Dan McCarthy,The Business of Blogging

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The document discusses how to use content marketing to grow a business. It outlines a O-P-E-P framework: (1) Outcome - decide what outcomes you want like increasing sales; (2) Place - determine where to distribute content like websites or social media; (3) Energy - consider how much time you can spend creating content; (4) Plan - create a content plan with topics, posting frequency, and promotion strategy. A case study of Bikemanforu is provided who grew his eBay sales to over $300k annually through consistent YouTube videos documenting his bike repair business that generated millions of views and thousands of subscribers. The document advocates for integrating content creation like videos into daily work and having a

The Business of Blogging
Dan McCarthy/Partner
1http://garden-bloggers-conference.com/

BLOGGING | CONTENT | MARKETING
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BLOGGING | CONTENT MARKETING
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BLOGGING CONTENT | MARKETING
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O – P – E - P
• Outcome
• Place
• Energy
• Plan
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An o–p–e–p CASE STUDY
BIKEMANFORU
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Bikemanforu: Results
• 13,789 YouTube subscribers
• 4.3 million views of 820 videos
• 1076 Facebook likes
• 3,270 positive eBay ratings
• 300% increase in sales
– eCommerce is larger than physical business
– YouTube advertising is the fastest growing revenue stream
– 1 person added to the business
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Step 1: OUTCOME
Decide What Outcomes You Want?
• The essence of Marketing is Cause & Effect.
• An Action creates an Outcome.
• Content Marketing uses “Content” to create
Outcomes.
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Examples of Outcomes
• I want to increase traffic to my web site in order to get more
inquiries.
• I want to have people recognize my name.
• I want to sell more products.
• I want to have people who check me out online be impressed by my
knowledge.
• I want to express myself.
• I want to establish my reputation with vendors in my market.
• I want to expand my business.
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The Basic Category of Outcome
• Sell more
• Be more visible
• Expand business
• Express yourself.
Bikemanforu wanted to sell more things.
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Step 2: PLACE
Decide The Best Place to Drive People
• The Outcome you are looking for drives your
strategy for what Place you are going to rely
on.
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Examples of Places
• Your business web site
• Your Facebook page
• Your phone number
• Your eBay account
Bikemanforu started with eBay, moved to his
website and now focused on his Videos
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Step 3: ENERGY
Decide How Much Energy You Will Expend
• Creating Content can consume your time
• Marketing relies on measuring the results of
action and calculating a return
• Your basic unit of return is an hour of labor
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The Value of a Labor Unit: 1 Hour
• $75,000 annual income
• 50 hour weeks, 50 weeks per year
• One Hour = $35.00
• 10 Hours = $350
• You have to pay yourself to rest….
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Strategies for Managing Energy
• Make creating Content easy and part of your routine
– Video
– Photos
• Don’t get overwhelmed by trying to match professional quality
• Have consistent quality
Bikemanforu integrated video creation into the everyday workplace activity.
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Step 4: PLAN
Create A Realistic Content Plan
• Planning your Content strategy in advance
allows you to create the most impact and
have the most control
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Elements of the Plan
• What place am I going to put content?
– Blog post, video, photo, tweet
• How am I going to make people aware of the content?
– Share on social media, comment, email, interact
• How often am I going to post the content?
– Daily, weekly, monthly
– A plan for each type
• What will the content be about?
– Topics aligned with interest, Season, questions
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Go to:
Brandandmarket.com
Search:
Blog editorial calendar

Three common questions
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A Word About Advertising
• Less than $0.10 per impression
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A Word About Consulting
• Charge what you are worth
– $100,000 annual income goal
– $416/day
– 50% consulting premium
– $625 per day
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Dan McCarthy
dan@themccarthygroup.com
212-671-1930
www.themccarthygroup.com
www.themediatransformation.com

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