This article isn’t going to try to convince you of why owners of ecommerce stores need to be blogging. You’ve been there, done that and bought the WordPress t-shirt! You’re already aware of the vital importance of developing content to attract shoppers to your site through the strategic use of effective keywords, ad campaigns and other such tactics designed to get eyeballs on your posts. This article will explain why your content process feels so painful and will share a secret on how you can transform how you’re currently operating to ensure that you, your employees and customers are all satisfied and pain-free.
Most people think that the main pain point experienced when running a successful ecommerce website is the idea-generation and writing aspect of blogging. This often isn’t the case as for many companies; the time suck relates more to the behind-the-scenes management and operations that go into the content management aspect of keeping their blog up to date. Whether your marketing team is writing content in-house or is relying on an external supplier or freelancer to develop posts, the copy isn’t usually the issue — it’s how to get the copy online. Marketing teams want to keep their blog refreshed on a regular basis with relevant posts related to specific products, seasonal trends or events.
While there are many marketers who are developing an aptitude for getting their hands dirty with technology, some prefer to remain specialized in their role and dislike getting under the hood with coding. They may lack the training or interest in becoming tech experts. Many simply don’t have the time to be rooting around in a content management system and performing the work required to go from text file to fully-operational, traffic-generating blog post. IT teams are usually called in at this point to take care of the heavy lifting. Employees may miss essential deadlines for technical projects because of the calls coming from the marketing team who require their assistance in creating a blog post that aligns with a marketing campaign for a new product launch. Conflict is bound to happen due to balls being dropped, resources being taken from other projects and resentment between teams who feel that there isn’t enough time to go around and each of their projects are all of a high value.
For customers, the pain is felt when they’re left spending time searching for a product and can’t find any compelling or relevant information on it. They’re unsure whether they should invest in the item and usually trust your website to offer a reason they should buy it. Without an updated blog or an investment in content, they’re likely to find this information elsewhere and buy from the company that satisfies this need. After all, they deserve their business for investing in providing them with a meaningful customer experience.
Time and time again we listened to stories told to us by online merchants who were suffering from the problem of how to effectively and efficiently connect commerce and content. This is the motivation behind our decision to create BlogLINK, the only LINK certified cartridge that integrates a WordPress blog with Salesforce Commerce Cloud for effortless content management ensuring shoppers obtain a personalized customer experience online.
BlogLINK brings all of your blog posts into Commerce Cloud instantly allowing you to manage content from a platform that your marketing team is already familiar with. Articles are brought in as content assets and your blog section will appear as a subfolder of your ecommerce website. Content contributors with little or no HTML experience can easily write articles in WordPress and sync them with your Commerce Cloud website. Users can easily and intuitively navigate through categories, tags and articles.
You’ll save on IT dependencies since anyone on your team can easily work with the user-friendly interface of BlogLINK. This alone can help improve the morale of your company and help ensure that project milestones are respected given that your marketing team will no longer require support from your technical staff in performing content management tasks or manual coding work. Content will be posted faster than if your marketing team had to wait for technical assistance ensuring that you’ll be able to take advantage of time-sensitive opportunities for promoting your products. Don’t run the risk of not having a Back to School product roundup not going live until the Christmas season! Your team can quickly and easily promote what matters most by displaying ‘Featured Articles’ and ‘Popular Posts,’ ensuring a better customer experience by encouraging solid recommendations to assist consumers with the decision to purchase.
By integrating BlogLINK, you’ll be able to benefit from strategically positioned content designed to drive traffic to your website. This copy will both bring you new visitors through organic search as well as delight shoppers who are already familiar with you.
Your brand’s voice will resonate stronger with your customers who will feel like you truly understand their needs and care about their experience while on your website. They’ll appreciate the effort that you put into ensuring your content and offers are relevant to their specific needs. This improved engagement sparks a desire to purchase beyond flat, irrelevant copy that isn’t targeted appropriately, or is out of date.
If you’re curious to learn how BlogLINK can bring value to your online store, feel free to contact us today for a free 1-hour consultation or sign up for a free 30-day product trial. Our experienced specialists are happy to share details on a variety of successful product use cases and are excited to walk you through how easy it is to embark on a path towards painless content and commerce integration.