Monetisation Through Blogging

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Monetisation Through Blogging

  1. 1. From Blogs to Riches <ul><li>Monetisation through blogging </li></ul>
  2. 2. What? <ul><li>2 years </li></ul><ul><li>Around 100 blogs </li></ul><ul><li>2 sites run entirely using blog software </li></ul><ul><li>Some titles get up to 25% of web traffic from their blogs </li></ul><ul><li>Comment and page views growing rapidly </li></ul>
  3. 3. Why?
  4. 4. “Blogging is a great way to make things happen indirectly” Hugh MacLeod - gapingvoid.com
  5. 5. The Good Old Days <ul><li>How We Miss ‘em </li></ul>
  6. 6. Competition Stuff Journal Stuff Gazette
  7. 7. Competition Stuff Weekly Online eStuff Gazette
  8. 8. The Conversation Your Site
  9. 9. Distributed Space Public Space Closed Space
  10. 10. Private Space <ul><li>Akin to a house </li></ul><ul><li>Content is “hidden” </li></ul><ul><li>Social networks, members-only forums, sites with privacy </li></ul><ul><li>“your space” </li></ul>
  11. 11. Public Space <ul><li>Akin to a pub </li></ul><ul><li>Open to all </li></ul><ul><li>Hosts have control </li></ul><ul><li>Forums, sites with comments </li></ul><ul><li>“our space” </li></ul>
  12. 12. Distributed Space <ul><li>No physical world equivalent </li></ul><ul><li>Traffic moves freely </li></ul><ul><li>Free form conversation </li></ul><ul><li>Blogs, wikis, microblogging, IM </li></ul><ul><li>“my space(s)” </li></ul>
  13. 13. Distributed Space Public Space Closed Space Your Site Blogs
  14. 14. Why? To link your site with the wider internet conversation
  15. 15. Why? TRAFFIC
  16. 16. Where’s the cash?
  17. 18. Ads
  18. 19. Sponsorship
  19. 20. Marketing
  20. 21. Blogging for Profit <ul><li>Draw interested readers to your blog (ads) </li></ul><ul><li>Get links from other bloggers (ads) </li></ul><ul><li>Become an expert in the space (sponsorship) </li></ul><ul><li>Drive traffic into your existing sites (marketing) </li></ul>
  21. 22. The Unexpected
  22. 23. Conversations Relationships Brand loyalty Events
  23. 24. What Doesn’t Work <ul><li>Straight Journalism </li></ul><ul><li>Impersonal Voice </li></ul><ul><li>No Linking </li></ul><ul><li>Opinion from on high </li></ul><ul><li>Not reading other blogs </li></ul>
  24. 25. What does work <ul><li>Clear, personal voice </li></ul><ul><li>Tightly defined subject matter </li></ul><ul><li>Genuine enthusiasm for subject </li></ul><ul><li>Linking inwards and outwards </li></ul><ul><li>Participating in discussions on other blogs </li></ul>
  25. 26. Adam Tinworth [email_address] http://www.onemanandhisblog.com

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