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6 Things Your Ecommerce Editorial Calendar Needs

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Your ecommerce store needs a blog like Harry needs Sally. Your ecommerce blog is not only your place to share content with your audience, it’s where you get to tell your story. From company stories and procurement features to product reviews and seasonal content, make sure your blog is in line with your brand messaging and sales KPIs. Here are my top six ecommerce editorial calendar hacks that have helped me structure my content strategy.

Tent-pole events

Christmas, New Year, Valentine’s, Halloween… Everyone loves a holiday. Which ones are big for you?

  • Select your big tent-pole events and create plenty of content around these days. Think about how you can get into the emotional core of these big traditions and how your products help people celebrate.
  • Plan for tent-pole events plenty in advance.
  • Don’t forget the big discount days like Black Friday – you can leverage all the existing PR and hype around the event to help you sell more in your store.

Helpful how-to’s and guides

Make sure that your blog offers value. You want to help customers along with their experience with your products.

  • Host a ‘product hacks’ series where you give insight into new and unexpected ways people can get value from your products.
  • Does your product often get used as part of an event and milestone? Offer advice on how people can maximise their experience.
  • Are people likely to travel with your product? Take it on holiday? Offer it as a gift? Give people useful life advice as well as product advice.
  • See this content as your chance to maximise people’s experience of the products. Readers Digest did it with this guide on how to use spare coathangers. If they can, so can you.

Relationship-building content

You don’t want your blog to be all about you after all! Some of the most compelling ecommerce content is the kind that gets customers involved. Think about how you can feature real people and their stories

  • Share real customer stories, especially if there’s a fuzzy, human angle to it.
  • Host competitions and giveaways and create content around these. Opening up your blog to competitions and customer content is a great way to make the blog more about community, less about broadcasting.
  • Share the different ways that your customers have used your products and made them their own. Especially if your product has gone on a bit of a journey with someone.

OMG, ‘wow’ content

You need a few stories in your blog that are going to knock people’s socks off. This is the kind of stuff that will get shared over and over again on social media. Think flagship content.

Altruistic content

Sometimes you just have to give to get a little. To do this, create content that helps address people’s everyday challenges.

  • What are people seeking for? What makes them happy? Create content that addresses people’s most basic needs. This relaxation guide from The Body Shop is a great example of altruistic content that is also on-brand.
  • Put yourself in people’s shoes and address their needs and desires.
  • Don’t do altruistic content that has NOTHING to do with your products though.

Brand stories

Now you don’t want to be shoving your brand down people’s throats, but you’ll want to lift the veil on what actually goes on behind the scenes every now and then.

  • Focus on actual narratives and events, rather than more generalised mission statement copy.
  • Don’t be salesy or cheesy. Please.
  • Introduce the people behind the products or customer service to help people connect with real faces instead of faceless entities.

You want an editorial calendar that is real and compelling, but that also matches sales KPIs and is at a manageable rate.

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