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Morning Fundamentals                               Lauren Marie Fleming                                                   ...
Game-changing                      @CecilyK, bloggerPathfinderMy Blog as Business8/2/2012                                 ...
Pathfinder – My Blog as BusinessImportant StuffConnectivityWiFi Access Code: BlogHerLogin/Password: lifewellsaidConference...
Pathfinder – My Blog as BusinessAgendaThis Morning (10-noon)Introductions10 Guiding Principles for Successful Professional...
Pathfinder – My Blog as BusinessYour Esteemed HostsLauren Marie Fleming – @queeriebradshawBlogs at Queerie Bradshaw.Works ...
DisclaimerSusan and Liz are not lawyers, and do notplay them on the interwebs or at bloggingconferences.Lauren has a law d...
Pathfinder – My Blog as Business10 Guiding Principles forSuccessful Professional Blogging                                 ...
BUSINESS FUNDAMENTALSLAUREN MARIE FLEMING
Why a Structured Business?• You’re already a business• Structuring helps keep you on task and on budget• Formal structures...
Which Business Structure?• Sole Proprietor• General Partnerships• Limited Liability Corporations• Corporations• Non-profit...
Sole ProprietorOverview• What you may be in now• The simplest form• Single owner entity• May have a few other employees, b...
Sole ProprietorPros• Cheap and relatively uncomplicated• Owner reports profit or loss on personal tax return• Can deduct d...
Sole ProprietorHow to Form:• Obtain a biz license if needed• Obtain a sales tax license or permit if retail oriented• File...
General PartnershipsOverview• What you may be in now• If two people are owning and/or operating together, they’re  at leas...
General PartnershipsPros• Cheap and relatively uncomplicated• Owners (partners) report profit or loss on personal tax retu...
General PartnershipsHow to Form:• Create (and sign) a partnership agreement• State law automatically applies if you don’t•...
Limited Liability Corp.Overview• Best of all worlds• Can choose to be taxed by IRS like a sole proprietor/general  partner...
Limited Liability Corp.Pros• Limited personal liability for biz debts• Profits and loss can be split however you want them...
Limited Liability Corp.How to Form:• File on State AG’s website• File an assumed/fictitious biz name if needed• Start a se...
CorporationOverview• Very complicated, but beneficial to some• Two main types:    – S – liability of a corp., sole proprie...
C CorporationPros• Limited personal liability for biz debts• Fringe benefits can be deducted as biz expense• Corp. profit ...
S CorporationPros• Limited personal liability for biz debts• Report corp.. loss on personal tax returns• Can use corp.. lo...
CorporationHow to Form:• Talk to an attorney and accountant                                       24
LLC as SP/GP or Corp?LLC• Relative simplicity and flexibility good for smaller biz• Pay salaries and bonuses (tax deductib...
LLC as SP/GP or Corp?LLC• 15.3% self-employment tax on first $106,800, 2.9% after for Medicare• LLCs complicated taxation ...
LLC as SP/GP or Corp?      ASK A TAX EXPERT    Differences mostly come down to taxes.                                     ...
The Business PlanLeft-Brained                                                Right-Brained*• Executive Summary            ...
Executive SummaryWhat it is:                   What it needs:• Summary of the whole plan   • Brief description Inc.       ...
Company OverviewWhat it is:               What it needs:• What you do and where   • Overview  you’re headed               ...
Competitive Analysis                                 What it needs:What it is:                                 • Honest an...
Marketing PlanWhat it is:                        What it needs:• Outline of how you’re going      • Who/what is your      ...
Financial PlanWhat it is:                     What it needs:• How much money you need       • As precise as possible      ...
Action PlanWhat it is:                      What it needs:• Goals of the business and      • What you’re going to  the ste...
Staying on TrackBusiness Plan!    – A good business plan is a roadmap    – Action, Operational and Management plans all im...
Resources• NOLO legal guides   – How to Form a Nonprofit Corporation       • Don’t get the legal form one – all online now...
COPYRIGHT & FTC DISCLOSURESUSAN GETGOOD & LIZ GUMBINNER
Pathfinder – My Blog as BusinessCopyright and Plagiarism                                                   .Copyright and ...
Pathfinder – My Blog as BusinessWhat is copyright?Copyright is a form of protection grounded in the U.S.Constitution for o...
Pathfinder – My Blog as BusinessWhat is plagiarism?Plagiarism is the wrongful appropriation or close imitation andpublicat...
Pathfinder – My Blog as BusinessCopyright Best PracticesJust because it’s on the internet DOES NOT mean it’s in thepublic ...
Pathfinder – My Blog as BusinessProtecting YOUR Copyright• Put a copyright statement on your blog• Creative Commons• Water...
FTC DISCLOSURE: IMPACT ONBLOGGERS
Pathfinder – My Blog as BusinessThe FTC GuidelinesHelp advertisers comply with Section 5 of the FTC Act, whichbroadly proh...
Pathfinder – My Blog as BusinessEnforcement• Guidelines were effective 12/1/2009• The Guides don’t have the force of law -...
Pathfinder – My Blog as BusinessFTC Examples•   Purchase vs. Coupon vs. Marketing Network•   False Claims, Sponsored Post ...
Pathfinder – My Blog as BusinessBloggers must:• Disclose compensated relationships such as:   – Product reviews   – Paid p...
Pathfinder – My Blog as BusinessThe Bottom LineDoes the audience understand the relationship between thewriter/speaker and...
Pathfinder – My Blog as BusinessThe Bottom LineDoes the audience understand the relationship between thewriter/speaker and...
Deep Dive into Guiding Principles            10 GUIDING PRINCIPLES FOR            SUCCESSFUL PROFESSIONAL            BLOGG...
Pathfinder – My Blog as BusinessImportant StuffConnectivityWiFi Access Code: BlogHerLogin/Password: lifewellsaidConference...
Pathfinder – My Blog as Business10 Guiding Principles forSuccessful Professional Blogging                                 ...
Pathfinder – My Blog as Business1. BEGIN WITH THE END                                                                     ...
Pathfinder – My Blog as Business2. WHY DO YOU BLOG?                                                              .Photo: t...
Pathfinder – My Blog as Business3. THE DREADED ELEVATOR PITCH:                                                            ...
Pathfinder – My Blog as BusinessExercise: About Your Blog                                                      .Your Propo...
Pathfinder – My Blog as BusinessExercise: About Your Blog                                                      .COOL MOM P...
Pathfinder – My Blog as Business4. Paths to Monetization                                                                 ....
Pathfinder – My Blog as BusinessMonetization                                                              .• Advertising• ...
Pathfinder – My Blog as BusinessExercise: Learn From Each Other                            .How are you making money?How w...
Pathfinder – My Blog as Business5. See and be seen:                                                               .       ...
Pathfinder – My Blog as Business6. Credentials!                                                                 .      A.K...
Pathfinder – My Blog as BusinessExercise: One Thing About You                                               .Share one thi...
Pathfinder – My Blog as Business7. SEO vs Content Cagematch                                                               ...
Pathfinder – My Blog as Business8. Business basics when going pro                                                         ...
Pathfinder – My Blog as Business9. Functioning within a  community                                                        ...
Pathfinder – My Blog as Business10. Ethics, disclosure + other    best practices                                          ...
Pathfinder – My Blog as Business10 Guiding Principles forSuccessful Professional Blogging                                 ...
Go forth andprosper!• Lauren Marie Fleming, @queeriebradshaw• Susan Getgood, @sgetgood• Liz Gumbinner, @mom101            ...
Pathfinder Day: My Blog as a Business
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Pathfinder Day: My Blog as a Business

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  • Copyright law does not protect recipes that are mere listings of ingredients. Nor does it protect other mere listings of ingredients such as those found in formulas, compounds, or prescriptions. Copyright protection may, however, extend to substantial literary expression—a description, explanation, or illustration, for example—that accompanies a recipe or formula or to a combination of recipes, as in a cookbook.Only original works of authorship are protected by copyright. “Original” means that an author produced a work by his or her own intellectual effort instead of copying it from an existing work.
  • 86 page document 5 examples specific to bloggingDisclosure is a best practice but it is also becoming a requirement. 1980 A material connection is one that might affect the weight or credibility of the endorsement, i.e., isn’t reasonably expected by the audienceExamples of such connections include:Seller is compensating endorserEndorser is employee or business associate of sellerEndorser is related to seller
  • In order to limit its potential liability, the advertiser should ensure that the advertising service provides guidance and training to its bloggers concerning the need to ensure that statements they make are truthful and substantiated. The advertiser should also monitor bloggers who are being paid to promote its products and take steps necessary to halt the continued publication of deceptive representations when they are discovered.”
  • Objectives = Your Goals. What you want to achieveTactics = Activities. What you do.Strategy = the connective tissue that links tactics with goals. It’s how you put the tactics together to achieve your goals. Understanding why tactic a will lead to outcome b and goal c.
  • Objectives = Your Goals. What you want to achieveTactics = Activities. What you do.Strategy = the connective tissue that links tactics with goals. It’s how you put the tactics together to achieve your goals. Understanding why tactic a will lead to outcome b and goal c.
  • Objectives = Your Goals. What you want to achieveTactics = Activities. What you do.Strategy = the connective tissue that links tactics with goals. It’s how you put the tactics together to achieve your goals. Understanding why tactic a will lead to outcome b and goal c.
  • Objectives = Your Goals. What you want to achieveTactics = Activities. What you do.Strategy = the connective tissue that links tactics with goals. It’s how you put the tactics together to achieve your goals. Understanding why tactic a will lead to outcome b and goal c.
  • Ask members of the audience to share monetization strategies
  • Objectives = Your Goals. What you want to achieveTactics = Activities. What you do.Strategy = the connective tissue that links tactics with goals. It’s how you put the tactics together to achieve your goals. Understanding why tactic a will lead to outcome b and goal c.
  • Objectives = Your Goals. What you want to achieveTactics = Activities. What you do.Strategy = the connective tissue that links tactics with goals. It’s how you put the tactics together to achieve your goals. Understanding why tactic a will lead to outcome b and goal c.
  • Thank you.
  • Transcript of "Pathfinder Day: My Blog as a Business"

    1. 1. Morning Fundamentals Lauren Marie Fleming www.queeriebradshaw.com Workshop @QueerieBradshaw My Blog as Business Liz Gumbinner coolmompicks.com @mom101 Susan Getgood getgood.com/roadmaps @sgetgoodWireless Network: BlogHer Session hashtag: #ShortenedNameBH12:Password (case sensitive, one word): lifewellsaid Conference hashtag: #BlogHer12:
    2. 2. Game-changing @CecilyK, bloggerPathfinderMy Blog as Business8/2/2012 3
    3. 3. Pathfinder – My Blog as BusinessImportant StuffConnectivityWiFi Access Code: BlogHerLogin/Password: lifewellsaidConference Hashtag#BlogHerPathfinder 4 4
    4. 4. Pathfinder – My Blog as BusinessAgendaThis Morning (10-noon)Introductions10 Guiding Principles for Successful Professional BloggingThe Fundamentals:• Organizing Your Business – structure, plans and marketing• Copyright – protecting yours and not violating others• Disclosure – it’s not just about the FTC – your readers care too!This Afternoon (2-4)Deep Dive into the 10 Guiding Principles 5
    5. 5. Pathfinder – My Blog as BusinessYour Esteemed HostsLauren Marie Fleming – @queeriebradshawBlogs at Queerie Bradshaw.Works at Creativity Squared LLC.Susan Getgood – @sgetgoodBlogs at Marketing Roadmaps and Snapshot Chronicles.Works at BlogHer.Liz Gumbinner – @mom101Blogs at Mom-101, publishes Cool Mom Picks + Cool Mom Tech.Works at Deutsch advertising. 6
    6. 6. DisclaimerSusan and Liz are not lawyers, and do notplay them on the interwebs or at bloggingconferences.Lauren has a law degree, but she is not YOURlawyer.The contents of this session are BLOGGINGadvice, not LEGAL advice, which would costway more. 7
    7. 7. Pathfinder – My Blog as Business10 Guiding Principles forSuccessful Professional Blogging .1. Begin with the end2. Why do you blog?3. The dreaded elevator pitch – differentiating yourself4. Paths to monetization5. See and be seen6. Credentials. A.K.A. What have you done for me lately?7. SEO vs Content Cagematch8. Business basics when going pro9. Functioning within a community10. Ethics, disclosure and other best practices 8 8
    8. 8. BUSINESS FUNDAMENTALSLAUREN MARIE FLEMING
    9. 9. Why a Structured Business?• You’re already a business• Structuring helps keep you on task and on budget• Formal structures needed for loans, grants, etc.• Business structures provide tax shelters• Business structures provide protection from liability• You can have a cool title like “Editor-in-Mischief” 10
    10. 10. Which Business Structure?• Sole Proprietor• General Partnerships• Limited Liability Corporations• Corporations• Non-profit Organizations• Others not discussed today: LP, LLP, PC, PLLC – Mostly for doctors, lawyers, professional group – Also no publicly held corporations 11
    11. 11. Sole ProprietorOverview• What you may be in now• The simplest form• Single owner entity• May have a few other employees, but not usually• Owner and the business are the same legally• Including for tax purposes 12
    12. 12. Sole ProprietorPros• Cheap and relatively uncomplicated• Owner reports profit or loss on personal tax return• Can deduct day to day biz expensesCons• Owner personally liable for all biz debts and court judgments (inc. being sued)• May have a higher tax bracket because of biz income 13
    13. 13. Sole ProprietorHow to Form:• Obtain a biz license if needed• Obtain a sales tax license or permit if retail oriented• File an assumed/fictitious biz name if needed• Start a separate bank account (can be difficult if not structured) 14
    14. 14. General PartnershipsOverview• What you may be in now• If two people are owning and/or operating together, they’re at least this• Owners and the business are the same legally• Including for tax purposes• Including for liability 15
    15. 15. General PartnershipsPros• Cheap and relatively uncomplicated• Owners (partners) report profit or loss on personal tax return• Can deduct day to day biz expensesCons• Owners (partners) personally liable for all biz debts and court judgments (inc. being sued)• May have a higher tax bracket because of biz income• Fiduciary duties apply 16
    16. 16. General PartnershipsHow to Form:• Create (and sign) a partnership agreement• State law automatically applies if you don’t• Most states req a partnership certificate• File an assumed/fictitious biz name if needed• Obtain a biz license if needed• Obtain a sales tax license or permit if retail oriented• Start a separate bank account (can be difficult if not structured) 17
    17. 17. Limited Liability Corp.Overview• Best of all worlds• Can choose to be taxed by IRS like a sole proprietor/general partnership or as a corp.• Most flexible option, easiest to use because of that flexibility• Not available in every state, varies in each state 18
    18. 18. Limited Liability Corp.Pros• Limited personal liability for biz debts• Profits and loss can be split however you want them to be (within IRS reason)Cons• More expensive and complicated to create• Members’ shares of profit may be subject to self-employment tax 19
    19. 19. Limited Liability Corp.How to Form:• File on State AG’s website• File an assumed/fictitious biz name if needed• Start a separate bank account (can be difficult if not structured)• Obtain a biz license if needed• Obtain a sales tax license or permit if retail oriented 20
    20. 20. CorporationOverview• Very complicated, but beneficial to some• Two main types: – S – liability of a corp., sole proprietor tax • Corp doesn’t pay taxes – C – taxpaying entity separate from owners/operators• Limited liability – legally separate from individuals operating• Can give stock, which helps with investors• Probably too complex and complicated for the average writer/writing group 21
    21. 21. C CorporationPros• Limited personal liability for biz debts• Fringe benefits can be deducted as biz expense• Corp. profit can be split among owners and corp., can mean a lower overall taxCons• More expensive and complicated to create• Paperwork pile-up• Separate taxable entity, can’t write off loss 22
    22. 22. S CorporationPros• Limited personal liability for biz debts• Report corp.. loss on personal tax returns• Can use corp.. loss to offset income from other sourcesCons• More expensive and complicated to create• LLC offers similar advantages with less paperwork• Fringe benefits limited for owners• Income must be allocated according to ownership interests 23
    23. 23. CorporationHow to Form:• Talk to an attorney and accountant 24
    24. 24. LLC as SP/GP or Corp?LLC• Relative simplicity and flexibility good for smaller biz• Pay salaries and bonuses (tax deductible) instead of dividends (not tax deductible)• No stock options only membership interestsCorp Double tax on things like property whereas LLC doesn’t pay tax on income if like a SP or GP Fringe benefits (payment of health insurance premiums and direct medical reimbursements) Stock Options/Public Offerings 25
    25. 25. LLC as SP/GP or Corp?LLC• 15.3% self-employment tax on first $106,800, 2.9% after for Medicare• LLCs complicated taxation but can be taxed for profits of company if: – Participate in biz for more than 500 hours a year – Provide LLC with professional services – Can sign contracts for LLCCorp• 7.65% on first $106,800, 1.45% after that for just Medicare but employer matches, so equal• Pay this on salary, benefits, etc. not profits of company (unless dividends)• This way often pay less employment tax 26
    26. 26. LLC as SP/GP or Corp? ASK A TAX EXPERT Differences mostly come down to taxes. 27
    27. 27. The Business PlanLeft-Brained Right-Brained*• Executive Summary • Hearty Highlights• Company Overview • Business Vision & Values• Competitive Analysis • Business Landscape• Marketing Plan • Getting the Word Out• Financial Plan • Managing the Moola• Management & Personnel Plan • Corralling your Creative Cohorts• Operational Plan • Smooth Sailing System• Action Plan • Making Your Plan Real*Taken from The Right-Brain Business Plan by Jennifer Lee 28
    28. 28. Executive SummaryWhat it is: What it needs:• Summary of the whole plan • Brief description Inc. company mission• Like an abstract • Why your audience• 1-2 pages max should care/invest• Should be done last • What sets you apart? • What profits can be made? • Including how much you want them to invest 29
    29. 29. Company OverviewWhat it is: What it needs:• What you do and where • Overview you’re headed • Mission• Vision and Values • Products/Services • History • Of You • Of Company/Idea 30
    30. 30. Competitive Analysis What it needs:What it is: • Honest and in-depth• Description of where you fit analysis of market & in the business competition world/landscape • Data, statistics• Articulation of what makes • Clear understanding you unique and outline of customers’ and markets’ needs • Including growth opportunities 31
    31. 31. Marketing PlanWhat it is: What it needs:• Outline of how you’re going • Who/what is your target/ideal customer to promote your business • How you’ll reach that• Description of your sales customer process • Marketing mediums• How you’re going to pull in your ideal customers • Marketing slogans/messages• What infrastructure exists for • Timing of these sales/marketing • Support team/plan for marketing/sales 32
    32. 32. Financial PlanWhat it is: What it needs:• How much money you need • As precise as possible financial projections• How much money you’ll spend • If possible:• How you’ll bring in money • Profits and loss• How you’ll pay back loans statement • Balance sheet • Cash flow statement 33
    33. 33. Action PlanWhat it is: What it needs:• Goals of the business and • What you’re going to the steps needed to achieve achieve them • How you’re going to• List of to-dos, both big and achieve it small, for starting, running • Measurable and and managing your quantifiable steps to company keep you on track • Description of how they’re going to get you there 34
    34. 34. Staying on TrackBusiness Plan! – A good business plan is a roadmap – Action, Operational and Management plans all importantAdvisory Board – Different than BOD – Friends, colleagues, impartial partiesCommunities and connections – Look around here, connect with other writers, groups – Writing collectives – State business websites and trainings/ community college classes 35
    35. 35. Resources• NOLO legal guides – How to Form a Nonprofit Corporation • Don’t get the legal form one – all online now – Legal Guide for Starting & Running a Small Business – Tax Savvy for Small Businesses• The Right Brain Business Plan by Jennifer Lee• Six-Figure Freelancing by Kelly James-Enger• Oregon State Business Wizard and other small business aids at FilingInOregon.com (or your state) 36
    36. 36. COPYRIGHT & FTC DISCLOSURESUSAN GETGOOD & LIZ GUMBINNER
    37. 37. Pathfinder – My Blog as BusinessCopyright and Plagiarism .Copyright and Plagiarism content developed for Pathfinder 11by Sara Hawkins (www.savingforsomeday.com) and used withpermission.**See how we did that? Not plagiarised!
    38. 38. Pathfinder – My Blog as BusinessWhat is copyright?Copyright is a form of protection grounded in the U.S.Constitution for original works of authorship fixed in a tangiblemedium of expression. Copyright covers both published andunpublished works.Copyright and Plagiarism content developed for Pathfinder 11 by Sara Hawkins, Saving forSomeday (www.savingforsomeday.com) and used with permission.
    39. 39. Pathfinder – My Blog as BusinessWhat is plagiarism?Plagiarism is the wrongful appropriation or close imitation andpublication of another person’slanguage, thoughts, expressions or ideas AND representingthem as your own.Copyright and Plagiarism content developed for Pathfinder 11 by Sara Hawkins, Saving forSomeday (www.savingforsomeday.com) and used with permission.
    40. 40. Pathfinder – My Blog as BusinessCopyright Best PracticesJust because it’s on the internet DOES NOT mean it’s in thepublic domain.Citing your source, giving a link back or mentioning the author’sname or blog in YOUR post does not mean you can use theircopyrighted material!Obtain permission before using someone else’s copyrightedwork. Always. Every Time!Copyright and Plagiarism content developed for Pathfinder 11 by Sara Hawkins, Saving forSomeday (www.savingforsomeday.com) and used with permission.
    41. 41. Pathfinder – My Blog as BusinessProtecting YOUR Copyright• Put a copyright statement on your blog• Creative Commons• Watermarks on photos 42 42
    42. 42. FTC DISCLOSURE: IMPACT ONBLOGGERS
    43. 43. Pathfinder – My Blog as BusinessThe FTC GuidelinesHelp advertisers comply with Section 5 of the FTC Act, whichbroadly prohibits “unfair or deceptive acts or practices incommerce”• Apply to all types of marketing, including viral, word-of- mouth, blogs, etc.• Require disclosure of a “material connection” between a seller and an endorser• Impose liability for false statements on both seller and endorser
    44. 44. Pathfinder – My Blog as BusinessEnforcement• Guidelines were effective 12/1/2009• The Guides don’t have the force of law -- no penalties.• FTC has publicly stated that it intends to focus investigations on companies and advertisers, not individual bloggers• Long, confidential process
    45. 45. Pathfinder – My Blog as BusinessFTC Examples• Purchase vs. Coupon vs. Marketing Network• False Claims, Sponsored Post – “Cures eczema”• Free Product• Material Interest• Celebrity Endorsement
    46. 46. Pathfinder – My Blog as BusinessBloggers must:• Disclose compensated relationships such as: – Product reviews – Paid posts or tweets – Post about a free trip or other benefit – Consulting or employment• Follow their stated policies. Failure to do so could be considered “deceptive business practice.”• Strive for accuracy.• If you are compensated, you are liable for false statements. Protect yourself: – Tell the truth. Don’t say you used it if you didn’t, and if you don’t like it, say so. – Get the information you need to be accurate – Read agreements carefully
    47. 47. Pathfinder – My Blog as BusinessThe Bottom LineDoes the audience understand the relationship between thewriter/speaker and the company whose products are beingdiscussed or reviewed?If it’s not clear from the context, the connection must bedisclosed.
    48. 48. Pathfinder – My Blog as BusinessThe Bottom LineDoes the audience understand the relationship between thewriter/speaker and the company whose products are beingdiscussed or reviewed?If it’s not clear from the context, the connection must bedisclosed.
    49. 49. Deep Dive into Guiding Principles 10 GUIDING PRINCIPLES FOR SUCCESSFUL PROFESSIONAL BLOGGING SUSAN GETGOOD & LIZ GUMBINNER• Photo from Flickr by SocialRobot, Creative Commons License - attribution, noncommercial, share alike
    50. 50. Pathfinder – My Blog as BusinessImportant StuffConnectivityWiFi Access Code: BlogHerLogin/Password: lifewellsaidConference Hashtag#BlogHerPathfinder 51 51
    51. 51. Pathfinder – My Blog as Business10 Guiding Principles forSuccessful Professional Blogging .1. Begin with the End2. Why do you blog?3. The dreaded elevator pitch!4. Paths to monetization5. See and be seen6. Credentials. A.K.A. What have you done for me lately?7. SEO vs Content Cagematch8. Business basics when going pro9. Functioning within a community10. Ethics, disclosure and other best practices 52 52
    52. 52. Pathfinder – My Blog as Business1. BEGIN WITH THE END . objectives, tactics, strategyPhoto: “Notorious” via wikimedia commons 53 53
    53. 53. Pathfinder – My Blog as Business2. WHY DO YOU BLOG? .Photo: tobinblack on Flickr. 54 54
    54. 54. Pathfinder – My Blog as Business3. THE DREADED ELEVATOR PITCH: . Differentiation in a sea of samenessPhoto: paulmannix on Flickr. 55 55
    55. 55. Pathfinder – My Blog as BusinessExercise: About Your Blog .Your Proposition __________________Your Audience ___________________Your Niche or Category _______________________My blog is [what is it?] which offers [unique perspective] for[specific audience] 56
    56. 56. Pathfinder – My Blog as BusinessExercise: About Your Blog .COOL MOM PICKS: A cheeky shopping, trend and design blogfor parents, which offers indie-minded products and resourcesfor a dedicated audience of shoppers and influencers.MOTHERHOOD UNCENSORED: An irreverent personal blogwhich offers an unapologetically honest take on parenting forreaders who aren’t afraid of the F word.YOUR BLOG: ?My blog is [what is it?] which offers [unique perspective] for[specific audience] 57
    57. 57. Pathfinder – My Blog as Business4. Paths to Monetization . (there’s more than one!)Photo: mukluk on Flickr. 58 58
    58. 58. Pathfinder – My Blog as BusinessMonetization .• Advertising• Sponsored Content on your blog• Freelance opportunities – On other blogs – For companies/media properties• Affiliate relationships• Your social graph (Twitter, Pinterest)• Spokesperson• FT Employment 59
    59. 59. Pathfinder – My Blog as BusinessExercise: Learn From Each Other .How are you making money?How would you like to? 60
    60. 60. Pathfinder – My Blog as Business5. See and be seen: . Be easy to findPhoto: ardenstreet on Flickr. 61 61
    61. 61. Pathfinder – My Blog as Business6. Credentials! . A.K.A. What have you done for me lately?Photo: h+m 62 62
    62. 62. Pathfinder – My Blog as BusinessExercise: One Thing About You .Share one thing with us that you think would be good to tout onyour blog. 63
    63. 63. Pathfinder – My Blog as Business7. SEO vs Content Cagematch . Source: Fussy shirt via Rare Bird Finds http://rarebirdfinds.typepad.com 64 64
    64. 64. Pathfinder – My Blog as Business8. Business basics when going pro . Source: hesaidteeshed poster 65 65
    65. 65. Pathfinder – My Blog as Business9. Functioning within a community . Source: hc916 on flickr 66 66
    66. 66. Pathfinder – My Blog as Business10. Ethics, disclosure + other best practices . Source: ragtrader shop: ragtrader.etsy.com 67 67
    67. 67. Pathfinder – My Blog as Business10 Guiding Principles forSuccessful Professional Blogging .1. Begin with the end2. Why do you blog?3. The dreaded elevator pitch!4. Paths to monetization5. See and be seen6. Credentials. AKA What have you done for me lately?7. SEO vs Content Cagematch8. Business basics when going pro9. Functioning within a community10. Ethics, disclosure and other best practices 68 68
    68. 68. Go forth andprosper!• Lauren Marie Fleming, @queeriebradshaw• Susan Getgood, @sgetgood• Liz Gumbinner, @mom101 69
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