To get started, head to your My Content page and click the “Create new post” button in the upper-right hand corner of the screen. This will open the blog creator, where you can start crafting your latest post.


Templates serve as guide posts for commonly used ecommerce article formats, like listicles, guides and how-to's.

When you select a template, you'll be brought to the content section, where Matcha will auto-fill the body HTML for the post, which contains placeholder text and images, and tips to help guide you through the writing process.

If you'd prefer to start from scratch, select the "Blank Slate" option to be brought to an empty text editor.

The content section is where you’ll write the text of the article. If you've selected a template, Matcha will provide placeholder text that exemplifies the style of the article.

Later sections will allow you to add imagery, segmentation information and SEO metadata, so don't worry about those elements just yet.


The title section is where you'll add a catchy headline for your article. The best titles are accurate, specific and concise descriptions of the article.

Example: Barry Bronson is writing an article about making homemade bread with your children.

  • Good — “How to Make Bread”

  • Better — “How to Make Bread with Your Kids”

  • Best — “X Pro Tips for Making Home Made Bread When the Store is Out…Again.”


The article body section is where you'll flesh out the content of your piece. Try to stay between 700-1200 words for maximum engagement. You can find more writing tips and best practices here.

You can use the buttons at the top to create headings and subheadings, style text, and insert hyperlinks and images.

As you write, the preview window on the left-hand side will update in real-time so that you’re able to see your progress and tweak as needed.

If you’d like to take a break, you can always “Save and exit,” and your draft will be saved to the top of your My Content page. Once you have your article to your liking, click "Continue."


The imagery section is where you’ll upload the “featured image,” or image that appears at the top of your blog and/or on your blog’s index, as well as any images that will appear within the body of the article.

To get started, click the "Upload and replace image" button to select a saved image from you device. You can also source imagery from commercially licensable libraries.


If you're sourcing imagery from an internal media library, be sure to credit the original photographer.

If you're sourcing imagery from the public domain, please be certain you have permission to use those images in a commercial capacity, and always give proper photo credit in the form of attribution. Asset libraries like Shutterstock or Pixabay should provide this information to you.


  • Caption -- Your image caption should be short n' sweet. If you have a focused SEO keyword, using it in your image captions is a good idea—just be certain the language doesn't sound forced or unnatural.


    Make tracks around Oregon's gentle giant, Mt. Hood.

    This mac and cheese is keto and gluten-free friendly.

    Store your beauty products in a cool place out of direct sunlight.

  • Alt text -- The alt text field is simply a description of image, such as "woman walking a dog." Alt-text is primarily for users with disabilities, or to describe an image that doesn't load properly. However, it also has SEO value in giving your images context, so feel free to add in keywords when appropriate.


    Mt. Hood behind a creek.

    Mac and cheese on a table.

    Skincare products arranged on a table.

In-line Images

As you're writing, you'll likely wish to add additional imagery inside your article. To do this, You'll select the image icon from the toolbar, select your image to import and Matcha will then prompt you complete the settings around your image.


The settings section is where you’ll ascribe certain attributes to your article for better tracking and segmentation, as well as provide an author and add SEO metadata.


Adding segmentation tags to your articles helps you stay organized, and better understand what topics, article types, or high-level categories are resonating best with your audience.

Matcha comes equipped with a number of tags for each segment below, but you can always create your own!

  • Article Type -- Article type refers to the format of the article, e.g., Listicle, Guide, or Recipe.

  • Topic -- Select up to three topics that are relevant to your content. If your topic does not currently exist, type in the topic and hit "Create Topic" to create a new topic.

  • Persona -- Select up to three personas that describe the ideal audience you are trying to reach. If your persona does not currently exist, type in the new persona and hit "Create Persona".

  • Location -- If the article features a location (not all do!), then you can tag by region, state, or even city. If the location does not exist, type in the new location and hit "Create Location."

  • Grouping-- Grouping refers to the highest level content category your article belongs to, e.g., B2B, Family/Parenthood, or Outdoors. You can select one category per article.

  • Author -- Select the author of the article from the dropdown menu or simply begin typing their name. If the author does not yet exist in the system, type out their name and hit "Create" to create a new author.

Over time, you may choose to use this information to segment your audience in email and/or further personalize your content offering. Additionally, any segments that are applied to an article will translate over to the Matcha Subscribers feature.

SEO metadata

SEO metadata is used in search engine result snippets, or the listings that appear when you use a search engine. You'll see the option to add an SEO title and description to your article.

  • SEO title -- SEO titles should be 70 characters or less. Very often, SEO titles are simply the same as the article title, but if you'd like to change it, you can do so in this field.

  • SEO description -- Also called the "Meta Description," this is a brief summary of your web page. In nearly all cases, it is used by search engines as the blurb in search engine result listings and should be between 50-160 characters. SEO descriptions are not used by search engines to affect ranking, so don't feel the need stuff in keywords. Strong SEO descriptions entice your readers to click into your article, as should be thought of similarly to ad copy.


The tools section is where you can optionally place product listings, a subscriber sign up form, and other optimization tools on your new article.

Locked Content

Subscriber sign up forms are a lead generation tool that displays as a form on your article. A restricted article will appear gated until the visitor submits their email address as a subscriber, while an unrestricted form will allow the reader to access the article. You can customize the appearance and copy of your locked form in your Subscribers tab.

Product Listings

The product listings feature enables you to embed product or product collections in after any paragraph of your choosing in the article. The product you'd like to feature, the accompanying CTA, and other parameters can be edited at this stage of blog creation, or in your Matcha settings. You can add up to two product listings per article.

Share Buttons

Share buttons make it easy for readers to share content with their Facebook, Twitter, Pinterest and email audiences. Clicking "Edit" next to Share Buttons will take you to your Matcha settings to turn the global feature on or off, and configure the placement of the buttons.


If you've shared your content as an organic post to your Facebook page, turning on Add Comments will pull any engagement from those posts into the footer of your article. Comments is a global setting, so clicking the "Edit" button will take you to your Matcha Settings to manage your preferences.

Once you've finalized your creation, simply select the channel you would like to publish to, choose a publication time, and click the green "Publish" button.

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