Direct Monetization
Nick Carter
Co‐Founder, Sous Chef
Monetisation
Direct
‐ Sponsored content
‐ Advertising
‐ Affiliate marketing
Indirect
‐ Publishing
‐ Freelancing
‐ Consulti...
What do other UK bloggers earn?
Source: Tots100/Realwire 2012.  Survey of 500 parent bloggers 
http://www.tots100.co.uk/20...
susaneatslondon
Direct Monetisation Techniques
Sponsored Content Display Advertising Affiliate Marketing
Examples
• Product Review
• Compe...
Sponsored Content
Sponsored Content
 You can pick and choose 
what to feature
 You can decide how it 
appears
 Non‐technical to 
implemen...
Compliance
“Online promotional activity, just like any other promotional activity, must clearly 
identify when promotions ...
Market price benchmarks
Source: Tots100/Realwire 2012.  Survey of 500 parent bloggers 
http://www.tots100.co.uk/2012/02/01...
Price setting – other considerations
• Hourly rate
• Which one?
• Attractiveness, relevance and newsworthiness
• Would I (...
Sponsored Content ‐ troubleshooting
1. Too few offers (relative to your size/influence)
• Identify relevant PRs; network t...
What turns PRs on and off
• Quality blog appearance
• Good photography
• Aesthetic design
• Well proof‐read
• Clear intere...
Display Advertising
Network Advertising
 Free and easy to set up
 Automatic
 Contextual targeting 
delivers reasonably 
relevant ads
 Some...
Direct Advertising
 Free to negotiate your 
own rates
 Full control over ads 
served
 Earnings generally more 
stable
...
Some Ad Networks to Consider
Affiliate Marketing
Affiliate Marketing
 Free to choose who and 
what to promote
 High level of control over 
type of links or adverts 
disp...
Continental Europe
Best Affiliate Networks for Food & Cookery
UK
Selecting Merchants
Program Merchant Fit
ALL EQUALLY IMPORTANT
Selecting Merchants
• Commission
• % of order value
• £ per new customer
• Flat or tiered?
• Cookie period
• Affiliate 
re...
Ideas for affiliate and reader‐friendly content
• Kitchen gadgets I can’t live without
• My most‐used cookbooks
• Where to...
Affiliate Programs to Consider
Supermarkets
Speciality Food
Cookware/Cookbooks
Subscription Boxes
The Sous Chef Affiliate Program
Contact me for more details: hello@souschef.co.uk
Appendix
Useful things
Tools
• Google analytics
• Google webmaster tools
• Food Blogger Pro
• Pro blogger
• Gorkana
• www.payperpos...
What to include in a rate card / Media Pack
Details of What You Offer and its Cost
• The space or spaces offered (ideally ...
Example Disclosure Policy
This blog is a personal blog written and edited by [INSERT NAME]. This 
blog accepts forms of ca...
Making Money from your Food Blog - Nick Carter, co-Founder, Sous Chef
Making Money from your Food Blog - Nick Carter, co-Founder, Sous Chef
Making Money from your Food Blog - Nick Carter, co-Founder, Sous Chef
Making Money from your Food Blog - Nick Carter, co-Founder, Sous Chef
Making Money from your Food Blog - Nick Carter, co-Founder, Sous Chef
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Making Money from your Food Blog - Nick Carter, co-Founder, Sous Chef

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"Direct Blog Monetisation" - Presentation to FBC5 in London - July 2013.

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Transcript of "Making Money from your Food Blog - Nick Carter, co-Founder, Sous Chef"

  1. 1. Direct Monetization Nick Carter Co‐Founder, Sous Chef
  2. 2. Monetisation Direct ‐ Sponsored content ‐ Advertising ‐ Affiliate marketing Indirect ‐ Publishing ‐ Freelancing ‐ Consulting ‐ Supper club / Food truck • Content • Visitors • Influence
  3. 3. What do other UK bloggers earn? Source: Tots100/Realwire 2012.  Survey of 500 parent bloggers  http://www.tots100.co.uk/2012/02/01/how‐parent‐bloggers‐make‐money/
  4. 4. susaneatslondon
  5. 5. Direct Monetisation Techniques Sponsored Content Display Advertising Affiliate Marketing Examples • Product Review • Competition • Product/restaurant  news piece • Banner Ad • Contextual Ad • Retargeting Ad • Product link • Widget • aStore How to find it • Inbound • PRs • Networking • Ad networks • Affiliate networks • Direct from merchant How it’s paid Free Sample Negotiated Rate CPC / CPM Commission
  6. 6. Sponsored Content
  7. 7. Sponsored Content  You can pick and choose  what to feature  You can decide how it  appears  Non‐technical to  implement  Some scope to negotiate  over price X Risk of alienating readers X Is time consuming to  produce X Hourly rates can work out  very low
  8. 8. Compliance “Online promotional activity, just like any other promotional activity, must clearly  identify when promotions and editorial comment have been paid for, so that  consumers are not misled” Office of Fair Trading http://www.oft.gov.uk/news‐and‐updates/press/2010/134‐10#.UdWyEfnVBXk “We expect all advertising online to be legal, decent, honest and truthful” Advertising Standards Authority “Paid links: We urge webmasters use nofollow on such links. Search engine guidelines require  machine‐readable disclosure of paid links in the same way that consumers online and offline  appreciate disclosure of paid relationships (for example, a full‐page newspaper ad may be  headed by the word "Advertisement”)” Google https://support.google.com/webmasters/answer/96569?hl=en
  9. 9. Market price benchmarks Source: Tots100/Realwire 2012.  Survey of 500 parent bloggers  http://www.tots100.co.uk/2012/02/01/how‐parent‐bloggers‐make‐money/
  10. 10. Price setting – other considerations • Hourly rate • Which one? • Attractiveness, relevance and newsworthiness • Would I (or others) write about it anyway? • Relative negotiating strength  • In‐kind vs cash • Opportunity cost • What could I have earned if I didn’t do that? • Delivered value • How much value am I creating for the advertiser?
  11. 11. Sponsored Content ‐ troubleshooting 1. Too few offers (relative to your size/influence) • Identify relevant PRs; network to them via the blogging community, twitter, LinkedIn,  introduce yourself and your blog 2. Too many irrelevant offers • These are leads not spam!  Turn them to your advantage with a well‐crafted response 3. Too many cheeky requests • Irrelevant company + irrelevant agency + cheeky = ignore • Relevant company or agency = sell yourself 4. Product was lousy •Tell the agency or company first •If you’ve done the work – e.g. tested it and written up the test – then its reasonable to  ask for payment irrespective of the action then taken
  12. 12. What turns PRs on and off • Quality blog appearance • Good photography • Aesthetic design • Well proof‐read • Clear interest in food and drink • Existing well‐written, positive  reviews of similar brands • Different angle • Content flexibility Turn ons Turn offs • Unexpected negative reviews • No review • Review shorter than expected • Coy about traffic data
  13. 13. Display Advertising
  14. 14. Network Advertising  Free and easy to set up  Automatic  Contextual targeting  delivers reasonably  relevant ads  Some control over ads  served – e.g. exclude adult  themes X Can spoil the design of  your site X Don’t know what’s going  to be displayed X Earnings variable and  often low X Relatively inflexible – i.e.  little you can do to  influence earnings
  15. 15. Direct Advertising  Free to negotiate your  own rates  Full control over ads  served  Earnings generally more  stable  No network fees to pay X Need to find the  advertisers yourself X Negotiating/ billing/  chasing payments is time  consuming X Can be difficult to  demonstrate value to the  advertiser
  16. 16. Some Ad Networks to Consider
  17. 17. Affiliate Marketing
  18. 18. Affiliate Marketing  Free to choose who and  what to promote  High level of control over  type of links or adverts  displayed  Extensive scope to  increase earnings through  your own actions X More fiddly and time  consuming to set up than  display advertising X Merchant might not want  to work with you X Direct affiliate  relationships are hard to  police
  19. 19. Continental Europe Best Affiliate Networks for Food & Cookery UK
  20. 20. Selecting Merchants Program Merchant Fit ALL EQUALLY IMPORTANT
  21. 21. Selecting Merchants • Commission • % of order value • £ per new customer • Flat or tiered? • Cookie period • Affiliate  requirements • Restrictions • Bidding on  keywords Program Merchant Fit • Online v multichannel • Is your reader already  a customer? • Product range • Service / reputation • Location • Site conversion rate • Delivery rates • Average order value • Net or gross of delivery? • Net or gross of VAT? • Your content • Your demographic • Your readers’ interests • Your readers’ location
  22. 22. Ideas for affiliate and reader‐friendly content • Kitchen gadgets I can’t live without • My most‐used cookbooks • Where to buy unusual ingredients • Videos showcasing your photography equipment and  routines • Recommendations for products related to dietary needs  (e.g. gluten free resources)
  23. 23. Affiliate Programs to Consider Supermarkets Speciality Food Cookware/Cookbooks Subscription Boxes
  24. 24. The Sous Chef Affiliate Program Contact me for more details: hello@souschef.co.uk
  25. 25. Appendix
  26. 26. Useful things Tools • Google analytics • Google webmaster tools • Food Blogger Pro • Pro blogger • Gorkana • www.payperpost.com • www.sponsoredreviews.com • www.blogsvertise.com • www.foodies100.co.uk Reading • Pinchofyum • Tots100 report • eConsultancy
  27. 27. What to include in a rate card / Media Pack Details of What You Offer and its Cost • The space or spaces offered (ideally as an  graphic or screenshot) for ads/sponsorship • Size in pixels • Rotation • Artwork format • Rates for sponsored posts, reviews, freelance  work • Price and duration • Minimum term, bulk discounts Information About Your Blog • Traffic & Google Analytics screenshots • Site overall, by month • Specific pages, by month • Topics covered • Reader demographics • Awards • Unique Selling Points • Social Media followers if significant • Your credentials if relevant Administrative Details • Payment terms • How to book  • Contact details
  28. 28. Example Disclosure Policy This blog is a personal blog written and edited by [INSERT NAME]. This  blog accepts forms of cash advertising, sponsorship and other forms of  compensation. I am sometimes compensated to provide opinion on  services, products, websites and various other topics. Even though  compensation is received for these I will always give my honest  opinion, findings, beliefs or experiences on what I am reviewing. I will always fully disclose, upfront, if compensation has been received. I have a business interest in the following companies, INSERT  COMPANY NAMES, and will always disclose this when writing about  them or similar companies. This blog is not responsible for what you might click through from  advertisements.
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