Agata Chmielewska 
Published: 16.07.2019 
9 minute 
You have probably heard more than once that “content is king”. I agree with this 100% and always encourage the use of this form of marketing and promotion in the case of an eCommerce store. However, content marketing is a very broad concept, so where do you start? The easiest way is usually to start with a blog, it’s such our safe place where we can develop our content marketing skills. What’s more, a blog can also serve as a “hub” for all the forms of content we create. 
In eCommerce, a blog, and content marketing in general, carries many benefits. One of them is supporting SEO efforts and generating traffic to your store page. In addition, you support the customer in their purchasing path by providing answers to questions that arise during that journey. At the same time, you build a position of expertise and customer trust, which is priceless and pays off for years to come.
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What to write about on an eCommerce blog? Check out 6 of my content ideas and find out where to get more inspiration from!
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Solve problems for your current and potential customers
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The content you create on your blog should be of interest to its target audience, that is, in the case of eCommerce, your online store’s current and potential customers. As is widely known, few things interest us as much as content that solves our problems. Take advantage of this fact and deliver those solutions through the content you create.
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If you’ve been in business for a while, you know most of the problems in your industry – make a list of them and think about how you can describe them while providing suggestions for solving them. It’s also a good idea to talk to your customer service colleagues who talk to customers on a daily basis and know them best.
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If, on the other hand, you’re just taking your first steps in the industry and don’t yet have a good understanding of the industry or customer pain points, look for ideas on the Internet. Where? . .
Use Google search
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Use Google search and type in the names of the products you will be selling and the questioning pronoun. For example, if you’re running a pet store, type “cat wet food how” into Google and you’ll get a list of prompts for Internet users’ questions. 
Use the Questions report in Senuto
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Take advantage of the Queries in Senuto Keyword Database report, which provides examples of questions asked by Google users in conjunction with the keyword phrase you entered. You’ll not only get suggestions for phrases, but also information about their seasonality (in which month they are most popular), average monthly number of searches, CPC cost and extended results appearing in Google.
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Check questions typed in Google by your customers >
Research the competition
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Check what topics are covered by competitors on blogs with similar topics in the Polish market and abroad. Review them in terms of:
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- comments under the content and on social media, .
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- adequacy to the specifics of your business or the Polish market (in the case of foreign blogs), as well as .
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- monthly number of Google searches for the main phrases of a given topic. You can do this using Google’s Keyword Planner or Senuto keyword databases. .
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Solving your customers’ problems not only helps them and works with the principle of “give and take” (give first, take later), but also builds a position as an expert, a business that knows the products it sells.
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Prepare DIY tutorials
. The question probably popped into your head: but how to do it yourself? He is to buy from me, not to do it yourself! And yes and no 🙂 As usual, the truth lies somewhere in the middle. If an Internet user is looking for instructions on how to do something himself, then first: he does not want to buy it and will not buy it, and second: he will find a way to do it anyway. So it’s better for you if you are the one to help him do it. By providing the customer with what he is looking for, you will leave a positive association in his mind. On his next shopping trip, he’ll be more likely to choose you over the competition, and maybe he’ll immediately purchase the necessary half-finished products for his DIY he’s looking for instructions for 🙂 . Find inspiration for DYI tutorials on Pinterest.com, preferably in its English-language section. For example, being in the pet store topic, I simply typed ‘scratching post’ and the service itself prompted me ‘diy tutorials’ – simple, right? 🙂
Publish product reviews
. . The goal of content efforts, including blogging, should be, among other things, to build trust in the store and in the products. This is, of course, an intermediate goal, because usually at the end of the day we care about conversion. This one, however, is easier to achieve when users know why and how to use the products you offer. That’s why make sure to include extensive product reviews. . How to do it? Here are some examples: .- show how to use the product in practice; .
- Encourage customers to write longer reviews or use customer reviews in more elaborate articles describing products and publish them on the blog; .
- invite influencers to test products and prepare testimonials; .
- Take advantage of the power of video and YouTube (it’s the second most popular search engine in the world! It’s a good idea to publish content there and later include it in your blog posts). .
Show what the life of a store looks like from behind the scenes
. . Who cares what happens on the other side of the screen? Customers are only interested in promotions, not in what Kasi’s day looks like packing packages or how you celebrate your 1,000th order. . This will probably be true for many customers, but for the rest, it can be an important aspect of building a relationship with the store. In this way, you reveal the so-called human face of your business – you remind customers that there are people, emotions, feelings behind the brand. Read also: How to make money from a blog? A comprehensive guide . You show that sometimes and the previously mentioned Kasia can have a worse day. You share the small joys of the team, to which the customer often also contributes. Well, and most importantly, it’s also a way to highlight how many things you do in the company to make the customer happy!
Invite inspiring industry insiders into the conversation
. These could be influencers, trendsetters, celebrities, or maybe just people who are interesting in some way, have helped the industry grow or are speaking wisely. Nowadays, there is a fashion for collaborations with influencers. However, these usually involve promoting products or the brand itself. Here, however, I encourage you to forget about advertising for a while and focus on simply talking in the form of an interview or showing what a day in the life of such an influencer or interesting personality looks like. . It should be a charismatic person who has authority and what he or she does or says actually has an interesting appeal.
Describe custom product usage ideas
. . We like what’s not obvious, intriguing or rare. Give it to your customers! Shift your thinking to fun and humorous, and then show the products you sell that way. Pick some good-selling product, brainstorm within the company and create a list of custom uses for the product you selected earlier. . You can use such a list for: .- make a post like: 20 ideas for using…; .
- describe or show on video the best ideas; .
- invite customers to create content of this type. .
What to write about on an eCommerce blog? Summary
. As you can see, you can find many ideas about what to write about on an eCommerce blog. Numerous tools, some of which I mentioned in the post, will help you find ideas. It’s also worth keeping track of what’s going on in the industry, what your competitors and foreign brands are writing about. Well, and importantly, analyze your current blog content, so you’ll know if it’s enjoying success or needs optimization. Read also: What to blog about? 9 topic sources and 34 article ideas And also: Business blog. Why have one and how to maintain it? . And while we’re on the subject of the effectiveness of the posts you create – remember, even the best content won’t reach readers on its own – promoting it is essential! I hope you already know what to write about on an eCommerce blog. And just so you know, I’ll share with you some tips how to write on an eCommerce blog: .- Avoid industry slang – the content is meant to be understood by your customers, not “industry people”. .
- Make friends with a dictionary of synonyms – reading the same words over and over again can be tiresome, and Google will also reward you for variety.
- Be consistent and systematic – there is never enough time to write a blog. If you slack off once or twice, it can easily turn into “forever”.
- If you slack off once or twice, it can easily turn into “forever.
- Apply internal linking – so that both the user and Google’s robots discover related entries.
- Remember both the user and Google’s robots – the customer is always more important, but if you can eat the cake and have the cake, why not take advantage of it? .
- Memorize text formatting – people scan content, if they see a page of text without bold, underline or bullets, they will flee. Give them something they can hang their eyes on and vaguely see if it’s worth reading further. .
