Build your Brand: 8 Ecommerce Blog Examples for Better Content Marketing

A thoughtful, deliberate blogging strategy can help you nurture customer relationships, generate recurring inbound traffic, and give you a way to promote new products and services while building your brand.

Blogging also gives you room to get creative with different types of content, tell customer stories, educate readers, or target key words and phrases to help your website rank higher on Google. 

Blogs can be extremely beneficial to your business, but many ecommerce sites struggle with blogging because it takes time, care, and effort to get it right. Simply publishing a few posts a month isn’t enough to regularly bring traffic to your site. 

That’s why we’re going to take a close look at eight ecommerce blog examples. We’ll go through the topics the blogs cover, how they relate to what the shop sells, and what each blog does well. These blogs all have unique strengths that will help support you as you develop your own, no matter what kinds of topics you’d like to cover or what format you’re going for.

1. Digest by Great Jones

Great Jones makes cookware for home chefs. Its goal is to empower people wherever they are in their culinary journey. Featuring Dutch ovens in bright colors, retro-inspired baking dishes, and ceramic-coated frying pans, the shop also offers a “Potline” you can text for recipe suggestions.

Digest 

The Great Jones blog is called Digest, and it’s featured as one of the four main categories in the top navigation of the brand’s website. This is an incredibly creative approach to blogging: the design includes hand-painted watercolors and mimics the look of folio-style recipe cards. 

Great storytelling with a delicious twist 

Digest has two main categories. Great Ones tells the stories of “humans we admire—and an exploration of why they cook, not just how.” The Great Jones team interviews each guest while they make a meal of their choosing—usually one that captures their story and personality. Each blog post, written in the first person, features images of the whole experience.

For those who come hungry, Digest has a “Recipes we love” section that features recipes created by different chefs, the stories behind them, and the Great Jones items you’ll need to make the dish. 

These two approaches to storytelling make for unique content. Posts also create a sense of community for readers: Digest feels more like a home kitchen than an ecommerce blog. It’s a place where readers can come to read a story, learn about a culture, or try out something new next time they’re in the kitchen. The mouth watering recipes also give readers a reason to return to the website for recipe ideas, even if they aren’t shopping.

Key takeaways:

• Design matters. The bright colors, custom photography, and layout mimic the feel of the pages in a recipe box, which aligns with the Great Jones brand.
• Use interviews and industry experts to create unique content. Great Jones tells stories through chef profiles and asks chiefs to create recipes exclusively for their blog. Readers can save those recipes on Pinterest, which will generate more eyes on the Great Jones website. 

2. Wldflwr.ink Journal by Consider the Wldflwrs

Consider the Wldflwrs is a fine jewelry shop based in Nashville. From bridal jewelry to everyday essentials, the brand sells heirloom-quality pieces.

Wldflwr.ink Journal

The brand’s blog, Wldflwr.ink Journal, is a simple, well-designed collection of articles. Topics range from new products, a guide to cleaning fine jewelry, teammate features, product spotlights, and roundup guides. The shop also sends out an email newsletter that announces new products and sales. 

Practical information that supports its product philosophy 

Wldflwr.ink Journal is simple and helpful, and it strikes a good balance between educational content and product promotion. For example, the post “4 C’s of a Diamond, Explained” provides an infographic to help readers visualize what the different grading criteria actually look like and mean. 

Interviews with staff members create trust and bring a human element to the brand. Customers can read a profile on Annie, the Director of Bridal Sales, for example, to feel more comfortable working with her—especially if they’re purchasing an engagement ring online. Celebrity spotlights further flex that trust arm by showing prospective customers that some of their favorite names sport CTWF pieces. 

Overall, the journal is simple, well designed, practical, and helpful for customers looking for more information before they make a purchase. 

Key takeaways

• Simplicity goes a long way. If the goal of your blog is to offer practical, helpful advice, you don’t have to publish long-form pieces constantly. Focus on quick reads with actionable takeaways. 
• Share knowledge or opinions from your business. Interviewing folks who work with you builds trust with readers and reveals more about what’s going on behind the scenes. 

3. The Maudern by Maude 

Maude sells essentials for sexual wellness. Its brand tenants are quality, simplicity, and inclusivity. Its paired down product design, good ingredients, and brand messaging all contribute to its mission to “make intimacy better for all people.” 

The Maudern

The Maudern, Maude’s blog, is a key part of delivering on that mission. Its accessible, honest articles cover playful topics like “The sex lives of cave dwellers” and impactful reads like “Reconnecting after having kids.” Categories include arts, history, culture, living, dating, people, film, relationships, food and drink, science, health, and sex education. The Maudern is also front and center on Maude’s website, taking a key position in the top navigation. 

Relatable takes on formerly taboo subjects

Building on its core mission, the blog’s articles aim to make topics on sexual health and intimacy accessible for everyone. For example, its post “How common are vibrators, exactly?” uses statistics to help normalize using a vibrator as a tool for sexual health. 

The reason The Maudern is such a powerful example is that Maude has invested resources to make it a true learning channel for its customers. Its goal is to make sexual wellness inclusive for all, and The Maudern exists to further that mission. Overall, topics seek to empower readers with information that will make them happier and healthier long term. The company also sends out new posts in an email newsletter of the same name to increase distribution of their content. 

Key takeaways:

• Make your blog a learning center. If you are willing to invest the time and research, creating an educational tool for customers can not only support them, but also creates an additional “product” you offer as a company: your content.

4. Squeeze Magazine by Press 

Press delivers plant-based goodies like cold-pressed juices and kombucha. The shop also sells soup and juice cleanses, and has subscription options tailored to what customers need. Its 100% plant-based products strive to support customers living “happier, more balanced lives.”

The Squeeze

The Press blog, The Squeeze, provides tips for living a healthy lifestyle. Blog post topics span from switching to a plant-based diet to healthy recipes to suggestions for how to improve digestion while traveling. 

Informational resources for healthier living 

Buying Press juices and cleanses to support a nutrient rich diet? The Squeeze supplements those products with advice that further educates readers on making healthy choices. The blog has a simple, bright, eye-catching design, and the hero images follow the same color palette of the juices they sell. 

Posts are packed with information and read as well researched. Some articles even use footnotes to cite sources used to create the post. To further build trust with readers, Squeeze also offers resources like a direct line to its in-house nutritionist at the bottom of articles. 

Aside from healthy tips and tricks, Squeeze features video interviews with influencers. This likely acts as part of its content distribution strategy: the influencers will probably share the content with their own audiences, bringing new readers to the Press website. 

Key takeaways

• Prioritize building customer trust. Link to sources you find that are reputable and that could further support a piece. If you have access to an in-house resource, like a nutritionist, therapist, chef, etc., provide a way for customers to reach out and chat with that person. 
• Use diverse content types and mediums. For example, include interviews with influencers or add video content that will perform well on multiple platforms or drive traffic to your website.
• Create a cohesive design. Use the design of your blog as a thread that connects to your brand’s color palette. 

5. BioLite Energy

BioLite sells outdoor energy gear like solar panels and camp stoves. The company is on a mission to offset 3 million tons of CO2e by 2025 by providing people with access to clean, renewable energy. Its blog does an excellent job both quietly promoting its products and offering value to its readers.

The BioLite Blog

If you’re looking to create a blog that features several types of content and showcases your products without turning into a sales pitch, the BioLite blog is a great example. Read through in-depth guides like “Can you control fire with your mind,” adventure tips, recipes, and product-focused posts that help readers get the most out of their purchases. 

Practical guides with a clean design

BioLite’s blog has a conversational and friendly brand voice, a simple design, and articles that tell stories, educate readers on outdoor activities (starting a fire, anyone?), and offer behind the scenes looks at products for prospective customers. It’s a well-rounded, thoughtful approach to blogging that blends infographics, videos, and storytelling into genuinely helpful reads. 

Many of its posts fall into the evergreen category, which means readers can bookmark them for future use and they could rank on Google for certain key terms, which would increase website traffic. 

BioLite’s blog excels at guides and building reader trust. It brings in the experts to tell the story, offer the advice, or walk you through the “how to,” and they’re always cited somewhere in the post. 

Key takeaways

• Create long-form guides. Go in-depth when answering customer questions in your content, anticipating further questions, and guaranteeing that you’ll be the only resource they need for a solution.
• Let the people you interview tell the story. Behind-the-scenes storytelling can capture user interest and create an emotional connection, especially when you relate it back to the reader.
• Cite your sources and contributors. List out key article contributors if the customers will know who they are. For example, The Tool Experts at Garrett Wade & Leatherman are listed as contributors to BioLite’s fire starting guide. 
• Make featured products easily accessible. At the bottom (or top) of each post, link out to the products you featured in it. 

6. Between the sheets by Au Lit Fine Linens

Au Lit Fine Linens sells everything to help you get a good, relaxing night’s sleep: luxury sheets, bath linens, pillows, and more. Started in 1981, the shop uses high quality natural fabrics from Europe and crafts them in its own factories. 

Between the sheets 

Its blog Between the Sheets follows this same trend, offering helpful articles that discuss how readers can improve sleep quality. This content is directly relevant to both its target audience and its products, which is an immediate plus, because it means users who click through and read are already somewhat qualified to buy.

Brand-adjacent evergreen content 

Between the Sheets is one of the more search engine optimization–driven blogs of the bunch, which means its content strategy centers around getting its blog posts to rank on Google. 

Many posts mention their products as a solution to the problem the searcher is trying to solve. For example, if users are trying to figure out what duvet size is right for their bed, there’s a good chance they’re in the market for one.

Between the Sheets strikes the right balance between promotional and helpful, so that when it does drop a product link, it feels more like a recommendation from a friend than a sales pitch.

It also has a second blog found under a Tips & Advice section, featuring content created to help users make buying decisions. There might be overlapping content between this section and the main blog, but by giving this content its own destination, it can focus on helping interested buyers make informed purchasing decisions. 

Key takeaways

• Optimize informational blog posts for SEO. This blog is an example of one built on keyword research that optimizes content for SEO.
• Research keywords you want to rank for. Create content to target keywords that users are likely to search for when making buying decisions about your products, especially when there’s an educational angle.
• Offer your products as a solution to a problem. Don’t make every post about your products, but don’t be afraid to drop a link or two where appropriate.

7. Talking Crap by Who Gives a Crap 

Who Gives a Crap offers sustainable paper products. Starting with a line of recycled and bamboo toilet paper, the company has since expanded to “forest friendly” paper towels and facial tissue. Who Gives a Crap donates 50% of its profits to improving sanitation and building toilets in developing countries. 

Talking Crap 

Talking Crap has a simple design, custom hero images with bright colors, and quick-hit posts. Topics include a letter from the CEO, updates on the company’s progress building toilets, the history of paper towels, and an answer to the question, “What is bamboo toilet paper?” The style of each post is different, but most are quick reads. The team even wrote one in the style of a poem. 

Playful takes on crafting and sustainability 

Building on the brand’s silly personality, its voice and tone is comedic, lighthearted, and fun. The “History of paper towels” post, for example, starts with: “Paper towels are one of the few things specifically made for clumsy people. Red wine on shirts, soda on keyboards, pasta sauce all over our new white carpet … Eric!” 

Talking Crap makes talking about toilet paper fun. It also provides real information for consumers looking to learn more about why sustainable paper products are important and what they actually are. Posts also offer crafting ideas for leftover toilet roles—puppy chew toy, anyone? 

If you’re stuck on how to build a blog around the products you offer, this one should inspire thoughts on how to create something that’s brand adjacent, witty, and honestly helpful. 

Key takeaways

• Educational content is always a win. It’s helpful to prospective customers and a wider audience that’s curious about your product, especially if it’s in a category like sustainability that many people still don’t know much about. 

8. Solé Bicycles

Solé Bicycles is a California based shop that sells bikes and accessories. The shop will ship bikes to your doorstep 90% assembled, so customers can avoid the pain of having to go into a bike shop. 

The Solé Bicycle Blog 

Solé’s blog takes a visual approach to storytelling, using vibrant images, videos, and curated playlists instead of words. 

Use visual content to tell the story 

The posts are rich and dynamic (even though they’re short), evoke good vibes, and showcase Solé bikes front and center. From launching new collections to showing the custom art on the outside of their retail stores, articles are engaging because they’re so different, and fun to look at because they’re creative. A post about its Chasing Aloha collection even comes with a playlist that’s ready to put you in the perfect mindset.

Solé also produces a series called Fixtape, curated playlists on Soundcloud from different artists. Perfect for summertime cruises along the boardwalk. 

Key takeaways

• Don’t limit yourself to one medium. Add videos, Spotify playlists, and custom photography to keep your content engaging. Remember: You can embed a variety of other content into a blog post, not just words.
• Get artistic. Don’t be afraid to create a more meaningful experience for your viewers with evocative imagery, music, and videos.

The most impactful ecommerce blog examples have these key elements

A key part of an organic marketing strategy is to build a blog, whether it’s educational, SEO driven (get traffic from Google!), simply fun, or chock full of stories from customers or influencers. 

Organic marketing is when you advertise on your own channels, so you’re not paying for eyeballs—you’re creating content on your social media channels or your website without putting dollars behind them. That means it’ll take longer for folks to see your content, but as you gain traction, the traffic, or people coming to look at what you’ve created compounds on itself. Over time, potential customers will look at your content for free to help them make purchasing decisions, big or small. 

You need to develop a blog strategy in order to get to your content to that point. Aside from developing your strategy, your blog posts will be more successful if they accomplish these four things. 

Successful blogs …

• Add value. Your blog should contain content that your target audience wants to read. Entertain them, educate them, share news, or do a little of all three. Just remember that it’s not about you, it’s about your customers and their wants and needs.
• Have clear goals. What do you want to get out of blogging? Ideally, you should be focused on bringing readers in through search engines and social media, building a relationship with them, and eventually driving sales. 
• Build upon your brand. Blogs can be used to not only support your brand, but to help establish it. Blogging gives you a voice and you can harness storytelling to connect with users and make your brand stand out.
• Be consistent. If you can only put out one post a month, that’s OK. Just make sure that you’re making time to hit that once-a-month mark regularly.

As you develop your blog, avoid … 

• Reading like an over-hyped sales pitch. People have come to your site to look at your products. If they want more information on what you sell, they’ll head to your product pages, not your blog (though your blog posts can direct them there). Generally, people come to blogs to fill a knowledge gap or find a useful or fun piece of information, like a new recipe or guidelines for how to create something. 
• Posts that consist only of product photos. It doesn’t matter how sought after your products are, you shouldn’t just have blog posts that include nothing but images. Even the most popular photography blogs, where images are the main focus, will often complement their photos with written storytelling to establish context and create an emotional connection.
• A blog that’s random and disorganized. Diversity in what you publish can help you attract multiple types of readers, but it all needs to fit under the umbrella where your products and your audience’s needs overlap. Everything should feel connected to your brand and organized into categories that you consistently contribute to.

Let’s get started. 

Brands that can attract an audience through education, inspiration, or entertainment can generally benefit from blogging in some form or other.

Blogging has a lot of potential if you want to build your brand, increase email subscribers, establish relationships with potential customers, and drive sales. But it can only yield these benefits when you put consistent effort into every post. 

The ecommerce blogs we examined are all from vastly different industries, targeting different audiences, each using different approaches that worked well for them. As you get started, remember that your blog will need to speak to your customers and target audience in ways that are most interesting and accessible to them. Setting up some interviews with your customers to gauge what they’re interested in is a great place to begin. 

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