Business Blogs Can Be Sporks or Foons

There’s more than one important way in which small business owners’ or professional practitioners’ business blogging efforts can have a disproportionately large effect on their marketing results. Blogs, in other words, can be sporks.

A spork, you remember (sporks can also be called “foons”) is an eating utensil that combines the scoop of a spoon with the tines of a fork. Actually (when I train corporate blog writers, I advise being alert for tidbits like this to help explain products and services), sporks are not a new invention.  Patents for fork-spoon combinations have been registered since 1874, and the term “spork” appeared in a dictionary in 1909.

As applied to blog content writing, “sporkiness” is expressed by the ability of business blogs to serve multiple marketing purposes. If you’re a business owner or professional practitioner, that “sporky” quality is there whether you do the blog writing by yourself, have your entire team participate, or collaborate with a professional ghost partner. The content in the blog posts will be one way of continually forcing yourself to think through and reinvent your business brand.

For example, as shortcutblogging explains, blogging can focus on gaining new customers or on deepening the relationship with your current customers.  There are four reasons, authors Dave Young and Paul Boomer say, any business should be blogging:

1. To create authority and credibility
“A blog provides a platform to stand on and show the world you know what you’re talking about.”

2. Relate-ability
“Blog readers are human and like to do business with people who have a personality.”

3. Search engine results
“The search engines love content. Period.”

4. Repurposing content
“A smart business never duplicates work and will turn past blog posts into books, white papers, presentations, etc.”

Make no mistake – all business and practices are generating content and doing it all the time. Letters? Content.  Email to customers and suppliers (and from customers and suppliers)? Content.  Brochures and flyers? Content. Instructions for product use? Content.  Power Point presentations and DVD/s? Content.  Radio and TV advertising copy? Content.  You get the idea…All that content can be re-purposed into blog posts. And, even more important for our discussion today) – all those blog posts from months and years ago (all still residing on the Internet) can be repurposed into emails, ads, letters, and videos.

Are you sporking and fooning with business blog content? You should be!