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Online merchants are competing for customer attention and loyalty in an Internet landscape where people create their autobiographies across social networks and businesses have to discover a reason to be relevant in that narrative. Blogging, which some suggest is a waning art for individuals, can be a publishing platform for savvy online stores that create content to better engage potential shoppers and build a relationship with them. Ecommerce-related blogs can focus on product information, how-to demonstrations, or even social topics. Examples of good ecommerce blogs include REI and Toms . For businesses that want to blog there are at least two challenges — what to write and how to present the content that is written. This article focuses on the latter.