Is the re a ny suc h thing a s a fre e lunc h? How to find a r - PowerPoint PPT Presentation

Is the re a ny suc h thing a s a fre e lunc h? How to find a r e ve nue str ate gy for your blog Vic ky Ha mpto n | E uro pe a n F o o d Blo g g e r Co nve ntio n Amste rd a m | 9 June 2016

Introduc tion Vic ky Hampton Amste rdamF oodie .nl Re sta ura nt, fo o d a nd tra ve l b lo g g e r fo r 9 ye a rs in Amste rd a m.

T oday’s age nda • Conte nt 20 ye ars ago vs. c onte nt today • T he re se arc h: ▸ Blog g e rs ▸ R e a de rs/ visitors of blog s ▸ Bra nds working with blog s • Dire c t re ve nue stre ams • T he dile mmas of sponsore d c onte nt • Indire c t re ve nue stre ams

Conte nt 20 ye ars ago Writer Consumers Videographer Advertisers Photographer

Conte nt today Consumers Blog ogger/Vlog Vlogger Text Photo Videographer Video Web Development Promotion SEO Advertisers

T he re se arc h Blogge r s Re ade r s Br ands Sur ve y of +/ - 15 br ands, Sur ve y of ar ound pr e dominantly in Sur ve y of +/ - 40 +/ - 50 r e ade r s of the food se c tor blogge r s in food, blogs of all type s tr ave l, life style and te c h fie lds

Why did yo u sta rt yo ur b lo g ? Ac c ording to the Both/ blogge rs surve ye d: Unsure 30% Hobby • Almost a ll sta rte d blog g ing a s 61% a hobby Profes- sionally 9% Hobby Professionally

Did yo u la te r ha ve the a im to ma ke mo ne y? Othe r Ac c ording to the 10% blogge rs surve ye d: No • Almost a ll sta rte d blog g ing a s 25% a hobby • Around two- thirds la te r wa nte d to Ye s ma ke mone y from blog g ing 65% Yes No Other

Do yo u ha ve a n inc o me in a d d itio n to b lo g g ing ? Ac c ording to the Other blogge rs surve ye d: 22% F ull- time job 31% Blog • Almost a ll sta rte d blog g ing a s 3% a hobby Part-time • Around two- thirds la te r wa nte d to job ma ke mone y from blog g ing Ma jor ity 10% fr e e la nc e 34% • Almost a ll ha ve a full- time sa la rie d or fre e la nc e job Full-time job Part-time job Majority freelance Blog Other

Re ve nue stre ams: dire c t Adve vertising ng - Google Ads - Other DIRECT

“You're more like ly to survive a plane c rash than c lic k on a banne r ad.” So lve Me dia

Re ve nue stre ams: dire c t Adve vertising ng - Google Ads - Other Spo pons nsored d content Affiliate DIRECT - Freebies campa paigns ns - Money - Guest posts Syndi ndication

Ho w d o yo u ma ke mo ne y DIRE CT L Y fro m yo ur b lo g ? 50% 44% 45% Ac c ording to the 40% blogge rs surve ye d: 35% 28% 30% 25% 25% • Ac c e pting in- kind pa yme nt 22% 19% 19% 20% (fre e me a ls, produc ts, 16% 15% se rvic e s, e tc ) is by fa r the most 13% 10% c ommon form of re ve nue 5% 0%

Analogy: pharmac e utic als industry

T he dile mma T rust Diffe re ntiation How c an you diffe r e ntiate How do your r e ade r s know if your sponsor e d c onte nt fr om you love d that r e staur ant or your r e gular c onte nt? we r e paid to r e c omme nd it? Obje c tivity Inde pe nde nc e Is your e xpe r ie nc e the same Can you be tr uly unbiase d if as a r e gular c ustome r ’s you r e c e ive d some thing for e xpe r ie nc e ? fr e e ?

Wha t’ s yo ur vie w o n spo nso re d c o nte nt? Ac c ording to the 60% blogge rs surve ye d: 52% 50% • 42% T he hig he st proportion of 40% blog g e rs a c c e pt fre e bie s 36% 32% 30% • Some blog g e rs se e a c onflic t 23% 23% 19% of inte re st while othe rs don’t 20% • More blog g e rs c la im to sa y 10% wha t the y like (positive or ne g a tive ) tha n those who fe e l 0% oblig e d to be positive

T he c onsume r’s point of vie w

Are yo u a wa re o f spo nso re d b lo g po sts? No Ac c ording to the 12% re ade rs surve ye d: • More tha n 1 in 10 blog re a de rs a re not a wa re tha t some blog posts a re sponsore d, e ithe r in mone y or fre e produc ts/ se rvic e s Yes 88% Yes No

Wha t’ s yo ur vie w o n spo nso re d c o nte nt? Ac c ording to the 70% re ade rs surve ye d: 59% 60% 50% 45% • Most re a de rs a c c e pt 40% sponsore d blog c onte nt on c ondition tha t: 30% 24% • It’s disc lose d a s suc h • 20% It re ma ins obje c tive 8% 10% 4% 2% 0%

T he brand’s point of vie w

Ha ve yo u e ve r a ppro a c he d a b lo g to fe a ture yo ur b ra nd in a po st? Ac c ording to the brands surve ye d: No • 55% of bra nds ha d a pproa c he d a 45% blog g e r a bout a sponsore d post Yes 55% • One - third offe re d nothing in re turn • T wo- thirds offe re d a fre e me a l/ produc t/ se rvic e • None offe re d mone y Yes No

Wha t did yo u e xpe c t in re turn fo r g iving a fre e b ie ? Ac c ording to the brands surve ye d: Positive post 10% • Honest Only 1 in 10 bra nds sa id the y post would e xpe c t a positive post; 30% 60% wouldn’t e xpe c t a nything • Disc losure : 46% would e xpe c t the blog g e r to disc lose it to re a de rs if the y’d re c e ive d Nothing fre e bie s or mone y 60% Positive post Nothing Honest post

What the re se arc h te lls us about sponsore d c onte nt… Blogge r s Re ade r s Br ands T he r e is ve r y little c onse nsus e ve n within e ac h gr oup!

Anothe r option: indire c t re ve nue

Do yo u ma ke mo re mo ne y d ire c tly o r ind ire c tly fro m yo ur b lo g ? Other Ac c ording to the More money 16% directly blogge rs surve ye d: 22% Equal • Ove r twic e a s ma ny blog g e rs directly / indirectly ma ke more mone y indire c tly 12% tha n dire c tly from the ir blog ! More money indirectly 50% More money directly More money indirectly Equal directly / indirectly Other

Re ve nue stre ams: indire c t Related w writing: - Guidebooks - Articles - Guest posts Other er f freel eelance work: k: Book s sales: es: - Recipe - Printed development - E-books - Copywriting INDIRECT Spee eeches / es / Classe ses / s / presen esentations: worksho hops ps: - Blogging - Cooking - Social media - Food styling - Photography Consul ulting ng / / traini ning ng: - Writing - Video production

Conc lusions Dire c t and indire c t re ve nue s E volution T he r e ar e many indir e c t as we ll as Conte nt has e volve d r apidly in dir e c t r e ve nue str e ams – many the last 20 ye ar s – it’s like ly to blogge r s e ar n mor e indir e c tly c hange c omple te ly in the ne xt T he future Sponsore d c onte nt is pe rsonal L ittle c onse nsus be twe e n or Blogging de gr e e s? within blogge r s, visitor s and Blogge r s’ guide line s? br ands. Sponsor e d c onte nt is a Code of e thic s? pe r sonal c hoic e Adve r tising standar ds?

Any que stions?

F urthe r re ading • MOZ, E ve rything Yo u Ne e d to K no w a b o ut Spo nso re d Co nte nt: https:/ / mo z.c o m/ b lo g / e ve rything -yo u-ne e d-to -kno w-a b o ut-spo nso re d -c o nte nt • e le va nc e , Adve rto ria ls in the Ag e o f Co nte nt Ma rke ting a nd Pro mo tio n: R http:/ / re le va nc e .c o m/ a dve rto ria ls-in-the -a g e -o f-c o nte nt-ma rke ting -a nd -pro mo tio n/ • ProBlog g e r, Ma ke Mo ne y: http:/ / www.pro b lo g g e r.ne t/ ma ke -mo ne y-b lo g g ing -po rta l/ • oodie , E thic a l Blo g g ing : Amste rda m F http:/ / www.a mste rda mfo o die .nl/ 2015/ e thic a l-fo o d-b lo g g ing / • Jung a low , Blo g g ing + Mo ne y Ma tte rs: http:/ / www.the jung a lo w.c o m/ 2016/ 05/ b lo g g ing -mo ne y-ma tte rs.html • Pinc h of Yum , mo nthly tra ffic a nd inc o me re po rts: http:/ / pinc ho fyum.c o m/ fe b rua ry-tra ffic -inc o me -re po rt • iving , Ho w to Ma ke Mo ne y a t Blo g g ing : Ca rrie on L http:/ / www.c a rrie o nliving .c o m/ 2016/ 05/ 10/ b lo g g e r-b yte s-ho w-do -i-ma ke -mo ne y/