword-rich, relevant content developed by an expert in ecommerce content writing to stand out.

Aside from standing out amongst your competition, the benefits of custom content are tangible.

What exactly is a blog going to do for your ecommerce site?

  1.     Increase traffic

To give you a better understanding of how blogging can increase your traffic, Jayson DeMers explained it like this, “In terms of search engine rankings, I like to think of blogging as fishing. The more hooks you have in the water, the more likely you are to catch a fish. In the same way, as you add more content to your site, more pages from your domain become indexed in search engines. This improves organic search visibility and increases website traffic.”

Increased traffic = increased sales.

  1.     ROI

Think about it like this, you put a blog post out there once and it could keep bringing in returns years from now.

What kind of other sales tool requires that small of an investment and that long of a return period? None.  

  1.     Command of your field

The word “authority” gets thrown around a lot when discussing content marketing and for good reason. Custom content for the readers of your ecommerce blog will give you command of your market through the expert information you provide.

Who do customers buy from? Companies they trust.

More specifically, companies they trust to give them solid information that they can use to make a purchase decision.

Companies like Shopify with ecommerce and 99designs with design services have honed in on becoming the authority in their field and turning their expertise into cash flow!

For the sake of not providing you a novel, I’ve only listed 3. If you want to learn more about what a blog can do for your business, here are 7 more excellent incentives to prioritize your business blog this year!


Product comparison and reviews: Helping your customer research your products 

Reviews and comparisons are great! But…how do you get them?

In comes your handy-dandy ecommerce blog to save the day! Your blog will encourage engagement and activity from the online community. Use it to interact with bloggers that do reviews and comparisons.

A quick Google search on ‘blogs that review products’ brought up this TwirlyGirl post about the top 10 mom bloggers to review products. Twirly Girl isn’t just any ole’ blog, it’s a blog on their ecommerce site!

I found this post, doing what most customers are doing when doing their research online–looking for reviews and comparisons. That post is a great example of interesting, sought-after content.

A significant 81% of shoppers conduct online research before buying.

Shoppers come for the information and stay for the purchase!


Feeling out the market

Inventory selection for future products can be tricky. You don’t want to invest too much into a product that won’t be a hit among shoppers.

Use your ecommerce blog to feel out your customers.

“Every entrepreneur should count on at least a couple of adjustments or pivots before they get it right. The challenge is to spend minimal time and money learning. After a few blogs about your concept, the comments better match your passion, or it’s time to rethink your idea.” –Marty Zwilling, CEO and founder of Startup Professionals, Inc., a company designed to assist entrepreneurs, start-ups, and small business owners find mentoring and resources.
Listicles (Top 10 This or 5 Must-Have That) are a fantastic way to grab attention because who doesn’t love a good list?! But, they’re also useful for gauging product popularity.

For instance, if you were thinking about adding sleeping bags to your sporting-goods store, you could post a list of the top 10 sleeping bags of 2017. Then, use your engagement and comments to decide which brand you’d like to carry.

The reverse is also true that you can use any negative reviews or comparisons or unfavorable comments on a product or service to cut the inventory that’s not good for your wallet or your reputation.

Photograph by Bench Accounting via Unsplash

Sales! Sales! Sales! Hire an eCommerce content writing expert

Taking everything above into consideration, starting a blog for your ecommerce store is a pretty great idea!

Even better–you don’t have to worry about it. There are writing agencies that staff writers specialized in ecommerce content. Don’t worry about the content, don’t worry about the strategy. That’s what your writer is for.

All you need to focus on now is growing your ecommerce store!



The ultimate goal of content marketing is offering your target audience information and materials that will engage them and motivate them to choose your business. 

Seems easy, right? 

Often, companies will simply share general content to please everyone. But let’s be honest: you can’t win them all. And that’s okay! 

Rather than throwing a line and hoping the fish will bite, create Thought Leadership content strategically catered to your target market. Consider the people who would genuinely need or care about what your business offers, rather than wasting time, effort, and resources on creating general, unfocused content. Successful content marketing involves promoting your products and services to the people interested in the subject matter, who will read the content, click on your company website, and take action. 

As an executive of an organization, you are a valuable piece of the brand. Consumers want to know about the human presence leading companies, in order to understand more about the company’s values and goals. 

Take advantage of your position as an industry expert and share extra content to attract more attention to yourself as an industry leader and your company. Your quality content will build your reputation as a reliable voice to earn your consumer’s trust. However, if it’s not focused on your target audience, you won’t earn many conversions from your content. 

Consider these techniques to guide your Thought Leadership content so it can expand and strengthen your loyal consumer following:

  • Identify your target audience by reviewing your current consumer data and identifying who is investing in your business or reacting to your thought leadership materials so far. Look for trends to find why these people are interested and if others like them haven’t been reached yet. 
  • Conduct customer research to learn how they will respond to your thought leadership content. Request participation in surveys, polls, social media comments, and more to learn about your existing impression on your audience and how you can improve your platform. 
  • Create target audience character profiles. Identify their interests, demographics, pain points, needs, and desires, and write to them.
  • Find where your current and potential audience is active online.  Catch their attention by being active and sharing your content marketing materials on these platforms.
  • Pull inspiration from other Thought Leader examples. Research other executives within your field who implement successful content marketing through their personal platforms. Learn what qualities make their content attractive and why readers respond to it positively. These examples can offer a base for you to visualize what you want to achieve. 
  • Recognize your strengths as a Thought Leader. Often, leaders aren’t necessarily aware of the unique talents that give them an advantage in their industry until asked. Reflect on what topics you know best and how to input your insights to humanize your materials, make them original and more engaging for your audience. 


Case Study: How Strategic Content Marketing Can Broaden Your Audience

In our client strategy calls, our team will interview our expert clients to learn about their industry expertise and find out what’s meaningful to them, their business, and then identify who we believe to be their target audience. We use these insights to inspire our content subject matter and tone to create impactful content for their current and potential consumers.

Dr. Desai’s COVID PreCheck App Content Marketing

For example, our client, Dr. Nitin Desai, approached our strategy team to create content to promote his COVID Pre-Check app. His innovative software is intended to help employers ensure their employees who enter the office are COVID-free, providing a safe environment by eliminating the chance of spread. 

Our team of strategists recognized that with Dr. Desai’s thorough professional knowledge around the COVID-19 virus, he had the potential to become a reliable voice in a culture of people seeking answers. We created content for Dr. Desai that focused on sharing COVID-related insights to reach a wider audience, which has been a successful mission. Our thoroughly planned content reflected his industry expertise, which brought him attention from various media outlets and publications, including Forbes

By reaching out to our professional content marketing team, Dr. Desai achieved his goal of promoting his groundbreaking app, while also positioning himself as an authoritative voice in his field. Our team learned about his voice, discovered what was meaningful to him and his target audience, and optimized this to create focused, engaging content that broadened his consumer scope. 

Ready to Invest In Your Article-Writing.co Thought Leadership Package? 

At Article-Writing.co, we understand that you have a lot on your plate. Let us share your voice on your behalf, so you don’t need to add more time to your busy schedule to write your own content marketing. Our strategists and creators will develop a plan to create engaging materials to represent your Thought Leader brand through your own specialized Thought Leadership Package

Let us help you strengthen and broaden your consumer base for continued professional success. Book a call today.