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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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www.themccarthygroup.comwww.themediatransformation.com
