How Parent Bloggers Make Money
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How Parent Bloggers Make Money

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Survey based on responses from 500 UK parent bloggers during December 2011. Conducted by Tots100, in association with RealWire. You can download a 34-page eBook based on the research from: ...

Survey based on responses from 500 UK parent bloggers during December 2011. Conducted by Tots100, in association with RealWire. You can download a 34-page eBook based on the research from: http://www.tots100.co.uk/2012/02/01/how-parent-bloggers-make-money/

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How Parent Bloggers Make Money How Parent Bloggers Make Money Presentation Transcript

  • . . ® . . . . . . . . . . . . . . . .HOWPARENT s LMAKE MONEY. . . . . . . . . . . . . . . . . . IN ASSOCIATION WITH
  • ® www.tots100.co.uk The Tots100 is the UK’s largest community of active www.realwire.com RealWire is an award-winning online press release parent bloggers. We provide brands and PR distribution service with over 10 years of expertise agencies with fast, simple access to pro les and and is rst choice for many of the UK’s top digital up-to-date metrics on thousands of the UK’s most PR and internet marketing professionals. RealWire’s popular and in uential blogs, as well as advising service can increase your story’s coverage and them on how to create high-impact social media improve your SEO results. RealWire has been the campaigns, from competitions to sponsored UK’s leading innovator in press release distribution posts and ambassador programmes. We also introducing a Social Media News Release option in provide our bloggers with regular access to free 2007 and its patent pending targeting system, blogging tutorials, webinars, social events and PRFilter, in 2010. BlogCamp (www.blogcamp.co.uk) workshops, while highlighting the very best content being produced by British Mummy and Daddy bloggers. ®
  • BLOGGERS &MONEYSURVEY. . . . . . . . . . . . . . . . . .Most blogs start as a hobby, a way for bloggersto explore their creativity, capture familymemories and connect with like-mindedfriends over social networks. But over the lasttwo years, there has been a huge increase inthe number of commercial opportunitiesavailable to bloggers, as brands wake up tothe growing popularity and influence of UKparent blogs.During December 2011, Tots100 conducted anemail survey of 500 UK parent bloggers.The responses included bloggers from all areas ofthe UK, with most bloggers having between oneand three years’ experience. View slide
  • Key findings59% of parent bloggershave made money fromtheir blogs in the past12 monthsBloggers are most likely to make money from sponsoredposts (21%), where brands pay bloggers a set fee inexchange for writing about a speci c product or service.Advertising is a source of income for 17% of parentbloggers, with 12% also accepting paid text links. BLOGGERS & MONEY SURVEY . . . . . . . . . . . . . . . . . . View slide
  • Key findingsSome bloggers haveturned their hobbyinto a service theyoffer clients9% of bloggers are being paid to handle social media activityon behalf of a brand, while 8% are being paid to write oncommercial websites.A smaller number of parent bloggers act as consultantsfor brands, or provide training to marketing and PR professionalsin blogger outreach techniques. Although relatively few bloggershave taken on this kind of work, it is one of the most lucrativeactivities for bloggers, overall. BLOGGERS & MONEY SURVEY . . . . . . . . . . . . . . . . . .
  • Key findingsMost bloggers say theyare not earning whatthey would like tofrom their blogs.Although 90% of the bloggers surveyed by Tots100 want to earnmoney from their blogs, 41% have never earned anything fromblogging, and only one in three bloggers earned more than £500from blogging during 2011. BLOGGERS & MONEY SURVEY . . . . . . . . . . . . . . . . . .
  • Key findingsHuge differences inadvertising andservices rates paidby brands to bloggersOne of the big challenges for bloggers is a lack of transparency inthe rates paid for blog advertising and services, so the Tots100asked bloggers what they charge brands. This revealed hugedi erences in rates – with advertising rates ranging from £20 to£100 per month, and charges for sponsored posts ranging from£30 to more than £100. BLOGGERS & MONEY SURVEY . . . . . . . . . . . . . . . . . .
  • PR BLOGGERS &SURVEY. . . . . . . . . . . . . . . . . .Tots100 also conducted an email surveywith a similar sample of 250 parentbloggers about their experiences ofworking with brands and PR agencies.
  • Key findingsPR agency approacheson the increase, butrelevance still a keyfrustrationBloggers told us that the number of approaches they receive from PR agenciescontinues to increase, with bloggers now receiving an average of 4 approachesa week, with some bloggers receiving more than 20.While most bloggers welcome contact from PR agencies, the most commonfrustration for 67% of bloggers remains pitches that are simply not relevant –with parents of teens receiving information about toddler products, or Mums togirls receiving o ers to review boys’ clothes. Bloggers also have strong ideasabout the brands they like to write about – 30% of bloggers say they will PRdecline a pitch if they don’t like the brand involved. BLOGGERS & SURVEY . . . . . . . . . . . . . . . . . .
  • Key findingsParent bloggers keento work with brandsOn the whole, parent bloggers are pleased to work with brands. Some 88% ofthe bloggers surveyed have accepted free products from a brand or PR agency,and 44% say that having the opportunity to try new products and services isthe best thing about working with brands.However, it’s not enough to just o er bloggers freebies. A third of bloggers saythey want to work with brands because their families gain new experiencesand visit new places – while 41% say they want brands to help drive tra c totheir blogs. Incorporating these elements into any pitch to bloggers will makeit more likely to generate coverage. PR BLOGGERS & SURVEY . . . . . . . . . . . . . . . . . .
  • Key findings…but their primarymotivation is stillcapturing memories oftheir children’s livesIt is important for PR agencies to understand that while parent bloggers areincreasingly open to working with brands and monetising blogs, relatively few ofthem consider this the most important reason to blog. Three quarters of bloggerssurveyed said that rst and foremost their blog is a record of their family’s lives.Smart brands, then, will look for ways to enhance this family record, throughpitching appropriate products and brands that will compensate bloggers fairlywhile giving them access to new experiences, events and opportunities. PR BLOGGERS & SURVEY . . . . . . . . . . . . . . . . . .
  • Have you made money from blogging during 2011?70% . . . . . . . . . . . . . . . . . .60%50%40%30%20%10% 0% YES . . . . . . . . . . . NO . . . . . . . BLOGGERS & MONEY SURVEY RESULTS . . . . . . . . . . . . . . . . . .
  • If you dont currently make money fromblogging, would you like to?7% .... . . . . . . . . . . . . . . . . NO .............. 93% YES MONEY SURVEY BLOGGERS & RESULTS . . . . . . . . . . . . . . . . . .
  • Have you received free products frombrands in exchange for coverage on a blog?100% . . . . . . . . . . . . . . . . . .90%80%70%60%50%40%30%20%10% 0% . YES . . . . . . . . . . NO . . . . . . . BLOGGERS & MONEY SURVEY RESULTS . . . . . . . . . . . . . . . . . .
  • How have you made money from blogging? . . Sponsored posts . . . . Advertising . . . . Paid text links . . . . . . Paid reviews . . . . . . . . . . . . . . . . . . . .Social media activity for a brand Paid writing on other sites Paid consulting on brands other 0% 5% 10% 15% 20% 25% BLOGGERS & MONEY SURVEY RESULTS . . . . . . . . . . . . . . . . . .
  • How much do you charge per month foradvertising on your blog?40% . . . . . . . . . . . . . . . . . . . .35% £2030%25% or less20% £30-15% £20- £5010% 5% £30 £50+ 0% . . . . . . . . . . . . . . . . . . . . BLOGGERS & MONEY SURVEY RESULTS . . . . . . . . . . . . . . . . . .
  • How much do you charge for sponsoredposts on your blog?70% . . . . . . . . . . . . . . . . . . . .60% £50- £10050%40%30%20% £30-10% £50 0% . . . . £100+ .£20-30 . . . . . . . . . . . . . . . BLOGGERS & MONEY SURVEY RESULTS . . . . . . . . . . . . . . . . . .
  • How much did you earn from blogging in 2011?80% . . . . . . . . . . . . . . . . . . . .70%60%50% £500 or less40%30%20%10% £500- £1,000-0% . . . . £1,000 £5,000 . . . . . . . . . . . £5,000+ . . . . . BLOGGERS & MONEY SURVEY RESULTS . . . . . . . . . . . . . . . . . .
  • Why do you write a blog? . .Record children’s lives . . . . Friendship . . . . Creative outlet . . . . Professional reasons . . . . 0% 10% 20% 30% 40% 50% 60% 70% 80% PR BLOGGERS & SURVEY RESULTS . . . . . . . . . . . . . . . . . .
  • How many PR approaches do youget each week?50% . . . . . . . . . . . . . . . . . . . .45%40% 3-435%30%25% 5+20%15% 1-2 2-310%5%0% . . . . . . . . . . . . . . . . . . . . PR BLOGGERS & SURVEY RESULTS . . . . . . . . . . . . . . . . . .
  • How does this compare to a year ago?60% . . . . . . . . . . . . . . . . . . . .50% a little40% more30%20% a lot more10% about the0% . . . same . . . . . . . . . . . . . . . . . PR BLOGGERS & SURVEY RESULTS . . . . . . . . . . . . . . . . . .
  • Do you think PR agencies understandbloggers enough?60% . . . . . . . . . . . . . . . . . . . .50%40% more30% not sure no20%10%0% yes . . . . . . . . . . . . . . . . . . . . PR BLOGGERS & SURVEY RESULTS . . . . . . . . . . . . . . . . . .
  • What makes a PR pitch interesting to you? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .It will drive traffic to my blog . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . I like the product or brand . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . I like the PR . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .I’ll be able to earn some money . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . I’ll be able to go somewhere 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% PR ® BLOGGERS & SURVEY RESULTS . . . . . . . . . . . . . . . . . .
  • What puts you off a PR pitch? xxxxxxxx ® . . . . . . . . . . . . . . . . . . . . . . It’s irrelevant to me I don’t like the brand Everyone else is writing about it Too much work for no reward Story is ‘fake’ or boring 0% 10% 20% 30% 40% 50% 60% 70% 80%® PR BLOGGERS & SURVEY RESULTS . . . . . . . . . . . . . . . . . .
  • What frustrates you most about working with brands? . . . . . . . . . . . . . . . . . . . . . . . .Always work with the same people xxxxxxxx Assume we all live in London Send irrelevant information Expect free advertising 0% 10% 15% 20% 25% 30% 35% 40% PR BLOGGERS & SURVEY RESULTS . . . . . . . . . . . . . . . . . .
  • What is the best thing about working with brands?. .. .I get to try new products. . & services for free. .. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. .. .. .My children get. .new experiences. .. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. .. . . . . .My opinions are heard by big companies. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . PR. . . . BLOGGERS &0% 10% 15% 20% 25% 30% 35% 40% 45% 50% SURVEY RESULTS . . . . . . . . . . . . . . . . . .
  • ®. . . . . . . . . . . . . . . . . .HOWPARENT s LMAKE MONEY. . . . . . . . . . . . . . . . . . IN ASSOCIATION WITH © 2012 TOTS100 & RealWire. Design by www.thumbdigital.com