Blogging for Business

Following with last post's theme of lawyers leaving law to follow their passions, lawyer Niki Kantor-Rubin left pursuing her law career behind when she discovered her passion for paper while planning her own wedding. Kantor-Rubin and her sister Ali Kantor, decided to start a joint venture together, opening up their Boca Raton shop called Papery & Cakery. Their boutique offers consumers the opportunity to fulfill both their stationary and sweet-tooth needs for everything from weddings and birthdays to anniversaries and bar mitzvahs. For a company just over a year old, they have utilized an avenue of media to help grow their consumer base.

Kantor-Rubin uses her blog in a unique way. She doesn't boast about what stationary they offer or about the capabilities of their cake shop, but she uses the blog to expose her knowledge of the business and offer ideas for her consumers that are not exclusive to Papery & Cakery. Just this week she used luxury shoes as a theme for each daily post about stationary ideas. I have to admit that this made me curious to see what the next day's shoe would be and how she would use the design to incorporate a theme for a party. Papery & Cakery recently began to implement blogs on fridays that are dedicated to the baking side of their business. They use elaborate pictures with each step of the process laid out so that readers could imitate the process at home in their own kitchens. A few weeks ago it was a step-by-step guide to making "cupcake cones" which I used to LOVE in elementary school (you know, the ones with gummy worms in them that looked like dirt).

Because this blog highlights vendors that the store works with (or even just likes personally) and does not throw their own brand in your face, I think it is an extremely inviting and welcoming part of their online business strategy. Too often we see brands that use a tone of voice that isn't sincere or they spend each post throwing new products in your face and bragging about their capabilities that it actually turns consumers off. Everything from their layout to their tone of voice is consistent with the rest of their website, only adding value through their blog to their brand image online. Utilizing a blog in this way allows consumers to get to know the personality of the owners while at the same time gaining knowledge and ideas that suit their needs (with or without using Papery & Cakery). Since Papery & Cakery is open by appointment, growing solid relationships with consumers is the only way that they will be able to grow their business.

From business to personal use, utilizing a blog as part of online strategy only makes an impact when they provide readers with useful information. I am not claiming that everything that I write is useful to readers, but I hope that I can at least expose some information that is new or provoke a thought that was unthinkable. My blog helps to influence my own brand in the same way that Papery & Cakery's blog grows their's. I admire the way that Papery & Cakery has used their blog to promote their brand through a way that is by building relationships with their readers and providing them with something that is useful for their everyday lives. It has helped to gain clients and as informed their consumers of their shop's capabilities alongside their unique creative vision.

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