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Set Yourself Up for Business Success
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Set Yourself Up for Business Success


Set Yourself Up for Business Success

Set Yourself Up for Business Success

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  • 10-10:150sh

    Begin with the end
    Why do you blog?

    The dreaded elevator pitch – differentiating yourself
    Include 30 minute exercise

    Paths to monetization


    Begin with the end
    Why do you blog?

    The dreaded elevator pitch – differentiating yourself
    Include 30 minute exercise

    Paths to monetization

  • Talk about these three things as goals of professional bloggers

    Reputation – expertise
    Recognition – industry acknowledgement, compensation
  • 10-10:150sh

    Begin with the end
    Why do you blog?

    The dreaded elevator pitch – differentiating yourself
    Include 30 minute exercise

    Paths to monetization
  • Objectives = Your Goals. What you want to achieve
    Tactics = 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.

    My objective to blog in the beginning was PURELY to spread and share knowledge. It still is that way just on a larger scale. One of my biggest strengths is that my brain is a large repository for seemingly useless information. BUT I have found that most of the information I retain is actually USEFUL! I started by telling my own stories then it morphed into me being able to tell stories for others through my blog.
  • Easier ways to make money so you have to be passionate about what you are doing

    Know why you blog
    Think of all the possibilities and it will help you focus
    -stepping stone to other writing jobs?
    -personal expression?
    -make a bit of money?
    -book deal?
    -become an authority on a topic?
    -to support another business or company?
  • 11:30
  • How will I make money?
    -ads (banners, email)
    (discuss various ad networks?)
    -paid content/reviews/advertorial
    -twitter parties, sponsored tweets
    -payment for a column on other sites
    -business/professional blogging for pay
    -spokesperson opportunities
  • Advantages of each
  • Advantages of each
  • In-Text Links
    Vibrant, InfoLinks, Swoop
    Content Recommendations
    Outbrain, Visible Measures
  • such as CT to collect sales tax in those states
  • Add content about figuring out rates
    Share our philosophy
    Work plus results – task reach plus expertise plus quality of work plus previous results
    Expectation setting
    Entry level prices for the task, then understand how results plays into ability to command higher fees.
    Content vs Distribution – how the smaller site can play ball in this game


  • 1. BLOGGING FUNDAMENTALS Set Yourself Up for Business Success
  • 2. Set Yourself Up for Business Success Speakers: AJ Wolfe // // @disneyfoodblog Angele Lafond // Shoebox-Be-Gone // @shoeboxbegone Brandi Riley // Mama Knows It All // @BrandiJeter Susie Yoo // Kramer Holcomb & Sheik, LLP// @KHSLawyers Susan Getgood // BlogHer // @sgetgood BLOGGING FUNDAMENTALS
  • 3. You, INC.: Outsourcing and Hiring AJ Wolfe // // @disneyfoodblog BLOGGING FUNDAMENTALS
  • 4. Am I Ready To Outsource? • You, Inc.: What Is Your Time Worth? • Move Yourself Up the Chain of Value • Be Strategic in What You Delegate
  • 5. Who Do I Hire? • Hire To Your Weaknesses • Different Strategies For Different Jobs: Websites, Word of Mouth, Friends, Family, Offshore, Headhunter Search • Date Before You Marry • Keep It Clean
  • 6. How Do I Manage A Virtual Staff? • ROWE • Autonomy • Communication And Value Are Key • Keep Your Eye On The Big Picture – Stop Micromanaging • When It Doesn’t “Work Out” – Anticipate Fallout, Clean Break
  • 7. How Do I Start TODAY? • Calculate The Value Of Your Time (How Much Would I Charge Per Hour For Consulting?) • Finalize Your Big Picture Goals (What Would You Be Working Toward If You Had More Time?) • Determine What You Could Delegate So That You Could Reach Those Goals (What Costs Less Than Your Time?) • Map Out A Quick And Dirty “You, Inc.” Org Chart • Identify People Who Could Fill Positions On That Org Chart, Or Determine Three Places You Could Go To Find Them
  • 8. Set Yourself Up for Business Success Angele Lafond // Shoebox-Be-Gone // @shoeboxbegone BLOGGING FUNDAMENTALS
  • 9. Set Yourself Up for Business Success BLOGGING FUNDAMENTALS
  • 10. Working With Agencies Brandi Riley // Mama Knows It All // @BrandiJeter BLOGGING FUNDAMENTALS
  • 11. Wait, there are people who want to PAY me to blog?
  • 12. Who ARE these people?
  • 13. How do I MEET these people?
  • 14. Do these people want to work with me?
  • 15. Even better question, do I want to work with THEM?
  • 16. Should you work with an agency? • Is your blog a business or a hobby? • Are you flexible? • Do you understand, or are you willing to learn, about marketing and business? • Do you have the time to commit to writing professional posts? • Can you follow instructions? • Can you work independently with little direction?
  • 18. So, uh, back to “pay me for blogging”. How much PAY are we talking?
  • 19. Revenue, Reputation & Recognition: Defining your Path to Monetization Susan Getgood // BlogHer // @sgetgood BLOGGING FUNDAMENTALS
  • 20. Agenda 1. Who I am and why we’re here 2. The Three Rs 3. The 10 Guiding Principles
  • 21. Susan Getgood Blogger Author, Professional Blogging For Dummies VP Sales & Influencer Marketing, BlogHer Co-Founder, Blog With Integrity Photo source: Susan Getgood
  • 22. Disclaimer • Some of the content in this session may relate to financial and legal matters. • I am not an accountant. I am not a lawyer. • Nor do I play one on the Internet or at blogging conferences. • I will share with you my perspective on certain financial and legal topics, but the only ADVICE I will give you is to please get the appropriate credentialed professionals to advise you on financial and legal matters.
  • 23. The Three Rs • Revenue • Reputation • Recognition
  • 24. 10 Guiding Principles for Successful Professional Blogging 1. Begin with the end 2. Why do you blog? 3. The dreaded elevator pitch – differentiating yourself 4. Paths to monetization 5. See and be seen 6. Credentials. A.K.A. What have you done for me lately? 7. Business basics when going pro 8. “Find your tribe” 9. Ethics, disclosure and other best practices 10. Do it because you love it!
  • 25. BEGIN WITH THE END: objectives, tactics, strategy Source: “Notorious” via wikimedia commons
  • 26. WHY DO YOU BLOG? Photo: tobinblack on Flickr
  • 27. A Marathon, Not a Sprint Photo: PeanutButterRunner
  • 28. Monetization Source: Controlling My Chaos,
  • 29. Paths to Monetization (there’s more than one!) • Advertising • Affiliate • Sponsored • Hired Source: Ilva Beretta, Lucullian Delight
  • 30. Advertising • Ad Networks • Google AdSense • Ad management platforms like Double Click for Publishers (DFP) • Sell your own • “Native” ads • Programmatic
  • 31. A simple definition: Native advertising is an advertising message delivered in the “native” (natural) format of a digital platform.
  • 32. “Native” Ads for Blogs • In-line Ad Units • In-Text Links • Content Recommendations
  • 33. Native Examples
  • 34. Affiliate • Amazon, the big Kahuna of affiliate programs • Low barrier to entry • Has not been available in the “tax nexus” states that treat the aggregate of state-based affiliates as a “physical” presence in the state for the purposes of state taxation, leading Amazon to shutter the program for residents of those states to avoid the taxation. • This situation is very fluid. Amazon continues to make deals with affected states • Good Resource: • Retailer Affiliate Programs • Most are managed by affiliate networks such as Rakuten LinkShare, ShareASale and Commission Junction • You need to join the network, and then apply to each individual retailer • Tax nexus usually not an issue because most stores have bricks and mortar presence already
  • 35. Sponsored • Sponsored Content • On your blog • Using your social graph (Twitter, Facebook, Pinterest, Instagram, Google+) • Securing opportunities • Through your ad network • On your own, proactively • Pitches from PR
  • 36. Hired • Freelance opportunities – On other blogs – For companies/media properties • Book Deal • Consulting • Spokesperson/Speaking • Full Time Employment
  • 37. How Much Is Your Work Worth? Baseline: Compensation for Work Performed • What is the task? • Simple post? Cover an event? Develop a recipe? Create a Craft or DIY How-To? Produce a UGC video? Participate in a custom video program? Is travel involved? • Do you have special or unique expertise? • How many hours will this take? At a reasonable hourly rate? Next: Factor in Your Reach • Your monthly pageviews. • Your social graph, especially Facebook, Twitter and Pinterest Finally: Add Results/Projections • Quality and timeliness of your work for the sponsor in the past • Previous results, including number of post views, comments, earned social shares/pins, clicks to sponsor site • What are you willing to guarantee?
  • 38. Work + Reach + Results Your Fee
  • 39. Do it because you love it! Photo source: Meg Duerksen, whatever