Most brand blogs are failing, and not because teams aren’t trying. In this episode, Greg Shuey explains why the majority of ecommerce blogs are nothing more than "digital dumping grounds," full of generic posts, product announcements, and uninspired listicles that never rank, never get indexed, and never drive revenue. Brands either waste money on content that looks good on paper but provides no value, or they half-commit and hope Google magically rewards them. Neither approach works anymore.
Instead, Greg outlines what a performance-driven blog strategy looks like. Successful content is fueled by research: understanding customer pain points, analyzing competitors, and targeting keywords with real demand. It’s written for humans first but structured for algorithms, and it’s relentlessly measured against traffic, rankings, leads, and revenue. Greg also shares his three proven frameworks—Problem → Solution → Product, What to Buy → How to Choose → How to Use, and Options on the Table → Side by Side → Situational Fit—which help brands cover every stage of the buyer journey from awareness to purchase and beyond.
Finally, he makes it clear that blogs can’t just serve Google anymore; they also need to feed AI models like ChatGPT, Perplexity, and Gemini. Authoritative, structured content is increasingly being pulled into AI answers, which means brands that don’t adapt will lose visibility to competitors. Add in the power of community distribution on platforms like Reddit, Quora, and niche forums, and you’ve got a roadmap for transforming your blog into a 24/7 acquisition engine that drives brand awareness, rankings, leads, and revenue.
Episode Links
Greg Shuey LinkedIn: https://www.linkedin.com/in/greg-shuey/
https://www.stryde.com/why-most-ecommerce-blogs-are-useless/
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