Blog Content Strategy for E-Commerce Sites
Corporate blog pages represent highly valuable areas for brand identity and content marketing. Many brands, which also carry out their marketing communication activities on digital channels, want to reach more users and potential customers and convey their brand messages through blog pages. This is an element that transforms the corporate blog concept into a digital marketing channel.
In this direction, we will examine the advantages of creating a blog strategy for e-commerce sites both in terms of SEO and content marketing, and how you should determine your roadmap when creating a blog strategy.
SEO Benefits of Starting a Blog Page
In addition to their place in marketing activities, corporate blogs have a close relationship with the SEO work carried out on the main site of the relevant organization. Blog work, which is considered a long-term investment, will provide great support to site owners not only to increase your organic traffic in terms of SEO but also to create and determine your brand awareness and target audience.
Organic Traffic Increase
Blog pages are one of the most important resources to help increase your site's page rank in SERP, the number of keywords listed, and organic traffic.
Brand Query Increase
If the blog content you create is up-to-date, high quality, and meets the needs of the target audience, it will support the sharing of this content by readers through social media or communication channels. In this direction, if you share regularly on your blog pages as much as possible; the articles you publish on your blog will increase the awareness of both your site and your brand.
Supports You in Reach Potential Customers
It is observed that websites with blog pages tend to have more traffic than websites that do not use blogs. By publishing regular blog content related to your brand and products, you can direct your target audience to the sales of your products.
Chance of Being Listed in More Keywords in SERP
Thanks to regular content work on different topics related to the brand in the blog area, you can ensure that your site ranks in the SERP for high search volume, relevance, and more keywords.
Increasing SEO Visibility
By using long tail and high search volume keywords in blog content, you can rank for more keywords and have the opportunity to increase SEO visibility.
Opportunity to Get Backlinks Naturally
Naturally occurring backlinks are the result of referencing blog content in almost most brands. In this direction, the content to be written in the blog area on different topics related to the brand will increase the chances of getting backlinks to your site naturally.
Contribution to In-Site Link Building
Thanks to the internal links we will make from blog content to a related product or category pages, you can contribute to on-site link building and create a kind of page hierarchy on your site; you can support search engines to crawl your important pages more accurately.
Increase in Site Retention Rate
A user who meets the relevant brand thanks to the blog content encountered in the SERP; will support the user to review different content on the site, to meet the brand's products, especially for e-commerce sites, and to spend more time on the site.
Increasing User-Focused Experience
With the right blog content strategy, you can more appropriately manage the needs of users coming to your site from either the blog or the product page. For example; in the clothing industry, you can direct the user to content about the combination of the product purchased from your site, or you can direct the reader from your outfit suggestion content to your product sales page.
Keeping the Site Up-to-Date in Google's Eyes
Regular and accurate blog work can keep the site up-to-date in the eyes of Google in terms of content. Thus, you can create an effective, active, and user-friendly website profile in the eyes of search engines.
Content Marketing Advantages of Starting a Blog Page
Having a blog integrated into your site can be a great way to build brand awareness and connect with potential customers.
Providing strategic, well-written, and informative content is key to establishing a better authority among your competitors with the blog content you publish, especially in the e-commerce industry. Creating a blog space will help you generate online traffic, increase conversion rates, engage with your customers and differentiate your e-commerce site from your competitors.
Social media marketing, ad spending, coupons, and discounts are some of the popular methods for the business growth of online stores. However, creating quality content that helps users spend more time on your site can help you build brand awareness and increase online sales in the long run. In fact, most studies show that businesses with effective and active blog content generate higher revenues than those without blog space or with ineffective blogs.
In this direction, integrating blog areas into your site, which can have a long-term and effective impact, will be an excellent way to market your products accurately in your target market.
Positive Support to Sales and Brand Awareness
Blog content prepared in accordance with the target audience and brand will act as an advertisement and increase brand awareness with regular sharing. Creating blog content, which is less costly than other advertising campaigns, and publishing this content on social platforms; can also support your site's traffic and convert incoming traffic into customers.
Determine Your Target Audience
On the blog side, you can ensure that not only the existing user base of your site but also the customer base you want or cannot reach meet your brand. For example, if the majority of the users of your current site are men, you can introduce your brand to the audience you have determined with content studies that will include women in this audience.
Stand Out from Competitors
With blog content created with the right keywords and content strategy, you can stand out from your competitors who do not have a blog area on their site, and since this will increase your overall site traffic, you can get the chance to compete with bigger brands.
Be a Source of Inspiration for Potential Customers and Competitors
By choosing current and latest trending content topics; you can support your brand to be more visible to your potential customers compared to your competitors.
Create a Brand Voice that Distinguishes You from Your Competitors
The blog space creates an extra channel for brand messaging to reach existing and potential customers. Creating content not only related to your current industry, but also relevant topics suitable for your target audience will help you show that your brand's blog content is not just created to provide traffic, unlike other competitors, and that your brand has a unique style. In addition, creating content on topics related to other relevant areas of your industry will help potential customers connect with your brand.
Promote Your Own Products More Closely
With the right content strategy, you will implement on the blog side, you can indirectly, if not directly, inform readers about the use of your products, the development, and the concept of your brand and increase your potential customers.
Support the Advertising Cost of Your Long-Term Brand
Blog content provides the opportunity to offer more branded content than social media and traditional marketing channels. In addition, blog content is not antipathetic in the eyes of the user because it does not contain direct advertising. Informative posts educate the target audience about the product and help increase your potential customer capacity.
How to Create a Blog Content Strategy for E-Commerce Sites?
Prioritizing the following 3 basic strategies before creating blog content will support you to determine your roadmap more accurately for your newly created blog pages.
Identifying and Analyzing Competitors
In order to create the right blog content strategy, you should first examine in detail the impact of your competitors' blog pages on their content performance, the content strategies of competitors, the organic traffic rates of their blog pages, and their most read main content.
However, before this, it is one of the most important points to identify competitors correctly. When creating a blog strategy; examining only the competitors in the region you are targeting; may cause your blog content strategy to progress at a lower potential. For this reason, identifying larger brands in the same sector as you, foreign brands from the same sector, and sites with blog pages closely related to your sector as competitors; will also support the expansion of your perspective while creating a content strategy.
Determining the Target Audience
When creating a blog content strategy, it is very important to accurately analyze your target audience and your site's user profile. In this way, you can expand your target audience and provide loyalty between potential customers and the brand.
In this direction, first of all, determining the users of our current site according to gender and age ranges will support you to create the target audience profile we want to reach with your current audience. While determining the target audience you want to reach, creating a sufficient number of personas will give you an advantage.
While creating the persona, a detailed analysis of the age range, gender, education level, sector, hobbies and interests will help you get to know your current or desired target audience more closely and reflect your brand's perspective more accurately to the users coming to the site.
Content Language and Topic
One of the main objectives of the content to be produced should be to strengthen the bond with the user so that the user can establish a close relationship with the brand. In this direction, taking into account the interests and age range of your target audience that you have determined while creating the content language will support the formation of a bond of trust between the user and the brand.
For example; if your products mostly appeal to the age range of 18-45; you can avoid content topics targeting people over 45 and the use of scientific and formal language in content, and you can transform the content topics and the address in the content into a sincere and fun language.
When determining the content topics to be published on your blog page, attention should be paid not only to SEO-oriented content or content that only promotes your brand's products but also to the production of content that is suitable for all the interests of your target audience and that can accurately reflect your brand. In addition, it will be advantageous for you to examine the content topics that your competitors receive high traffic to and to include such topics in your own blog pages if they are suitable for your target audience.