My Client

JB Furniture sells high-end garden furniture online and out of their two large showrooms in the north of England. MD and owner Dave Sadler, is a very savvy and knowledgeable retailer, and is committed to the success of his brand.

JB Furniture stocks a carefully chosen and wide range of durable and high quality products supplied by well-known and reliable brands. As with every part of the retail environment, this is a very competitive and price conscious market place, where both ‘clicks and bricks’ have to work hard to attract and keep loyal customers. Blog writing for retail plays a key role in JB’s communication strategy.

The Project

Parachute Communication has provided a seasonal blog writing service for JB Furniture since 2020.

Working directly with the Dave as well as JB Furniture’s PPC and SEO agencies, my copywriting takes advantage of customer behaviour in the context of warmer weather and lifestyle trends.

The range of high-end garden furniture brands across seating, dining and accessories for inside / outside living means I have a lot to write about. Whether it’s talking about the season’s colour palette or reiterating the value of low-level maintenance, I find a different angle that also feeds SEO algorithms.

Blog writing and good content creation

Blog writing for retail opens up a lot of opportunities for good content creation. The subject of garden furntiure enables me to use different techniques, and reference various related topics. For example, bullet points and lists for cleaning and space planning tips.

JB Furniture is keen to stress the durability and long lasting looks of its high-end furniture. Getting the right garden furniture for entertaining and relaxing is as important as it is inside your home, especially if you’re thinking about investing in top end furniture and accessories. So I write blogs encouraging careful planning and researching before purchase: measuring your outside space and getting ideas for the many ways you might want to use it. Then there’s the style you want to reflect: traditional or modern use of materials such as wood and rattan; colourful and vibrant vibe or chilled and hygge influenced. As you can imagine, I have a great time researching lifestyle experts for hints and tips on trends for the coming season!

Outcomes

Ben Fisher (of PPC and Google ad specialists, XNet Digital) and I collaborate on topic choice, angles and scheduling. Successful blog writing for retail is a critical mix of product and customer knowledge and timing. Chiming with customer intent is vital: from researching and planning garden furniture to choosing both product and retailer. For example, planting is clearly an associated garden topic but it’ll only work if I can relate it to JB Furniture’s products. Otherwise it’s a waste of SEO.

I write an average of two high-ranking blogs a month. This includes recommending visual content in addition to relevant product and lifestyle shots. The style is natural and chatty, in line with JB Furniture’s tone and commercial objectives.

Although we plan the blogs, I also meet adhoc and promotional sales objectives – writing blogs that tie in with what people are searching for and the team is delivering.

Dave Sadler says:

“We appreciate Susanna’s high quality blog writing that combines the perfect balance of product detail with lifestyle themes, and in a consumer style that’s right for JB Furniture.”