Matcha’s new blog post template designs are here! Blogging is one of the most underleveraged tools for sustainable ecommerce growth.
Let’s break it down:
- For any up-front time investment, traffic and engagement gains from blogging grow steadily (and even exponentially) over time thanks to traffic from search and high sharability.
- Blog content is an incredibly flexible tool, shareable across multiple platforms, and also the most easily updated content type.
- Blog content attracts, educates, and inspires, and can be leveraged across the full customer lifecycle, from discovery to retention.
- Regular blogging is one of the best ways to grow your site’s SEO and drive unpaid traffic from search over time. It also provides opportunities for link sharing.
There are countless ways to write a blog post. In fact, so many options are available that a content marketer could be faced with decision paralysis. What’s the best format for the blog post I want to write? What’s the best way to leverage my post to do the job that I want it to do?
After years of working with growing ecommerce brands investing in content marketing, we’ve determined the 6 blog post types that are best for driving results across the marketing funnel, from attracting more traffic to encouraging engagement to increasing purchases.
From there, the Matcha team decided to take these findings one step further by crafting easily-editable Blog Post Templates for each blog post type. These templates can all be accessed with a free trial of Matcha’s Blog Creator, the first all-in-one blogging tool for ecommerce brands. Complete with tooltips for SEO optimization, writing, and content development, with these templates you’ll soon be writing blog posts that drive more traffic, more shares, more leads, and more sales.
Let’s get to it.
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6 Proven Blog Post Template Types for Ecommerce Performance
Best For: Driving traffic and shares from social and email.
Added benefit for the reader: Easily skimmable, readers can quickly derive value from your content.
Listicles, Explained: One of the most common blog types, popularized by publishers like Buzzfeed, the Listicle (also known as the “List Post”) is a highly engaging and highly shareable blog post that consists of a numbered list of items, each followed by a short explainer paragraph.
Because the primary purpose of a listicle is to engage and entertain, it is one of the best types of articles for driving traffic and shares from social media or email. While Listicles can range in length, the sweet spot for a Listicle tends to fall between 5 and 20 listed items.
From an SEO standpoint, listicles also provide a lot of great opportunities to add strong H2 keywords into your posts and to use internal and external linking to boost your site’s SEO.
Highly flexible, listicles can consist of just about anything! Whether you are sharing a round up of inspiring quotes or photography, a curated playlist, or a list of interesting facts on a certain subject, you’ll find listicles are both easy and fun to write.
Get the Listicle Blog Post Template, Complete with Formatting, SEO Tips, and Writing Advice with your Free Trial →
- 9 Fun Facts about Medjool Dates – Joolies
- 5 Simple Ways to Live More Sustainably – Tosi
- 10 Back Women in STEM – Goldiebox
- 12 Kid-Friendly One-Pot Dinners Perfect For a Busy Night – Yumble
- 8 Things You Should Never Find in Your Dandruff Shampoo – Hello Jupiter
- 7 PODCASTS WE’RE LISTENING TO NOW FOR MENTAL AND PHYSICAL HEALTH – New Age
2. How-to Guide
Best For: Driving traffic from search, Driving Subscriber Sign Ups, Increasing Time on Site, Answering Product Questions
Added benefit for the reader: Helps the reader solve a problem and learn something new.
How-To Guides, Explained:
A How-To Guide (or “Instructional”) is a blog post that instructs the reader on how to do something–whether its doing something for the first time or doing something they’ve already done, but doing it better. Typical How-Tos are 700 – 900 words but could be longer or shorter depending on the depth of knowledge you hope to convey.
How-To Guides are a great way to build trust with your audience, providing extra value to their lives and even potentially helping them better enjoy or utilize your products. Good How-To articles establish a voice of authority and experience without coming across as intimidating.
From a marketing standpoint, How-Tos have strong SEO potential thanks to the easy implementation of keywords, the potential for longer-than-average read times, and shareability. Gated How-Tos (requiring an email sign-up via a locked content form or blog pop-up) are also excellent for growing your email list. Just remember to nurture these leads with a little more content before introducing them straight to your product!
How-To Guides can be used flexibly at many stages of the funnel. A traffic-driving how-to guide might address an overarching problem your target audience might have (think: “How to Get a Toddler to Sleep When Away from How” if you sell car seats), while a customer-retaining blog post might be more product-focused (for example, “The Best Way to Clean Your New [Brand] Car Seat When Life Happens.”) At the consideration phase, a “Buyer’s Guide: How to Choose the Best [Car Seat]” would be the choice option.
Whatever type of How-to you choose, it’s important to format your How-To Guide in a way that gets your reader the value their searching for without too much effort. Matcha’s How-To Guide Template will guide you through how to format your guide and leverage it for SEO opportunities as well!
Get the How-to Guide Blog Post Template with your Free Trial→
How-to Guide Examples:
- How to Measure Your Bra Size – Third Love
- How to Make Really Good Coffee at Home – Forgotten Coast Coffee? (mor of a product round up)
- How to Shrink the Appearance of Pores – Fleur and Bee
- How to Fit Everything in a Carryon – Anatomie
- How to Support Your Child’s Coding Journey – Codespark
- How to Dye Easter Eggs with Misfits Market Product – Misfits Market
3. Gift Guide
Best For: Driving Purchases, Increasing Product Awareness, Driving Traffic from Search and Email Engagement
Added Benefit to the Reader: Gift Guides solve a major pain (especially around the holidays) by helping readers discover the perfect gift for their loved ones.
Gift Guides, Explained:
Gift Guides are blog posts that help buyers in the consideration phase discover products perfect for their gift recipient. While the content of the post is all about the gift recipient (and their wants, needs, and desires!), the piece should be written with the gift buyer in mind. These types of blog posts target shoppers in the consideration phase. For this reason, they are excellent at driving traffic from search and email, and then converting that traffic into add-to-carts and purchases.
The key to gift guides is having a very clear and specific idea of the persona for whom you are curating gifts, and the occasion for which your reader is buying a gift for that person. A “just because” gift for a “classic movie lover” is very different than an “anniversary gift” for “young-at-heart grandparents.”
For your gift guide, you can choose to curate 1) exclusively products from your store 2) your products + the products of others 3) your products + generic items (ex. “Handcrafted jewelry” or “monogrammed towels.”) The best gift guides usually contain between 5 and 10 total listings, so it is totally acceptable to expand beyond your own product range. In fast, doing so may give your gift guide more credibility–by suggesting ideas that you are not actively trying to sell, your reader will see your guide as a helpful resource rather than a salesman’s tool.
While the formula for a Gift Guide is fairly straightforward, there are many ways to optimize your guide to appear and search and be as beneficial to the gift buyer as possible. Access Matcha’s Gift Guide template when you start your free trial today!
Get the Gift Guide Blog Post Template→
Gift Guide Examples:
- What to Get Dad: 5 Squatch-Approved Father’s Day Gifts – Dr. Squatch
- Girlfriend’s Guide to Finding the Perfect Gift for Your Boyfriend/Husband – People’s Choice Beef Jerky
- TBG’s Holiday Shopping Guide – Tactical Baby Gear
- 5 Summer-to-Fall Fragrances to Try Now – Scentbird
- 10 Self-Care Gifts for Men That They’ll Proudly Use – Oars + Alps
4. Product Review
Best For: Driving Traffic from Search, New Audience Discovery
Added Benefit to the Reader: Help your readers discover more products and experiences that match their needs (or avoid ones that don’t!)
Product Reviews, Explained:
A Product Review is a blog post that reviews a product, service, or experience, most often of another company. It is a balanced, honest opinion, covering the pros and cons of the product or service that ultimately answers the question “Do I recommend this product? And if I do, who do I recommend it for?”
Though it may seem counterintuitive (“why would I review someone else’s product?”), Product Reviews can be a great way to drive new traffic from those in your target audience to your site, and along the way, subtly introduce your own product to this new audience as well. For example, if your business sells upcycled home decor, you might review another product or service that helps people live more sustainable, greener lives.
The best product reviews offer an honest opinion, mentioning both pros and cons of the product being reviewed, and recommend the type of person for whom the product is best suited. They should be neither overly promotional nor overly disparaging. Such reviews also build trust with the reader, especially when combined with photograph of the reviewed product in-action. Introducing your own product line or company stance is as easy as sharing in the introduction or conclusion a little about yourself and why you were compelled to review this product (for example, “Upcycling home decor is one of my passions–in fact I’ve made a business of it! But when I’m not looking for garage-sale finds to turn into renewed masterpieces, I’m thinking about other ways I can live a greener life.”
Writing a product review, while straightforward, has certain nuances in formatting and writing that can be difficult to tackle. Thankfully, Matcha’s Product Review Template can help you create a Product Review that accomplishes your ecommerce goals!
Get the Product Review Blog Post Template with your Free Trial–> →
Product Review Examples:
- Misfits Market Review: How Does Ugly Produce Stack Up? – Public Goods
- TFZ Secret Garden 3 review – Apos Audio
Best For: Driving Traffic from Email and Social
Added Benefit to Reader: An opportunity to learn more or be inspired by a person they care about or might aspire to be more like.
Interviews are engaging conversations highlighting people or brands who align with your audience. They are great for building brand authority, generating backlinks (for SEO), and driving traffic from your audience on email and social. With some planning, they are also fairly easy to produce.
The most difficult part of creating an interview is selecting an interview with a compelling story or perspective that your audience wants to hear. The good news is: everyone has a story if you look hard enough!
Many brands, like The Black Travel Box, use blog interviews as a way to connect their audience back to their brand mission. Other companies, like Ministry of Supply, interview their own customers, highlighting the extraordinary people that do amazing things in their day to day (often while wearing their product!)
Once you’ve found your subject, the content for an interview essentially writes itself. Though you’ll need to write an introduction (and perhaps some transitional paragraphs), your interviewee will be able to provide the meat of the subject matter, whether you have them write out their answers themselves or record them on video during a Zoom interview.
From there, all that’s left is to format your piece in a way that’s enjoyable and easy to read. This might require some light editing, too. For formatting and editing assistance, try Matcha’s Interview Template, complete with guidance on both.
Get Matcha’s Interview Blog Post Template with your Free Trial–>
- Customer of the Month: The Filmmakers – Larissa Rhodes and Mark Crawford – Ministry of Supply
- How Being a Little Selfish Makes Katerina Schneider a Better CEO – Ritual
- Meet RAD Artist: Darby Raymond-Overstreet – Rumpl
- An Interview With Our CEO, Philipp Schulte, on Our Recent Patent and The Path Ahead for Baze and the Industry at Large – Baze
Best For: Driving Traffic from Social, Social Sharing, Brand Building
Added Benefit to Reader: POV/Commentary can help readers feel validated in their own perspective. There’s nothing like reading an article that just “gets you.”
POV/Commentary Blog Posts, Explained:
Commentary pieces are opinion-based articles that present subjective ideas and thoughts. They are made to express a stance, most often one that aligns with your brand’s POV, with the idea of engaging readers via social media or in email callouts.
Social commentary essays can experience rapid sharing an engagement if timed right, but often have a short shelf life. Evergreen commentary essays (i.e. “Kiss Was the Best Rock Band of the 1970s”) can be great social media content to bring people to your website, no matter the time of year. Light-hearted opinion/commentary pieces like this evergreen example are also great for engaging social media commenters.
Commentary pieces should connect to the reader on a more personal level, and should therefore always use first-person perspective. These pieces have the greatest opportunity to express a clear opinion, and the stronger the opinion, the better for this type of article.
Get Matcha’s POV/Commentary Blog Post Template with your Free Trial–>