5 Secrets Ecommerce Blog Writers Use to Craft Content That SELLS

The Best Kept Secrets Ecommerce Blog Writers Use to Craft Content That SELLS

by | Nov 10, 2020 | Blogging

So, you want to start an ecommerce blog? Nice.

Everyone’s doing it, to a point where good ecommerce blog writers are in demand.

Maybe it’s because 61 percent of people are more likely to buy from a brand that produces unique content. Or perhaps it’s the fact that 34 percent of buyers will make an unplanned purchase after being convinced by a piece of content. ?

A blog means more traffic, more eyeballs, and more opportunities to sell a product or many – if you nail it.

Always easier said than done … right?

Nailing ecommerce blog content can seem mystifying … and finding an ecommerce blog writer worth their salt can seem even more difficult. If only there were a set of skills that ALL good ecommerce blog writers had in common…

You’re in luck!

Here are five of the best-kept secrets that our specialty blog writers use to craft content for the likes of Shopify, BigCommerce, and many other SaaS brands.

61% of people are more likely to buy from a brand producing unique content (@smallbizgenius). A blog means more traffic ?, more eyeballs ?, and more chances to sell your product(s) ?. Learn how to craft ecommerce content via @juliaemccoy Click To Tweet

Let’s go!

Here’s Why Your Ecommerce Store Needs Blog Posts, Too

It’s a lot of work to set up an ecommerce site. I know, because here at Express Writers, we’ve done it. Our ecommerce platform is literally how we sell our content services to our clients.

However, an ecommerce site isn’t just a website full of product pages. Unless you’ve got a killer marketing strategy, you’ll find that simply building a site isn’t enough anymore.

That’s where having a blog comes into play. A blog earns:

  • More indexed pages on Google. Some 434 percent more, in fact, than your competitors without one.
  • The opportunity to better connect with readers. Product descriptions aren’t the time or place to connect with your readers and grow a community. That’s what a blog is for.
  • A way to grow your brand authority on your turf. You might have a strong social media presence, but what are you going to do if Facebook or Twitter suddenly shuts down your account? If it’s on your website, you control it.

Those reasons might seem simple, but don’t underestimate them. Blogging has been shown to increase site traffic by up to 300 percent.

attract future customers with blogging

Your blog may be one of the first points of contact that future customers have with you brand. That’s why it’s important to make a good first impression. Source: HubSpot

5 Secrets Ecommerce Blog Writers Know to Make Your Store Stand Out

By now, you know an ecommerce blog is a powerful step to growing your brand.

Now, you need to nail the execution. Here are five secrets crowdsourced from our own expert ecommerce blog writers to help you deliver delightful, engaging, conversion-oriented content.

Without further ado, good ecommerce blog writers…

1. Emphasize Storytelling

Think telling stories is just for creative writers? Consider these two examples where you’re trying to sell a pair of sneakers:

  • Blog Post A. The Windy Sneaker is a lightweight, comfortable shoe designed for performance athletes. With a contour perfectly designed for your foot, you’ll barely feel it’s there while you seize that gold medal at your next marathon. Buy now!
  • Blog Post B. Winning a marathon seemed like a pipe dream for Jane. At 38 and struggling with chronic foot pain, she had tried dozens of specialty shoes only to get the same results each time. A friend told her about the Windy Sneaker. She was skeptical, but within moments of lacing them up, her foot pain vanished. Read about the shoe that helped Jane win a marathon.

If you picked Blog Post B, you’d be right. Even research proves it. ?

Storytelling is one of the most powerful tools at your disposal for growing a brand. People don’t always react well to being told outright to buy something, which is exactly the end goal for ecommerce blog writers.

In contrast, storytelling helps your readers connect with your brand on an emotional level while sidestepping the bad vibes associated with a lot of sales tactics. Make sure your writer is up to speed on this and knows how to tell stories.

early job fair comic

The first “blogs” were full of stories. Source: Wrong Hands

2. Pay Attention to E-A-T and YMYL

SEO, PPC, CTR, EAT, YMYL … Google likes its acronyms.

But what do those all even mean???

I’ve covered EAT and YMYL before, so here’s a quick rundown of what those two mean:

  • Expertise, Authoritativeness, Trustworthiness. Those are Google’s watchwords when determining the quality of your content (and thus your rank in the SERPs – another acronym. Hah!) You need to nail all three to rank well.
  • Your Money or Your Life. A special set of quality standards for pages with content that could potentially impact a person’s health, finances, or future happiness. Good ecommerce blog writers are aware of YMYL in the event that they’re writing a blog for a company that sells products which may fall into one of those categories.

All sites should pay attention to EAT, but not all sites need to remain mindful of YMYL. For example, a fashion ecommerce site probably won’t impact the health, finances, or future happiness of users … a site selling herbal supplements, however, might.

If you do fall into the YMYL category, make sure you’re:

  • Linking only to super reputable sources
  • Gathering high-quality backlinks (disavow poor quality backlinks)
  • Providing the identity and credentials of the content creator
  • Using the appropriate keywords, and using them correctly
  • Hiring specialist writers with demonstrated experience in your topics

E.A.T. Your Money or Your Life

3. Make Blog Posts Actionable

Everyone knows that it’s best practice to include CTAs in blogs. According to Marketing Sherpa, 90 percent of the people who click on your headline will also click through your CTA.

It’s almost a no-brainer to include one … but that shouldn’t be the only actionable bit in your writer puts into your blog post.

If you spend some time haunting the blogs of your ecommerce competitors, you might notice something: almost all of the blogs show the readers how to do something. Whether it’s using a product or teaching a basic skill, actionable content provides better value for your readers and encourages them to keep coming back.

Need more tips to make your content marketing — and thus your brand and store — irresistible? Check out this free download: The Profitable Content Marketer’s Cheat Sheet!

If you’re struggling with ideas for actionable blog topics, here are a few to get started:

  • Teach your readers how to use a product, or an unexpected use for a product
  • DIY tips and tricks for common problems that your target audience might encounter
  • Recipes that use your products
  • Simple stretches or home exercises (if fitness is a parallel interest)
  • Lists of recommended freebie resources that align with your target audience’s interests

(By the way, did you know we also do content strategy? Expertly chosen headlines, topics, and keywords all done for you.)

top blog topics

Brandon Gaille once found that certain topics are always popular. How can these fit into your blog? Source: Brandon Gaille

4. Craft Keyword-Rich Posts That Entertain and Educate

Keyword stuffing is bad. Post an article with it, and you’ll sink faster than a drowning fish in Google. ?

However, neglecting keywords is also bad. (SEO will be dead when search engines are dead.) Blogs still need keywords, and ecommerce blog writing is no exception.

The trick is striking a balance. You need to have enough keywords that the search engine crawlers will know what your site is about and categorize it accordingly. But you don’t want content using so many that your readers think you spun out this content with AI.

Good writers make sure that keywords:

  • Flow naturally. They don’t try to force keywords into sentences that don’t work. Readers can tell … and they’ll stop reading.
  • Are suitably specific. Longtail keywords are veritable gold mines. They’re usually cheaper, have less competition, and zero in on exactly what your audience is looking for.
  • Occur throughout the piece. They’ll put them in the introduction and conclusion, as well as the H2 header and wherever they fit in the body of the content.
  • Appear in meta and alt tags. Double check that the meta data you get back includes them.
  • Reflect search intent. Nothing is “set it and forget it” in the world of SEO. The best writers know that search intent can change as Google learns what people mean when they type in a set of words. Failing to use keywords correctly can cause you to plummet.

keyword pyramid

Keyword pyramids can help you identify new keywords to include in your blog posts.

5. Don’t Oversell

When starting an ecommerce blog, the force to load up on content about your products can seem strong.

After all, you’ve got fancy new products to sell! ? And they’re amazing! ✨And you want the world to know about how amazing they are! ?

Pump the breaks for two quick seconds before you hand over that topic list.

Like I mentioned up above, the last thing people want is an in-their-face salesman telling them to buy a product. They will run away like they’re all wearing Windy Sneakers.

Remember: Your product descriptions are for selling the product. Your ecommerce blog content is for growing your brand.

Focus on telling your story, and let your readers think that purchasing from you was their idea. ?

Get 5 secrets to ecommerce blog writing, crowdsourced from EW's vetted experts ? (#1 - emphasize storytelling! ?) More this way ?? Click To Tweet

Manage Your Business, Not Your Blog: Get an Expert Writer to Convert Readers to Raving Fans

Ecommerce blog writing might seem simple on the surface, but it’s not a walk in the park. Not only must you remain aware of Google’s SEO requirements, but you’re also dealing with the added challenge of selling without seeming like you’re selling. Good ecommerce blog writers know how to walk that tightrope and can help you navigate this space in a way that tells your story and grows your brand.

Now, you know how to spot a writer who knows what they’re doing in this space. These five tips are part of what set our specialty ecommerce blog writers apart from the rest.

So, instead of putting that next blog article at the bottom of your To Do List, why not have an ecommerce writing service handle it for you?

Check out the content shop now.

ecommerce blog writers CTA