WHAT I LEARNED FROM PROBLOGGER’S FIRST SYDNEY EVENT
I’ve had a blog in some form or other since 2002, which if you’re quick on the math is a bloody long time. I’ve written about a multitude of things over the years and at various times I’ve looked at making my blog a source of income. I’ve had various levels of success and I’ve had some amazing experiences; it’s all been about learning and growing. Last year I had an epiphany that I have two passions in life (outside of my family) and those are quilting and blogging. I couldn’t image life without either of them. So I made the decision to try and use my first passion, blogging, as a way to connecting with others who shared my second passion, quilting.
In late 2014 I made the choice to see my blog as a business and treat it as one. This means I work on my blog as if it was my full time job. I spend lots of time creating content, connecting with others who share my passions and trying to improve. Now anyone that has any sort of craft passion knows just how expensive it can be when you can’t walk past a craft shop without buying something. (It’s a disease people! I swear!) This means that to be constantly creating and sharing I need to be able to pay for the boring things (hosting services, domain registration, technical support) and the exciting things (fabric!!!), which when we were a DINK (double income no kids) it wasn’t a problem, but now we’re balancing family commitments with family desires it becomes a little more tricky.
So to be able to make enough money from my passions to make them self sufficient was a goal I set for myself. This means that I’ve stepped everything up a notch and I’m now actively looking for ways to make that happen via things like blog sponsorship, selling products and working with others who share my passions. It also means that instead of just using the internet as my form of information I’m going to be attending more learning events, like workshops, forums and conferences.
Yesterday I drove into Sydney (a nice 3.5 hour drive each way) to attend the first Problogger Event in Sydney. I went because I wanted to learn more about how to make my blog better and I wanted to connect with others that are wanting to do the same thing. Because a lot of people couldn’t attend the event and because I love helping through sharing my knowledge and learning I thought I’d share some thoughts on the event today.
I was lucky enough to attend the Olympus Beginner’s Workshop in the morning and it was a really quick overview of getting a little more out of your camera. I learnt some new tricks, but my one big take away from this class is that I need to invest the time and money in learning more about how to maximise my photography. In my opinion photography is the easiest place to gain the biggest bang for your time and money when it comes to having a blog that people enjoy reading. (It’s all about the eye candy!)
I then attended they Key Note Panel and Discussion facilitated by Darren Rowse. (Just as a side note, there’s something really weird about attending this event knowing how “huge” Darren is in the blogging world and have him greet you at the registration desk, show you where the bathrooms are and sneak you in to the session you’re late for! It’s one of the reason his brand has such loyalty, he genuinely loves hanging with the bloggers and you can’t get anything better than that.)
Darren spoke on the topic, “5 Lessons I Learned from Full Time Bloggers with Low Traffic”. It was such a great topic because traffic, like money, is one of the things that very few bloggers will disclose or discuss with the masses (understandable, you wouldn’t ask a Plumber how much she makes or how many clients she has!). Darren had used his reach into the blogging community to source case studies and convert those case studies into observations and lessons that we could use to think about our own blogs.
Lesson 1: It depends on your business model
When I first started blogging I thought that you actually made money from your blog. So I thought you made all your money from advertising which appeared on the blog and from writing sponsored articles which appeared on your blog. It was all about what happens on your blog. But when I turned my mind to treating my blog like a business and I did some research and took a course or two I realised that you make a minimal amount of money on your blog. To make a full time living from blogging you actually have to use your blog as a platform for sharing your style and services.
Most bloggers making a full time wage (and I have no idea what the minimum money is to be considered a full time wage, sorry) are doing so from diversifying their income streams. (How Wall Street does that sound!) For those, like me, who had no idea what that meant when I first heard it it means that you get your money from a variety of places. It’s not all about the blog advertising (in fact that’s often the lowest source of income), it’s about selling your services (like freelance writing), your eProducts (like patterns, eBooks and eCourses) and teaching. (I’m sure there’s other ways, but these are the ones that stuck in my mind.)
Darren started by giving an example of a blogger that was earning six figures a year off their blog that only had 20-50 visitors a day. This person was blogging about a high end product that they sell through their business. Now I don’t know whether it’s just semantics but to me this person is a business that uses a blog to support their business. Blogging wasn’t their gateway to making money, having a business was. So, in my mind, this person doesn’t really fit with the lesson being taught. You could argue that they would be making money without the need for a blog, their blog is just another branch of their advertising campaign. Their business model is to have a business that happens to have a blog. Does that make sense?
Actually, as I type this and think about it I’m being made aware of my own assumptions when it comes to the word “blogger”. When I hear blogger I assume that the person is a writer, they started a blog and then the business grew from that. I never think about the opposite, that a person can have a business and blog about that. I label that person a business owner not a blogger. I never thought about the fact that the business owner may want to know more about how to get better at the craft of blogging as a way of supporting and promoting their business. All this time I’ve been a blogger snob and not even realised it. *hangs head in shame* Hmmm… interesting to see where my own labels are leading me and the narrow view they’re providing me of the world. I’m calling this Lesson 1A!
In my case (and let me just take the time to point out that I went to this event wanting to learn more about my situation so this post is all from that perspective), my business model is my blog. It’s where I go 9 to 5, it’s where I connect with people and it is the service I’m selling – everything else will radiate from my blog.
We were then given a number of other examples where people started the blog and then they made the money. In every example people were making money through various channels. From memory (and my dodgy notes) the largest traffic number given in the examples was 1,000 visitors a day. These bloggers had started their blog and then turned it into a business by selling their services, ad space, products and teaching.
Lesson 2: Diversify your income streams
This was touched on a bit in lesson 1 but it’s a good one to ram home. It really is about being able to see the opportunities around you and being able to capitalise on them. It’s about not boxing yourself into one assumption about how you can make money and being a bit more creative and lateral in your thinking.
Lesson 3: Target the “right” reader
My take away from this lesson is that if you’re going to treat your blog as an income source you’d better be delivering something that people want to read and pay for. You need to know who you’re writing for. Sure, when I started blogging it was my way of recording my life (hello Diary, it’s me Angie) and then it evolved into connecting with people and that’s where it’s stayed (it’s just the things that we were connecting over have evolved).
If I want to be able to share my lessons, unique perspective of life and the skills that I have it’s no use writing for everyone. Of course, I like most people, would love to be loved by the masses but that’s not going to happen and I’m ok with that (on a good day). It’s about connecting with the people who “get you” and you know what, one of the things I’ve learned in the past 12 months – everyone is going to have someone who “gets you”. So you need to be thinking of that person when you develop your content. I like to think about my blog in terms of a love letter to my friend.
It’s a back and forth, like having a pen pal. I write to share what’s happening in my world, to support, to encourage, to inspire and to have a laugh. I always get a thrill of excitement when I connect with someone, it’s like they’ve opened my letter and they’ve decided to write back.
This is who I should keep in mind when I seek out partnerships and connections, in both terms of monetising my blog and just in terms of who to have more fun with. Now this sounds all very clinical and calculating, but the reality is for most people who blog it’s something we do instinctually. We all try to share from a place of honesty and integrity. I would never plug something on my blog that I haven’t used and wouldn’t spend (and have spent) my hard earned money on. Blogging, like life, has to be lead by your ethics, integrity and morality. If you do this you’ll find the people who “get you”.
If you’re a blogger who’d like to get some help on how to get a clear vision of who you’re writing for then check out this post on Problogger: How to Create Reader Profiles/Personas to Inspire and Inform your Blogging.
Lesson 4: Aim for a connected reader
This is where it’s at for me. I want to be able to interact, learn and grow with my readers. It’s the biggest thrill and compliment when someone takes time out of their day to comment, email or interact on social media.
Sitting here plugging away on the keyboard sharing your thoughts, weaknesses, successes, mistakes and moments of crazy is lonely and can make you very vulnerable so it’s always lovely when someone reaches out and says “Hello, just wanted to let you know that I too have chocolate for breakfast some days.”
For me, this is all about community and it’s great to see that this is what drives the message from Problogger and their community. It’s not about building an audience so you can milk them for every last cent of their hard earned cash. It’s about connecting and making their lives a little nicer for having spent time with you virtually (and hopefully one day in person).
Lesson 5: Aim for engaged readers
The most fun and growth happens when you all go on a journey together. This is about working out how you can use your platform (your blog) to have a journey with your readers. How can you provide them with something that entertains, inspires or informs (or all of those things and more). As a blogger you want to get out there and mingle with your peeps. You need to do that to stay relevant and to be someone they want to receive a love letter from.
My biggest lesson from Darren’s talk:
Blogging is like life: If you focus on bringing positivity in the world, work hard, be open to opportunities and uphold your own standard of ethics and integrity you can make money from blogging whether you’ve got the numbers of Huffington Post or whether you’re cultivating a small, tight, network of awesomeness.
Angie I had no idea we actually had so much in common! I’ve been blogging since about the same time (did you ever blog with greymatter??) and I feel like for the first time I’ve found a good place to settle in with quilt/craft blogging. The frustrating thing is I have more ideas than time to execute them and I’d love to go full time but building up those revenue streams take a lot of time and with so little to spare it’s terribly frustrating and easy to get off course. I’m going to have to come back and re-read this post again to really absorb this wonderful content.
Thanks so much for sharing! I really wanted to go, but couldn’t work it around the kids 🙁
Sounds like you took a lot away from the day, I hope it helps you 🙂
You make good points and given me a lot to think about! I definately need to work more on being content with ‘not being liked by the masses’ as you put it, I still get shocked and often feel really insulted when someone isn’t so agreeable with something I’ve written.
Thank you 🙂
Very informative thank you. I am hoping to get to one of these events one day soon
Thank you for writing such a clear and concise wrap up of the Sydney event! While I dream of attending one in the future, your recap has made me feel as though I was there. Creating different income streams is where I am at the moment and reading this post has confirmed I’m on the right path.
Thanks Debra. I had a similar experience of thinking, “yep, I’m on the right track just keep hustling.” I’m so happy I was able to share and you got something from it. Hope to see you at an event one day!
Great summary! I wish we were able to get to at least one of the PB events this year, but it’s not going to happen, it’s been a couple of years since we’ve been able to attend sadly.
I think one of the important things is that as bloggers we tend to think that we need massive traffic to be considered a success. When I realised some of who I considered to be the “bigger” bloggers had only as much traffic as we did, I realised it was my mindset holding me back, and that is half the battle right there.
Knowing who you’re talking to, and helping them is the key. Doing service to the community you serve will help grow a community. Being brave and going for it will take you the rest of the way 🙂
Thanks Loreena! I agree, I’m definitely challenging the success paradigm that I’ve been carrying in my head this year and it’s bringing some great lessons with it. It’s funny how we all have these ideas of what success is and you’re completely right, the battle is all in your own head. Thanks so much for sharing your ideas, I love hearing about others journeys. <3
Thanks for the wrap up – I attended the Brisbane event last week and it was great (same topics). I used to get frustrated seeing bloggers that thought they *had* to go down a singular path to make money from their blogs, so I’m really happy Darren is tackling that at his sessions this year.
Thanks Vanessa. I think it’s great that people are sharing their stats and money – it brings a certain level of realism back to bloggers. I think a lot of people just go “I’ll start a blog and then I’ll start rolling in the cash.” I don’t think they see just how much work is involved. I would have loved it if the session said how many visits they had, how much they were making and how many hours they were spending on their blogs. I’m sure the hourly rate for most was below minimum wage! Are you going in August?
Thank you Angie! I thoroughly loved reading your post and yes, all the comments too! As a ‘senior’ blogger (lol I’ve never written that before but it sounds more polished than grey haired!!) I love visiting and absorbing some of your enthusiasm and love of two of my favourite things – quilting and blogging.
Hi Margie! I love the term “senior blogger”, it’s a bit like the mature age students at University. Thanks so much for the lovely compliments! <3
I really enjoyed this blog post and I don’t even blog! Who you are and what motivates you came through so clearly…and the blogs I love reading all share that in common. Thank you for blogging.
Thanks so much Laura! I always feel nervous talking about blogging on my blog, like it’s spoiling the magic some how. I’m so glad you got something out of it. <3 <3 <3
Great article Angie! Thank you for sharing the wonderful things you learned at your conference. It is a good reminder that it is so important to engage and connect with others.
Thanks Joy! I might be biased, but I think that connection is the heart of blogging. What’s the point in pouring all this out if you don’t connect with people and share their journeys while they share yours. <3
Thanks for sharing! Enjoyed reading this post and gave me some thoughts about blogging!
Thanks so much! <3
This was an interesting read – thank you!
Thanks. <3
What a great post! I’m going to the Melbourne event next week and, having been to the PB conference last year, was worried I wouldn’t get anything new from it (only slightly – mostly just excited). But that’s gone from my mind now. Really looking forward to it. I like how the blogging being a small part of the income stream and business strategy had you thinking about it all differently. Thanks for sharing.
Thanks Emily! Enjoy the event. I always think that if we’re open to it you’ll always walk away with something from these events, whether you get it from the actual presentations or from mixing and mingling with the other bloggers. Can’t wait to see what you get from your event. 🙂
ProBlogger is such a great opportunity to network and learn. I enjoyed the Brisbane session regularly and also love how down to earth Darren is and appreciated him pointing out where the spare seats were when I was late! (But that is another story that I still need to write on my blog. Well done you on writing yours so quickly!)
Thanks Caitlin! I was mortified to be late, but he was so nice about it. Dang Sydney traffic! I couldn’t sleep so I got up early to pump it out. It’s nice to be so motivated to write a post that I thought I’d better embrace it. 🙂 😉
Thank you for sharing your notes! Just…thank you. I read every word. I don’t think I’m a business blogger at all, and I’m trying to be OK with that. Reading all this, about all the extra work to make a blog profitable, makes me sigh and say, “Alright, girl, you are so not interested in doing that, so stop feeling guilty that your blog isn’t bigger.”
Sounds weird, but it’s a great realization.
I completely understand – I’ve had that realisation before too. Just because you’re not ready now doesn’t mean that you won’t be ready at sometime in the future. I think a lot of people don’t realise how much work goes into making a blog/or being a profitable blogger is. Looking forward to checking out your craftiness! 🙂
what a great review of the event! I look forward to following your journey, and meeting you in August.
Hi Cate! Thanks for leaving a comment. Are you heading to ProBlogger in August? I’m really excited to be going – have you been before?
Such a great post! Glad to read that my own ideas about engagement are pretty on-par with what is being taught/talked about in the blogosphere!
I loved what you said about a person being a business-owner who blogs vs. a blogger who has a business – do we need to split hairs and argue about who is a “proper” blogger? I don’t think so!
Thanks. I’m not sure it’s about who’s a “proper” blogger I just worry sometimes that it’s misleading and gives false hope to bloggers who don’t own a “traditional business” that they can make money like that. They can, but they have to find the product to sell. Does that make sense? It’s possible, but you have to work a little differently.
Angie this is such a great wrap-up of the event, I’m going to ditch my own notes and just use yours! Good luck focusing on your blogging this year. x
Thanks Bron (can I call you Bron?? Always feels weird using someones first name when you’ve never met), you were actually one of the people I wanted to say hello to at the event yesterday but time and nerves got in the way.
Thank YOU so much for sharing your story, it’s so great to be able to get numbers from people and see their journeys so that we get the inspiration and message to keep going. Yours is a blog that I’ve always seen as a leader in Australia and it’s great to see you supporting and encouraging by being so open about your journey.
The ditching your notes made me chuckle – I took such horrid notes on the day and just kept thinking to myself they’ll send out the slides. But this morning I just had to get this out as I was thinking about it on the drive back to Canberra. I really must take better notes in August! <3
I totally agree with Maxabella (Bron). Great job! Nice meeting you, as I said yesterday I am totally scared of craft but have passed your very beautiful blog onto my quilting friend.
OMGosh Paula! I’m so sorry that I let you slip away yesterday without getting your details and having a bit more of a chat with you. I was really disappointed that I didn’t get to mix more out of my blogging niche. I’m so glad you left a comment, thank you. If you’d like I’ll pass your details on to Rose from Travel and Beyond! 🙂 <3
Please dont apologise – there were so many people to chat to and very limited time! I was hoping to meet Rose so please do pass on my details. Perhaps we will catch up at the next event.
Great to hear how you found the event, Angie. I have been umming and ahhing about the big event Darren is holding on the Gold Coast later this year. I often feel like the craft blogosphere is very different to the professional blogosphere as the hard-sell really doesn’t work here. We’re all a bit too hipster to be online marketed to. I wasn’t sure if problogger would feel too ‘pro’ if you know what I mean.
I haven’t bothered going down the advertising road as it seemed like a lot of work for minimal return (as you have confirmed) – I focus all my attention on products, namely patterns. Maybe some teaching later, maybe a book (although I gather there is bugger-all money in that either, mainly just getting your name out).
Anyway, sounds like you’re ready for a mastermind group!
Hello!!! I’m totally going in August, and would LOVE to catch up if you have time and you don’t go to the event. (I went to the first one in 2010 and it was good, but I think they’re much better now and I’m in a better place to hear and take on board what’s being taught.) I share the same thoughts about the craft bloggers and other niche bloggers but here’s my take on it:
Learning is learning and you should be able to convert the core messages from every niche into something that works for you. It’s about being open to what’s being taught and thinking a little outside the box and seeing what you can take from their experiences and apply to your own.
I think it’s a little like inspiration – I can be inspired by architecture to make a quilt but those two things aren’t the same. Make sense?
That’s just how I see it anyways… I think there is some returns in advertising and for a lot of people it’s a great way to get their toes wet and see if advertising and working for sponsors is really where their passion lies. But again, I’m coming to understand that everyone’s journey is different and it’s about taking a little bit of everyone’s experiences and lessons and making them your own and working out the best fit for you.
They did talk about books and you’re right, bugger all money but they can lead to other things. They did point out that you’ll make more money being self published, but that has it’s downsides too.
That sounds like a brilliant idea – wanna be in it? 🙂
Thanks so much for sharing your take home lessons Angie, I love any opportunity to hear your speak about blogging you’re so incredibly knowledgable and not many can mix humour with real life examples and practical wisdom like you do! I think community, connection and collaboration are key to any blog (or business) being successful and you’ve certainly mastered that combination beautifully. Excited to continue watching, learning from and supporting your journey x
Thanks Cara! You’re too liberal with your praise, but I’ll take it! Thank you! Funny, but I feel the same way about you. I’m sure I could benefit from a bit of life coaching to help me keep on track. We really do need to catch up! <3
“It’s about connecting and making their lives a little nicer for having spent time with you virtually (and hopefully one day in person).” Yes, a thousand times yes! It was so good to see that everything I’ve been thinking about, you’ve just confirmed in your post from Darren and your own musings. Nice little bit or reassurance!!
Right?!?!? I’m so glad to be finding people to connect with and who share similar thoughts about blogging, quilting and life in general. That’s how I felt about the session, I just walked away going “yep, on the right track, need to just head down, bum up and keep at it.”
Some great tips Angie! I find it hard to aim for engaged readers… it could be my niche.. but people just come by to find out what, where, how, look at photos and leave. They just want info, and my blog is where they come for it, ideas for their next holiday for example… I need to start thinking more about engaging companies but it’s proving harder than i thought… not giving up though… just not pushing as hard as it has definitely taken a toll on me a bit.
I’m so bummed you couldn’t make it Rose. I had a really quick chat with a travel blogger yesterday who said they read and love your blog but I missed the opportunity to get their details. (So mad at myself!) Let’s get together for a caramel (reference from Good Will Hunting as I don’t drink coffee) and brainstorm some ideas – I’m sure we could come up with some ways to capitalise on your niche and all your hard work! <3