E-commerce business’s blog is a digital content area where posts are written and broadcast, posts that describe products, experiences, programs, and any other content that can bring value to a pre-defined audience. This investment is necessary to create differentiation and build a relationship with customers, as well as allow the possibility for the brand to take ownership of a domain or category.
Why is it important to run this content area?
- A blog is an additional pillar in the relationship infrastructure the brand builds with its customers. Without creating value, no relationship can exist between brand and consumers, and without a real, ongoing relationship, there can be no effective marketing system.
- A blog allows the brand to paint itself as an authority in the relevant area.
- Differentiation – the world of content has become necessary in creating a difference between players in the same field.
- A smart blog improves the search performance of the brand. It is well known that branded, up-to-date, relevant and original content gets higher scores on Google and other search engines.
- An interesting and relevant blog improves brand performance in the field of:
SPOQ – Social Proof of Quality – the rising category that addresses all types of people reviews, recommendations, shared experiences and post purchase feedback. SPOQ leads the new trend of Social Shopping (Products & Services) where the impact of people on our purchasing decisions is much more significant than that of Advertising.
Where there is attractive and interesting content, there are comments, shares and other user activities that generate signals of quality and involvement. Without social resonance of this kind, the brand loses relevance.
Tips for composing a company blog:
– Industry News – If your target audience comes from the industry, familiarize yourself with all relevant information on that industry. Create an image of authority.
– Consumers worries and concerns – If your blog addresses consumers, learn about their concerns, needs, and expectations in the specific content area. This is the first step in developing a relationship with your consumers.
– Customer Success Stories – Applaud your customers. Quote their stories of success. Provide them with a stage and wait for their feedback and responses and those of their friends. This approach ensures a high degree of engagement.
– Using Icons / Visualizations – Your blog is a platform for creating the prominence and uniqueness of your brand. Do not make do with just smart, relevant text. Combine videos, icons and images. Do not forget, the majority of consumers has adopted a visual communication approach in recent years. In addition, video is known to have a higher level of sharing than text.
– Surveys and votes – Popular tools that receive high responses and collaboration.
– Hierarchical writing – Headlines, Sub Headlines, Text etc. – Google appreciates a friendly structure for readers.
– “Share” buttons in strategic locations – let users be the promoters of your content. Do not make it difficult for them to help you.
– Register button – invite your users to a meaningful connection. One that starts with establishing an information basis, for example: email, address, phone.
– Ever green content– try to produce content that can be redistributed periodically, which matches more than a specific time point. Such content can be retrieved whenever it is relevant and save creative resources.
– UGC – allow a meaningful platform for content. Invite your customers to contribute their own content. This type of content attracts the most interest and collaboration.
– Combine as many popular search terms into your posts as possible. Google will help direct organic traffic to your blog.
– Perseverance – A company blog should not directly affect the company’s bottom line. It is a valuable tool that does not expect a reward.
– Mobile optimization – Do not forget that most exposure comes from mobile users.