To make blogging an effective marketing tool for any website, you need to invest the necessary time and resources. This may include allocating the task of managing your blog to an individual or outsourcing the creation of your content to an experienced team. So, is it really worth the effort? In short, yes.

The long answer comprises several reasons for adding a blog to your e-commerce site. It illustrates that what you gain from establishing, growing and maintaining a collection of useful content for your audience far outweighs the work that goes into it. Here are five of those reasons and how they benefit your business.

Search Engine Ranking

Your website SEO improves significantly with blogging. When you start creating articles, you or your marketing team will research the most relevant keywords and phrases. This content will then be placed in your blog posts, helping your site rank higher for search terms that bring the most potential customers.

It’s important to note that the terms you can utilize in your blog often can’t be used elsewhere. For example, the phrase, “what sunglasses should I buy this summer” usually isn’t suitable for product pages, but it’s an appropriate string of text to include in an article on your blog. In doing so, you can capture users who type that phrase into search engines.

Authority and Credibility

Blogs are ideal tools for improving the image and presence of your brand. Many e-commerce companies use them as a way to show that they’re trustworthy and reliable industry experts. They do this by publishing the type of content their audience is interested in, with useful tips, tricks, tutorials and updates.

For instance, take a look at the Diagraph blog. The company specializes in printing and labeling technology, so Diagraph posts a range of informative and relevant content in that sphere, such as the latest industry news and solutions to issues that are common among their clients.

Content Generation

Google favors regularly updated blogs. The number of posts and pages on your website plays a major role in determining the visibility of your website. While this means you have the freedom to create as much content as necessary to boost your rankings, remember that quality should always come before quantity.

Community Engagement

It’s no secret that e-commerce sites with dedicated communities do better than those who are disconnected from their customer base. When you regularly post content that is interesting and informative to your audience, and encourage them to engage with the posts (such as by sharing on social media), you quickly develop a closer bond with them.

Cost Effectiveness

The truth is that blogging doesn’t have to be expensive. In fact, if you’re just starting out, it need not cost you anything. You only need to create one or two decent pieces of content per week to see a noticeable improvement in your search engine rankings, and editing or improving old content is also effective.

These are just some of the reasons to add a blog to your e-commerce website. Be sure to make it happen, as it’s only a matter of time before your competitors do.

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