How to Create a Blog Strategy for Selling Products

Blogging might be a passive form of marketing but that doesn’t mean there shouldn’t be an underlying motive for your product sales. A well-honed blog strategy for selling products should include some aspect of content marketing. We regularly write blogs to help clients convey extra info and insights to help their customers make more informed purchasing decisions.

If you’ve read our ‘blogging blogs’ before, then you’ll know our go-to content formula is the Three E’s: Educate, Entertain and Engage.

And this is where you can have some fun sharing extra details and benefits about your products that you would struggle to fit into one product description. For example, if you want to sell a…

  • chair, then why not educate the market on how it would match a décor scheme by writing a lifestyle blog?
  • children’s party product, then why not entertain parents with a fun blog relaying antics from a real event?
  • beauty product, then why not engage your audience by writing a useful ‘how-to’ guide in the form of a skincare blog?

You get the picture… But you’d be surprised at how many retail companies forget about blogging. Don’t miss out on this powerful opportunity to support your product promotion and sales strategy.

Blog promo power!

An interesting blog will help you to maximise the online reach of your latest product. Not only will it give you the opportunity to create extra weblinks driving traffic to your product, supporting your overall SEO strategy, but it gives you the chance to say something extra too.

A luxury furniture maker is selling a marble-topped table. They’ve set the scene in the product description relaying a scenario where the table could be used. But a series of blogs would enable them to talk about the type of marble that’s used and how the product is built. They could write several lifestyle blogs focusing on different room settings where the table could be used. They could write blogs on seasonal design trends throughout the year. And every blog subtly links back to the table.

If you have a range of similar products in different colours, then use this as an opportunity to target different customers. A bold, brightly patterned armchair, for example, will appeal to a different type of customer when compared to someone who might buy the same chair in a more neutral shade.

Product-related blogs give people the opportunity to dig a bit deeper, especially if they’re comparing your product against a competitor’s. And of course, blogs give you valuable fodder for your social media channels too. You can extract multiple sentences to create individual posts with different messages about your products. You’ll be surprised by how many posts you can get out of a single blog article.

Creating your blog strategy for selling products

Let’s look at a homeware product for an example of how you can map out a series of blogs from just one product:

A high-street cookware brand has a new device that scrubs vegetable skin. First, you could write a detailed blog on the best way for the product to be used. You could then write a blog focused on products you can use with the device, such as peelers and chopping devices. When it’s approaching Christmas, feature the vegetable scrubber as one of the recommended products in a blog about stocking fillers for aspiring cooks. You could also write seasonal recipe blogs or ‘10 essential kitchen items’ etc., that all subtly link back to the product.

Here are five easy steps to creating a blogging strategy for selling products:

  1. Start by looking closely at the product, ideally in a team. Analyse all the features, benefits, uses and where it is typically used.
  2. Consider the products category. Does the item have any synergies with any other products, which you could also write about?
  3. Make a list of all the different angles you could cover.  A blog series could include practical guides, info articles and more general topics that could link back to your product.
  4. Think about seasonality. Plot when the blogs are likely to be the most relevant to your customers and typical buying patterns.
  5. Research your competitors to see what they’re doing and try to be different.

If you’re looking to enhance your product promotion strategy, then add blogs to your content mix. There’s a vast range of material online you can draw from or ask an experienced blog writer to help.

We write blogs for a variety of retailers, from award-winning high-street beauty brands to national furniture retailers. If you need a blog-writing strategy or blogging support, contact us to book a chat.

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What does Features vs. Benefits mean?

When it comes to writing for sales and business, you’ve probably heard people talk about the importance of ‘Features vs. Benefits’ – but, what do people mean by this? And why is it so important?

Features describe what you do as a business. Benefits SELL. There’s a famous saying in marketing you’ve probably heard before: “People don’t want to buy a quarter-inch drill, they want to buy a way of making a quarter-inch hole” Theodore Levitt, Professor – Harvard Business School.

Features vs benefits

A ‘feature’ is a specific detail of what you actually provide to your customers in terms of your services or physical products. It’s the nitty-gritty of your offering. For example, the features of a hand car washing company would include a) they wash your car by hand instead of a machine, b) they use specialised car washing soap and c) they use high-pressure hot water.

A ‘benefit’ is the solution you are providing to your customer. For example, the benefits of the above hand car washing company could be a) because people are washing your car by hand, dirty marks can be easily identified and cleaned off, b) the specialised soap removes oil and grease, and protects your bodywork from erosion and c) the pressurised hot water is targeted at specific parts of your car and penetrates dirt from the road much more easily.

Sometimes, it can prove tricky pulling out the benefits from the features…

features vs benefits Bright Owl Copywriting | Marketing, Sales and Business Writing
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