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.

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

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

  • 1. Direct Monetization Nick Carter Co‐Founder, Sous Chef
  • 2. Monetisation Direct ‐ Sponsored content ‐ Advertising ‐ Affiliate marketing Indirect ‐ Publishing ‐ Freelancing ‐ Consulting ‐ Supper club / Food truck • Content • Visitors • Influence
  • 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. susaneatslondon
  • 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. Sponsored Content
  • 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. 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. 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. 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. 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. 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. Display Advertising
  • 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. 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. Some Ad Networks to Consider
  • 17. Affiliate Marketing
  • 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. Continental Europe Best Affiliate Networks for Food & Cookery UK
  • 20. Selecting Merchants Program Merchant Fit ALL EQUALLY IMPORTANT
  • 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. 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. Affiliate Programs to Consider Supermarkets Speciality Food Cookware/Cookbooks Subscription Boxes
  • 24. The Sous Chef Affiliate Program Contact me for more details: hello@souschef.co.uk
  • 25. Appendix
  • 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. 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. 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.