Is it necessary to have a blog for your e-commerce site?4 min read

A corporate blog can be a very useful tool for an e-commerce business: this principle applies in particular to emerging companies, but also to brands that already have significant sales results and a long experience in their reference sector.

The presence of a corporate blog represents a key element in a corporate content marketing strategy because it allows a company to make its products and services known with in-depth informationad hoc, integrating specific details and trivia related to them. The page of the online shop where potential customers can make a purchase usually contains a limited amount of information: in this sense, the corporate blog fills in some of the gaps, telling users what may be missing in the e-shop. A corporate blog is therefore especially useful from a growth perspective for those who are just starting to make a name for themselves.

The presence of additional information, however, is not the only reason why it may be worthwhile to start a corporate blog. Let us discover all the other advantages together.

Why start a corporate blog for your e-commerce

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Thanks to a corporate blog, we were saying that it is possible to integrate the information already present on the e-commerce website, allowing users to get a more complete idea of the product or service they will use. But there are also many other advantages.

It is therefore necessary to start a corporate blog when you want to achieve the following objectives:

1. Structuring the brand identity

A company is not only made up of products or services for sale, but is also a reality with a distinct identity and values. The presence of a blog will therefore serve to link your brand name to a specific imagery, which must be in line with the expectations of your target audience.

2. Valuing your communities

In an increasingly social world, the role of creating a real community, i.e. a group of loyal people gravitating around your company, is evident. Individuals no longer want to be passive subjects who simply buy products, but are often looking for concrete interaction with the company. Including the possibility of posting comments within a post on your blog (or to a post on your social profiles) can therefore be a good choice: through this tool, your current and potential customers will be able to give you their feedback, thus feeling more involved in a real conversation with your brand. .

3. Develop original customer service

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Through one or more posts within your blog, you can answer many of your audience’s questions in a timely manner.

Some rather common doubts can be resolved in a simple way, through a clear explanation that is immediately available to the user. For instance, it may prove very useful to create an article on payment methods on your e-commerce or on how to return something: as a rule, these are the most common problems that online customers face.

This way, your audience will not necessarily have to contact your customer service, wasting additional time. The answer will, in short, already be there.

4. Improve SEO

For any business operating online, search engine optimisation (or SEO) is crucial. If a company does not appear in Google search results, it is as if it does not exist. That is why a corporate blog is so important: creating articles with keywords related to our business will allow us to be better indexed, appearing as high as possible in search results. This goal may be unattainable without a corporate blog.

What are the cons of starting a corporate blog for your e-commerce?

In any case, anyone planning to set up a blog for their business must be aware of the investment of time and resources involved.

It is not enough to publish an article every now and then without a precise editorial plan. This is because Google at the SEO level rewards both those who are precise and those who are constant in their work on a certain type of keyword.

Whoever starts a corporate blog also needs to know that it will take a long time before getting the first results. In fact, Google needs a few months before indexing a site correctly and, consequently, giving a blog its first visits. In the beginning, accesses to the blog will be rather low, but that is normal. Patience, they say, is the virtue of the strong.

Finally, efforts must be made to find bloggers who can write precise, interesting, but also SEO-structured articles. Part of the corporate budget must therefore be invested in professionals in the field (journalists, copywriters, etc.), even if in some cases it could be very useful and advantageous to also rely on Artificial Intelligence.

In the light of what has been said so far, a corporate blog would only be useless if the company was exclusively looking for immediate results and was not willing to invest money.

How to create content for your corporate blog with Artificial Intelligence

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