1. How can blogging work for your
retail business?
Spring Fair International
5th February 2014
2. About Me
• Set up Write My Site in 2006:
www.writemysite.co.uk
• A lot has changed …
• … but some things have
stayed the same
@emilyhill1982
@writemysite
uk.linkedin.com/in/emilyjanehill/
emily.hill@writemysite.co.uk
3. Contents
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The case for blogging
What to write?
Blogging and social media
Reaching out to other bloggers
Case study: Kaleidoscope
Crunching the numbers
Conclusion
Q&A
4. The case for blogging
There are two reasons why every e-Commerce
website should integrate a blog:
1) Search engines love blogs
2) People love blogs
5. Search engines love blogs
• Great opportunity to use long-tail keywords
(e.g. ‘Green Radley handbags’)
• Visibility for your products
• Extra pages for your website
• Bonus links and traffic from other websites
9. Content for your blog
Yes
Tips and advice
Exciting updates
Opinion pieces
Multimedia
No
Sales copy
Boring “news”
Bad-mouthing
competitors
Plain text
Remember: Make it interesting!
10. Blogging and social media
• Twitter, Facebook, Pinterest, Instagram, Tumbl
r and YouTube all offer opportunities for
retailers.
• Use your blog to tie them all together.
18. Kaleidoscope’s blog:
• Brought an extra 2,500 unique monthly
visitors to the website
• Drove traffic to the brand’s Facebook page
(and vice versa)
• Created opportunities for PR within leading
industry publications
19. Crunching the numbers
Websites with blogs get 55% more traffic than
static websites.
They also get:
• 97% more inbound links
• 434% more indexed pages
(Figures from Hubspot)
20. And yet ...
80% of company blogs are
abandoned after fewer than 5
posts
(Figures from IBM)
