Happy Friday, Advisors!
This week I'm taking you to articles on blogging and glitter bombing - two seemingly unrelated topics that are linked by the need for strategy.
Due to its success, blogging has become an integral part of many a business marketing efforts. And like every marketing tactic you employ, you should not do so blindly. If blogging is going to be a win for your company, you're going to need to strategize how.
Over at HubSpot, Will Blunt takes you through a step-by-step process for building that strategy:
"[A]s more people blog, the quality of blog content is becoming more important -- and this is especially true for businesses who are blogging to get found on the internet.
It isn't enough to simply have a blog -- businesses need to spend time creating a blogging strategy that allows for high quality content creation so you can, slowly, build a reputation for thought leadership that will pay off big time in the long term.
It's the strategy part that trips up a lot of businesses. I've found that documenting your blog strategy is a great way to bridge the gap to successful execution."
Bombs [of the Glitter variety]
In case you weren't on the internet the last day or two and missed the craze, the website ShipYourEnemiesGlitter.com was the latest thing to go accidentally viral. Every website/business owner's dream, right?
Not if you're Mathew Carpenter, creator of the website:
Because not if you don't have a strategy in place and certainly not if you don't follow through, says Ray Hennessy of Entrepreneur:
"[I]f the idea was good and the business was real, where did Carpenter go wrong[...]? He is giving up.
[...] ShipYourEnemiesGlitter was a good idea, one actually worth saving and cultivating. Perhaps Carpenter will awaken and see that lamenting about success sucks compared with making this a go as a business, one where he can actually make a ton of money shipping a ton of glitter. Or, perhaps even better, other entrepreneurs will see the validation of this idea and do something similar, and honor it.
This should have been a story about pure, fun entrepreneurial success, but Carpenter's attitude and his lack of seriousness shut down the party early. Hopefully, there is a level of entrepreneurial hell worthy of such an attitude and crime.
And, more hopefully, Dante stocked it well with the stickiest of glitter."
The moral of the story here is that you must always have a plan in place, or else these things will glitter bomb in your face.