How to Write Effective Blog Content For Women
For several years now, we’ve touted the power of blogs to drive traffic to your site, position your company as an expert in the field, and inform current and prospective customers about products. Turns out, blogging can be equally beneficial when marketing to women online. Why?
Well, for starters, women are nearly twice as likely as men to use blogs than social networking sites as a source of information (64%), advice and recommendations (43%) and opinion-sharing (55%), and 45 percent of survey respondents stated that they decided to purchase an item after reading about it on a blog (1). Consider how women shop online, and a deeper picture emerges: studies show that women research products and services extensively before making a purchase, mirroring how women shop in brick-and-mortar stores (2). And, women spend about 20% more time on retail sites overall than men; 25% of that time is spent comparison shopping (3).
So what should you blog about? Here are three tips for creating blog content that will resonate with women:
BLOG TIP #1: Write honestly about your products and provide exclusive insights. Knowing women visit blogs first and foremost for information, make sure you’re writing regularly about your products in a clear, succinct format that’s easy to browse: bullet point key features, list the current product price, list any options that are available, show a picture of the product and link to its listing in your online shopping cart (if you have one). Now, here’s the important part: include information in your post that allows her to gain a deeper understanding of the product than she’ll get elsewhere on the internet. For example, what are your customers saying about the product? How does it compare to other products you carry? Express an opinion, such as “this might be right for you if…” to demonstrate your expertise and connect with her on a more personal level. Invite feedback and include comments about what your other customers are saying about the product. Don’t make the mistake of posting rave reviews for all of your products, or she’ll be less likely to trust the information you provide.
BLOG TIP #2: Use your blog to post tips about effective ways to use your products.Women also seek blogs for advice and recommendations. Become a source for lifestyle tips relevant to your products to connect with her on a deeper level. For example, one of our clients—a store featuring home decor and kitchen products—suggests tips for using her products for entertaining, posts recipes, comments on home trends, and writes reviews of new products. Her readers come to know her as a source for up-to-date information and advice on home decorating and entertaining.
BLOG TIP #3: Work to develop a community on your blog that extends from the customer’s experience in the store. Women use the internet to connect socially, andaccording to Marti Barletta, CEO of TrendSight Group and author of “Primetime Women: How to Win the Hearts, Minds and Business of Boomer Big Spenders,” see themselves as parts of a community first, and then as individuals. One of our clients, an owner of a yarn shop, creates a community around her blog by posting photos of completed projects by customers and by blogging about her progress on her 12 sweaters in 12 months campaign—an initiative many of her customers joined as well. Other ideas to build community around your blog: ask readers to vote on a photo contest, solicit entries for Best X and post reader responses. Connect happenings in-store to your blog—and social media—to allow your customers to interact more often with your company and other like-minded customers.
By Katrina Hase, Mix Creative
Mix Creative is the perfect combination of graphic design, market sensibility, and advertising execution. So whether your business craves a new brochure and website re-design or a full advertising campaign, we’ve got the recipe for your success. Learn more about what we can dish up for you!
BlogHer, iVillage and Compass Partners 2009 Women in Social Media Study
‘Men Buy, Women Shop’: The Sexes Have Different Priorities When Walking Down the Aisles
ComScore, Inc. June, 2010 Women on the Web: How Women are Shaping the Internet