Question: Does a niche marketing strategy still work today?
Answer: Yes, but not in the way it used to.
To understand what I mean, imagine this.
It’s Friday night, and you’ve just completed an exhausting week of work.
You’re so ready to chill.
But right now, you’re hungry. But since you’re also tired, the idea of going home to cook something from scratch in your kitchen is appalling.
So, you decide to eat out.
As you stand on the sidewalk, you notice two restaurants side by side.
One serves fast food.
The other serves delicious vegan-friendly dishes.
Now, let’s say you’re:
- A vegetarian
- An animal lover
- A person who doesn’t mind spending for quality food
Which restaurant would you pick?
That’s right, you’d go for restaurant #2.
As you walk inside, you notice all kinds of people. Koreans, African Americans, Indians. You notice young couples, elderly people, and hurried businessmen.
(Or, maybe you’re in the long drive-thru line — and you notice all the people in the cars around you, or coming out of the restaurant with their to-go bags neatly packed under their arms.)
Why did these people choose to dine in the same restaurant as you?
For sure, it’s not because you share the same demographic. You’re not all the same age, color, and race.
It’s because the restaurant’s unique differentiation factor called out to your needs and beliefs.
So yes, niche marketing strategy still works today.
But the term “niche” should no longer be about a certain age, race, or gender group.
Instead, it should be about your content differentiation factor, and how it speaks to your audience, no matter where or how old they are.
Let’s dig deeper.
Niche Marketing Strategy: It’s No Longer About Age, Gender, and Race
If you ask a ton of marketers today how you should go about promoting your brand, they’ll likely tell you an overblown, outdated lie:
“Find your niche.”
And you’ll likely believe them, go to Google Analytics, and find out how old your audience is. Or where they live, and whether they’re male or female.
If you find out that five of your audience members are women in their 20’s who live in Chicago, you’ll then go ahead and address all your marketing materials to them.
The problem is, you’re leaving out a ton of people who could benefit from what you’re offering.
According to Jeff Goins, the world has changed. We’re connected in ways never dreamed of in the past.
Which means, your audience can be anywhere.
They can be high schoolers, savvy entrepreneurs, or work-from-home moms.
They can be Irish, Canadian, Japanese, or Filipino.
What ties them together is the same thing that tied diners at the fancy keto place together: what you offer, and how that can help them.
When you present this to them in written words, you’re expressing your content differentiation factor.
The Express Writers’ Story: How Breaking the Old-Fashioned Niche Marketing Strategy Made Success Possible
If you’ve taken a freelance writing course, you’re familiar with this outdated statement:
“Hyper-specialize, or you’ll never enjoy success.”
To follow this advice, you need to pick one writing niche. For instance, email writing.
Then, zero in on your potential clients. Let’s say it’s plumbers in Chicago.
When you build your website, you’ll craft a headline like, “Email writer for plumbers in Chicago.”
And that’s OK.
Maybe one or two Chicago plumbers will need a bunch of emails written for them.
But honestly, you’re limiting yourself and potential clients who NEED your services.
At Express Writers, we do the opposite.
We offer blogs, video scripts, white papers, ad copy, social media posts and every type of content needed for a content marketing campaign…
…to anyone in the world who needs it.
So far, we’ve written for dog breeders in Canada, chiropractors and dentists in the U.S., marketers in England, and more!
You can be anyone, anywhere in the world, and still order great content from us.
The only “niche” you need to fit?
The belief that great content will do wonders for your brand.
And trust me, this open-bordered niche marketing strategy has led Express Writers from a tiny $75 startup to a thriving brand worth $5 million.
Imagine what we would have been if we narrowed it down to “emails for 40-year-old lawyers in Austin, Texas.”
How to Find Your Own Content Differentiation Factor
Your CDF (content differentiation factor) is different from your USP (unique selling proposition).
While your USP is what makes you different from your competitors…
…your CDF is the unique way your present your brand.
For example, take the keto restaurant in the introduction.
- It’s USP: Delicious, keto-friendly food.
- It’s CDF: Keto-friendly meals don’t have to be messy, time-consuming, and bland; we’ll create delicious, unique, healthy dishes for you as you relax and listen to soothing music.
So, how do you find your own content differentiation factor?
Here are three steps to follow.
1. Forget About Your Products or Services
I know, products or services are the main reason your brand exists.
But when finding your content differentiation factor, you need to set them in the background.
Instead, think of how you’ll solve your audience’s problems in a unique way.
Show them you’ll serve them better than your competitors.
For instance, other keto-friendly restaurants already offer 100% organic ingredients.
You can do the same, PLUS promise food that tastes better than the fried chicken at your customers’ favorite fast food chain.
2. Focus on Your Audience
Sit down for a moment and step into your audience’s shoes.
- They believe in eating healthy.
- They believe in boycotting animal-based products.
- They’re exhausted from a long, busy workweek.
- They love delicious food.
- Trying new dishes and flavors excites them.
Notice: it’s not about their age, background, race, or political affiliations.
It’s about who they are, what they believe in, and how you can serve them.
3. Skip the Features, Focus on the Benefits
Yes, you could go on all day about how a stalk of celery has only 10 calories.
But no one will care.
What they’ll care about?
How eating your sumptuous celery salad with dates, almonds, and parmesan will help them lose weight while loving every bite they eat.
Niche Marketing Strategy Examples: 3 Great Examples of Brands Who Rock Their Content Differentiation Factor
As they say, a picture paints a thousand words.
Let’s dive into three amazing brands and dissect why their content differentiation factors work.
Marketing Insider Group is a brand offering content marketing services.
As such, they’re not the only one.
But check out how they deliver their content differentiation factor.
All at once, this unique CDF:
- Solves a problem in a unique way. The problem? Not having enough time to craft content that converts while growing a business.
- Focuses on the audience. I know, they could have gone on and on about their history and accomplishments. The problem is, people don’t care. What they care about is the benefits they’ll get when they hire this company.
- Showcases benefits over features. This CDF doesn’t explain what kind of content they’ll create, or dive into the credentials of the writers behind the content. It promises content that converts. And we all love conversions.
Another thing to note with Marketing Insider Group’s content differentiation factor is its clarity.
It doesn’t beat around the bush.
It tells exactly what the brand can do for you.
Another great example is from Woods and Woods, LLC, a veteran’s law firm specializing in disability benefits.
If you visit their homepage, you’ll notice right away that they connect with their audience with four strong content differentiation factors.
If you’re a veteran seeking an attorney to help you with your disability benefits, you know you’ll get:
- Big savings. The firm doesn’t charge you when you ask help with an application. Simply call them, and they’ll answer all your questions for free.
- A giant guarantee. With Woods and Woods, you have a win-win situation because you don’t pay unless you get your disability benefits.
- Someone who understands you. Feeling frustrated, angry, and confused because your disability benefits are wrongly denied? With Woods and Woods, you have people who understand what you’re feeling.
- Quality and experience. If you choose to hire their services, you can be sure of the best outcome for you.
From this content differentiation factor, you can see how well Woods and Woods defined their audience and built their CDF around them.
Intrax’s mission is to connect people and cultures. We can see their content differentiation factor right at the top of their homepage.
There’s not a ton of fancy wording, but you can tell in a few seconds of scanning their website exactly what benefits you’ll get from them.
Niche Marketing Strategy: Why It’s No Longer What You Think
You’re sitting in your “brainstorming” room, wondering how you can reach a large audience and grow your brand.
You read blogs and pay for courses, and all they ever tell you is to “find your niche.”
But you feel in your gut that pulling out a piece of paper and listing, “30-year-olds, tech-savvy, American,” will only limit your growth and cut other people out.
The world is more connected today than it has ever been, meaning race, gender, and age no longer matter like they used to.
So instead of writing down demographics, write down how you will serve your ideal customer uniquely.
Your content differentiation factor.
With this, you’ll win more battles than you ever could with an old-fashioned niche marketing strategy.
Feeling lost in your content marketing journey?
Maybe you’ve already built a brand, but you’re simply breaking even each month and you’re not sure what step to take next.
Or maybe you’re working at an agency, dreaming of being the marketer your boss calls indispensable. But you’re going around in circles, highly skillful but needing a sounding board to take you to the next level of success.
If this is you, I understand.
You already have the skills. You have the experience. You have the drive and passion.
But you feel lonely.
You’re not sure why your efforts aren’t bringing in the success you dream of.
You long for someone to point you in the right direction. To give you that gentle push down the road that leads to change.
Or maybe you need real friends who share your struggles. People who are in the same place you are.
The good news is, I have all these packaged for you in G.R.O.W. with Julia, my new growth-focused community for entrepreneurs and marketers.
Want to check it out? It’s now officially open until Cyber Monday, November 30 at 11pm CST. Go here if you have that feeling in your gut it’s for you. ?
The Story Behind G.R.O.W. with Julia
Five years ago, I was just like you.
I’d picked up content marketing skills through four years as an entrepreneur.
I was running my content agency, Express Writers, and we were getting 500 visitors a day and turning up roughly $29k a month.
But it was a lonely road ahead. We kept hitting a glass ceiling, unable to scale and grow. I had no one to ask what I was doing wrong, what I had to change, what next step I had to take.
And yes, this story does have a happy ending. Fast forward to today, Express Writers is thriving. We’ve hit seven figures, and we grow 20-50% every year.
That said, the road wasn’t easy. And it’s not going to be easy for you.
That’s why I came up with the concept of G.R.O.W. one unearthly hour as I was trying to sleep (everything they’ve said about The Muse not running around at 3 a.m. is a lie ?).
What I thought to myself is this.
“Instead of offering my community another savings code for Black Friday, why not give them something new? Something I needed and longed for with all my heart back when I was a struggling marketer and entrepreneur?”
This is the concept behind G.R.O.W.
It means Gather Round Our Why, and it rests on two strong pillars.
- Pillar #1: The frameworks I used to get out of the rut and skyrocket my content agency from a tiny $75 startup into a thriving seven-figure brand.
- Pillar #2: The community I needed back then but didn’t have. This includes a coach and mentor, strategists and professionals to answer every growth-related question, and a group of friends and fellow content marketers and entrepreneurs who share your dreams and struggles.
G.R.O.W. is packed with the templates, guides, frameworks, and strategies you need to snag those quick wins.
It’s a helping hand when you’re down. The friends you need on your lonely content marketing journey. A LIVE coach to unravel those tough questions you deal with on the day-to-day.
It sounds complex, but it’s not.
Actually, it’s simple.
G.R.O.W.’s #1 goal is to help you grow online through content.
And my promise to you is that with hard work and passion, you will grow. We’ll grow together.
The Six Advanced Frameworks I Teach in G.R.O.W.
I talk about my six frameworks for growth in my book, Practical Content Strategy and Marketing, and video course The Content Strategy & Marketing Course.
When you join G.R.O.W., I’ll give you LIVE advanced training on how to apply these frameworks to your own marketing. (Plus, you can send me your questions and I’ll answer them in our LIVE monthly group coaching calls.)
Here’s a quick rundown of my six frameworks for growth.
G.R.O.W. Framework 1: Know Your Brand Content Differentiation Factor
The first step towards growth isn’t building your audience…it’s knowing what sets your brand apart in a sea of online content. My goal is to help you set your content differentiation factor so you can build a following of loyal fans, even in a world where five million blogs are published every single day.
G.R.O.W. Framework 2: Get to Know Your Audience
As the saying goes, “It’s not about tricking people into buying. Your money isn’t worth anything to me if my product isn’t worth anything to you.” In this stage, I’ll help you in your journey towards getting to know the people who need you to change their lives.
G.R.O.W. Framework 3: Earn Traffic & Prospects
This is where everything comes together. Your amazing brand with its unique content differentiation factor, and your adoring audience whose lives you’ll change in amazing ways.
G.R.O.W. Framework 4: Build a Content House
The truth is, you won’t grow by scattering all your good content pieces anywhere they’ll land online. You need a solid content house. That’s your website, which you build and polish with awesome content. The stronger your content house, the more visitors, leads, and buyers you’ll get.
G.R.O.W. Framework 5: Consistency, Quality, & Time
Building your brand through online content is not a get rich quick scheme. If you think that’s it, stop right now. Because in order to grow the healthy way, you need to produce consistent quality over time. But don’t worry. Start today, and your G.R.O.W. community will be there for you during the hard times.
G.R.O.W. Framework 6: Creating a Brand Ecosystem
Solo wins won’t do it. You need to create and build a living, breathing ecosystem for long-term success. In this training, I’ll show you how I did it and how you can do it too, consistently over time. This is where the real big wins happen.
Join Us Today, And Let’s G.R.O.W. Together
If you’re exhausted with struggling day in and day out for growth…
…if you’re hitting a plateau each year, unsure how to scale…
…if you simply need a friend to encourage you to keep going…
…you’ll LOVE G.R.O.W. with Julia.
As a member, you’ll have an all-in-one recipe for success. LIVE training. Coaching. Answers to all your questions. All the guides and templates you need for quick wins. Like-minded people to back you up.
I know, you are destined to grow.
But who knows how long it will take you to figure out how?
G.R.O.W. is the fast forward button to your success.
Get it here before we close on Cyber Monday, November 30 at 11pm CST.
See you inside!
Your brand is a beanstalk. ? If you want it to reach the clouds, you must prepare your garden wisely.
There’s a lot of chatter out there in marketing when it comes to branding. It seems that branding is essential in business. Without it, you have no hope of standing out.
Good branding is a key to success, but “build your brand” is bad advice.
Why? Take a moment to make a list of what it takes to “build a brand.” If you’re like most people, you’ll probably include things like:
- Tagline and logo
- Content topic clusters
- Your USP
- Maybe even market positioning
Figure all that out and you’ve got a brand, which equals success. Right?
Wrong. Brands fail all the time – even good ones.
Hammering out the details of your brand is only one part of the equation, but it’s one that entrepreneurs often focus on at the expense of the other part.
What is that part?
The brand ecosystem. It’s comprised of everything your brand needs to grow once you’ve nailed down exactly what your brand is.
It looks like this:
Let’s explore exactly what it all means.
My all-new subscription-based community for growth-oriented marketers and entrepreneurs is here! ? Learn more about G.R.O.W. with Julia right here.
The 6 Key Ingredients Every Brand Ecosystem Needs
If your brand is a flower, then the ecosystem is the flower bed. You must take care of that, too, if you want your brand to grow.
Here are six things I’ve identified that all successful brands must have in their brand ecosystem. With them, you’ll have a beautiful flower that brightens the days of many. ?
1. Relentless Quality & Authentic Value
There’s a reason Google’s evaluator guidelines spend 175 pages discussing what quality and value mean when it comes to content. It’s because quality and value should be the first thing that all content producers strive to deliver – and content is how you build your brand.
Consumers overwhelmingly want high-quality, authentic, valuable content that enriches their lives. If you’re not delivering this, they’ll go elsewhere to get it and your brand will wither into obscurity.
2. Solid Maintenance Habits
Imagine wearing the same wardrobe for a decade. After a while, you’d start to look a little dated, right?
Content is the same way. It’ll start to look a little stale – and Google will notice.
To keep your brand fresh, you need to keep your content fresh. That means revisiting and updating it periodically to replace those statistics that are a few years old or those facts that used to be true.
I do it every few months with my brands, but once a year is a happy medium that will keep your customers and Google happy.
3. A Commitment Consistency
According to HubSpot, content creators that publish 16 or more times each month see their traffic tripled. Consistently creating and publishing content is the key to growing a strong, sturdy trunk.
Producing content three times in one week and not again for a month doesn’t cut it. At best, it reflects a lack of commitment. At worst, it damages the trust your readers have in you because they know they can’t rely on you to keep delivering.
Don’t be afraid to outsource to expert writers who know their way around a Word doc. According to the Content Marketing Institute, 80 percent of B2C brands do.
At this frequency, it’s almost like you’re running a business. Hmmm… Source: HubSpot
4. Rooted Reach
If you nail the top three, the next three will flow easily. It happens over time as your vine grows.
But your plant must remain rooted in order to thrive. Otherwise, one strong gust of wind could blow it over. Then, you’re starting over from scratch.
How do we measure reach? Beyond customers and sales, you’ll know you’ve got the brand ecosystem down when:
- You’re finding more and better products or services to offer your customers
- New markets are becoming visible that you’d never considered
- People are actively seeking out your advice or thought leadership
- You’ve become more engaged with your community or industry than ever before
5. Decisive Scaling
Freelancers wear hard work like a badge of honor, and many of us will take that attitude into business. It’s a good attitude to have, but it’s even better to know when to bring others on board to help you continue to grow. There are a few ways you can do this.
- Sometimes, handing off parts of a project to a third party is better than trying to DIY something in which you’re not an expert.
- Bringing on employees can lighten your workload and keep the business running.
- Contracting and subcontracting. Keeping freelancers in your back pocket is a good way to ensure that you have the firepower and expertise to take on large projects at a moment’s notice.
6. Established Authority
Once you’re known in your sphere – via brand reach and content quality – you’ll develop authority. That means people will listen to you when you speak up, you’ll have a better chance to nab the top spots in the SERPs, and you’ll inspire stronger loyalty from your customers.
Authority is the foundation of your success, as it’s what will help you sustain your success over time. It’s also what you develop only after you’ve built the other five elements of your brand ecosystem.
G.R.O.W. Your Brand Ecosystem with Us!
Building a brand? You need a solid brand ecosystem. I’ve shared the six things that every successful brand has in common.
But while you’re creating your brand ecosystem, don’t neglect your own. Surround yourself with motivated, likeminded entrepreneurs to share encouragement and real-life experience that works.
G.R.O.W., Gather Round Our Why, is my all-new subscription-based community for growth-oriented marketers and entrepreneurs. Connect with this amazing resource and get live coaching, templates, frameworks, and everything you need to know to grow a real business using content. ?
Learn more about how to G.R.O.W. with Julia right here.
Hey, business owners in the educational business space – tired of publishing blah posts that you wish were blog posts? This one’s for you.
Believe it or not, but writing an education blog doesn’t have to be boring.
Yet, mention that you maintain a blog about education, and you might see some eyes glaze over.
That’s because learning has a bad rap. In fact, if you pull up the word associations of the verb “to learn” the top three results are: memorize, teach, horrify.
That’s the exact opposite of the goal of a blog: to delight, entertain, and educate.
Here’s how you do it … starting with ten tips from our very own education blog writers on how to level up the quality of your blog. (We’ve ghostwritten hundreds of web pages and blogs—one of our educational business clients is McKissock Learning.)
Let’s go! ???
10 Tips to Level Up The Quality of Your Educational Blog
Starting an education blog can be a great way to further your career as an educator – an increasing number of professionals are doing it (Edublogs boasts 4.3 million blogs alone).
However, if you’re new to the world of blogging, you might not know where to start. That’s okay! Here are ten tips from our own expert educational blog writers to help you get the most out of your blog.
1. Niche Down and Specialize
Education is a broad, broad topic. That means simply starting an educational blog isn’t going to cut it. On Edublogs alone, there are blogs by…
- School libraries
- EdTech professionals
- Educational philosophers
So, what are you? That’s going to have a big influence on what sort of content you craft. However, niching down and specializing also helps you stand out. (Niche content is totally in and will stay in for a long time.)
Consider it. There might be 4.3 million educational blogs out there, but how many of them are run by middle school science teachers who focus on collecting unusual experiments and labs to conduct in class?
Specialization is your biggest advantage.
Afraid of running out of ideas? Topic clusters can help you get more content out there. Source: HubSpot
2. Look for Writers With Mad Research Skills
If you browse through lists of topic educational bloggers online, you might notice something: they all seem super well-informed. Why? They load up their blog posts with links to research and relevant statistics.
That’s because one of the easiest ways to develop your own authority is to recognize the authority of others. That means citing them and dropping references to numbers where possible.
Authoritative content is something that both Google and your readers want to see, so give it to them! The best education writers:
- Back up claims with relevant scientific research ?
- Provide links to original sources of statistics wherever possible ?
- Use Alexa to identify high-quality sites (the lower the rank, the higher the quality) ?
3. Reach Out to Your Community
Unless your educational blog content focuses on things like EdTech or the government’s education policies at a very high level, much of your content will likely be influenced by your local community. That’s a huge advantage because your own community is a goldmine of content that can help you grow your readership and your thought leadership.
Don’t be afraid to reach out. Your community can be a rich source of:
- Guest bloggers
- Blogging topics
- Helpful resources
- Tips and tricks
- Newsworthy current events
4. Collect Helpful Resources
For many sites, a blog is an additional feature that serves to deliver value and help a company grow its brand. As an educational blog writer, you probably won’t be selling anything (although you might). Your blog is all you have, and that might not be enough for some readers.
Collecting and distributing helpful resources related to your topic can help with that. For example, the middle school science teacher above might have a section of downloadable files for other science teachers to use. Likewise, you might consider reading lists or links to online groups that your readers might be interested in joining.
The more pages you have on your site, the more opportunities your writers will have for internal linking. Doing this will not only help keep visitors on your site longer (which signals quality to Google), but also help build your authority as someone who’s in tune with your niche.
Need more guidance on building out your content library (and your content strategy) for your business? Check out my Content Strategy & Marketing Course.
5. Monetize With Care
Tips on how to monetize your blog abound and many of them work quite well. In fact, most articles that are tips to monetize an educational blog will include affiliate marketing on that list.
However, affiliate marketing is easy to get wrong. Don’t be tempted to fall into the trap of spamming up your page with Google Ads, or linking to affiliate products at every single chance you get.
Instead, choose products that:
- You’ve used and stand behind
- Are immediately relevant to your readership
- Have good reviews
- Don’t require additional subscriptions or involve other strings
6. Give Writers as Much Information on Your Readers as Possible
Demographic information is gold for writers, and it’s part of why we ask so many questions when we onboard your project.
Of course, that requires you to do a little bit of homework. ??✏️
At the very least, study your target audience and build an audience persona. While a solid education blog writer will already have a sense of who is reading your blog, specifics on your exact readers will help create richer, more custom content and provide fresh inspiration for topics.
7. Avoid Pointless Arguments on Pedagogy and Politics
Teaching styles differ as much as approaches to education … just look at the traditional versus homeschool debate, or the online versus on-campus divide.
Don’t get into it.
Keep your blog content focused on what works, what’s backed by research, and what’s important to the topic at hand. Save the squabbling for the less-than-professionals in the education blogosphere.
You’ve got better things to do than to get into it. Source: XKCD
8. Get Savvy with SEO
While you’re focusing on the latest and best in your educational niche, don’t forget to nail down your keyword game to ensure that the most interested people find your blog.
Good SEO is as critical as good content – and by SEO, I don’t just mean your keywords (although those matter). Also make sure that you:
- Pay attention to on-page (keywords) and off-page (technical) SEO
- Make use of your meta and alt tags
- Consider taking an SEO writing course to learn the ins and outs
- Look for longtail keywords that other bloggers aren’t dominating
- Perform SEO audits to enhance your CRO
9. Pay Attention to Google’s Quality Requirements
If you’re following the above steps, then your readers are E-A-Ting high-quality content that’s expert-level, authoritative and trustworthy. But did you know that educational blogs often also fall into the YMYL category?
That stands for “Your Money or Your Life” and it’s one of two major quality standards that Google uses when ranking your site.
Simply put, if your content can potentially impact a person’s health, finances, or future happiness, Google will scrutinize your content extra-hard to make sure it’s only the top quality. ?
Make sure you’re of the caliber that the search engine expects by:
- Clearly listing your credentials and experience
- Backing up claims with reputable research
- Hiring specialist writers to provide content that’s ultra-authoritative
- Using the right keywords in the right ways
10. Consider an Expert Blog Plan to Keep Things Consistent
Last but not least, blogs take a lot of time and energy, even if you’re not the one writing them. You might not have the resources to chase down a new writer every week or two if you’re teaching six classes of fifty students each or actively involved as a policy maker in your community. However, once you commit to blogging, you need to keep doing it.
Posting three times per week then not at all for another month isn’t going to cut it.
If you’ve already got your hand in a lot of projects, consider an expert blog plan. You’ll get a hand-picked writer as well as researched topics done for you. All you have to do is click publish each week.
Get Expert Education Blog Writers Today
Educational blogs occupy an interesting spot in the blogosphere. There are simultaneously over four million of them in existence, yet it’s one of those niches you don’t often hear about unless you’re also in education. That can make finding an expert education blog writer tricky.
Hopefully, I’ve given you some tips to empower your writers to craft customized, creative content. Whether you’re working with a specialist writer to craft YMYL content or a passionate expert in education, you’re now empowered to go forth, entertain, and educate with expert, authoritative, and trustworthy posts.
Check out the content shop now.
So, you want to start an ecommerce blog? Nice.
Everyone’s doing it, to a point where good ecommerce blog writers are in demand.
Maybe it’s because 61 percent of people are more likely to buy from a brand that produces unique content. Or perhaps it’s the fact that 34 percent of buyers will make an unplanned purchase after being convinced by a piece of content. ?
A blog means more traffic, more eyeballs, and more opportunities to sell a product or many – if you nail it.
Always easier said than done … right?
Nailing ecommerce blog content can seem mystifying … and finding an ecommerce blog writer worth their salt can seem even more difficult. If only there were a set of skills that ALL good ecommerce blog writers had in common…
You’re in luck!
Here are five of the best-kept secrets that our specialty blog writers use to craft content for the likes of Shopify, BigCommerce, and many other SaaS brands.
Here’s Why Your Ecommerce Store Needs Blog Posts, Too
It’s a lot of work to set up an ecommerce site. I know, because here at Express Writers, we’ve done it. Our ecommerce platform is literally how we sell our content services to our clients.
However, an ecommerce site isn’t just a website full of product pages. Unless you’ve got a killer marketing strategy, you’ll find that simply building a site isn’t enough anymore.
That’s where having a blog comes into play. A blog earns:
- More indexed pages on Google. Some 434 percent more, in fact, than your competitors without one.
- The opportunity to better connect with readers. Product descriptions aren’t the time or place to connect with your readers and grow a community. That’s what a blog is for.
- A way to grow your brand authority on your turf. You might have a strong social media presence, but what are you going to do if Facebook or Twitter suddenly shuts down your account? If it’s on your website, you control it.
Those reasons might seem simple, but don’t underestimate them. Blogging has been shown to increase site traffic by up to 300 percent.
Your blog may be one of the first points of contact that future customers have with you brand. That’s why it’s important to make a good first impression. Source: HubSpot
5 Secrets Ecommerce Blog Writers Know to Make Your Store Stand Out
By now, you know an ecommerce blog is a powerful step to growing your brand.
Now, you need to nail the execution. Here are five secrets crowdsourced from our own expert ecommerce blog writers to help you deliver delightful, engaging, conversion-oriented content.
Without further ado, good ecommerce blog writers…
1. Emphasize Storytelling
Think telling stories is just for creative writers? Consider these two examples where you’re trying to sell a pair of sneakers:
- Blog Post A. The Windy Sneaker is a lightweight, comfortable shoe designed for performance athletes. With a contour perfectly designed for your foot, you’ll barely feel it’s there while you seize that gold medal at your next marathon. Buy now!
- Blog Post B. Winning a marathon seemed like a pipe dream for Jane. At 38 and struggling with chronic foot pain, she had tried dozens of specialty shoes only to get the same results each time. A friend told her about the Windy Sneaker. She was skeptical, but within moments of lacing them up, her foot pain vanished. Read about the shoe that helped Jane win a marathon.
If you picked Blog Post B, you’d be right. Even research proves it. ?
Storytelling is one of the most powerful tools at your disposal for growing a brand. People don’t always react well to being told outright to buy something, which is exactly the end goal for ecommerce blog writers.
In contrast, storytelling helps your readers connect with your brand on an emotional level while sidestepping the bad vibes associated with a lot of sales tactics. Make sure your writer is up to speed on this and knows how to tell stories.
The first “blogs” were full of stories. Source: Wrong Hands
2. Pay Attention to E-A-T and YMYL
SEO, PPC, CTR, EAT, YMYL … Google likes its acronyms.
But what do those all even mean???
I’ve covered EAT and YMYL before, so here’s a quick rundown of what those two mean:
- Expertise, Authoritativeness, Trustworthiness. Those are Google’s watchwords when determining the quality of your content (and thus your rank in the SERPs – another acronym. Hah!) You need to nail all three to rank well.
- Your Money or Your Life. A special set of quality standards for pages with content that could potentially impact a person’s health, finances, or future happiness. Good ecommerce blog writers are aware of YMYL in the event that they’re writing a blog for a company that sells products which may fall into one of those categories.
All sites should pay attention to EAT, but not all sites need to remain mindful of YMYL. For example, a fashion ecommerce site probably won’t impact the health, finances, or future happiness of users … a site selling herbal supplements, however, might.
If you do fall into the YMYL category, make sure you’re:
- Linking only to super reputable sources
- Gathering high-quality backlinks (disavow poor quality backlinks)
- Providing the identity and credentials of the content creator
- Using the appropriate keywords, and using them correctly
- Hiring specialist writers with demonstrated experience in your topics
3. Make Blog Posts Actionable
Everyone knows that it’s best practice to include CTAs in blogs. According to Marketing Sherpa, 90 percent of the people who click on your headline will also click through your CTA.
It’s almost a no-brainer to include one … but that shouldn’t be the only actionable bit in your writer puts into your blog post.
If you spend some time haunting the blogs of your ecommerce competitors, you might notice something: almost all of the blogs show the readers how to do something. Whether it’s using a product or teaching a basic skill, actionable content provides better value for your readers and encourages them to keep coming back.
Need more tips to make your content marketing — and thus your brand and store — irresistible? Check out this free download: The Profitable Content Marketer’s Cheat Sheet!
If you’re struggling with ideas for actionable blog topics, here are a few to get started:
- Teach your readers how to use a product, or an unexpected use for a product
- DIY tips and tricks for common problems that your target audience might encounter
- Recipes that use your products
- Simple stretches or home exercises (if fitness is a parallel interest)
- Lists of recommended freebie resources that align with your target audience’s interests
(By the way, did you know we also do content strategy? Expertly chosen headlines, topics, and keywords all done for you.)
Brandon Gaille once found that certain topics are always popular. How can these fit into your blog? Source: Brandon Gaille
4. Craft Keyword-Rich Posts That Entertain and Educate
Keyword stuffing is bad. Post an article with it, and you’ll sink faster than a drowning fish in Google. ?
However, neglecting keywords is also bad. (SEO will be dead when search engines are dead.) Blogs still need keywords, and ecommerce blog writing is no exception.
The trick is striking a balance. You need to have enough keywords that the search engine crawlers will know what your site is about and categorize it accordingly. But you don’t want content using so many that your readers think you spun out this content with AI.
Good writers make sure that keywords:
- Flow naturally. They don’t try to force keywords into sentences that don’t work. Readers can tell … and they’ll stop reading.
- Are suitably specific. Longtail keywords are veritable gold mines. They’re usually cheaper, have less competition, and zero in on exactly what your audience is looking for.
- Occur throughout the piece. They’ll put them in the introduction and conclusion, as well as the H2 header and wherever they fit in the body of the content.
- Appear in meta and alt tags. Double check that the meta data you get back includes them.
- Reflect search intent. Nothing is “set it and forget it” in the world of SEO. The best writers know that search intent can change as Google learns what people mean when they type in a set of words. Failing to use keywords correctly can cause you to plummet.
Keyword pyramids can help you identify new keywords to include in your blog posts.
5. Don’t Oversell
When starting an ecommerce blog, the force to load up on content about your products can seem strong.
After all, you’ve got fancy new products to sell! ? And they’re amazing! ✨And you want the world to know about how amazing they are! ?
Pump the breaks for two quick seconds before you hand over that topic list.
Like I mentioned up above, the last thing people want is an in-their-face salesman telling them to buy a product. They will run away like they’re all wearing Windy Sneakers.
Remember: Your product descriptions are for selling the product. Your ecommerce blog content is for growing your brand.
Focus on telling your story, and let your readers think that purchasing from you was their idea. ?
Manage Your Business, Not Your Blog: Get an Expert Writer to Convert Readers to Raving Fans
Ecommerce blog writing might seem simple on the surface, but it’s not a walk in the park. Not only must you remain aware of Google’s SEO requirements, but you’re also dealing with the added challenge of selling without seeming like you’re selling. Good ecommerce blog writers know how to walk that tightrope and can help you navigate this space in a way that tells your story and grows your brand.
Now, you know how to spot a writer who knows what they’re doing in this space. These five tips are part of what set our specialty ecommerce blog writers apart from the rest.
So, instead of putting that next blog article at the bottom of your To Do List, why not have an ecommerce writing service handle it for you?
Check out the content shop now.