Makes You Think – The Business Of Blogging
The “Makes You Think” column is a weekly look at various articles across the web that forced me to stop, think and reflect on what was being said. Participation and discussion is not only welcomed, but encouraged.
The articles this week forced me to think about the way a blog is being used to grow a business. I explore articles that look at and discuss the business of blogging, the future of WordPress, and I even talk about what Martha Stewart and the NFL have in common.
It’s an interesting read that definitely “Makes You Think”.
Here are some things to consider:
1) Building A Business Around A Blog
Articles to Read:
Transforming Your Blog Into A Big Business
This article was posted on Skelliewag.org and it explores the idea and process of how to build a bonafide business with the foundation being a single blog. I loved the article because it made me seriously think about the purpose behind my blog, the reason why I write and how it contributes to my overall business.
Is it to stay in touch with my customers?
Is it to sell my products and services?
Is it to build a readership and following?
Do I want to be the only author? If yes, what happens when I stop writing?
Should I have an “exit plan”?
Answering these questions will help you gain a tremendous amount of clarity behind why you should have a blog and your commitment towards what you publish and how frequently you publish.
2) What is the future of WordPress?
Articles To Read:
Revolution Theme Is Going Open Source
Theme Revolution
September Wrap Up
Intense Debate Goes Automattic
I have loved WordPress since the day I started using it and as I continue to build my online business I have discovered so many ways to use WordPress. What initially started as a simple blogging platform, WordPress has grown considerably in the number of people using it, but also in the way it is being used.
Now the first two articles regarding the Revolution Theme made me stop and think for several reasons. Basically Brian Gardner who is the creator of the premium themes under the “Revolution” brand recently announced that he will no longer be selling his premium themes. He will be making all future themes free.
I haven’t spoken to Brian so I don’t know what his reasoning was but as someone who has created tools for the WordPress market (which I sell), it did make me ask a few powerful questions:
Is it a smarter business model to “give away the premium theme and charge for support” vs. “charge for the theme and give free support”?
Certainly Brian’s move indicates charging for support maybe the better idea. And with Brian being a pioneer in the “premium themes” market, I’m sure you’ll see other people follow his lead.
The other thing to think about is how this fits with the idea of selling products to the WordPress community.
Does this mean that the WordPress community will frown upon people who are able to build a business producing and selling high end products to WordPress users?
It’s certainly something to think about.
Similarly, when you look at the next article (September Wrap Up) it becomes VERY exciting to see the growth of WordPress and the number of people (including some big name people and businesses) that are using it. Martha Stewart, the NFL, the New York Times and Maclean’s Magazine are just a few examples.
Knowing that, will this growth create new opportunities or will the pressure to keep everything “free” and open source prevent people from building a profitable business that produces and sells products and services to other WordPress users?
*****
The last article got me thinking about all the innovative developments that are happening with WordPress. The founder of WordPress, Matt Mullenweg said the following:
…comments are the most crucial interaction point for blogs, and an area that deserves a lot of investment and innovation.
He went on to say that the reason the comment areas are so crucial is because of the opportunity to increase the traffic and interaction from people visiting the blogs.
I found this very interesting because it begs the question…
How can you engage your readers more so that they stay on your site longer, visit more often and share your website with other people?
In Conclusion…
Start thinking about your blog in a different light. A blog is not just a “blog” anymore. There are so many unique ways to use the blog framework (particularly WordPress) and it’s important to spend the time to create a strategy for how it can help you build your business, sell more products and reach more people.
Ask yourself some of the questions outlined above and watch how your answers will shape the actions you take moving forward 
Have an opinion about what was said? Feel free to contribute to the ongoing discussion by entering your comments below.
Good post Stu. I’ve really under estimated the importance of having a blog. I still at this moment do not have one, but I will very soon. This is a very interesting concept though, having the blog as your central hub of your business. Your blog, your readers, your product, your consumers, your support all in one. Excellent idea the more I think about. Good post once again Stu.
@Domenick – you’ll see many changes from me over the next several months and my blog (which will be getting a facelift) will serve as my main hub. In my opinion, it’s the best way to maximize all your efforts.
Hey there Stu,
In the next 24 hours, my new blog based on the Revolution theme will be up and running. Not only will my blog be having a facelift (for the second time in a few weeks), but over the next coming weeks, it will be taking a new direction from focusing on blogging to online business promotion.
Why? For the very reason you stated above … transforming your blog into a business. To me, a blog is becoming as standard as having a website and I’m sure soon there will be no difference – people will use a content managment system to build their sites rather than static pages.
I’m sure with more people focusing on business building and not blogging, will encourage more businesses to take blogs more seriously too!
Great article … thanks!
Trish
@Trish – look forward to seeing your new blog when your finished
I agree with you in that it will be exciting to see how bigger businesses begin to use a blog now that they are becoming an essential part of one’s online strategy.
Hi Stu,
Definitely good material to address. My main blog is http://www.SteveReports.com. I have done several makeovers and I am sure will do more. My primary goal is to establish credibility by providing information that educates business owners. I am marketing professional services and don’t conflict that with adsense There are some affiliate resources.
My visitor traffic is continually strengthening and in a recent check was surprised at the volume as it was a lot higher than I thought. However this blog does not convert well. In fact even with high viewership now helped by video I am not converting traffic to inquires. So I am nearly complete with a intro package that is easy to understand in terms of what a client receives, where return on investment is measurable. and the price point is affordable for most companies. My idea is that I am using this as a door opener which gives me an opportunity to build a relationship.
Early on I decided that with few exceptions I would be the only author. However I do reference other people’s content. I don’t have an exist strategy for this blog as of yet.
So this story is my way of demonstrating I do agree with the questions suggested for people running a blog. As for giving away a product and charging for support I don’t think there is a universal answer. Seem to me Revolution is a great platform for open source. It will advance faster and have more attributes. I am not sure that is the case with all products.
Thank you for this blog post and keep up the good work.
Steve Pohlit
Business Consulting and Executive Coaching Services focused on improving business performance and profitability. I am building my practice and accepting new clients Call for free consultation 727-587-7871
@Steve – Thanks for your comments Steve!
Linking and involving other blogs is something I’m really focusing on as well. The more people you write about the more people you essentially invite into your world
Great post Stu.
I’ve been putting off getting our blog up for a couple weeks.
We got all the .zip’s! After reading this, we will definitely get it up before weekend is over;)
Thanks for the insight and look forward to more.
Jeremy
Hi Stu,
When I first started my Step Into The Spotlight! blog a year ago, an experienced blogger suggested that I make it my main site, ie replacing my http://www.stepintothespotlight.com book website. I resisted because I wanted to have a bit more control about where I send people depending on the situation, ie during a radio interview to promote the book, I might want to send them to the book site. Once they know me, I might want to continue the conversation at http://www.tsufitblog.com
Your post has re-opened the issue for me. I have a concern that making the blog more commercial might inhibit the creativity and make it “selly”. The jury’s still out, but I appreciate the questions you raise.
Tsufit
Author, Step Into The Spotlight! : A Guide to Getting Noticed
@Tsufit – I would definitely encourage you to explore how to use the blog as your main site. The thing to remember is that your site doesn’t neccessarily have to “look” like a blog but yet it is still powered by the blogging software (my preference is WordPress).
Stu,
I’ve long thought that Wordpress was a much more powerful tool than merely being a “blogging platform”. And that a blog was about so much more than just updating people with the randomness of your life.
Wordpress has been and will continue to be the content management system of choice for all serious internet entrepreneurs. Sure, there are several other choices out there, but all are very restrictive in what they are able to do and are only catching up on Wordpress development from a year or so ago.
The Wordpress platform can be used for anything from running a membership site to marketing affiliate products. I would tell everyone to stop thinking so small and trap yourself into thinking that your blog can’t be anything other than a blog. You’ve got your hands on a very powerful tool, use it to the fullest extent.
@Mike – Here’s a “virtual high five”
You hit the nail on the head in regards to WordPress being used for so many things beyond “just a blog”. In fact, I continuously have a back-and-forth debate with one of my closest friends on this because he comes from the traditional web world and has some hesitations about making WordPress “do stuff” it’s not meant to do.
My thoughts are this…
The technology is so flexible that it’s not about forcing it to “do stuff”. It’s about discovering what it’s already capable of doing.
To prove my point, we recently spent several thousand dollars and about 2 months of work to create the ultimate membership site management software – that’s powered by WordPress
It’s mind boggling in many ways but now I am able to get a membership site up in record time and still enjoy all the other benefits that WordPress provides. I’ll share more about this later but the experience of developing this membership software really opened my eyes to what’s possible with WordPress – it really is exciting!
Did I mention that I love using WordPress? Hahahaha.
Stu,
I have a high traffic blog and I think the best thing about it is “social proof”. I also couldn’t imagine working hard and not getting “feedback” from the readers. I have never had a static site and I can’t imagine what it would be to work so hard without knowing what people were thinking and feeling about your articles. The benefit to constant feedback is that you find “gaps” in your niche that can be filled with a product.
Love your blog by the way…this is is my first comment!
@Rusty – thanks for dropping by and commenting
I agree with you in that the interaction side of having a blog is extremely valuable. Initially I didn’t “get it” and have only started to see the light. It’s a much faster way to build a relationship with your customers and clients… plus it’s fun!
Synchronicity is alive and well – I’ve been thinking about this lately having just finished a ten day course that got me thinking on a whole other level about my interactions online. Like a few others here, it’s prompted a rethink/ pending revamp of my main blog.
I’ve been playing with the unstandard theme by 5thirtyone and tweaking it on a spin-off blog at http://30dayLOA.com while learning what I needed to know of php and css, now I’m close to getting it where I want to roll it out on my main blog and in line with where I’ve been thinking I need to go, your post was an incredibly timely reminder that it’s important to know exactly where your goalposts are before you line up and kick the ball…
Crystal
Stu,
Good post.
While I’m not using WordPress, I have started using myBig Idea Blog more and more as the go-to point for my newsletter subscribers and article bylines, largely following the suggestions of you and Alex Mandossian.
All things considered, it blogging really is the easiest way to connect, add, and post content with your network without having to be a software / design genius. For me, I find I’m able to focus on the ideas I want to share rather than the “how” I’m going to share them.