Mac114 The business of blogging and blogging for business

and blogging for business

MAC114

THE BUSINESS OF BLOGGING

Clayton M Christensen

DISRUPTIVE TECHNOLOGY

large corporations are designed to work with sustaining technologies frequently blind-sided by agile, disruptive entrants to the market

US Newspaper Advertising Revenue

Newspaper Association of America published data (2012)

Most blogs consist of musings posted to idiosyncratic and amateurish websites. But while

blogging is a favored mode of expression for blowhards of every stripe, it is also the basis for a new crop of editorial products with high-quality

content and loyal readerships. - Madden, 2005

source

source

“A participatory culture is a culture with relatively low barriers to artistic expression and civic engagement, strong support for creating and sharing one’s

creations, and some type of informal mentorship whereby what is known by the most experienced is passed along to novices. A participatory culture is also one in which

members believe their contributions matter, and feel some degree of social connection with one another”

Jenkins, 2006, online

having it both ways

MADDEN, 2005:

‣ erosion in quality

‣ low quality bloggers

‣ online diaries

‣ improvement in quality

‣ editorial platforms

‣ editorial missions

http://www.jaymiranda.com

NETWORK EFFECTS

network effectbandwagon effect

positive feedback loop

Jason Calacanis and Brian Alvey

Jason CalacanisBrian Alvey

Weblogs, IncNetworked bloggers2005: $100-$3000/m

Average: $500-$600/m

Auto ads: $1-4 CPMDirect ads: $4-12 CPM*

*1m unique monthly visitors

Amy Lynn AndrewsVeteran blogger6 figure salary

Advice:1. self host blog2. create useful content3. network4. branding5. income streams

- greater control- ownership- metrics- revenue generation

Advice:1. self host blog2. create useful content3. network4. branding5. income streams

- reason to (re)visit- experiences- niche- tutorial/educational- goal orientated- be entertaining

Advice:1. self host blog2. create useful content3. network4. branding5. income streams“Find people who could use the information you provide. Get to know them, interact, be friendly and helpful by offering no-strings-attached tidbits of your expertise. Word about you spreads best through people who know, like & trust you.”

Advice:1. self host blog2. create useful content3. network4. branding5. income streams

- reputation- establish a platform

Advice:1. self host blog2. create useful content3. network4. branding5. income streams

- diversify- ebooks- speaking gigs- e-courses- merchandise

‘The best way to start monetizing is to let it happen organically. Hopefully you are blogging about something you enjoy. As you grow, monetize (make money) in ways that would most suit you and your audience. For example, blogging about knitting? Sell knitting patterns. Blogging about fly fishing? Sell your services as a fly fishing guide. Blogging about being a preschool teacher? Sell preschool curriculum’

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