The conventional use of blogs to support EC is to create content that will help to attract readers and subsequently drive traffic to your EC website.

Of course, blogshops circumvent all this, and goes straight to hosting EC on the blog itself (hence blogshops).

This article gives advise to conventional EC site owners on how to accomplish this:

From http://www.ecommerceinboundmarketing.com/traffic-generation/how-to-blog-for-ecommerce-stores/

How to drive traffic to an eCommerce store is one of the most hottest topics for eCommerce store owners.   The more visitors to your store, the more conversions you will have.  So how do you drive more traffic to your store?  By creating unique, remarkable and valuable content that others (including search engines) will see and remark upon.  The most effective way to create this unique content on a regular basis is through a blog.

1.  What do I write about?
Developing a topic to write about on a consistent basis is an important decision.  You should not just write about your products, you should write about your industry.  If you sell widgets, write about how widgets are used, new features of widgets,and industry news about widgets.

2.  How do I make my content remarkable?
You make your content remarkable by creating unique, creative and valuable information.  Do not be afraid to experiment with other mediums like video and powerpoint presentations on your blog.  Video demonstrations are a spectacular way of both showcasing your products and creating remarkable content.

3.  How long should my blog posts be?
This varies, but I recommend that no post is shorter than 200 words.  You want to make sure that your content is worthy of someone recommending to a friend, and sometimes it is just really difficult to do that in under 200 words.

Of course some posts can have just a couple of sentences followed by a video or powerpoint presentation.

4.  Why does blogging even matter?  I sell items, not content.
Publishing regular content to your website will help drive more traffic to your site and store.  Afterall, the more traffic driven to a site, the more chances you have at conversions.

Lets say that you sell widgets and that you want to drive traffic to your site for people looking for “red square widgets” because you have the best “red square widgets” in the marketplace.  You could either pay for PPC campaigns on “red square widgets” or you could create unique content around “red square widgets” that gets shared and linked to organically.

So would you rather pay for each click to your website for someone looking for “red square widgets” or would you rather get that traffic organically and for free?

Try creating a couple of posts around “red square widgets”.  ex:

• 10 Ways Red Square Widgets are Better than Blue Round Widgets
• Red Square Widgets Make Your Life Easier
• Why Red Square Widgets Will Dominate Holiday Sales