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Should my marketplace have a blog?
Plus, what separates a generic content dump from a strategic growth tool
Fiona Burns
April 17, 2025
Hey - it’s Fiona
I’m writing this from sunny Brisbane, freshly back from a long weekend in Melbourne where we packed in a little bit of everything – the Comedy Festival, some top-tier Greek food, and a brilliant cycling tour through the city’s hidden corners. Now it’s back to family time, and I’m gearing up for Easter egg hunts with the nephews (and probably sneaking a few chocolates myself).
This week’s issue is all about blogs – specifically, why marketplaces should have one, how to get started, and what separates a generic content dump from a strategic growth tool. Whether you're pre-launch or scaling up, a well-crafted blog can give your marketplace visibility, credibility, and conversion, all while serving your community.
QUESTION OF THE WEEK
Should my marketplace have a blog?
Short answer: yes.
Long answer: yes, but only if you do it properly.
Too often, I see marketplace blogs treated like an afterthought – a lonely corner of the site filled with generic posts like “10 tips for busy parents” or “Why sustainability matters.” Well-meaning, but disconnected from the actual marketplace experience.
A strategic blog is different. It’s a growth tool. It can help with SEO, support onboarding, build trust with buyers and sellers, and establish your brand as a credible voice in the space. It’s content in service of your users, not just content for content’s sake.
Why blogs matter for marketplaces
SEO and discovery
Blogs are one of the most efficient ways to improve your search rankings – especially for niche, long-tail keywords. For example:
A marketplace for home organisers could publish “How to find a professional organiser in Bristol.”
A B2B packaging marketplace could write “What to consider when sourcing compostable takeaway containers.”
These aren’t just good reads – they’re search magnets. Over time, blog posts become compounding traffic sources, bringing in users who weren’t actively looking for a marketplace but were looking for a solution.
Trust-building
Buyers want to feel confident. Sellers want to know you’ll help them succeed. A good blog educates both sides:
Case studies showing successful transactions.
Guides on how to create standout listings or optimise profiles.
Industry insights that position your platform as the place to be.
This is especially important if you're in a closed or niche market, where credibility is key.
User onboarding and support
You can think of blog content as “soft onboarding” – answering questions before they’re asked:
How does the platform work?
What’s expected from a seller?
How are disputes handled?
Instead of hiding this in a Help Centre, turn it into useful, accessible content that shows off your tone of voice and builds trust.
Brand building and community
The blog is where you can express your brand’s personality beyond product listings. It's where your values show up. Done well, it helps you attract the right users – the ones who align with your mission.
Think of it as the “voice” of your marketplace.
How to get started (without getting overwhelmed)
A blog doesn’t need to be a massive commitment. In fact, one well-written post per month can still move the needle.
Here’s how I recommend approaching it:
1/ Choose a platform that plays nice with your stack
Bonus: All of the above make it easy to publish without needing dev time.
2/ Pick 3–5 content themes
This helps you stay focused and makes sure the blog actually supports your business goals. For example:
User success stories
Industry insights
Product updates
Buyer or seller guides
SEO content around common questions
3/ Make it skimmable
Use short paragraphs, headers, bullets, and clear CTAs. People scan online – so respect their time and attention.
4/ Include real examples
Bring your marketplace to life. Feature real users, listings, or transactions. Let people see themselves in the content.
5/ Track what works
Set up basic analytics to see what’s getting clicks, shares, or conversions. Use that data to refine your approach. You’re not just writing for the sake of it – this is content with ROI.
—> ✉️ Reply with your questions and I’ll answer them in a future issue.
DESIGN SPOTLIGHT
Marketplaces with great blogs (and why they work)
Fresha
Freaha, a beauty and wellness services platform with a blog that’s genuinely helpful for salon owners – from tips on retaining clients to optimising appointment schedules. The posts are practical, well-designed, and clearly tied to their users' real-world needs.
Turo
Turo’s blog cleverly balances lifestyle content with trust-building. You’ll find user stories, destination guides, and safety features explained in plain language. It strengthens the brand while addressing buyer hesitation.
As a marketplace tool provider, Sharetribe’s blog is a masterclass in founder education. From SEO to liquidity to platform design, their articles build authority and attract exactly the kind of audience they want to serve. Their tone is helpful and credible, never salesy.
DESIGN SNIPPETS
Tools, templates, and resources to help you get your blog off the ground.
Fiona Burns
Whenever you’re ready, there are two ways I can help you:
Marketplace idea validation - Get a research-backed, 15–20 page validation report assessing market demand, competition, monetisation, and customer acquisition, so you can move forward with confidence. Ideally suited to founders who are still validating their idea and aren’t ready to invest in building just yet.
Sharetribe configuration - I can set and fully configure your Sharetribe marketplace using the no-code tools available in the Sharetribe Console. This is best suited to founders who are ready to launch a proof-of-concept at a low cost.
UX/UI design - I provide a tailored UX/UI design service for marketplace businesses, including custom UI and bespoke features. This is aimed at founders who are ready to invest in a high-quality, custom-designed marketplace.
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