Not gonna lie:
Blogs are a random topic in the ecom world.
Most brands can probably get by without them, they’re more of a one percenter rather than something that will seriously move the needle…
That said, they definitely have their place when it comes to authority and educationmaxxing.
If you’re thinking about setting up blogs on your site, here’s my advice:
Take your most profitable email campaigns/landing pages, and repurpose them.
If an email campaign (obviously one with a discount) has printed for you, it means that your readers found value in it.
The content of the email guided them to purchase.
If it worked on an email, it will more than likely have the same effect as a blog.
Same goes with landing pages.
An advertorial that runs at a strong ROAS to cold traffic makes for the ultimate addition to your blog section.
Another thing that will help you make money via blogs:
Adapting the same principles you use in sales campaigns.
These being:
- A focus on selling (include a link to purchase, or even better an embedded product)
- Leveraging a storytelling/infotainment structure
- Writing with a clear outcome in mind
Too many blogs follow a “content for content’s sake” approach.
Make sure your blogs are fun to read, sell somewhere in the content, and are structured to keep the reader’s attention – the same way an ad is.
If you do this right, your blog won’t just be a dusty SEO play…
It’ll be another sales channel.
For a team who can help you with this, click below:
Lachlan