Blogging for ecommerce – how to create content that fuels your funnel

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There are so many amazing benefits to blogging as an ecommerce store.

But don’t take our word for it.

This excellent article from Search Engine Journal covers 6 of the best.

And if that still doesn’t convince you, this piece on Content Hacker surely will.

But blogging for blogging’s sake is nothing but a huge waste of everybody’s time, hard work and money.


You might as well throw those hard earned dollars in the shredder.

Or worse…a badly organised or poorly executed content strategy can have real, tangible negative impacts on your brand.

To create the kinds of content that really fuel up your funnel, it’s vital to take the time to develop a well rounded, data driven, measurable and integrated content creation campaign that works with your wider marketing goals and adds value to your brand.

Here’s how you can make sure you’re team are doing exactly that…

Forget everything you think you know


The key to blogging successfully – for any business – is to write about the right things. And write them epicly.

Ensuring that you’re focusing your time and efforts in the right areas is vital.

But what are those areas? What should you be writing about?

There are 4 main categories of content, and when they’re all put together into a comprehensive content strategy, they work together to full up your funnel at every level:

  1. Product specific – benefits, comparisons, reviews. Sales content.
  2. Problem/solution focused – what are the problems your products help to solve? Education content.
  3. Audience building content – what are some questions in your industry that your target customers are actively looking for online? Authority building content.
  4. Brand building – what other things, interests, needs and subjects are your target audience interested in? Brand building content.


Almost every ecommerce blog will do #1.

Most smart ecommerce blogs will do #2.

Some businesses will do #3 and #4.

Few will do all 4 well.

When you’re putting together a content strategy for your store, hitting on all 4 of these content types helps you capture search traffic at all stages of the buying funnel and, over time, turns your blog into a sales machine.

But how do you create a perfect ecommerce content plan?


And then research some more!

If you have personas of your target market (hint: you should!) dive deep into them.

Make lists of your target customers interests, pain points, frustrations and the places they hang out online.

Make lists of your direct competitors as well as other brands you think your target customers know and already connect with.

Then take all of those amazing insights, and dig in deep with a comprehensive keyword research project.

Keyword research is the process of taking all of that information, and uncovering the keywords that your target audience are actively searching for online to find that information.

Great keyword research us worth its weight in gold, and will become the roadmap for your content creation efforts.

It’ll tell you the keywords your audience are looking for, along with insights on how many people are searching for each term, on average, per month in your target geographical location.

The final step is to put all of this data into a content schedule to ensure consistent and steady content development.

If you take one thing away from this article, let it be this…don’t skimp on the research phase. Take the time to make a solid plan. Then execute it awesomely.

Define success

Set some clear, measurable KPIs for your content campaign.

Consider your overall goals 

Some common goals we see from clients include:

  • Increase brand awareness
  • Educate
  • Build credibility and authority
  • Generate sales
  • Support a new product launch

Once you know what you’re trying to achieve with ecommerce blogging, setting some clear and measurable KPIs will help define what that success should look like.

Here’s a few examples:

Content is an amazing way to organically build your brand awareness.

Focusing on brand building content (see number 4 above) can help you develop the types of content that gets your site in front of highly targeted new eyeballs.

But how do you measure that?

Some key KPIs might include:

  • Number of new users
  • % of new Vs returning users
  • Branded Vs non branded organic traffic

No matter whether you’re educating your target audience on your product benefits directly, via solutions based content, or indirectly via authority building content (see number 3 above), educating your users is a tried and tested way to transform them into your future brand ambassadors. 

Some key KPIs here could include:

  • Time on site
  • % of research intent keywords your site has a presence for in organic search
  • Pageviews on educational content page types (more useful if you’re using a common directory for this content such as /learn/ )

Trust is everything in ecommerce.

Trust building can dramatically improve your conversion rates across the board – particularly for those higher end purchases.

But trust and credibility are also an important part of your stores SEO strategy, as search engines continue to refine and improve how they serve authoritative, trustworthy and reliable resources to their users.


  • Conversion rates

This is the most obvious goal for ecommerce blogging.

And the KPIs for measuring it likely also go without saying.

Monitor your total revenue month on month, but also year over year to account for any seasonality in your industry.

Define the metrics that you’ll track to measure the impact of your content campaigns.

This will keep your content marketing efforts accountable and on track with your wider marketing campaigns.

Understand your competition

Even though the survey is now a couple of years old, this 2019 report from the Content Marketing Institute has lots of great insights about how other B2C and B2B brands are leveraging content marketing and blogging. 

One of our key takeaways from that report, was this statistic right here:

In other words, less than half of B2C brands have nailed down a content marketing strategy that’s established enough to be successful.

Content marketing as an inbound channel takes time to build and grow.

If you’re looking to leverage your blog to grow your ecommerce business, creating a solid, measurable and actionable plan right now can help catapult you into that magic top 42% more quickly.

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