Written by Raúl Carrión
Índice
In this article we are going to see how to choose what topic to write about in your online store blog. If with the article titled 7 reasons to have a blog in your online store I gave you the push you needed to set up a blog in your e-commerce, now I encourage you to write to get the most out of it. We begin.
What topic to write about?
Here we have come to make money, so let’s be practical: let’s write about the topic that attracts the most potential customers and that does not compete with the pages that my website already has (eCommerce and blog).
Practical product applications
It is important to know which is the usual buying process of our potential customers. This process is divided into phases and can sometimes last more than a month. In a first search, the customer completes the search engine field trying to find the solution to a need, i.e. defining the practical application of our product. In the next phase, you will search for the product in a generic way, and progressively you will perform more specific searches until you find the exact product: brand, model and even reference.
With our online store we have a page prepared for specific searches, the product page. We also have a page positioned for more generic searches: the product family section. But we have no pages competing to rank for search terms that refer to the various practical applications of our product.
In the online store we do not have pages that are positioned for the practical applications of our product, for this purpose we will use the blog.
Therefore, our first objective will be to write articles that define the practical application of our products. For example, if your online store sells outdoor decoration products, a good article would be: How to decorate a garden in summer.
Purchase scenarios
Our future customer may not be looking for a practical application because he does not yet know what he is going to buy. In this case, we can also anticipate by generating content that is positioned for their first searches. To do this, we need to find out what are the possible scenarios for purchasing a product: is my product likely to be a gift? Is it purchased under special circumstances?
If we want to have more chances that our product is sold as a gift we can write posts such as: 7 gift ideas for Valentine’s Day, original gifts for Father’s Day or 10 gifts to surprise on a birthday.
Stealing sales from the competition
This is one of the most exciting strategies. If we know our product well, we will know if it is a substitute for other products. If so, we will work on positioning blog articles to capture the attention of potential customers for products that are substitutes for ours. For example, if we have an online fountain pen store we can write articles about pens, even if we don’t sell, because a customer who is looking for a pen may end up buying a fountain pen. And we can go a step further by writing articles about luxury watches, as a luxury watch can replace a pen as a high-end gift.
What should I keep in mind when writing?
Once the topic we are going to write about is clear, you should write your article taking into account the following tips.
A single idea
The article must be focused on a single concept, it is not necessary to repeat 100 times the words for which you want to position yourself, but it is advisable that there is a semantic coherence.
Don’t be too brief
The minimum length should be about 700 words. At first it may seem like a lot, but as you get the hang of it, it is normal to reach 1,000 words.
Uses images
As a minimum you must use an image, this will serve to:
- Give it some color and make the reading more enjoyable.
- To be able to illustrate the article in the listings where it appears.
- Improve positioning thanks to the “alt” tag of the image.
- Attract traffic through Google Images.
Relate your article to one or more products in your online store.
Some online stores with integrated blog allow you to associate several products with each blog article. This functionality displays links to the product sheet allowing the customer to purchase the product discussed in the article with a couple of clicks.
I hope these tips are useful and if you have ideas for items in an online store I invite you to share them with us.
