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How to build a successful blog, impact others and make a profit

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How to build a successful blog, impact others and make a profit

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This presentation is part of the workshop conducted at "ALIVE in Berlin".

Workshop was conducted by Michal Szafranski, full-time blogger from Poland whose blog "Jak oszczedzac pieniadze" was awarded "The Most Inspiring Blog of the Year 2013".

You can find it at http://jakoszczedzacpieniadze.pl

This presentation is part of the workshop conducted at "ALIVE in Berlin".

Workshop was conducted by Michal Szafranski, full-time blogger from Poland whose blog "Jak oszczedzac pieniadze" was awarded "The Most Inspiring Blog of the Year 2013".

You can find it at http://jakoszczedzacpieniadze.pl

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How to build a successful blog, impact others and make a profit

  1. 1. AGENDA § About me § My blog growth phases § How to… – Create content – Promote – Achieve balance – Make money § Monetization case studies § Power of side effects
  2. 2. 90 minutes just for You!
  3. 3. QUICK SURVEY § Who is not blogging yet? § Who has been blogging for over a year? § Which topic is most interesting to you? – How to write epic content – How to make money blogging – How to self promote – How to be productive and keep a proper mindset
  4. 4. Michał Szafrański § Gabi’s husband and father of two § Already over 40 § Blogging about personal finance and money saving at http://JakOszczedzacPieniadze.pl § Former journalist and Business Development Director in IT
  5. 5. Why am I here? § 120 000 UU / month § 17 004 fans on Facebook § 15 695 e-mail subscribers § 1052 RSS readers § 185 blog posts § 15 145 comments (average 80) § Over 470 comments on the most popular post § 27 podcast episodes
  6. 6. § daadasdad
  7. 7. 2007
  8. 8. December 2007
  9. 9. 2008
  10. 10. 3 years of struggle
  11. 11. HOW TO START A BLOG? § Pat Flynn – SmartPassiveIncome.com § Corbett Barr - Thinktraffic.net § Derek Halpern – SocialTriggers.com § Michael Hyatt § Chris Guillebeau § Tom Ewer – LeavingWorkBehind.com § Cliff Ravenscraft – PodcastAnswerMan.com § Ramit Sethi § Marie Forleo
  12. 12. THE POWER OF A PODCAST
  13. 13. HOW TO BLOG?
  14. 14. LET’S START! questions and objectives § Can I blog? § Can I be consistent? – 2 posts weekly, 8 posts monthly § Will my posts be useful to people? § Will I and my blogging style be accepted by readers? § Will I have fun with it? Will I feel fulfilled? § Can I grow my blog to 10 000 UU / month by the end of 2012?
  15. 15. Don’t overthink it!
  16. 16. IT’S NOT OVERNIGHT SUCCESS
  17. 17. PHASE 1: BLOG LAUNCH! KEY FACTS § July-September 2012 – 151 UU in July – 1697 UU in August – 2977 UU in September § Crowded niche ~20 blogs § Just writing useful, high quality, data-driven posts § Excel calculators § Newsletter + Facebook WHAT HAVE I DONE? § Full financial transparency § Begging for comments, newsletter signups, FB likes § Making my blog a safe place for commenters § Belief that good content brings good discussions § Marathon complete!
  18. 18. THE POWER OF A PODCAST
  19. 19. 2009… 2012 § Link do historii na blogu – z wózka do maratonu September 2012
  20. 20. @PatFlynn http://www.smartpassiveincome.com/my-monthly-income-report-october-2012/ http://www.smartpassiveincome.com/my-monthly-income-report-october-2012/
  21. 21. PHASE 2: GROWTH LEARNING KEY FACTS WHAT HAVE I DONE? § October – December 2012 – 9776 UU in October – 12 068 UU in November – 12 147 UU in December § I’m starting to get noticed § I feel the importance of my message § First affiliate earnings § „Proof of concept” complete! § Lots of email discussions – Who are my readers? – What do they need? – Why they are reading me? § Experimenting with topics – Real estate investing § Monetization planning § Difficult choice: grow or quit?
  22. 22. PHASE 3: HATERS & CRISIS KEY FACTS WHAT HAVE I DONE? § January – March 2013 – 19 999 UU in January – 20 119 UU in February – 21 202 UU in March § Hot discussion – haters § 400 comments § Only 4 posts in January § Broke 20k UU / month § Case study of flat flip – Series of 3 articles § „Podcasting A to Z” course § March: – Podcast launch! – My company launch! § Made crazy goal: 100k UU / month by the end of 2013
  23. 23. I’m leaving my job
  24. 24. PatFlynn
  25. 25. My story is ALIVE
  26. 26. Pat Flynn & CreativeLive
  27. 27. Ariadna photo z Gdańska
  28. 28. PHASE 4: MENTAL ROLLERCOASTER KEY FACTS WHAT HAVE I DONE? § April– June 2013 – 22 352 UU in April – 24 717 UU in May – 35 703 UU in June § Podcast grows! – Irregular episode publishing § 1st anniversary § Blog redesign § „Am I crazy?” – „You won’t succeed!” – Toxic people – Nightmares § Loneliness, no support! § First TV & press appearance § First meetings with bloggers § „I quit my job for blogging!” PR-stunt § First money and customers!
  29. 29. FIRST TV APPEARANCE § 5 minutes on TV = 1 day prep § No quick conversions § Position you as the expert § Confidence boost! § Tip: always exceed expectations
  30. 30. PHASE 5: RESSURECTION KEY FACTS WHAT HAVE I DONE? § July– September 2013 – 34 652 in July – 36 773 in August – 50 123 in September § I’m on my own § 5-weeks job detox – Traffic still grows! § New „lead magnet” for my newsletter – 23 Excel calculators pack § Podcast with Pat Flynn § Topics surveys for readers § Trainings and workshops § Earnings are better than expected and gain attention
  31. 31. NEWSLETTER STATS May 2013: 1192 subscribers July 2013: 2660 subscribers
  32. 32. FACEBOOK FANPAGE STATS May 2013: 1375 likes May 2014: 17 004 likes
  33. 33. THE POWER OF A PODCAST
  34. 34. My story is ALIVE § Paweł Krzos – Reader of my blog! § He started running on the 20th of July 2013 and listened to my podcast! § At the end of September he completed the marathon in 4:11:56 § „Michal, I was able to do it thanks to your inspiration…”
  35. 35. PHASE 6: „THE EXPERT” KEY FACTS WHAT HAVE I DONE? § October – December 2013 – 73 802 in October – 77 224 in November – 63 967 in December § Missed my yearly goal of 100k UU! § Newsletter grows by 700 signups / month § I have found my own voice and self-confidence! § My October earnings report made me famous within the blogosphere § 8 TV, radio and press appearances in October! § Attended „Blog Forum” – biggest, yearly bloggers-only conference
  36. 36. BLOGGER EARNINGS § Salary in Poland: – Minimum = 560 USD / month – Average = 1325 USD / month § My monthly income report = 6400 USD in October 2013 § First blogger in Poland disclosing earnings § „I’m just starting…”
  37. 37. PHASE 7: BLOGGING STAR KEY FACTS WHAT HAVE I DONE? § January – March 2014 – 100 809 UU in January! – 123 931 UU in February – 120 661 UU in March § Establishment of PSBV § Top 30 Most Influential Bloggers in Poland § „Blog of the Year” domination! 3 awards § 2 readers meetups - #JOPlive § Challenges: – E-mail = 300-400 daily! – Comments – Cooperation opportunities § First product development § Giving back to the blogging community…
  38. 38. PHASE 8: CONFERENCES KEY FACTS WHAT HAVE I DONE? § April– June 2014 – 111 117 UU in April – 122 741 UU in May * § Conferences: – „Blog Experts” – „Mieszkanicznik” – real estate investors congress – BIK Scoring conference – ALIVE! – „Smart Investing” conference with Partner § #JOPlive in Sopot
  39. 39. HOW TO CREATE CONTENT
  40. 40. Expressive?
  41. 41. Do you have to be expressive? § You have to have your own opinions and make them visible but it’s not about you - it’s about your reader! § You have to balance! – People are interested in us, however they are not coming to read about us (unless we are a celebrity). – A “little bit of us” is required for personal touch and person to person relation building § We write for readers – not for ourselves – Surveys about topics that readers would like to read – Posts that help readers make progress toward their goals
  42. 42. Consistency
  43. 43. BE PREDICTABLE § Fixed schedule – Blog posts twice a week, ie. Monday and Thursday – Weekend is low-traffic time § Publishing calendar – Compensate “light” and “heavy” topics – Let the reader know about blogging break! § If you have a podcast, make it predictable too – ie. twice a month
  44. 44. § Be specific but don’t tell everything § Let reader’s imagination work! Mystery
  45. 45. Make them feel comfortable…
  46. 46. Be human!
  47. 47. BE HUMAN § Empathy § Personal contact § Help others § Be the leader you would like to have § Be natural - share both your successes and failures § Inspire others, but go easy on the self promotion…
  48. 48. § Male or female? Student? Married? Children? Earnings? Lifestyle? Hobbies? § What motivates him/ her? § Create your reader persona / avatar § Write for someone specific Who is your reader?
  49. 49. Serve whole menu
  50. 50. DIFFERENT FORMS § Standard blog post § Discussion with other blogger § Q&A – answering reader question § Book review § Best links selection § Posts series § Monthly reports § Interview § Guest posts on your blog § Contests
  51. 51. HOW TO GET TRAFFIC
  52. 52. 40% CONTENT CREATION 60% MARKETING
  53. 53. § Most media doesn’t belong to us – Google – Facebook, Twitter, G+ – RSS § Mailing list! § Reply to emails § Comment on other blogs § Guest posting 40% CONTENT 60% MARKETING
  54. 54. TRAFFIC SOURCES: 6 MONTHS 42% 21% 13% 14% 8% 2% Organic search Direct Email Referral Social Other
  55. 55. TIPS & TRICKS § Custom-written newsletter with a personal touch § Several social media messages § E-mail autoresponder with „best articles” links § „A year ago on my blog…” § Reddit.com (Wykop.pl)
  56. 56. PICTURE MATTERS!
  57. 57. TRACK & ENGAGE! § Check who is linking to you – Trackbacks – Google Analytics – Clicky.com – Google Alerts § Check who is talking about you – SentiOne.pl – SoTrender.pl § Engage § Give back! Promote other good content
  58. 58. BE EVERYWHERE! § Blog – your home base § YouTube § Podcast § Social Media – Facebook, Twitter, LinkedIn, Google+ § Traditional Media § Conferences
  59. 59. HOW TO WORK WITH MEDIA? § Great content first! § Be accessible § Reach out to journalists § Document templates – Bio, logo, blog description – Script the talk – Q&A § Over deliver! – Prepare info graphic
  60. 60. DOES MEDIA BRING TRAFFIC?
  61. 61. HOW TO BUILD / GAIN TRUST? § Full financial transparency – Spending reports – Income reports – My net worth § “Write Epic Shit!” - Corbett Barr J § Be human – showing not only “ups” but also “downs”! § Direct and open communication § Every email is important!
  62. 62. Social proof
  63. 63. SOCIAL PROOF § „Chicken and the egg” problem – First comments – People read… when they see others are reading § Trust is built thanks to: – Your face – User comments and opinions – Other bloggers linking to you – Media – Contracts and references
  64. 64. SOCIAL PROOF § Ask for opinions and use them – Show surveys results – Show your human face and gently disagree § Promote your commenters and thank them for feedback § Make shareable content – They share when it makes them smarter looking and better – Ask them to share – Make it easy! – ready to use tweets
  65. 65. HOW TO ACHIEVE BALANCE
  66. 66. MINDSET § Self-confidence and fear of failure – Am I good enough? – Am I making a difference? § Imagine the worst case § Overloading and burn-out – Superhero syndrome § Making connections § Making ends meet…
  67. 67. Most people look at your results and they say you have a great lifestyle What they don’t see is the amount of work, sacrifices, difficult choices and uncertainty that are required to be able to live such a lifestyle Passion is a trap!
  68. 68. Requires new set of skills…
  69. 69. Build your team!
  70. 70. HOW TO MAKE MONEY
  71. 71. Blogger’ Products
  72. 72. BLOGGER’ PRODUCTS § Affiliation § Paid advertisement § Sponsored posts § Partnerships / Sponsorship § Books § Trainings (offline) § 1:1 Consulting § Group coaching § Mentoring § Brand licensing § Your own online products § Marketing support for others § Public speaking § Freelancing – selling your skills: – Writing – Publishing in WordPress – Photo research – Social Media communication – Analytics, data mining – SEO
  73. 73. WHERE IS THE MONEY? § http://jakoszczedzacpieniadze.pl/reklama § First commercial cooperations: – PC Format article = 400 USD (self marketing) – PAYBACK workshop + post = 1650 USD § Today: – Sidebar Banner = 380-800 USD / month – Podcast episode sponsorship = 330 USD – Sponsored post = 2350 USD – Trainings = 1000 – 3500 USD – Affiliation = varies… 100-2000 USD / month – Non-standard cooperation – Own online courses = in the development
  74. 74. BETTER TOGETHER § Join forces with other bloggers § 1+1 = 3 or more… – We show that we can cooperate – We create better content – We make our traffic grow
  75. 75. CASE STUDY 1
  76. 76. ELEMENTARZ INWESTORA § 1 year-long educational project § Series of posts about „Investing Basics” – step by step § Two bloggers and two blogs – Amateur = Michał – Professional = Zbyszek § 4 posts / month + podcast § We were looking for one Partner for 80 000 USD / year… and failed!
  77. 77. SUCCESS! § We pivoted in March § First Partner in April – 6900 USD § Second Partner May-July – 30 000 USD – Conference on National Stadium built for EURO 2012 § We have other Partners waiting…
  78. 78. CASE STUDY 2
  79. 79. AUDIOBOOKS! § Perfect target group – Audioteka.pl sells audiobooks – I have a podcast § Branded collection of books for JOP readers and listeners § Special deal – 50% or 25% discount § Win-win-win
  80. 80. HOW TO APPROACH BIG BRANDS
  81. 81. The Power of side effects
  82. 82. We all have the power to change other’s lives
  83. 83. Summary § Content is king! – your content determines how you will be perceived. You have 100% control over it! But… § Marketing is queen! – even the best content can be unnoticed if you won’t let the world know about it § Be yourself and follow your heart – that’s your key differentiator § Connect with inspiring people § Catch the wave and open up for side effects! „Passion makes hard work meaningful” Michał Szafrański
  84. 84. Questions?
  85. 85. HOW TO START A BLOG? § Pat Flynn – SmartPassiveIncome.com § Corbett Barr - Thinktraffic.net § Derek Halpern – SocialTriggers.com § Michael Hyatt § Chris Guillebeau § Tom Ewer – LeavingWorkBehind.com § Cliff Ravenscraft – PodcastAnswerMan.com § Ramit Sethi § Marie Forleo
  86. 86. NEXT STEPS… § „Platform: Get Noticed in the Noisy World”, Michael Hyatt § „Smart Passive Income”, Pat Flynn § „Social Triggers”, Derek Halpern
  87. 87. Michał Szafrański michal@szafranscy.pl http://jakoszczedzacpieniadze.pl

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