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How Blog Content Increases Ecommerce Traffic and Revenues

How does blog content increase ecommerce traffic and revenues?

The answer lies in the strategic implementation of a well-rounded content marketing plan. To maximise ecommerce traffic and hopefully revenues, we’ll examine how to strategically use content marketing plans, leveraging blog content, to attract and engage potential customers. Ecommerce blog posts aim to answer visitors’ typical questions and guide them towards product pages, and ultimately boost sales.

We’ll delve into addressing visitor intent with relevant content, conducting keyword research to create effective blog articles, implementing standard operating procedures (SOP) for consistent quality, and promoting products within articles effectively. Additionally, we’ll discuss how blogs can serve as customer support tools by answering frequently asked questions or sharing troubleshooting tips.

Finally, we will examine ways to measure content performance for continuous improvement and enhance storytelling through visuals and unique product features. By understanding these concepts and applying them strategically to your ecommerce business’s blog content, and blog creation process, you are setting yourself up for success in driving more traffic and increasing revenue.

Table of Contents:

The Power of Blog Content in eCommerce

Blogging is a must-have for online businesses and ecommerce stores. It helps boost traffic, brand awareness, customer support, SERP rankings, and ultimately conversions. By creating educational, inspiring, entertaining, and insightful content, you can capture existing demand as well as create new demand.

Ecommerce websites generally focus heavily on catalogue display pages and product detail pages. These page types are great if the visitor already has an idea of what they want to purchase. This is more true in B2C websites but less relevant in B2B ones, where the potential buyer may not yet know what type of product or solution they are looking for.

An ecommerce blog helps boost traffic and create new demand from people searching for educational and inspiring content.

Educational Content: Answer Common Questions

Informative articles that answer common questions or provide helpful tips related to your products, help establish your business as a trusted source of knowledge. This attracts more visitors and increases the likelihood they’ll turn into potential customers. At the very early stage of a customer journey, they might simply be looking for educational information so that they can better understand the potential solutions.

Hubspot’s Blog Topic Generator can help you come up with relevant topics if you are wondering how to start planning your content strategy.

Inspiring Stories: Showcase Product Benefits

Sharing success stories or case studies from satisfied customers demonstrates the real-world benefits of using your products. These posts inspire readers by showing them how others have achieved their goals with the help of your offerings. Many ecommerce stores have customer success stories which are more in-depth articles than simple product or service reviews.

As well as case studies, you can use customer stories as lifestyle content providing entertaining and inspiring stories from customers. An example is the outdoor clothing brand Patagonia, whose content helps inspires people to venture outdoors and drives traffic from their ideal customer types. Their content also positively builds brand empathy.

Entertaining Posts: Keep Readers Engaged

Entertaining readers while providing value keeps them coming back for more on any website. Incorporating humour or interesting anecdotes into your content marketing efforts can help visitors understand changing trends. Engaging content encourages social sharing on platforms like Facebook and Twitter, which helps boost the visibility of your brand.

Another ecommerce store showing lifestyle-type content rather than pure product information is Brookliving. The Brookliving blog pages include a variety of information including, Style, How-tos and Wellness plus interviews with designers and artists.

Insightful Analysis: Position Yourself as a Thought Leader

Diving deep into industry trends or offering expert opinions on relevant topics positions you as a thought leader within your niche. That might not be relevant for all types of products or indeed services, but some brands have built incredible loyalty by taking a stand. Take the UK beauty and cosmetics company, Lush, for example. They have taken an ethical stand against many things including overpackaging, animal cruelty, damage to the natural world and many more.

But an ecommerce blog is also a great way of raising awareness about your brand and specific products that you want to showcase to potential customers. Providing valuable insights enables potential customers to make better-informed purchasing decisions. Ecommerce blog posts and in-depth articles are very different to product detail pages and rightly so.

Regular blogging improves search engine rankings, driving more organic traffic to both your blog posts and product pages. By publishing content that addresses various visitor intents, you can effectively increase traffic and revenue for your ecommerce business. Don’t forget to promote your blog posts on social media platforms and through email newsletters to reach a wider audience.

Key Takeaway: Blogging is essential for ecommerce businesses as it increases traffic, brand awareness, customer support, SERP rankings and conversions. By creating educational content that answers common questions or provides helpful tips related to your products you can establish trust with potential customers. Additionally, sharing inspiring stories from satisfied customers and offering insightful analysis on relevant topics positions you as a thought leader within your niche.

Conducting Keyword Research for Your ecommerce Blog

Keyword research is key to creating a successful ecommerce blog. It helps you identify popular search terms and topics that your potential customers are interested in, driving traffic to your site. Ahrefs’ Site Explorer is a great tool for keyword research, allowing you to analyze competitors’ blogs and discover valuable keywords.

SaaS-based keyword research tools help in planning your ecommerce content strategy.

Using Online Tools for Keyword Research

There are many SaaS-based tools available for keyword research. Perhaps the best-known are Ahrefs, Semrush and Moz, but there are many more available.

To get started, for example, enter a keyword or URL into the search bar, plus the relevant geographic region. The results pages will give you insights into search volume, keyword difficulty, top-performing content and high-ranking keywords, for example. Using this information can serve as inspiration for your own blog posts.

Analysing Competitors’ Blogs

Manually reviewing competitors’ blogs is a great way to understand what types of content resonate with your target audience. Look at factors such as post length, formatting styles, visuals, and social media engagement levels when evaluating each piece of content. Finding gaps in your competitors’ blog content is an opportunity to create content that increases traffic and revenues for your ecommerce store.

Developing a Consistent SOP

A standard operating procedure (SOP) ensures consistency across all published articles on your ecommerce blog. Creating an SOP not only streamlines the content creation process but also helps maintain a cohesive brand identity throughout your blog. Incorporating content pillars and relevant clusters is an effective strategy.

In summary, conducting keyword research and analysing competitors’ blogs are crucial steps in developing an effective ecommerce blogging strategy. Utilising online keyword and Site Explorer tools can help you discover valuable keywords and content ideas. Creating a consistent SOP ensures that all published articles align with your brand’s voice and goals.

Effective Product Promotion within Articles

To promote products effectively within articles, focus on providing valuable information while keeping the content engaging and easy to read. Follow these guidelines:

Ditch the Fluff

Avoid unnecessary details or filler words. Deliver concise and relevant content that addresses potential customers’ needs or answers their questions.

Short Paragraphs & Clear Headings

Keep paragraphs short and use subheadings to break up large chunks of text. This makes it easier for readers to scan through your article quickly.

Internal Linking Strategies

Incorporate internal links in your blog posts, directing readers towards related pages on your website. This helps with SEO efforts and encourages users to explore more of what you have to offer. Avoid a sea of internal links, too many links make the page difficult to read.

Sharing Articles Widely

Broadcast blog entries over a variety of social media networks and circulate them through email bulletins. The more people who see and share your content online increases its visibility, ultimately driving traffic back towards product pages.

An active blog can also serve as an excellent customer care tool by addressing common questions or concerns about products/services offered – helping build trust among potential customers before they make a purchase decision. Ask your marketing, sales and customer service teams about the questions they get asked repeatedly. Creating how-to guides and educational/instructional information helps your visitors discover answers to common questions.

Consider guest posting opportunities on websites with high domain authority in your industry niche to increase exposure and convert leads into loyal repeat buyers over time.

Leveraging Top-of-Funnel Awareness Content & Retargeting Strategies

Top-of-funnel awareness content is key to attracting potential customers to your ecommerce store. By creating informative and engaging blog posts, you can generate interest and demand for your products or services while establishing your brand as an industry authority. One way of doing this is to create top-of-funnel awareness content combined with retargeting website visitors via mid-funnel content. For example, British watchmaker Bremont provides great content about the history and renaissance of the British watchmaking industry.

Bremont Watches Case Study

Bremont attracts new visitors and encourages them to explore product pages further down the sales funnel by publishing articles that cater to various customer interests. This includes aviation, military and motor racing as well as watchmaking technologies, maintenance tips and industry news. To maximise results, they have also implemented retargeting strategies through their newsletter and social media platforms like Facebook. For additional engagement, Bremont has emotional content from some of its well-known Brand Ambassadors.

Benefits of a Multi-Channel Marketing Platform

A multi-channel marketing platform can help measure the impact of top-of-funnel content on revenue generation. Using tools that track metrics such as time spent on-page plus revenue influenced by published content across multiple channels, including email newsletters and social media platforms, helps focus on content topics that appeal to visitors.

Content analytics insights enable ecommerce operators to optimise their blogging efforts and allocate resources more effectively towards high-performing topics. There are also many UX tools available for customer experience analytics which makes it easier to optimise website experiences towards improving conversions. Such tools tend to be more useful for conversion rate optimisation professionals. Examples of these are hotjar, mouseflow, contentsquare, although the latter is more of a digital experience intelligence and analytics platform.

In summary, an effectively implemented multi-channel marketing platform allows you to:

  • Create Engaging Blog Posts:
    Develop informative and entertaining articles that address different types of visitor intent. This will attract a wider audience while showcasing your expertise within the industry.
  • Implement Retargeting Strategies:
    Use social media platforms like Facebook Ads to retarget past site visitors, reminding them of your offerings and encouraging them to return for another visit.
  • Analyse Performance Metrics:
    Utilise multi-channel marketing platforms such as Springbot to measure the impact of your top-of-funnel content on revenue generation. This will help you optimise your blogging efforts and allocate resources more effectively.

Incorporating top-of-funnel awareness content into your ecommerce blog strategy can help significantly increase traffic, engage potential customers, and ultimately then drive higher revenues. By combining this approach with effective retargeting strategies, businesses can maximise their online presence and capitalise on new and additional opportunities for growth.

Key Takeaway: Creating informative and engaging blog posts can attract potential customers to your eCommerce store, establish your brand as an industry authority, and increase revenues. Use top-of-funnel awareness content with retargeting strategies like Facebook Ads to remind past site visitors about offerings and entice them back for another visit. Multi-channel marketing platforms such as Springbot can help measure the impact of top-of-funnel content on revenue generation, optimise blogging efforts, and allocate resources more effectively towards high-performing topics.

The Impact of Visuals and Unique Product Features in Blog Content

Adding visuals to your blog content is like adding salt to your food – it enhances the flavour and makes it more enjoyable. Too much, however, might make it hard to consume. High-quality images or videos can help showcase your products and services, making it easier for potential customers to understand what you offer. According to Search Engine Journal, web content containing visuals like images or videos performs better – on average, receiving up to 94% more views.

Compelling visual content can help communicate ideas – especially useful in how-tos and when explaining technical subjects.

Enhancing Storytelling with Visuals

Using visuals to craft a narrative can captivate audiences and make them more likely to invest in your products or services. Utilise high-quality visuals to showcase your offerings, enabling customers to envision their use in a personal context and making you stand out from the competition. This will make it easier for potential customers to visualise how they might use them in their own lives. Plus, it can help you stand out from competitors who may not be using visuals effectively. A lot of ecommerce sites ignore this.

Showcasing Unique Product Features

Highlighting unique product features can help you differentiate yourself from competitors and appeal to specific audiences. For example, if you sell eco-friendly clothing made from sustainable materials, emphasise these aspects in your blog content to appeal to environmentally-conscious consumers. This not only sets you apart from competitors but also helps build trust among audiences who share similar values.

Interlinking Blog Posts for SEO Benefits

Regularly posting up-to-date material on your blog can assist in bringing visitors to your site and enhancing search engine rankings. Creating internal links between related blog posts can further boost your SEO efforts while developing trust among audiences. Consider using tools to help you identify opportunities for interlinking.

Consistency is Key

Consistency is key when it comes to ecommerce blogging success. Make sure all published content adheres to a brand style guide so as not to confuse or alienate readers. This includes everything from font choices and colour schemes to the tone of voice and formatting conventions. Don’t forget that ecommerce blog content should be consistent with and support product descriptions, landing page copy, and sales promotions.

Content creation consistency also helps when it comes to publishing content regularly. In order to create content that is regularly topical it is key to keep an eye on your marketplace as there will often be seasonal opportunities as well as those relating to sports, current affairs, news, etc

Share Your Content on Social Media

Don’t forget to share your blog content across various social media platforms to reach a wider audience. By doing so, you’ll increase traffic to both your blog posts and product pages while simultaneously building brand awareness among potential customers who may not have discovered your business otherwise.

Key Takeaway: Adding visuals to your blog content can increase the likelihood of a purchase by 85%. Unique product features should be highlighted in your blog content to appeal to specific audiences and differentiate yourself from competitors. Consistency is key when it comes to eCommerce blogging success, so make sure all published content adheres to a consistent style guide.

Investing in Quality Curated or Licensed Content

If you don’t have the internal resources investing in quality curated or licensed content can add value to your business and drive growth strategies forward at scale. It saves time and resources while maintaining a consistent publishing schedule, keeping your blog fresh and engaging for potential customers.

Demonstrating Industry Expertise

Curated content from reputable sources allows you to showcase knowledge on relevant topics outside of your core offerings. Readers perceive your brand as an authority figure with valuable insights that extend beyond just selling products.

Benefits of Curated & Licensed Content

  • Variety: Mixing original articles with high-quality external pieces keeps the content diverse and interesting for readers.
  • Freshness: Regularly updating blogs with new information ensures search engines view them as active sources worth indexing higher in search results.
  • Audience Engagement: Sharing perspectives from different experts can spark discussions among users, leading to increased engagement on social media platforms.

Copywriting Services

If creating original content seems daunting or resource-intensive, consider partnering with a specialist copywriter service.  They usually specialise in helping businesses gain valuable traffic through publishing high-quality, large volumes, consistently over time. Make sure you choose an agency or copywriting service with skilled writers with experience in ecommerce blogging content.

Creating engaging content tailored to your target audience will ensure better SERP rankings and increases the opportunities to turn potential customers into loyal repeat buyers. That’s the key, well written blog content increases ecommerce traffic and revenues. Without relevant, inspiring and engaging content means that your blog posts and articles will just be the same as your competitors.

Investing in quality curated or licensed content can help you demonstrate industry expertise, engage potential customers, and increase traffic to your product pages. Don’t let the fear of creating content hold you back from publishing regularly and driving growth for your business.

Lead Generation Strategies within Blog Posts

Aside from regular blogging and creating content, there are other effective ways to increase traffic and engage potential customers through your blog posts. Here are some additional lead-generation strategies you can implement:

Attracting new visitors with educational, inspiring or thought-provoking content is a very effective strategy for demand creation.

 Incorporating Lead Magnets

Offering lead magnets, such as eBooks, checklists, style guides or exclusive discounts, can also increase the number of email subscribers. By placing these offers strategically within your blog content, you increase the chances of converting email subscribers into loyal customers. Here are some lead magnet ideas you can use to attract potential customers.

Writing Compelling Ads

Compelling ad copy can drive traffic from social media platforms and search engines directly to your product pages. However, you can also highlight the benefits of blog page content using intriguing and entertaining language to encourage clicks. You may also consider running targeted Facebook ads to reach a specific audience based on demographics and interests.

Not all potential customers will be ready to buy the first time they see your social media and platform ads. You can drive traffic based on curiosity, empathy and engaging content such as that provided by Patagonia and Bremont.

Retargeting Past Site Visitors

Display adverts tailored to previous visitors who didn’t complete a purchase or sign up for an offer, but try driving them to your blog pages for inspiration. This strategy helps remind potential customers about their initial interest in your brand while providing another opportunity to learn more about the brand. Hubspot has a beginner’s guide to retargeting campaigns that will help you get started.

Make your content scannable and visually appealing by using bullet points and graphics. Additionally, ensure you’re employing ecommerce SEO best practices to increase the visibility of your content on search engines. By combining these strategies with relevant content and email newsletters, you can effectively engage potential customers and increase traffic to your ecommerce blog content.

FAQs – How Does Blog Content Increase Ecommerce Traffic and Revenues

Does blogging increase website traffic?

Blogging attracts readers and improves search engine rankings, making it easier for potential customers to find your site. Bear in mind that the intent of a visitor isn’t always an immediate purchase. For example, at the early stages of a buyer’s journey, typical searches might be:

  • How many watts does a fridge use?
  • Is a fridge freezer more economical than separate units?
  • What are the benefits of a chest freezer vs an upright freezer?

Regularly updating ecommerce blogs with fresh content, based on typical user questions, helps websites rank higher on search results pages.

Sharing new blog posts on social media platforms can drive even more traffic to your ecommerce blog.

How do blogs promote ecommerce?

An ecommerce blog can showcase products or services in a relatable context, addressing customer pain points and demonstrating expertise. This helps visitors self-educate when conducting product research.

By offering informative articles that address visitor intent and interlinking related posts for SEO benefits, businesses can build trust among their audience while driving targeted traffic to product pages.

What is the role of blogs and articles in increasing website traffic?

Blogs and articles provide relevant information that meets user needs while improving organic search visibility. This is often known as Top-of-Funnel content.

High-quality content encourages users to stay longer on the site, share it with others, and return for future visits – all factors which contribute to increased web presence. This is especially relevant when it allows a visitor to learn about different ways of satisfying their needs.

Imagine if you wanted to build your own garden shed, a set of articles guiding you through the various stages might encourage you to buy the component parts or decide it would be easier to buy a ready-built one.

How do blogs increase sales?

An ecommerce blog builds brand awareness and can establish your authority and expertise within an industry niche. It helps to address customer concerns or questions through educational content.

Ecommerce blog articles help an online store to rank highly for keywords on Google and Bing. This is in addition to your product pages, where you will find it difficult for keywords to rank. The blog provides an important opportunity for building brand awareness and driving demand from new customers. This ultimately guides visitors along their buying journey towards making a purchase decision.


After conducting keyword research to create engaging content that addresses visitor intent, blogs help in promoting products effectively. Additionally, by utilising blogs as customer care tools, measuring content performance, enhancing storytelling through visuals, and interlinking blog posts for SEO benefits, you can establish authority in relevant subject areas and attract new customers while keeping existing ones engaged.

Maximising the potential of your blog content strategy requires continuous analysis of engagement metrics and adjustments based on insights gained.

If you would like help in developing effective digital marketing strategies for your ecommerce store it would be great to chat. You can start the ball rolling by contacting us here.

We think we can help you leverage the latest strategies, techniques and tools to maximise your return on investment and stay ahead of the competition. If we can’t help or we’re not the right fit for you, we won’t waste your time – but we’ll be happy to offer guidance as to what might work best for you.

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