The benefits of a bookshop blog and what to write
If your bookshop website doesn’t have a blog, you’re missing out.
And so are your future customers.
As with any business blog, a bookshop blog is more than just a great marketing tool.
Sure, a blog can increase your visibility on the internet and lead to 55% MORE website visitors.
And the more you post, the higher the chance that people will find your posts ‘in the wild’ online.
But if you want to increase your sales, constantly blogging about just anything won’t help you.
What should you post?
In my blog post The importance of independent bookshops and how to support them, I mentioned interacting with bookshop blogs.
And nobody interacts with boring blogs. Unless it’s to say they’re boring…and you don’t want that feedback on your website.
Blog posts need to be interesting enough that people want to read them, will interact with them and will want to share them with others.
They also need to be useful.
You can look at your blog as an extension of good customer service.
Every day at your bookshop you answer customer questions and suggest what books to buy.
Your bookshop blog allows you to share information wider, attract new customers and show your expertise.
Deciding what to post and when is also important.
Your ability to know what your customer needs and when they need it is a useful strategy for your blog too.
The two types of blog posts
To help you strategise, most posts can be divided into two types; evergreen and timely.
Evergreen content includes subjects or information that can be posted at any time.
An evergreen blog post could be a top ten list of books in a specific genre you stock. This would also show your expertise.
Timely content means that the subject or information is connected to a particular date or season.
A timely blog post could focus on gifts to buy for an upcoming holiday. This could also attract new customers looking for gift options.
Having a good mix of both evergreen and timely content will keep your blog fresh.
So, now you’ve written a blog post about ten fantasy novels and a blog post suggesting gift options for Christmas.
What about your next blog post?
And the one after that?
Blogs can stall because the writer runs out of ideas.
To give you some inspiration and save you some time, I’ve collated six more blog post ideas. I’ve also linked to two written examples.
Six blog posts ideas
Theme: Adaptations
Film, television and streaming services are rich with book and comic adaptations. A blog post or blog series around the subject of book-to-screen adaptations will be ideal for most bookshops.
A time-sensitive blog post could discuss an upcoming book-to-screen adaptation. If people are searching for the author or the adaptation, they could find your blog post.
An evergreen blog post could promote the classics you stock by discussing their adaptations. It will give you a chance to show the collections you might stock too.
Theme: Underhyped Books
Have you bought books that you thought would sell but they aren’t selling? Or do you have multiple books by an author that you enjoyed but that people aren’t buying?
Your blog can help you promote and hype those underhyped books.
You can write a timely blog post about an upcoming sale you’re having. Mention, and link to, the stock you want to sell with a review or synopsis.
An evergreen blog post could focus on that author you enjoy the work of. Write about what you enjoyed and why this author is good.
Perhaps compare it to a similar book or author that is selling well (but only if the similarities are true and obvious.)
Theme: Recommendations
If you’re already sharing staff picks and bookseller recommendations in your bookshop, why not share them online too?
This form of social proof, or word-of-mouth recommendation from a trusted person, can increase sales.
A time-sensitive blog post could help people choose books for an upcoming season or holiday.
My example is five female-led vampire stories.
I mention a recent female-led vampire series and a vampire film that people are still talking about. I also posted it near Halloween because people are already thinking about their ‘spooky season’ reads.
An evergreen blog post could focus on books that fit a theme or on a particular subject.
My example is 10 great books that you can read in a day.
Posts like these can help people who are trying to get out of a book slump or looking for something quick to read.
As you’ll see with my examples, each post includes a clear call to action. For your posts, invite people to share the post and visit your shop.
Make sure you add a link to you the shop so your bookshop is only a click away.
And if you have a consistently well-written blog, people might choose to visit every time you post something new.
Now all you have to do is write. Well, that’s part of it.
You also need to share your blog post on your other social media platforms. Include a few words to entice people to read it.
Once your blog post is shared on social media, it’s easier for people to share it wider.
You can also repurpose the content for other mediums, like video or Twitter threads.
But that’s another story.
The key to a solid business blog is to publish useful, interesting content on a consistent basis. Build it into your marketing strategy. Make it part of your promotional campaign.
If you’re having trouble finding the time to write a regular blog, or need material for a whole series, I can help.
Mary Wyrd provides virtual assistant and copywriting services to creatives and indie businesses.
If you need life breathing into your blog or need support with improving your marketing, I can help.