Capturing the attention and hearts of consumers isn’t an easy job. Bombarding people with advertising just doesn’t work anymore.

Brands are now stepping away from traditional advertising. They’re instead turning towards other, smarter, forms of marketing. Many new-age brands are focusing their efforts on social media and content marketing instead.

Instagram, Snapchat, and Periscope have become major platforms to advertise to consumers.

It’s easy to see why. Cosmopolitan reported averaging 3 million viewers a day on Snapchat Discover.

Periscope managed to sign up 10 million users in four months.

So taking advantage of ‘new’ social networks can help you advertise to consumers, you know that already. But they aren’t the only thing you can do to help generate sales.

Content marketing is an incredibly effective way to spread the word about your eCommerce store. So effective, in fact, that HubSpot found marketers who’ve prioritized blogging are 13 times more likely to have a positive ROI. Pretty awesome, right?

If you’re a web developer helping a client set up shop, why should you push them to start a company blog? Here are 5 reasons why blogging can benefit an eCommerce store.

1. It helps show your personality as a brand

As an eCommerce store and brand, it can be tough to convey your brand’s personality to your customers. While you should invest in perfecting your eCommerce storefront design, you should also try to get your personality across in a different way.

By writing content your audience will enjoy (even if it’s not directly related to your product) you can show them what you’re all about.

Casper is an eCommerce startup that sells mattresses, pillows, and sheets. It’s a prime example of how running a company blog can help you get your brand’s personality across.

Their blog named Pillow Talk is full of light-hearted lifestyle content. Topics include how to overcome a hangover, drink coffee for maximum caffeine results and to get the most out of sleeping in the winter.

Pillow Talk Blog - Content Marketing for eCommerce

Content marketing doesn’t always have to be serious.

It’s all too easy to churn out content that nobody reacts to. If you make it interesting, exciting or shocking, you’re more likely to create an impact. That equals more sales.

2. It gives you the chance to connect with your audience

Connecting with your audience is super important. It can help you learn:

  • How they found out about you
  • What they think about your brand and store
  • What they’d like to see in the future

ZenDesk, the helpdesk software company, know this. On their blog named Zengage, they choose topics to help out their customers. They involve helpful customer support tips and webinars which tend to be community focussed.

Zendesk Blog - Content Marketing for eCommerce

By creating content customers can engage with, they’re creating a lively community that’ll keep coming back for more. There’s nothing more valuable than an audience that keeps coming back.

3. Your customers can sneak behind the curtain

People love to see behind the scenes. Whether you’re brainstorming new product lines or going to the latest eCommerce event, people love to peek behind the curtain.

Hillrigs does a fantastic job of showing their customers what they’re working on. On their blog they showcase their prototypes. This gives their current customers (and potential customers) a peek into the future of their product range.

Hillrigs Blog - Content Marketing for eCommerce

By writing content about the latest prototype they’re working on, they can build up hype. This means they can sell more when it’s released.

4. You can showcase recently released products

When sending out an email blast letting everyone know about your latest product, it’s a good idea to give them something to chew on. A call to action that says ‘Read all about it’ is much better than ‘Buy’.

By giving your blog some love, you can boost engagement and readership. When you do have something new to sell, you’re far more likely to generate higher sales.

Content Marketing example

The example above is from the Mac accessory company TwelveSouth. On their blog, they update their fanbase with product updates. They’re the first to know about the latest products.

Give your SEO a boost and your product some love by writing about the latest changes in your store on your own eCommerce blog.

5. It helps you give away freebies

Giving away freebies isn’t something you should do too often. But when you do get a chance to host a giveaway you’ll want to collect as many email addresses as you can. A great company blog can help with this because an audience is already waiting for you.

The printing company MOO are great at this. They rarely host giveaways, but when they do they made sure to make them enticing by promoting them on their blog.

MOO Blog - Content Marketing for eCommerce

Make sure you build an engaged audience before going ahead with a giveaway though. Send out weekly or monthly email digests so people know that your eCommerce blog is still active. Then when you’re ready, surprise them with that super special giveaway.

Make sure to incorporate a blog into your eCommerce store

Having a company blog is only the first step to getting the most out of content marketing. To truly reap the rewards of an engaged audience, you need to create valuable content, publish it consistently and look awesome doing it.

Let your brand’s personality shine, and let your team give you input. Once you’ve got an audience waiting for your posts, you’ll get a boost in sales in no time.

Jake is the CEO of Contentacle, a simple content marketing platform that helps teams plan, manage and publish great content. He loves coffee and code, plus traveling the world working on his startup.