Multi-tasking is the big word around job interviews these days. Most small business owners find themselves wearing many hats and playing many roles in running their business. It’s important for entrepreneurs to use a “multi-tasking” approach when it comes to their marketing efforts as well.
As I work with business owners on their blog marketing strategy, I’m finding at the start of the conversation that most are already fully aware that blogging has become an indispensable part of any business tool kit. The only problem is that their efforts are being devoted to playing all those different roles just to keep the business running, and so they lack the time and inclination (and sometimes, as my clients readily admit, the talent) to compose blog posts.
I want to share a true marketing story, recounted in Don Voorhees’ The Book of Totally Useless Information, about Blue Bonnet Margarine. During World War II, butter was in short supply, and the Standard Brands company decided to add margarine to its product list, sponsoring a contest to name the new spread. A company employee in Texas suggested naming the margarine after his state’s flower, the bluebonnet. That was the winning entry, but, as Vorhees goes on to explain, the company “didn’t use a bluebonnet flower for the logo but opted to use a blond woman wearing a blue bonnet”. They had re-purposed the name!
Remember that blogs can multi-task and re-purpose, too. 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. As professional website copywriter and blogger Matt Rouge puts it, "Blog posts contain valuable information about your business and your industry. This information may be further used in email and print newsletters, white papers, brochures, and other media."
The blog can reflect different aspects of the business and different personalities.
Whether you propose to do the blog writing by yourself, have your entire team participate, or collaborate with a professional ghost partner like me, the content in the blog posts will be a way of continually thinking through and reinventing your business brand.
Then, the material in those posts can be used to market your business offline as well as in the blogosphere.