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Why I Invest in Blogging: Answers from 3 Ecommerce Leaders

Fynn Glover, Matcha CEO, speaks with three successful ecommerce businesses to discuss why they all choose to invest in blogging as a key part of their marketing strategy.

Every week I get the opportunity to speak with ecommerce businesses of a variety of sizes. I love doing this for a couple of reasons:

  1. The conversations always help me better understand how ecommerce brands are using blog content to grow
  2. They provide deeper insight into how Matcha can make ecommerce blogging more performant for small DTC or omnichannel stores  

Recently, I sat down with three of our customers and asked them why they blog and how they measure blogging success. Here are their answers.

As an ecommerce brand, why have you decided to invest in blogging? 

Brand: Sea to Summit

User: Head of Ecommerce 


We blog for a few reasons. Primarily, our products are often used in relatively technical situations, and so blog articles that help our customers decide which products are best for their needs are really important for creating a helpful customer experience. 

Sea to Summit e-commerce blogging data

With Matcha, we’ve been able to establish how impactful our buyer’s guides and FAQ articles actually are on the bottom line. For example: the following three articles over the last 12 months have influenced nearly $60K each in sales:

  1. Which Sleeping Bag Liner Should I Choose?
  2. Which Mat to Choose?
  3. Choosing the Correct Dry Bag
Sea to Summit blog

These articles are really important for a few reasons:

  • Over time, they tend to rank well on google, which has a compounding effect and reduces our reliance on paid traffic
  • They’re really useful for our current community, and we often include them in email drips and campaigns provide useful content for our customers that has translated into more repeat purchases and fewer returns
  • Perhaps less measurable, but really important nonetheless, these articles reflect our expertise. We’ve spent 30+ years equipping and inspiring adventure, and the content we write about our products reflects our commitment to quality and to our customers.” 

Brand: Greensbury Market

User: Founder/CEO


Hah! I love this question. Forces me to describe why we do some of the things we do. Okay, where to start? 

There are a couple of reasons. First, as a brand, we have a fairly strong understanding of our customers. 60% of our customers are female. They’re usually working mothers in dual income households around urban centers with dependent children at home. They’re extremely busy, and they care a lot about quality and efficiency. Especially in the context of food, they highly value premium foods.

All of that said, we believe — and we’ve been able to measure this impact in Matcha — that blogging is really essential to communicating with our customers in a way that’s more value-add than solely transactional. Over the last year, our ecommerce/Shopify blog has influenced over $100K in sales. 

Ecommerce blog data graph

We think about it like this. Our biggest competitive threat is that someone buys our product, but then for some reason, outside of our control, the product doesn’t become an essential staple at mealtime. The number of meals families eat is finite. It’s not like our marketing is going to result in people eating more meals.

No, our job as marketers is to ensure that our product becomes essential to the food experience on meal 1, and one of the best ways we’ve found to do this is by providing our customers, who we know are incredibly busy, with tips, guides, recipes, and ideas that make the broader culinary experience, and therein our product’s experience, easier and more enjoyable.

I often tell our team that our blog articles are there to help our customers achieve success in the context of their lives; to deliver on our brand promise that Greensbury Market will provide more than premium food, but also information to help you achieve a better culinary experience in the context of your lifestyle. 

Example of content marketing article

Second, we’ve realized through the testing of blog articles catered toward different audiences, that our product and brand resonates with other audiences, as well, namely, an audience, I’d describe as Cross-fit Athletes. These folks invest heavily in their health through intense training, and it’s all for naught if they don’t have protein that’s organic, antibiotic-free, and grass-fed.

We wouldn’t have realized that we can meet this audience’s needs without experimenting lightly with blog articles about protein intake post-workouts, so I view blogging as an important activity for continuous audience discovery and market research.” 

Brand: Firefly Chocolate

User: Founder/CEO


So we may be a little unorthodox in how we think about it, but generally, there are a couple of reasons blogging makes a lot of sense for a brand like ours, and probably most independent merchants with differentiated products and brands. 

Firefly chocolate's ecommerce blog
– Firefly Chocolate

By way of background, we launched our business through Kickstarter campaigns, which required really high quality storytelling, and so the idea of content marketing at a high level has always been a part of our DNA. And additionally, our product requires a lot of education, and it’s difficult to present the nuance and complexity of what makes our chocolate different in the context of a single ad unit. Storytelling via video, blog articles, and FAQs is really important for us to differentiate. 

Ecommerce graph data points

As it relates to blogging, there are a couple of reasons that we invest so much in blog content:

  • First, we think blogging is actually super relevant to email marketing, and we usually create blog-type content from an email-first point of view. The primary use case creating content for our email drips that serve to inspire, enable, or educate our customers. From there, we’ll repurpose the email blog into a true blog post that we might recycle later for social campaigns and certainly try to optimize for search traffic.
  • Second, blogging is essential for SEO and building unpaid traffic over time from people who have high intent. I view blogging as an investment in the future attraction of people who we may be able to really delight. 

At Matcha, we believe the blog is the most underleveraged tool in ecommerce. Our mission is to help small brands by providing the tools that enable sustainable growth. We’d love to know what you think? Why do you invest in blogging? How do you measure success? What’s preventing you from leveraging blogging even further to reduce your reliance on paid marketing?

Do you already invest in blogging or are you just getting started? Either way, Matcha can help.

Matcha can makes things easier with a free trial of our Platform. This gives you..

  • Shopify integration to make your day easier with immediate import of your existing blogs
  • Matcha Insights to automatically reveal the traffic, engagement, lead generation and revenue influence of your blogs
  • Conversion tools to help capture new traffic and get readers to product pages in just a few clicks
  • A library of thousands of premium licensed articles to Explore. Publish 1/month free from our curated selection, or publish any article from the library starting at $49/month.

Try the Matcha Blog Creator with a 7-day free trial. No credit card required.

Feature image by Christin Hume.

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