{"id":1551148,"date":"2025-03-26T08:46:04","date_gmt":"2025-03-26T12:46:04","guid":{"rendered":"https:\/\/www.practicalecommerce.com\/?p=1551148"},"modified":"2025-03-28T06:14:34","modified_gmt":"2025-03-28T10:14:34","slug":"top-ecommerce-blogs-are-more-than-blogs","status":"publish","type":"post","link":"https:\/\/www.practicalecommerce.com\/top-ecommerce-blogs-are-more-than-blogs","title":{"rendered":"Top Ecommerce Blogs Are More Than Blogs"},"content":{"rendered":"<p>Ecommerce brands understand blog posts can drive traffic, but traffic alone doesn&#8217;t pay the bills. Too often, brands invest in content that brings in visitors but fails to convert them into customers.<\/p>\n<p>I have written, managed, and launched blogs as part of multichannel campaigns. I&#8217;ve seen how they can foster connections with shoppers beyond fleeting interactions.<\/p>\n<p>Here&#8217;s how blogs engage prospects and fuel other marketing campaigns.<\/p>\n<h3>Why Ecommerce Blogs Fail<\/h3>\n<p>The best ecommerce blogs are sales tools, much more than search-engine checkboxes. Common mistakes include:<\/p>\n<ul>\n<li>Uninspired posts that lack a strong brand voice.<\/li>\n<li>Targeting high-traffic keywords without considering purchase intent.<\/li>\n<li>Neglecting calls to action to guide readers to buy.<\/li>\n<\/ul>\n<p>Glossier&#8217;s blog, &#8220;<a href=\"https:\/\/intothegloss.com\/\">Into the Gloss<\/a>,&#8221; avoids those pitfalls by blending editorial-style beauty content with product recommendations, although some posts don&#8217;t mention Glossier&#8217;s products at all. The conversational tone feels like advice from a friend, making it natural for readers to explore \u2014 and purchase.<\/p>\n<p>Never write for search engines alone, and not every post needs to push a sale. Build trust by helping readers without nonstop product pitches.<\/p>\n<div id=\"attachment_1551173\" style=\"width: 580px\" class=\"wp-caption alignnone\"><a href=\"https:\/\/intothegloss.com\/\" target=\"_blank\" rel=\"noopener\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-1551173\" class=\"wp-image-1551173 size-large\" title=\"Screenshot of &quot;Into the Gloss&quot; home page\" src=\"https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2025\/03\/Into-the-Gloss-570x298.jpg\" alt=\"Screenshot of &quot;Into the Gloss&quot; home page\" width=\"570\" height=\"298\" srcset=\"https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2025\/03\/Into-the-Gloss-570x298.jpg 570w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2025\/03\/Into-the-Gloss-300x157.jpg 300w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2025\/03\/Into-the-Gloss-768x401.jpg 768w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2025\/03\/Into-the-Gloss.jpg 1000w\" sizes=\"auto, (max-width: 570px) 100vw, 570px\" \/><\/a><p id=\"caption-attachment-1551173\" class=\"wp-caption-text\">&#8220;Into the Gloss&#8221; blends editorial-style beauty content with product recommendations.<\/p><\/div>\n<h3>The Buyer Journey<\/h3>\n<p>Successful ecommerce blogs <a href=\"https:\/\/www.practicalecommerce.com\/content-mapping-for-customer-journeys\">map content<\/a> to stages of the buyer&#8217;s journey:<\/p>\n<ul>\n<li>Awareness. Thought leadership, industry trends, brand storytelling.<\/li>\n<li>Consideration. Product comparisons and how-to posts.<\/li>\n<li>Decision. Case studies, deep dives, and customer testimonials.<\/li>\n<\/ul>\n<p><a href=\"https:\/\/madeincookware.com\/blogs\">Made In&#8217;s blog<\/a> addresses all three \u2014 awareness, consideration, decision \u2014 with posts that educate readers on kitchenware, cooking techniques, and recipes while introducing products naturally. The content helps prospects understand why the products are worth buying.<\/p>\n<div id=\"attachment_1551174\" style=\"width: 580px\" class=\"wp-caption alignnone\"><a href=\"https:\/\/madeincookware.com\/blogs\" target=\"_blank\" rel=\"noopener\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-1551174\" class=\"wp-image-1551174 size-large\" title=\"Screenshot of the home page for &quot;The Made In Blog.&quot;\" src=\"https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2025\/03\/Made-In_blog-570x312.jpg\" alt=\"Screenshot of the home page for &quot;The Made In Blog.&quot;\" width=\"570\" height=\"312\" srcset=\"https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2025\/03\/Made-In_blog-570x312.jpg 570w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2025\/03\/Made-In_blog-300x164.jpg 300w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2025\/03\/Made-In_blog-768x421.jpg 768w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2025\/03\/Made-In_blog.jpg 1000w\" sizes=\"auto, (max-width: 570px) 100vw, 570px\" \/><\/a><p id=\"caption-attachment-1551174\" class=\"wp-caption-text\">&#8220;The Made In Blog&#8221; educates readers on kitchenware, cooking techniques, and recipes while introducing products naturally.<\/p><\/div>\n<h3>Blogs Repurposed<\/h3>\n<p>An informative blog post should fuel <a href=\"https:\/\/www.practicalecommerce.com\/flywheels-ease-content-social-media-marketing\">email and social media<\/a> campaigns.<\/p>\n<h4>Email, social media<\/h4>\n<p>Instead of separating content from email and social media, establish an ongoing content-marketing loop:<\/p>\n<ul>\n<li>Editorial planning meetings with content and marketing teams ensure blog topics align with upcoming promotions, product launches, and customer pain points. What are common objections before purchase? What product categories generate the most support inquiries? These insights should shape blog topics.<\/li>\n<\/ul>\n<ul>\n<li><a href=\"https:\/\/www.practicalecommerce.com\/secrets-of-email-segmentation\">Segment recipients<\/a> based on purchase history, average order value, or browsing behavior. For example, if a subscriber reads blog posts about skincare, send personalized product recommendations and exclusive discounts for those items.<\/li>\n<\/ul>\n<ul>\n<li><a href=\"https:\/\/www.practicalecommerce.com\/social-media-marketing-beyond-the-algorithm\">Organic social<\/a>. Extract blog posts into bite-sized social content for Instagram carousels, LinkedIn updates, or Pinterest tips.<\/li>\n<\/ul>\n<h4>Automated sequences<\/h4>\n<p>Blog posts contribute to <a href=\"https:\/\/www.practicalecommerce.com\/email-triggers-for-max-conversions\">automated emails<\/a>, driving engagement and conversions.<\/p>\n<ul>\n<li>Retargeting ads. Retarget blog post visitors who didn&#8217;t convert. Serve dynamic product ads or exclusive offers on Facebook, Instagram, or Google tailored to the topics they&#8217;ve read.<\/li>\n<\/ul>\n<ul>\n<li>Welcome series. Introduce new subscribers to helpful content before pitching a product.<\/li>\n<\/ul>\n<ul>\n<li>Browse abandonment emails. Follow up with visitors who viewed a product page with related FAQs and recommendations.<\/li>\n<\/ul>\n<ul>\n<li>Win-back campaigns. <a href=\"https:\/\/www.practicalecommerce.com\/how-to-re-engage-email-subscribers-right\">Re-engage lapsed subscribers<\/a> with content tied to their past actions.<\/li>\n<\/ul>\n<ul>\n<li>Customer retention. Leverage blog content in post-purchase email flows, such as &#8220;How to Get the Most Out of Your New [Product].&#8221; Brands with loyalty programs can create blog content exclusively for repeat buyers, offering early access to new products or behind-the-scenes insights.<\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>The best blogs do more than drive traffic \u2014\u00a0they fuel other marketing campaigns.<\/p>\n","protected":false},"author":2452,"featured_media":1551184,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":"","_wp_rev_ctl_limit":""},"categories":[58299],"tags":[],"class_list":["post-1551148","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-content",""],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v25.2 (Yoast SEO v25.2) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Top Ecommerce Blogs Are More Than Blogs - 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