Blogging as a Business

It seemed like everyone was high on the blog as a business model in the mid 2000′s; and why not with adwords from Google providing a rich source of income, low startup cost, and the rapid growth of online viewership it seemed the perfect business to jump into. That being said, blogging isn’t an easy activity nor a lucrative one unless you really come forward with something.

Keys to Success

First mover advantage – This is usually good for any business but especially necessary for the blog. Attracting a loyal crowd in an area where no one provided a like product (or one that was easily found) is huge.

A captivating idea – It’s not enough to build it up. It needs to be something that the masses want. I’ve gone forward with 2 ideas now MGMTNOW (branding/product marketing advice) and ZunedOut (Music blog focused on Zune). Unfortunately, both the areas I’ve selected don’t have a large enough following to really ramp earnings with.

Amazing Marketing – Marketing is a little different on the internet, its all about being linked to, getting the right search results, and utilizing Web 2.0. My experiences with Google really turned me off to Adwords for a blog. I think the costs especially given some of Google’s methodologies in their business model don’t align well with a product that is ad funded. This is not saying that a good organic result isn’t necessary. My experience was that the easiest way to push business was through Web 2.0 sites with rabid users.

Stumbling Blocks

Yada Yada Yada – You talk but everyone just hears you flapping your mouth. While readers demand content they only care about it if it’s meaningful. Writing a post just for the sake of getting something out there is a detriment.

M.I.A. – My biggest problem here. When you don’t want to fall into the “I say a lot but I don’t say anything trap” you can just as easily fall into the silent treatment and erode your base. I know after being laid off I was a lot more focused on other activities, and went 3 weeks between posts. General rule of thumb is if you don’t post once a week and you haven’t built a solid following they will likely leave.

Overly invasive monetization – The thing that gets you paid, is also the thing that your users appreciate the least about your site. Finding the right balance is key.

Conclusion

With the downturn in spending on advertising, its not as easy as it once may have been to watch those AdSense checks roll in. With the right focus on your offering, and a consistent approach of holding your viewers interests and being respectful of the presentation of the product offering there is still an opportunity for large return. Just remember for every website that claims they can give you the secret sauce your real secret to success is understanding a customer base and tackling their interests in a meaningful way.