Ecommerce Blogging

Blog Strategy

After the launch of a blog – you need to be consistent with new relevant content. In the short-term, you fulfil the reader’s expectations with fresh content, while in the long-term it builds a relationship built on brand loyalty. But, the question remains, ‘How to be consistent?’ and the answer is a Content or editorial Calendar. The larger aim here is to create steady levels of engagement with each new piece of content. And, maintaining such high levels of engagement is not possible without planning ahead.

At CCL, the writers’ team finalizes topics and content framework through regular brainstorming and getting feedback on the same from the client. Once the final list in place – each topic is assigned specific dates along with the promotion plan.

High Performing Content

As a business owner, you might be deterred by the amount of planning required to start a blog. Moreover, it is about creating content that clicks with the audience on a regular basis. For creating high-performing content – you need to adopt a hybrid approach. You need to partner with an agency with good writers to craft the message. Your exhaustive knowledge and experience in the domain will prove useful in creating engaging content.

Suggest topics and the framework for the blog and the agency’s writers can take care of rest. Also, agencies understand the importance of curating content from other sources with permission that gets accepted readily, to enhance your credibility as a keen industry observer.

Content with a Purpose

A blog can bring in new customers provided you are creating targeted content. In other words, a blog should move the audience through the sales funnel, from awareness to purchase to retention.

Every blog should have a purpose and multiple blog-posts should guide the audience at each stage of the sales funnel. Mainly there are three types of content:

• Awareness Blog: Content educates the audience without being promotional. For example, “Studying with improved concentration.”
• Branded Blog: Content introduces the product and brings the audience closer. For example: “How to Choose an Online app to Improve concentration”.
• Product Blog: Being a blog, you can only ensure product descriptions and images find a place. For example: “Best Available Learning apps for Improving Concentration”.

Promote Blog

Once you have a blog in place, it is crucial that you promote it to get intended results. The most sensible practise is to email the blog to your subscribers. Before sending, ensure you have a great subject line and a crisp message introducing the reader to the blog. The former drives the open-rate while the later affects the click-through rate. Another strategy could be influencer outreach – you could actively reach out to influencers in the domain and seek their permission before sending content.

If all goes well, they could feature your blog on their site with a backlink. Finally, there are paid ads such as Facebook ads which are inexpensive to start with and can drive traffic to your blog.

Measuring Blog Performance

There is a range of metrics you can measure to gauge the performance of a blog.

Google Analytics provides you with access through your website platform. Include these four metrics:

• Page Views: It is the number of times you individual posts have been viewed within a specified time frame. This metric tells the most & least viewed posts on your blog.
• Average Time on Page: Tells if visitors are actually reading the blogs, trends can indicate preferences for certain posts.
• Returning Visitors: The number of people who returned after reading a blog post.
• Goal Conversion Rate: It measures the number of visitors who engaged in an intended action, such as sign-ups, form filling or even a purchase.