Dan McCarthy,The Business of Blogging

The Business of Blogging

Dan McCarthy/Partner

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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 STUDYBIKEMANFORU

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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: PLACEDecide 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: ENERGYDecide 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: PLANCreate 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 McCarthydan@themccarthygroup.com212-671-1930

www.themccarthygroup.comwww.themediatransformation.com