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10 Home & Family Brands Winning with Content Marketing

In 2018, people spent $6 billion on baby goods, $72 billion on their pets, and $800 billion on home improvement. That’s a lot of formula, chew toys, and paint.

Is your home & family ecommerce brand riding this wave of prosperity? Or are you struggling to keep afloat amid the competition?

For direct-to-consumer businesses, content marketing will play a key role in deciding who swims and who sinks.

Why Your Home & Family Brand Needs a Blog

The DTC revolution is on, and the competition is getting fierce. More than 57% of consumer brands are selling directly to their consumers.

It’s not just startups, either. Legacy brands like Proctor & Gamble have created DTC programs.

So how can a small DTC brand not just hold their own, but win against competitors, big and small?

Content marketing — and especially a high-performing blog — is the most effective and affordable way to cut through the noise.

Blogging is so much more than just window dressing. People are more than twice as likely to buy from a brand after reading a piece of educational content on their blog.

An advantage like that is just what a small ecommerce business needs to take on larger brands. Not to mention, blog content is a really good way to drive inexpensive traffic from social media and convert those visitors to email subscribers.

But here’s the thing: There are around 500 million blogs on the internet in 2019. (Compare that to just 23 in 1999!)

The bottom line is that blogs offer growing businesses in the outdoor industry a lever to grow brand awareness and win against larger competitors. But those blogs need to be good to cut through the clutter.

What Makes a Blog Good (Or, Even Better, Great)?

If there’s anything we know, it’s blogging. Hundreds of small businesses use the Matcha platform to increase traffic, leads, and sales with their blogs. In our experience working with these companies, we’ve found four onsite characteristics that can make or break a blog’s performance.

  1. Usability: Can readers find the blog on your website? Is it easy to navigate and find relevant content?
  2. Design: Is the layout attractive? Does the aesthetic match your brand? Does the design consider the user?
  3. Content: Is there fresh content added regularly? Are the posts helpful and written with empathy for the reader? Or are they salesy and too product-focused? Is there content for each phase of the buyer’s journey? For each persona?
  4. Conversion: Once a reader is in the blog, how will they be converted to a lead? Then converted to a customer?

Of course, showing is better than telling. We’ve gathered 10 blogs from Home & Family brands that are crushing one, if not all, of these characteristics. Whether you’re launching a new blog or giving yours a tune-up, these ecommerce businesses’ blogs will surely spark some ideas.

So…scroll on, get inspired, and start blogging.

1. Monica + Andy

Producer of better, softer, organic baby blankets and clothes

We especially love the…

clear organizational structure

By using both categories and tags to organize their blog content, Monica + Andy makes it easy for their readers to find the articles they care about — and continue bingeing more articles on that same topic. It’s a simple way to keep website visitors and customers engaged with their brand.

2. Nature’s One

Maker of purely organic, non-GMO baby formulas

We especially love the…

niche topics

Nature’s One blog

The more specific your blog topics are, the more relevant they’ll be to your niche. And typically, the better they’ll perform in terms of SEO.

The Nature’s One blog could offer broad-based articles about baby health (which is certainly a solid strategy of its own accord!) but instead, they answer ultra-specific questions many new parents ask — like “What should my baby’s poop look like?”

Someone’s gotta do it, and Nature One does it well.

3. Defunkify

Creator of scientifically proven anti-odor clothes wash and spray deodorizer

We especially love the…

content-powered popup

Defunkify Journal

You’ve attracted readers to your blog by offering something of value. Do the same when you ask for their email address. You can do this with discounts or free shipping, but content-powered popups cost you nothing and convert at a higher rate than other types of popups.

Defunkify offers valuable content in exchange for a reader’s email address. It’s a good trade; Defunkify gives their audience something they care about, and in return, they get permission to continue marketing to those folks.

4. HomeGoods

Retailer offering an ever-changing selection of unique home decor

We especially love the…

scrolling navigation bar

HomeGoods levels up the standard content category list with an attractive scrolling navigation bar. It makes finding that perfect article easier and looks more interesting than the typical blog sidebar.

5. Island Slumber

Maker of top quality bamboo sheets and pillows

We especially love the…

holistic approach to solving their customers’ problems

The Island Slumber blog positions the company as a true partner in getting a great night’s sleep. Sure, Island Slumber makes luxurious bamboo sheets. But they sell the benefits of a healthy night’s sleep. And their blog topics express that mission well.

6. Framebridge

Custom framing business that allows customers to upload photography or mail in art to be framed

We especially love the…

how-to content that inspires purchases

Framebridge’s blog answers commonly googled questions like “How do I create a gallery wall?” and “What should I get my wife for Valentine’s Day?” It also addresses more niche topics, like how to frame a scarf.

The blog successfully paints (hah) Framebridge as an expert in all things home decor and makes their products and services an obvious choice for shoppers.

7. Bump Boxes

Boutique monthly subscription service of healthy products for moms-to-be, curated based on due date

We especially love the…

depth of content on one topic

Pregnancy brings on so many rapid physical and emotional changes it can be hard to keep up. The Bump Box team has created a brilliant library of content that answers all the questions an expectant mom may have through it all.

By going so deep into one topic, the Bump Box blog is generating a ton of SEO equity. Even better, they’re becoming the goto source for women while they navigate an exciting, if sometimes scary, time in their lives.


Iconic Swedish retailer of affordable furniture and home decor

We especially love the…

use of content tags

If you’ve ever strolled the labyrinth of an IKEA store, you know they sell a lot of products. Once you’ve picked out your new wall-mounted wine glass shelf, finding it in their cavernous stock room is made much easier because the products are organized with aisle and shelf tags.

The same theory holds true for the IKEA blog. They publish hundreds of articles on a bunch of topics. They’ve made finding the pieces most relevant to you easier by tagging each article and posting those tags right at the top of the page.

9. Home Depot

National retailer of home improvement tools and resources

We especially love the…

clear conversion funnel

A home improvement store is a natural fit for content marketing. People who buy their products also need to know how to get the job done.

Home Depot’s leverages this need for knowledge well. They create a perfect funnel by first explaining how to do a project, then including links to all the items the reader will need to finish it.


Legacy App that connects pet owners with trusted dog and cat sitters and walkers

We especially love the…

dog and cat videos! (Oh…and the consistent publishing.)

How often should you publish fresh content? It really depends. But generally speaking, publishing more frequently improves everything from your Google search rankings to your conversion rates to your ability to keep customers engaged.

As the home & family market continues to expand, direct-to-consumer brands have endless opportunities for growth. But as the market grows more and more competitive, you need more than just great products to stand out.

That’s where your blog comes in — but blogs are only as good as the results they give you. For small businesses, that means more website visitors and higher conversion rates.

Even the most beautiful blog with the best content will fall flat if you’re not using it strategically.

Yes, you need to publish high-quality content. But it doesn’t end there. You also need a plan for distributing that content to the right people and measuring your success so you can continue to improve.

This guide will walk you through everything direct-to-consumer brands need to know about winning with an ecommerce blog.

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