Unique, relevant, and quality content is the key to marketing on different channels. Your store blog is an important tool that can help you organize and house this content. This can include text posts, videos, podcasts, etc.

We’ve written about tips for eCommerce content marketing that highlight blogging. In this post, we take another look at how your store’s WordPress blog can help you promote your brand with tips on blogging.

Your store blog: 1. Define themes

As you start thinking about your blog and on a periodic basis, think of different themes and post-series you can create. This can help drive the ideas you come up with and the type of content you create. Once you build these buckets of themes, you can work towards filling them with different posts.

For example, you can create a category for customer testimonials where you post customer feedback on a regular basis. You can also create a category around product tips or product announcements. In this way, customers get to know what type of posts they can expect from your blog, and can easily filter and search through similar topics.

Your store blog: 2. Keyword focus

When you build your online store on WordPress, pages allow you to host longer-term content. However, each page will ideally only target a specific keyword to rank for. Here, posts can play a crucial role when you want to create content focused around a keyword that doesn’t fit into your site pages.

Each post gives you the opportunity to focus on a new keyword. In this way, you can capture traffic for popular and time-relevant ideas in your industry by creating posts around them.

Your store blog: 3. Posting regularity

Part of building an audience for your blog is posting up-to-date information and news on a regular basis. You have to not only give the audience a reason to come back, but also set the expectation around when they should come back. It probably won’t help if you write one post per day for the first week, but then wait three weeks for the post after that.

Instead, create a schedule with regular intervals for posting so that your audience knows when to check your blog again. If you don’t have many ideas in the beginning, start with doing a post every two weeks or even monthly. Ideally, you want to post at least once a week.

Your store blog: 4. Rich elements

Rich elements like images, infographics, videos, podcasts, audio files, GIFs, etc. grab your posts more attention. According to a study by Xerox, colors can increase readership by 80% versus plain text. Images also improve viewership by more than 90%.

If the relevant information is being displayed through these rich elements, they can help viewers get a quick idea of your key message. There are a number of online tools you can use to create rich content for your posts. Buffer lists a number of tools you can use to create infographics. You can also use sites like Unsplash to get free-to-use high-resolution images.

You don’t have to spend too much money on video production or development to get going. You can feature videos like customer testimonials or conversations recorded over the computer. You can also create how-to or product-information videos that are in a casual setting, and then build from there. Xero Shoes is an example of a store that heavily uses videos in their marketing and on their site.

Your store blog: 5. Useful plugins

Since WordPress has evolved with publishing at its heart, one of the advantages is the number of different plugins available to enhance your blog. There are two free plugins that can help you organize and plan your posts, and improve your content. We use both these plugins for our blog as well.

First is the Editorial Calendar that gives you an overview of your posts in a calendar view. You can quickly add post ideas, edit small parts of the post, and delete posts.

store blog editorial calendar

At-a-glance view of upcoming posts

In addition, you can drag and drop posts to different days if you want to change the publishing schedule. In this way, you can plan ahead and add ideas with regularity in mind.

The second plugin is Yoast SEO that helps you improve the search engine optimization (SEO) of your pages and posts. Better SEO is a function of optimized content. The plugin provides real-time suggestions about ways you can improve the way you use keywords, and post details like the meta description, alt tags on images, URL structure, and more.

Your store blog: Start using it!

Your WordPress blog can form the backbone of your content marketing strategy. Active blogging not only helps you establish yourself as an expert in your industry, it also helps improve your store’s SEO and houses content that can be shared in different channels.

Whereas pages are generally more long term on your website, you can use the blog to share content on a diverse range of topics. For each of these topics, you can use specific keywords that you want to rank for. Since WordPress is built around publishing and blogging, you can also find a number of different plugins to help you manage and create better content for the blog.

If you haven’t so far, you should definitely start using your blog today. Try free writing about a few topics that you think will be helpful to your customers. A lot of times, the harder part is to get something in the draft rather than editing what you have in drafts. Free writing can help you get going if you haven’t written for some time, or don’t feel confident that you can write something useful (you can – it’s YOUR industry).

What roadblocks do you run into when it comes to blogging for your store? Tell us in the comments below.

Posted by Jai Sangha

Jai is a regular contributor to Sell with WP, and helps merchants improve their WordPress eCommerce businesses with plugin reviews, marketing or customer service tips, and tutorials.