Yes, blogging is fun. Anyone who enjoys long-form writing can have a field day extolling the virtues of a product or (even better) building authority with significant posts that address the needs of your audience. But if you think your content only lives on your blog, you’re missing something.
I can think of seven other places you have (or should have) amazing content: home page, landing pages, site navigation, product descriptions, shopping cart, email, and offline. Social media is content too, but that’s a discussion for another day.
I’m going to be using Boden as an example throughout this post for two reasons, 1) I really love their clothes so I spend a lot of time on their site and 2) they have a really well-developed brand voice (which we’ll blame for my closetful of Boden clothes).
Boden isn’t a client so I don’t have access to any of their audience demographics, but I’d wager that their main customer is a woman in her late 20s to early 40s who likes good-quality clothes that are a little different but have a classic sensibility. More fun than Banana Republic, Boden is more conservative than Anthropologie.