But Then, A Story About the Decision to Blog or Not to Blog

A little while back we at Emogen committed ourselves to blogging daily about topics relevant to our line of work: marketing, advertising and graphic design. We did fairly well but then…

Isn’t it funny how there’s always a but then? I was doing great on my diet, but then I went on that cruise. My portfolio was really going strong, but then the bottom fell out of the economy. The Cubs were hanging in there, but then the curse kicked in.

There’s always something to distract us and get in the way of good intentions. There’s always a but then.

Emogen’s but then was an onslaught of business, which, although awesome for us, is not so good for our intentions of daily blogging. But does breaking that commitment really even matter?

No and yes.

NO
A deli showcases its meats in a glass counter. A car dealer has that large lot out front. Those kind of display options don’t exist for a service company, so we’ve adapted our blog to work with our portfolio to showcase our “goods.” The point being, of course, to promote our expertise in order to acquire new business, so the fact that we’ve taken on several new clients as of late takes some pressure off of those efforts.

YES
However, it’s imperative to press on with a marketing initiative—whether blogging or some other form of advertising or promotion—to maintain momentum.

Rarely do you get the results you want from one ad or one single sales activity. Customers usually have to encounter your brand and message several times and ways before they even really pay attention to it much less make a purchase decision. The corollary is that it takes ample effort and resources to build up a campaign to the point of realizing the desired outcome. For that reason, you can’t hang up the towel as soon as the first phone call comes in. If you’re looking for a regular inflow of new business, you have to provide a regular outflow of information to those prospects.

So what does this mean to the fate of the Emogen blog? In lieu of our diminished time, the decision has been made to forego short daily blogs and instead post a lengthier, meatier blog once a week… at least until the next but then makes itself known.

~Sarah, Emogen marketer