A few years ago I was on a training course run by the NUJ for freelance writers. One of the subjects covered was how to make money from your blog, it was really popular among the freelancers, and for very good reasons. In this digital age it’s harder and harder to get work unless you have a great online showcase. So, the theory goes, if you’re spending all this time investing in your blog / website or social media it should earn its keep. So, how do you earn money from your blog? I stopped to think about the ways my blog makes me money and here’s just a few of the strategies I’ve tried, with varying degrees of success.
- Sponsored content.If a company sends you stuff for free and you write about it on your blog, that’s sponsored content. This is one of the most common ways bloggers work for free. It’s not unusual for a craft blogger to be sent yarn, crochet hooks or books. They might be asked to design a pattern and share it on their blog (or the company’s website) – a great way to try out new yarns and tools – and great free endorsement for the company. Keep a note of the value of “free stuff” you’re sent, it might count as income when you complete your tax return. Ask yourself how much free work you’re prepared to undertake and look carefully at ways it might lead to a paid commission. Here’s a great post from Stephanie Lau, which shows how to credit those freebies and still create fabulous content. Most of the sponsored content on this blog is product reviews. Often I’ll approach a publisher directly and request a review copy of a new book I think my readers might like. Sometimes PR companies offer to send me stuff they think I might want to try. I’m happy with this arrangement and it works for me.
- Advertorial. You’ll be familiar with this if you ever read glossy magazines; when you think you’re reading a great article and suddenly realise it’s just a clever advert. The best advertorial weaves a story and makes you think this is a product (or products you can’t do without). If you are interested in how to write “killer” advertorial, this post is a great example of how it can be done well*. You are more likely to be paid for advertorial if you have a measurable following or can demonstrate the extent of your readership. It’s good practice to let readers know you’re being paid to write content, don’t try and pretend you just “went out and bought” that top of the range model or latest “must have” handbag, be honest and your readers will respect you more.
- Sidebar advertising. If there is an online shop or company you think your readers might like then a sidebar advert can be a great way to let them know about it. Decide how much you think space on your blog is worth and approach a short list of companies with your proposal. I also use the side bar to show case companies I work with as a thank you for their support. I currently have a few sidebar adverts and affiliate links (see below), I use analytics to measure how many readers click on them. I can use this to decide what kind of adverts and links are most relevant for readers of my blog and tailor content to suit.
- Affiliate links. There are plenty of online stores that run affiliate schemes and these can be a great way to earn extra income if you’re prepared to put in a little effort. Here’s another post by Stephanie Lau which shows just how to make affiliate links relevant to your content. Sidebar links and affiliate links can be an easy way to earn passive income (or money for doing nothing!) Once you’ve set up your links and adverts you’ll earn money every time a reader clicks through and buys. This only works successfully if you choose links and ads that are relevant to your readers. By analysing who clicks where on my website I’ve discovered my readers are far more likely to click through to small independent shops than the “big boys” like Amazon or Love Knitting. This has helped me plan a marketing strategy for the year ahead which is more likely to bring me income.
- Paid Content. Unlike most “guest blogging”, where you might be invited to write content for another blog for free (or in return for “exposure bucks”**). Paid content actually rewards you for the work you do. There are lots of online journals and websites which pay writers. You can find lists online or get yourself a listing in online directories such as the NUJ Freelance Directory (for members only). If you are approached to write blog posts, contribute free patterns or tutorials think about how much time you spend creating that content and ask yourself how much you are prepared to give away for free.
There are literally hundreds more ways you can make money from your blog and there are lots of websites that can give you tips and ideas. You might want to head over to Kat Goldin’s blog and read this piece on passive income streams which was written with designers in mind. Also worth reading, this article from Standard Issue magazine talks about the role of “the influencer” and is well worth a read for anyone thinking of ways to make money from their online presence.
Will you lose readers if you start placing adverts, accepting sponsored content and using affiliate links? Not if you are honest about it and keep your readers entertained. Telling them about a great product and then giving them a link to where they can buy it is really helpful, and if it earns you a few pennies along the way then it’s a “win win”. Take a fresh look at your favourite blogs and podcasts, take note of how they use sponsored content, ads and affiliate links. Perhaps start with a product review or include a recommendation in your newsletter. Try to avoid the “Yes, I’m being paid to tell you about this, but honestly, I’d tell you anyway because I love it” trap. Instead tell your readers why you think they’d like it and how it helped you.
Do you make money from your blog? I’d love to know what works (and what doesn’t) for you.
*I’ve no idea if this is a genuine post or if it’s sponsored / paid for content. But it’s perfect example of how to weave product descriptions into your blog in an engaging way.
** Exposure bucks – a fantasy currency paid by big companies in return for your time, skills and effort. Sadly banks and supermarkets don’t accept this as legal tender so be careful how much work you undertake for “free publicity”, links to your website or shout outs on social media.