Blogging is a comprehensive and affordable content marketing tool for eСommerce businesses. It helps to grow organic traffic on an eСommerce website and save money on advertising. In this article, we’ll tell more and try to add some non-obvious reasons to the ones mentioned in the sentence above, and share our ideas on how to develop an eCommerce content strategy. To make the ideas exemplifying and comprehensive, we have focused on a content strategy applied to a blog of a home decor store.
Why start a blog for a home decor store
Here you have a list of impressive statistics:
- Companies that publish 16+ blog posts a month can gain as much as 3.5x traffic as those that publish 0-4 posts a month
- Content marketing produces 3X more leads per dollar spent
- Content marketing costs 62% less than traditional marketing
- 61% of US online consumers made a purchase after reading recommendations from a blog
- Content marketing methods convert 6X more often than other marketing methods
We hope you are quite inspired by the figures and start googling things like “how to develop a content strategy”, “what to write about on a blog” “how to promote an eCommerce website with a blog” or even “how many posts to publish on a blog”. The answers to all of these, from the former to the latter, you will find in this article.
How to develop an effective content strategy for a blog of a home decor store
Probably one of the most popular and useful tips marketers give is to think like your customers. Developing a content strategy blog for a home decor store is not an exception, so the name of the first step is quite obvious.
Step1. Define your blog reader
So you have a portrait of your eCommerce business consumer. You more or less know who makes a purchase on your shopping website, which means you have the data to analyse in order to create your blog reader portrait. Use Google Analytics to study the demographics of your consumers. Don’t forget about regional peculiarities your consumers may have. This defines their purchase habits and narrows the pool of items they are likely to purchase from your home decor store. Now you are ready to transform these findings into a content strategy.
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Tip: If you go a little bit deeper and analyse what are the keywords that lead customers to your eCommerce website via Google queries, you can be the lucky one to transform those into the topics of your blog posts. Maisons Du Monde seems to follow this strategy.
Step 2. Check if your competitors have a blog
If they don’t, you are likely to pose an example of how content marketing can transform your online business. If they do, you can look closer to their content strategy and analyse if it makes sense for your home decor store blog. Don’t be afraid to compare the items. If you don’t have any comments about a certain item of your assortment posted on your website yet, feel free to use the reviews about the item you have in stock elsewhere and share it on your blog.
Tip: Find your brand faces. This can be a “mom of three”, a landscape designer, a journalist or a beauty blogger – whoever your audience is ready to trust and adore. The White Journal writes each post on their blog from a person whom readers are going to trust.
You can even establish a system of bonuses that will encourage your existing customers to write blog posts about their experience with your products or write a review. User-generated content is a super-trustworthy strategy.
Step 4. The money talk. Define how much a blog will cost you
Launching a home decor blog from scratch can be an expensive initiative. You need a minimum of 4 people, namely a developer, a designer, a SEO specialist, and a copywriter. All in all, you should be ready to pay an average of $10,000 in the first month of your newborn blog, including the price for the domain name.
Step 5. Aim: Increase organic traffic to your eCommerce website
If you are ready to pay the price and can’t wait for the time when your content marketing strategy brings in the harvest, it’s high time to define your aim with a home decor blog. It’s important to notice, that in 2019 paid search generated most of the revenue in the Home & Garden niche. Of course, a blog doesn’t override PPC advertising. At the same time, one of your aims could be to decrease CPC & CPA costs. Your cost per click (CPC) is determined by the following formula: the ad rank of the advertiser below you, divided by your Quality Score, plus 1 cent. Meaning, the higher you rank is, the less you are going to pay Google for clicks and actions made on your ad.
What are the things Google likes the most?
- Clear categorisation
Your aim depending on the item categories may either be to boost sales of the products that are not popular among your audience or, on the contrary, to drive even more sales of your best-sellers. Both can be achieved if you take your time to analyse your eCommerce data in CMS or a similar tool. Once your SEO-specialist has built the semantic core of your blog, make sure all the categories that are present on an eCommerce website are worked out. If the commercial queries are selected in the right way, a blog is far easier to promote in the search results. Most likely you have SEO text content containing commercial interest of your audience, so just be sure to post these in the pages of your blog.
- Relevant keywords
A blog can help your home decor store to rank for relevant keywords. One of the SEO benefits blogging can provide to an eCommerce website is helping your website to rank for search queries that are most relevant to your products, driving more revenue. Usually, the phrases you should be targeting are determined by a content marketing team, who are in charge of performing keyword research using the dedicated tools. Of course, product pages are not likely to contain title text like “are loft-style apartments still popular in 2020?”. At the same time, a blog gives you the opportunity to answer the most popular questions that bother your customers. Make sure your blog posts have keyword friendly titles, along with the beneficial information they contain.
Tip: A blog itself can be an additional page on your eCommerce website or you can assign your blog a separate domain. Either way, you can create as many blog pages if you wish, and all of these will improve the visibility of your blog with Google. Everything your consumers will consider relevant can form another source of traffic. Ideas like “Gardening trends of the 2020” or “5 ideas to embed an oak bed table into your interior” work fine. Creating guides is also a good tip that underlines your expertise and attracts additional traffic. The Amara Company’s blog is all focused on such guides.
Step 6. In content we trust
Remember that people come to read a blog post with only one reason: they seek answers to their questions. The same applies to a home decor store. Interior designers, newlyweds, and occasional home aesthetic lovers – they may be either inspiration-, tips & tricks-, or a portion of expert content-seekers. Give them what they want, and they will become your frequent guests. And potential customers, why not?
Tip: Visual perception. Most homeware store visitors love the fancy pictures, have bright imagination and the sense of space. More than that, according to Statista, women are the gender that buys more in the Home & Furniture niche. Obviously, women are a large part of home decor stores’ target audience. And often, before making a purchase in any online decor shop, consumers first go to Pinterest, seeking a portion of inspiration. And here again, women win (80:20% by gender). A blog is impossible without good visual assets – just like an online home decor store. You can create a Pinterest account and link the images with your articles. This is where the jigsaw puzzle pieces match, generating more organic traffic to your home decor store website.
Step 7. Develop & spread your brand’s voice
No matter how much they try, there is one main reason why eCommerce stores are unable to compete with content-based online businesses: the latter ones have a personality. If there is a tone of voice your brand speaks, a blog is a good way to underline and distribute it among the audience.
Step 8. Publish regular content to improve your Google ranking
The more pages your website has, the easier it is to find those and see what you’re selling and blogging about in the internet. More than that, even minor changes (including correcting grammar mistakes) applied regularly to the pages of your websites can increase traffic to that page by 486%. At the same time, avoid spamming your readers or the search engines with over-posting. One or two posts per week are sufficient enough for a home decor store blog. Do not try to use it as a means to manipulate your rankings. One or two relevant, well-written, engaging, and optimised (!) posts per week should be sufficient enough to experience the benefits of having a blog.
Step 9. Make so that your customers don’t need to go elsewhere
Of course, promoting yourself on every spot of your store’s blog can be intrusive and only decrease potential revenues. At the same time, there is nothing wrong about suggesting products you have in stock when it’s appropriate. If the content that frames a hyperlink or a pop-up/image leading to a vintage floor lamp is interesting and to the topic, it will definitely increase your chances in a reader’s eyes and wallets. In other words, let your customers stay and buy from Your home decor store. To make this happen, create call-to-actions, and place them throughout an article content. This way you will warm up their desire to purchase.
See how The White Company store is using the CTA strategy in their blog posts. An article is followed by a selection of relevant items from their online store and clickable images leading to the shopping website.
Step 10. Give your home decor blog audience a reason to share
No matter how often you initiate a giveaway, a huge discount, a competition, or some other marketing trick, – very few people are going to visit your online store and want to share what you’re selling with their friends and family. Blogging can be useful when it comes to spreading the word about your brand. And see the reasons why:
- Blogging is about embodying a personality into your store’s branding and the message. This increase chances of your home decor blog content to be shared;
- You can be the one to share your own content, instead of simply posting your product pages, asking people to buy.
Tip: you can create pages on your home decor blog in social networks or announce a new post on the official page of your company. This is a great idea to attract traffic to your eCommerce website.
The final word
Remember that both SEO and organic traffic increase acquired by the means of blogging for your eCommerce business website has a delayed effect. Do not give up if traffic and conversions are long in coming to your home decor store. It will take some time until you can save money on your PPC advertising, spread your brand values and awareness across your target audience. But it is definitely worth the results you get in the long term.
To furnish it up
Blogging is a cost-effective tool for an eCommerce business like a home decor store. It can help to attract organic traffic to a shopping website, save money on advertising, and support the brand’s voice. Homeware lovers, designers, and occasional consumers will definitely like a brand’s content strategy embodied in a blog. To develop an effective strategy for a home decor online store, create quality content, add clear and non-intrusive CTA, and try finding your brand protagonist. This could be anyone from your audience that will read with pleasure. Remember that having a brand personality dramatically increases your brand awareness. Use all the existing ways to boost your blog & website positions in SERPs and be patient: SEO is a long-run story. But it will definitely pay off.