Marketing

5 Content Marketing Lessons From Shopify’s Blog

Team Pepper
Team Pepper
Posted on 26/01/227 min read
5 Content Marketing Lessons From Shopify’s Blog

Table of Contents

  • Main Features of the Shopify Blog
  • 5 Content Marketing Lessons from Shopify’s Blog
  • Key Takeaways
  • Conclusion
  • FAQs

E-commerce is one of the most essential and irreversible changes in our shopping and consumption patterns. We owe the ease of shopping, ordering, returning items, commodities, and services from the comfort of our home to the multiple e-commerce platforms making our lives better and more convenient. 

Shopify is a well-known giant among the world’s leading e-commerce platforms. Tesla Motors, Google, Wikipedia, and several other prominent names – whether in the tech industry, automobile, or information – have their names associated with Shopify. Shopify undoubtedly has one of the finest content marketing strategies in the arena of e-commerce and there are some really useful lessons that marketers can learn from Shopify’s content marketing. Although a major chunk of Shopify’s wild success can be attributed to its remarkable software, the Shopify blog and podcast have a crucial role to play in this success, as well. 

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Shopify blog tips have been found useful by several entrepreneurs trying to navigate the landscape of e-commerce. The blog provides training and resources that are required to build and grow a successful business online. Shopify’s blog imparts its audience the knowledge and education they require to start a sustainable and long-term business.

Main Features of the Shopify Blog

The excellence of Shopify’s content marketing can be attributed to the brilliant features of the Shopify blog. Let’s look at some of its main features:

1. Multiple blogs on one site

One of the most brilliant features of Shopify’s blog site is that it allows you to run and operate multiple blogs. You are not restricted to just one blog, which is usually the case with a number of blogging sites. With the Shopify blog, you can segment information, and based on the categories and your requirement, you can have separate blogs (for example, one blog for company news, a second blog for promotions, third for inspirational content, etc.)

2. Managing comments

Shopify’s blog offers you different options as to how you would like your blog comments to be managed. The “disable comments” option allows you to disable all comments but it is not advisable as it does not help you get feedback from your audience. “Comments with Moderation” allows you more control over the comments. “Comments automatically published” supports your need to engage with your community actively, as a business. 

3. Tags to organize blog posts

On Shopify’s blog site, you can assign one or more tags to blog posts. This later helps your audience to find relevant posts, when they are searching for specific tags in your online store. 

4. Automatic RSS feed

Another great feature of the Shopify blog is that it automatically produces an RSS (really simple syndication) feed for each blog post created by you. This enables the viewers to subscribe to it and receive updates and notifications the next time you post something on your blog. 

5. SEO for your site

This is surely one of the best Shopify blog tips that other blogging platforms need to learn from. While you might have been usually using Google to conduct keywords research for each of your blog post ideas, Shopify blog automatically delivers the required SEO basics for your site. You can edit the SEO content by adding it to the built-in SEO function. 

5 Content Marketing Lessons To Learn From Shopify’s Blog

Shopify content marketing examples and Shopify blog tips can be powerful resources to steer you through the process of crafting successful and effective content marketing campaigns. Here are 5 key lessons that you can learn from the Shopify blog.

1. Brainstorm seed keywords

Seed keywords are the crux on which rests your keyword research process. Without the seed keywords, you cannot define your niche or identify who your competitors are. Whenever you are using a keyword research tool, it will ask you for a seed keyword. This will help it to generate a list of keyword ideas. Start by thinking about your niche and your product, consider what questions might the customers be inclined to ask. 

2. Put keywords into a keyword tool

There are several tools available to assist you in the process of keyword research. One free tool recommended by the Shopify blog is Ubersuggest. Ubersuggest tells you the estimated number of times a given keyword is searched for on Google once in every 30 days. This helps you to prioritize your list. 

Another tool suggested by Shopify is Google Keyword Planner

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The keyword planner tool is your direct access to information from Google, pertaining to your keywords. Therefore it is higher on reliability and accuracy. But you will require a Google Ads account for using this tool. Next on the list is Ahrefs. This is an exceedingly advanced keyword research tool. Though the plans are a little expensive, it is used by industry experts for search engine optimization. 

3. Appraise keywords based on volume and competition

After you have used one or two keyword research tools with the seed keyword in mind, you will get a list of keywords that are related to your initial search. The keywords generated will vary on their level of competition. You can create an excel sheet and add all the relevant keywords in it, color-coding them according to their level of competition. 

When you are using the Google Keyword Planner, you can check the competition level of the keywords listed, by using the keyword filters. With this information, you can shift through the necessary and not necessary keywords and appraise keywords based on the volume of searches being performed on them respectively and the level of competition they have. 

4. Think of keyword relevancy

Low and medium competition keywords tend to perform better. Now you can choose the best keywords from this list, based on which ones best describe your site, posts, products, and services offered by you. Maintain the record of these on the excel sheet and add categories- volume, competition levels, long-tail, etc. 

Refine your keyword list. It is important that you cross-check the list of keywords that you have chosen. Make sure they are low in competition, have a high search volume, and most importantly if they match what product or services your store offers. It is natural to get a little carried away while compiling a keyword list. We tend to add a few extra keywords. The competition strength on keyword research tools represents the competition levels for paid search. In order to find results for organic research, find out which websites already rank well for your chosen keywords. 

Be selective while shortlisting keywords, look for relevancy. Ask yourself, if someone searches for that particular keyword, will they land on an appropriate page or product on your site? Boil down your list to 5-7 primary keywords and keep an extra batch of 15-20 keywords that can be used as secondary keywords. A broader list helps you keep your options open, in case a few of the chosen keywords are not yielding effective results. But make sure you have selected the ones that will be primary. 

5. Create a content calendar and start writing

One of the timeless Shopify content marketing advice is to have a content calendar in place. With a content calendar, you can plan content updates and make sure there is variety in the content that you create. After conducting initial industry research and choosing the best time slots and best channels for the dissemination of your content, you can plan it in a coordinated manner on the content calendar. There are a number of organizing tools and scheduling tools available to help you sort information on the calendar. 

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A content calendar will not only help you be prepared in advance with what content needs to be posted, shared, or uploaded, but a predictable schedule also helps the audience to know in advance what they can expect to see on your brand’s social channels or blog site. An important Shopify blog tip to remember: Create a sustainable content development schedule. One that does not overwhelm or burn you out.

When charting out content on your content calendar make sure you create time-slots for engagement with the audience’s response, comments, reshares, on your content. Be consistent with your style, tone, and manner of conveying information across social media channels and your blog site. 

Key Takeaways

  • Shopify is a well-known giant among the world’s leading e-commerce platforms.
  • Shopify’s blog provides training and resources that are required to build and grow a successful business online. It imparts the knowledge and education one requires to start a sustainable and long-term business on Shopify.
  • One of the most brilliant features of Shopify’s blog site is that it allows you to run and operate multiple blogs.
  • Shopify allows you to assign one or more tags to your posts, which can be later used to show their posts on search results when the customers are searching for any particular tags. 
  • The Shopify blog automatically produces an RSS feed for each blog post created by you, thus enabling the viewers to subscribe to it and receive updates and notifications, when you post next.
  • Shopify blog automatically delivers the required SEO basics for your site.
  • The foundation of Shopify’s content marketing keyword research process is seed keywords.
  • A keyword tool is very useful in the SEO process. Some of the keyword tools suggested by the Shopify blog are Ubersuggest, Google Keyword Planner, Ahrefs, etc.
  • With Google Keyword Planner, you can check the competition level of the keywords listed, by using the keyword filters. This helps you to sift and arrange them on an excel sheet.
  • Refine your keyword list. It is important that you cross-check the list of keywords that you have chosen, based on: competition level (low and medium level is advisable), high search volume, and most importantly whether or not they match what your offering is. 

Conclusion

If you are an entrepreneur there is no better place to learn the art of launching and developing your business, than Shopify. Not only does Shopify provide you with tutorials, blog posts, and collective knowledge from other successful business owners, but it also offers you some of the best content marketing lessons. Shopify’s content marketing strategies rely on its keyword research. They maintain their efficiency and consistency with content calendars.  

FAQs

1. What is the benefit of Shopify?

Shopify offers you an easy and hassle-free method for quickly launching your online store without worrying about servers and other developmental costs that are usually incurred in setting up an e-store. The interface is highly user-friendly. And you can navigate with ease, as the features are logically structured.

2. What is the main purpose of Shopify?

Shopify is a commerce platform that allows you to launch, build, grow and manage your business. With Shopify, you can conveniently set up an online store and sell your products. Shopify shop owners can also sell in physical locations with their POS, Shopify Point-of-Sale app, and accompanying hardware. 

3. What makes Shopify different?

Shopify is different and much preferred than other e-commerce platforms as it offers flexibility and ease of use. Added to which, are the features of unlimited bandwidth and online storage. Shopify’s online stores allow users to set up their own blogs. Setting up a blog allows customers to build a community online and grow their audience.  

4. What platform is Shopify built on?

Shopify is built on the Ruby on Rails framework. It has simpler logistical steps than the ones set up on Magento. Lutke, the original codebase, is still a part of Shopify’s core application. Ruby on Rails is also an important core application, on which=ch hundreds of other apps run their application. 

5. Which is better: WordPress or Shopify?

For those who already have a WordPress website, it is more logical to go with WordPress for e-commerce. But in case you do not have a website yet, Shopify is a better choice. It is a dedicated and hands-off solution for e-commerce. Shopify hosts the user’s site and provides all the necessary tools to set up a blog. In WordPress, the user has to host their own site and install plugins for e-Commerce tools. 

6. What is the backend of Shopify?

Shopify does not allow its users backend access. In case you want to change your own code, you can definitely do that on Shopify. If one wants to edit the files of their theme, they can select ‘Themes’ from the ‘Online Store’ in the ‘Admin Panel.’ Then, they can ‘Customize Theme’, and press ’Edit Code’ from where the user can modify the files. 

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