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Getting Financial Support For
Your Blog Without Selling Your
Soul
Mary Canady
Comprendia, LLC
ScienceOnline 2013 Blitz Session
#sciopartners comprendia.com/sciopartners
© Comprendia, LLC All rights reserved.
2
Step 1: Understand Your Niche
• How many read your blog?
– Quantcast is leading public info
• Who is reading your blog?
– Quantcast demographics
– Survey your readers
• Where is your network?
• Who are potential advertisers?
Understanding readers=understanding advertisers
© Comprendia, LLC All rights reserved.
3
Step 2: Make It Easy
• Media kit
– Stats from #1
– Provide all advertising options
• Give ad sizes, set up plugin before any sales
– Template at comprendia.com/sciopartners
• Access
– RSS Feeds with FULL content
– Newsletter
– Facebook, LinkedIn, Gplus
• SEO/Descriptive blog titles
• Directories
Image courtesy Flickr User Civilian Scrabble
© Comprendia, LLC All rights reserved.
4
Step 3: Make It Happen
• Get to know your prospects
– Learn where they ‘live’
– Provide resources
• Dedicate resources to getting sales
• Look at the competition
– GenomeWeb, Journals
• Consider changes needed
– Interface
– Topics
– Channels
• Be creative
© Comprendia, LLC All rights reserved.
5
Free Thought
Blogs
•1.7 million
visitors per
month
•Ads handled
externally
•Niche:
Scientist,
atheist, skeptics
© Comprendia, LLC All rights reserved.
6
Knoepfler
Lab Stem
Cell Blog
•2500 visitors
per month
•Great SEO
•Niche: stem
cell
researchers
© Comprendia, LLC All rights reserved.
7
Minority
Postdoc
•5000 visits
per month
•Clear,
varied
advertis-ing
options
•Niche:
minority
scientists
© Comprendia, LLC All rights reserved.
8
Next Steps
• Make it easy for me to help you
• Biotech Marketing Group promotion of blogs
• Hire a ‘communal’ sales person?
• Experiment!
© Comprendia, LLC All rights reserved.
9
Nothing will work, but everything
might. Now is the time for
experiments, lots and lots of
experiments…
--Clay Shirky’s Blog, 2009

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Getting Financial Support For Your Blog Without Selling Your Soul

  • 1. Getting Financial Support For Your Blog Without Selling Your Soul Mary Canady Comprendia, LLC ScienceOnline 2013 Blitz Session #sciopartners comprendia.com/sciopartners
  • 2. © Comprendia, LLC All rights reserved. 2 Step 1: Understand Your Niche • How many read your blog? – Quantcast is leading public info • Who is reading your blog? – Quantcast demographics – Survey your readers • Where is your network? • Who are potential advertisers? Understanding readers=understanding advertisers
  • 3. © Comprendia, LLC All rights reserved. 3 Step 2: Make It Easy • Media kit – Stats from #1 – Provide all advertising options • Give ad sizes, set up plugin before any sales – Template at comprendia.com/sciopartners • Access – RSS Feeds with FULL content – Newsletter – Facebook, LinkedIn, Gplus • SEO/Descriptive blog titles • Directories Image courtesy Flickr User Civilian Scrabble
  • 4. © Comprendia, LLC All rights reserved. 4 Step 3: Make It Happen • Get to know your prospects – Learn where they ‘live’ – Provide resources • Dedicate resources to getting sales • Look at the competition – GenomeWeb, Journals • Consider changes needed – Interface – Topics – Channels • Be creative
  • 5. © Comprendia, LLC All rights reserved. 5 Free Thought Blogs •1.7 million visitors per month •Ads handled externally •Niche: Scientist, atheist, skeptics
  • 6. © Comprendia, LLC All rights reserved. 6 Knoepfler Lab Stem Cell Blog •2500 visitors per month •Great SEO •Niche: stem cell researchers
  • 7. © Comprendia, LLC All rights reserved. 7 Minority Postdoc •5000 visits per month •Clear, varied advertis-ing options •Niche: minority scientists
  • 8. © Comprendia, LLC All rights reserved. 8 Next Steps • Make it easy for me to help you • Biotech Marketing Group promotion of blogs • Hire a ‘communal’ sales person? • Experiment!
  • 9. © Comprendia, LLC All rights reserved. 9 Nothing will work, but everything might. Now is the time for experiments, lots and lots of experiments… --Clay Shirky’s Blog, 2009

Editor's Notes

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