You need to map any content strategy to your goals. If, as a brand new Shopify site, your goal is to get a lot of traffic from search engines, you should focus on keyword-driven blogging.
If you've been creating blog posts primarily as landing pages for your social media content, this will change your overall content strategy.
Most sites do well with a combination of helpful articles to drive search engine traffic and landing pages to social content.
It’s perfectly fine to change your blog post types to facilitate multiple goals and to include those blog posts as part of larger marketing campaigns on other channels. These include product announcements, customer stories, and other promotional posts.
Get started with content clusters
Before creating content:
Brainstorm a list of blog post ideas.
Think about the search queries that people interested in your product or service would use if they were trying to find it.
Start with educational content.
Dig deeper to explore other topics related to other parts of your sales funnel.
You can also use other ecommerce blogs of your competitors to get ideas for blog topics. If you notice that many of the blogs cover the same topic, it is a good sign that you need to cover it.
Group them into categories based on keyword research or areas of your sales funnel. Use this information to help guide your content calendar.
Prioritize your target keyword groups based on your goals. If search engine optimization (SEO) is your primary goal, focus on groups with keywords with high search volume and low competition to start making some easy wins.
Try to start with five posts per group and expand to 10-20 posts when appropriate. However, at some point they will start to split into subgroups.
Build pillar content
Your pillar content, or cornerstone content, is the long, in-depth posts that serve as the main hub for your content cluster. You should always link your related articles back to this main hub.
This approach supports your SEO goals and ensures you’re mom database creating content that answers questions throughout each phase of the buyer’s journey.
Here’s the fun part: creating blog content. You can write it yourself, but many people choose to hire content writers to handle it for them.
What it entails to hire a content writer could easily be a separate publication of its own. Start small with a few writers until you get a feel for each writer's style and tone, and then expand output with the writers you think are best for your site.
And while it can be tempting to go with the writer who offers the best price, this approach often comes back to bite you in the end. Content is one area where you get what you pay for, and if you have to go back and rewrite it anyway, or hire someone else to write the content, you're likely to spend more than if you had hired the more expensive writer initially.
Focus on headlines and introductions
Your headlines grab people's attention, and your introductions are what keep them engaged. If you want people to read your blog, they need to feel compelled to click through. Before you start writing the bulk of a post, write down a series of headlines to choose from.