The Business of Blogging
Dan McCarthy/Partner
1http://garden-bloggers-conference.com/
BLOGGING | CONTENT | MARKETING
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BLOGGING | CONTENT MARKETING
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BLOGGING CONTENT | MARKETING
http://garden-bloggers-conference.com/ 4
O – P – E - P
• Outcome
• Place
• Energy
• Plan
http://garden-bloggers-conference.com/ 5
An o–p–e–p CASE STUDY
BIKEMANFORU
http://garden-bloggers-conference.com/ 6
http://garden-bloggers-conference.com/ 7
http://garden-bloggers-conference.com/ 8
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Bikemanforu: Results
• 13,789 YouTube subscribers
• 4.3 million views of 820 videos
• 1076 Facebook likes
• 3,270 positive...
Step 1: OUTCOME
Decide What Outcomes You Want?
• The essence of Marketing is Cause & Effect.
• An Action creates an Outcom...
Examples of Outcomes
• I want to increase traffic to my web site in order to get more
inquiries.
• I want to have people r...
The Basic Category of Outcome
• Sell more
• Be more visible
• Expand business
• Express yourself.
Bikemanforu wanted to se...
Step 2: PLACE
Decide The Best Place to Drive People
• The Outcome you are looking for drives your
strategy for what Place ...
Examples of Places
• Your business web site
• Your Facebook page
• Your phone number
• Your eBay account
Bikemanforu start...
Step 3: ENERGY
Decide How Much Energy You Will Expend
• Creating Content can consume your time
• Marketing relies on measu...
The Value of a Labor Unit: 1 Hour
• $75,000 annual income
• 50 hour weeks, 50 weeks per year
• One Hour = $35.00
• 10 Hour...
Strategies for Managing Energy
• Make creating Content easy and part of your routine
– Video
– Photos
• Don’t get overwhel...
Step 4: PLAN
Create A Realistic Content Plan
• Planning your Content strategy in advance
allows you to create the most imp...
Elements of the Plan
• What place am I going to put content?
– Blog post, video, photo, tweet
• How am I going to make peo...
http://garden-bloggers-conference.com/ 26
Go to:
Brandandmarket.com
Search:
Blog editorial calendar
Three common questions
http://garden-bloggers-conference.com/ 27
http://garden-bloggers-conference.com/ 28
A Word About Advertising
• Less than $0.10 per impression
http://garden-bloggers-conference.com/ 29
A Word About Consulting
• Charge what you are worth
– $100,000 annual income goal
– $416/day
– 50% consulting premium
– $6...
http://garden-bloggers-conference.com/ 31
http://garden-bloggers-conference.com/ 32
Dan McCarthy
dan@themccarthygroup.com
212-671-1930
www.themccarthygroup.com
www....
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Dan McCarthy,The Business of Blogging

  1. 1. The Business of Blogging Dan McCarthy/Partner 1http://garden-bloggers-conference.com/
  2. 2. BLOGGING | CONTENT | MARKETING http://garden-bloggers-conference.com/ 2
  3. 3. BLOGGING | CONTENT MARKETING http://garden-bloggers-conference.com/ 3
  4. 4. BLOGGING CONTENT | MARKETING http://garden-bloggers-conference.com/ 4
  5. 5. O – P – E - P • Outcome • Place • Energy • Plan http://garden-bloggers-conference.com/ 5
  6. 6. An o–p–e–p CASE STUDY BIKEMANFORU http://garden-bloggers-conference.com/ 6
  7. 7. http://garden-bloggers-conference.com/ 7
  8. 8. http://garden-bloggers-conference.com/ 8
  9. 9. http://garden-bloggers-conference.com/ 9
  10. 10. http://garden-bloggers-conference.com/ 10
  11. 11. http://garden-bloggers-conference.com/ 11
  12. 12. http://garden-bloggers-conference.com/ 12
  13. 13. http://garden-bloggers-conference.com/ 13
  14. 14. http://garden-bloggers-conference.com/ 14
  15. 15. Bikemanforu: Results • 13,789 YouTube subscribers • 4.3 million views of 820 videos • 1076 Facebook likes • 3,270 positive eBay ratings • 300% increase in sales – eCommerce is larger than physical business – YouTube advertising is the fastest growing revenue stream – 1 person added to the business http://garden-bloggers-conference.com/ 15
  16. 16. Step 1: OUTCOME Decide What Outcomes You Want? • The essence of Marketing is Cause & Effect. • An Action creates an Outcome. • Content Marketing uses “Content” to create Outcomes. http://garden-bloggers-conference.com/ 16
  17. 17. Examples of Outcomes • I want to increase traffic to my web site in order to get more inquiries. • I want to have people recognize my name. • I want to sell more products. • I want to have people who check me out online be impressed by my knowledge. • I want to express myself. • I want to establish my reputation with vendors in my market. • I want to expand my business. http://garden-bloggers-conference.com/ 17
  18. 18. The Basic Category of Outcome • Sell more • Be more visible • Expand business • Express yourself. Bikemanforu wanted to sell more things. http://garden-bloggers-conference.com/ 18
  19. 19. Step 2: PLACE Decide The Best Place to Drive People • The Outcome you are looking for drives your strategy for what Place you are going to rely on. http://garden-bloggers-conference.com/ 19
  20. 20. Examples of Places • Your business web site • Your Facebook page • Your phone number • Your eBay account Bikemanforu started with eBay, moved to his website and now focused on his Videos http://garden-bloggers-conference.com/ 20
  21. 21. Step 3: ENERGY Decide How Much Energy You Will Expend • Creating Content can consume your time • Marketing relies on measuring the results of action and calculating a return • Your basic unit of return is an hour of labor http://garden-bloggers-conference.com/ 21
  22. 22. The Value of a Labor Unit: 1 Hour • $75,000 annual income • 50 hour weeks, 50 weeks per year • One Hour = $35.00 • 10 Hours = $350 • You have to pay yourself to rest…. http://garden-bloggers-conference.com/ 22
  23. 23. Strategies for Managing Energy • Make creating Content easy and part of your routine – Video – Photos • Don’t get overwhelmed by trying to match professional quality • Have consistent quality Bikemanforu integrated video creation into the everyday workplace activity. http://garden-bloggers-conference.com/ 23
  24. 24. Step 4: PLAN Create A Realistic Content Plan • Planning your Content strategy in advance allows you to create the most impact and have the most control http://garden-bloggers-conference.com/ 24
  25. 25. Elements of the Plan • What place am I going to put content? – Blog post, video, photo, tweet • How am I going to make people aware of the content? – Share on social media, comment, email, interact • How often am I going to post the content? – Daily, weekly, monthly – A plan for each type • What will the content be about? – Topics aligned with interest, Season, questions http://garden-bloggers-conference.com/ 25
  26. 26. http://garden-bloggers-conference.com/ 26 Go to: Brandandmarket.com Search: Blog editorial calendar
  27. 27. Three common questions http://garden-bloggers-conference.com/ 27
  28. 28. http://garden-bloggers-conference.com/ 28
  29. 29. A Word About Advertising • Less than $0.10 per impression http://garden-bloggers-conference.com/ 29
  30. 30. A Word About Consulting • Charge what you are worth – $100,000 annual income goal – $416/day – 50% consulting premium – $625 per day http://garden-bloggers-conference.com/ 30
  31. 31. http://garden-bloggers-conference.com/ 31
  32. 32. http://garden-bloggers-conference.com/ 32 Dan McCarthy dan@themccarthygroup.com 212-671-1930 www.themccarthygroup.com www.themediatransformation.com
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