--- title: Blogging for Ecommerce - Part Two description: An effective blogging strategy can help merchants increase their site traffic significantly, and as ... image: https://www.websitemagazine.com/hubfs/Imported_Blog_Media/ecommerce-blogging-Jan-22-2023-11-50-02-7971-PM-1-1-1.png --- [Log In](https://www.websitemagazine.com/_hcms/mem/login) [Subscribe](https://websitemagazine.tradepub.com/free/w_webk05/prgm.cgi) [![Website Magazine Logo](https://www.websitemagazine.com/hs-fs/hubfs/gradient-regular@3x-1.png?width=586&height=145&name=gradient-regular@3x-1.png "Website Magazine Logo")](http://Website%20Services,%20Inc.) - [About](https://www.websitemagazine.com/about) - [FAQs](https://www.websitemagazine.com/about/faq) - [Advertise](https://www.websitemagazine.com/about/advertise) - [Editorial Staff](https://www.websitemagazine.com/about/editorial-publishing-staff) - [Resources](https://websitemagazine.tradepub.com) - [Newsletter](https://www.websitemagazine.com/newsletter-sign-up) - More - [Contact Us](https://www.websitemagazine.com/contact) [Log In](https://www.websitemagazine.com/_hcms/mem/login) [Subscribe](https://websitemagazine.tradepub.com/free/w_webk05/prgm.cgi) Search - [Latest](https://www.websitemagazine.com) - [Design](https://www.websitemagazine.com/web-design) - [Development](https://www.websitemagazine.com/web-development) - [SEO](https://www.websitemagazine.com/seo) - [Ecommerce](https://www.websitemagazine.com/ecommerce) - [Content](https://www.websitemagazine.com/content) - [Marketing](https://www.websitemagazine.com/marketing) - [Advertising](https://www.websitemagazine.com/advertising) - [Email](https://www.websitemagazine.com/email) - [Infographics](https://www.websitemagazine.com/infographics) - [View All Topics](https://www.websitemagazine.com/channels) # Blogging for Ecommerce - Part Two ![Allison Howen](https://www.websitemagazine.com/hubfs/Allison%20Howen.jpeg) [by Allison Howen](https://www.websitemagazine.com/ecommerce/author/allison-howen) 19 Nov, 2012 - - - [mailto:?Body=https://www.websitemagazine.com/ecommerce/blogging-for-ecommerce-part-two](mailto:?Body=https://www.websitemagazine.com/ecommerce/blogging-for-ecommerce-part-two) - Link Copied! ![Blogging for Ecommerce - Part Two](https://www.websitemagazine.com/hubfs/Imported_Blog_Media/ecommerce-blogging-Jan-22-2023-11-50-02-7971-PM-1-1-1.png) An effective blogging strategy can help merchants increase their site traffic significantly, and as we inch closer to the busiest shopping season of the year, most merchants live by the mantra, "the more traffic the better." In fact, a recent [HubSpot study](https://blog.hubspot.com/blog/tabid/6307/bid/33742/12-revealing-charts-to-help-you-benchmark-your-business-blogging-performance-new-data) reveals that on average, companies that publish 15 or more blog articles per month generate five times more Web traffic than companies that don't blog at all. But aside from bringing in more traffic, blogging can also help merchants foster better relationships with customers and increase their brand's visibility on the Web. While [Part One](https://www.websitemagazine.com/blog/blogging-for-ecommerce-never-too-late-part-one) of Website Magazine's Blogging for Ecommerce series focused on helping merchants develop their content ideas and blogging calendars, Part Two offers tips for the publishing and promotion process. Once the first blog post has been assembled, merchants have many different options for spreading the word about their content, including on their websites, through social channels and within emails - to name a few. So after your copy editor is finished proofreading your first post, review the strategies below for assistance with the promotion process: ## Website If this is your first go-around with blogging, you need to let your current customers know about your new content. The best way to do this is by promoting your blog on your website's landing page, so that the content can be easily discovered by site visitors.  Although you may not want to dedicate a portion of your landing page's valuable space to promoting your blog (especially during the holidays), this problem can be counteracted with two different approaches:  1) Simply add a "Blog" tab to your site's navigational menu bar so that you're not taking up valuable landing page space. 2) Feature a product-centered blog post on the landing page so that you are promoting both products and content.  For example, an apparel retailer could feature a women's gift guide article (which features many of the retailer's products) on the landing page instead of an informative article about fabric types. This solution promotes both the retailer's most popular products and the company's new blog. ## Social Media Word of mouth advertising is easier than ever before thanks to social networks like Facebook and Twitter, which is why merchants should always promote their blog's content within these channels. Not only are your status updates viewable to your brand's social audience, but also any interaction a fan takes with the status update (comments, likes, replies and retweets) will also be visible to all of that fan's friends, which gives content items a better chance of going viral.  Seventh Generation is an example of a retailer that uses a variety of social networks, including YouTube, Facebook and Twitter, to promote its [blog](https://www.seventhgeneration.com/blog). Furthermore, this company's blog posts feature a combination of videos and time-sensitive topics, which helps engage customers and also provides Seventh Generation with a reputation of being an authority on health and the environment.        ![](https://www.websitemagazine.com/hs-fs/hubfs/Imported_Blog_Media/7thgen-3-1-1-1.png?width=500&height=700&name=7thgen-3-1-1-1.png) ## Email Although typically a channel for promoting new products and upcoming sales, merchants can also leverage email to share blog content. In fact, customers may find it as a relief to discover a different type of message in their inbox from their favorite retailer, which can help build the brand-customer relationship dynamic. However, with a little innovation, merchants can also take a two-step approach to promoting both their products and their articles. For instance, a pet supply merchant who wants to promote a new dog collar collection could assemble an email campaign that endorses the new collar line, but also includes a blog post on the topic of collars vs. harnesses. This message has the ability to capture the attention of a variety of consumers, including customers who are actively looking to purchase a new collar, as well as new dog owners who need more information about collars and harnesses before they make a purchasing decision. ## Guest Posts One of the best ways to gain visibility for your blog outside of your immediate customer base is by featuring a guest blogger. Merchants simply need to ask an authoritative figure within their niche to write an article on a popular topic. Once the article is published the merchant can execute the aforementioned strategies to promote the article, as well as have the author promote the article via a link on his or her website and social profiles. However, merchants can also feature guest content from their community members. For example, shoe and eyewear retailer [Toms](https://blog.toms.com/) recently published an impactful blog [post](https://blog.toms.com/post/35367917984/in-movember-toms-they-walked-through-a-victory-against) about Movember and cancer, which centered around one of the company's customers. While this blog post may not have received as many links as an article written by an industry professional, the message is forceful enough to resonate beyond the Toms community.       ![](https://www.websitemagazine.com/hs-fs/hubfs/Imported_Blog_Media/Tomtweet-3-1-1-1.png?width=500&height=190&name=Tomtweet-3-1-1-1.png) ## Distribution Engines Last, but certainly not least, merchants can gain visibility for their articles by submitting them to news distribution websites, such as [PRWeb](https://www.prweb.com/), [PRNewswire](https://www.prnewswire.com/) and [Businesswire](https://www.businesswire.com/portal/site/home/). Numerous journalists and publicists scour these sites every day looking for intriguing topics. By submitting appropriately tagged content to these sites, merchants increase the chances that someone will publish their content or link to their blog. However, it is important to note that merchants will typically garner the best results from these distribution engines by submitting product-specific or metric-driven articles rather than opinion-based topics, because these distribution sites are news driven. ![Allison Howen](https://www.websitemagazine.com/hubfs/Allison%20Howen.jpeg) [Allison Howen](https://www.websitemagazine.com/ecommerce/author/allison-howen) I'm a creative and adaptable journalist with experience in both print and digital media. Some of my best attributes include my social media management, writing and video editing skills. Skills: • Managing social media accounts with tools like HootSuite and Sprout Social • Creating and marketing content for print and digital media • Editing videos with software like Avid Media Composer • Composing articles with Adobe InCopy • Strong knowledge of AP Style • Skilled at interviewing and writing • Able to work on a deadline and produce quality results • Organized and detail oriented • Innovative problem solver - - - [mailto:ahowen@websitemagazine.com](mailto:ahowen@websitemagazine.com) #### Popular Post ### [The Impact of Late and Inaccurate Deliveries on Customer Loyalty ![The Impact of Late and Inaccurate Deliveries on Customer Loyalty](https://www.websitemagazine.com/hubfs/Imported_Blog_Media/package_delivery-1-1.jpg)](https://www.websitemagazine.com/ecommerce/the-impact-of-late-and-inaccurate-deliveries-on-customer-loyalty) ### [Top 50 Customer Relationship Management Solutions ![Top 50 Customer Relationship Management Solutions](https://www.websitemagazine.com/hubfs/Imported_Blog_Media/gradient-regular-logo-mark-Jan-22-2023-11-50-42-2994-PM-Apr-10-2023-01-15-57-0982-PM-2-2.png)](https://www.websitemagazine.com/ecommerce/top-50-customer-relationship-management-solutions) ### [Square Cash Now Available for Business Use ![Square Cash Now Available for Business Use](https://www.websitemagazine.com/hubfs/Imported_Blog_Media/squarecash-mini-Jan-22-2023-11-46-25-0939-PM-1-1-1.jpg)](https://www.websitemagazine.com/ecommerce/square-cash-now-available-for-business-use) #### Subscribe to Our Newsletter! [![](https://a.impactradius-go.com/display-ad/13053-1438301)](https://semrush.sjv.io/c/3976891/1438301/13053)![](https://imp.pxf.io/i/3976891/1438301/13053) #### Latest in Ecommerce [![WordPress vs. Shopify: Which One to Choose in 2023?](https://www.websitemagazine.com/hubfs/Imported_Blog_Media/Shopify-vs-WordPress-1-1.jpg) WordPress vs. Shopify: Which One to Choose in 2023?](https://www.websitemagazine.com/ecommerce/wordpress-vs.-shopify-which-one-to-choose-in-2023) [![Just Practice: 4 Steps to Turn Visitors into Customers and Clicks into Cash](https://www.websitemagazine.com/hubfs/Imported_Blog_Media/happyshopper-1-1.jpg) Just Practice: 4 Steps to Turn Visitors into Customers and Clicks into Cash](https://www.websitemagazine.com/ecommerce/just-practice-4-steps-to-turn-visitors-into-customers-and-clicks-into-cash) [![The Impact of Late and Inaccurate Deliveries on Customer Loyalty](https://www.websitemagazine.com/hubfs/Imported_Blog_Media/package_delivery-1-1.jpg) The Impact of Late and Inaccurate Deliveries on Customer Loyalty](https://www.websitemagazine.com/ecommerce/the-impact-of-late-and-inaccurate-deliveries-on-customer-loyalty) [![2023 Master List of Ecommerce Solutions](https://www.websitemagazine.com/hubfs/Imported_Blog_Media/shopping-cart-icon-Jan-22-2023-11-53-37-0814-PM-Apr-10-2023-01-07-48-8582-PM-1-1.png) 2023 Master List of Ecommerce Solutions](https://www.websitemagazine.com/ecommerce/master-list-of-ecommerce-solutions) [![Investing in the Online Fraud Fight](https://www.websitemagazine.com/hubfs/Imported_Blog_Media/gradient-regular-logo-mark-Jan-22-2023-11-53-50-0583-PM-Apr-10-2023-01-16-02-7173-PM-3-3.png) Investing in the Online Fraud Fight](https://www.websitemagazine.com/ecommerce/investing-in-the-online-fraud-fight) [![How to Be Successful on Amazon](https://www.websitemagazine.com/hubfs/Imported_Blog_Media/amazonaa85f88ec5e163acbc5dff0000ff1aaa-Jan-22-2023-11-53-06-1544-PM-2-2-2.png) How to Be Successful on Amazon](https://www.websitemagazine.com/ecommerce/how-to-be-successful-on-amazon) [![gradient-regular@3x](https://www.websitemagazine.com/hs-fs/hubfs/gradient-regular@3x.png?width=128&height=128&name=gradient-regular@3x.png)](https://www.websitemagazine.com/) 999 E Touhy Ave, Des Plaines, IL 60018   [info@websitemagazine.com](mailto:info@websitemagazine.com) [(888) 7WEBMAG](tel:18887932624) [(312) 313-6576](tel:13123136576) About - [Advertise](https://www.websitemagazine.com/about/advertise) - [Editorial](https://www.websitemagazine.com/about/editorial-publishing-staff) - [Contact Us](https://www.websitemagazine.com/contact) Resources Membership - Login - Subscribe Signup for our newsletter © 2026 Website Magazine. All Rights Reserved - [Privacy Policy](https://www.websitemagazine.com/about/privacy) ```json { "@context" : "https://schema.org", "@type" : "BlogPosting", "author" : { "@type" : "Person", "name" : "Allison Howen", "url" : "https://www.websitemagazine.com/ecommerce/author/allison-howen" }, "dateModified" : "2023-05-01T20:25:58.558Z", "datePublished" : "2012-11-19T06:00:00.000Z", "headline" : "Blogging for Ecommerce - Part Two", "image" : [ "https://www.websitemagazine.com/hubfs/Imported_Blog_Media/ecommerce-blogging-Jan-22-2023-11-50-02-7971-PM-1-1-1.png" ], "mainEntityOfPage" : { "@id" : "https://www.websitemagazine.com/ecommerce/blogging-for-ecommerce-part-two", "@type" : "WebPage" }, "publisher" : { "@type" : "Organization", "logo" : { "@type" : "ImageObject", "url" : "https://www.websitemagazine.com/hubfs/gradient-regular@3x-1.png" }, "name" : "Website Services, Inc." } } ``` ```json { "@context" : "https://schema.org", "@type" : "NewsArticle", "author" : [ { "@type" : "Person", "name" : "Allison Howen" } ], "headline" : "Blogging for Ecommerce - Part Two", "publisher" : { "name" : "Website Magazine", "url" : "https://www.websitemagazine.com/" } } ```