The Million Dollar Blog, by Natasha Courtenay-Smith, is an advice book written mainly for those who wish to run their blog as a business. The emphasis is on how to monetise the venture, be that directly through the blog itself or by using it to draw in clients to an endeavour it supports.
The book starts by encouraging everyone to blog. It then goes on to discuss the best way to prepare for this new adventure. It covers content, branding, the importance of aesthetics, and of finding a niche that allows the creator to be enthusiastic about their subject whilst remaining authentically themselves.
“Every blogger interviewed for this book has talked about the importance of authenticity and of the reader’s uncanny ability to see through a blogger who’s just in it for a fast buck and not committed to offering real entertainment value and information.”
Despite the title, there is acknowledgement that creating and maintaining a financially successful blog takes time, support and hard work.
Interspersed within the narrative are numerous tales of successful bloggers who achieve hundreds of thousands of hits and earn staggering sums, although often from more than just blogging. They are also motivational speakers, run training courses, produce video guides, paid for digital content, and books such as this one. Blogging is a part of what they do but it is not the whole story.
There is some discussion about content and the alleged short attention span of many readers. Quality writing, it seems, is not the route to a successful blog.
“Whether content is good is entirely subjective. There is plenty online that doesn’t impress me yet it has huge readership and vast followings”
The author talks of scannability, listicles, clickbait and of finding a unique voice. She believes that to flourish a blog requires a constant stream of fresh content to maintain engagement. She returns several times to the need for search engine optimisation. A presence on multiple social media platforms that encourage reader interaction is advised, but hits from search engines will apparently bring the people most likely to purchase whatever is being sold.
The time required to research, create and promote content on an active blog is acknowledged.
“If you really want to achieve something and get where you want to be, you have to work hard. If you want to do it as a hobby you can do it in your own time, but if you want to do it as a job you’ve got to put the hours in because you’ve got a lot of competition.”
Throughout the book I was Googling the various blogging aids being suggested. Most required a financial outlay. If blogging is to be an integral part of a business, and the author advises that it should be, then some investment is to be expected. The target audience is not the casual blogger.
She mentions blogs for fashion, travel and luxury goods but only touches briefly on those whose aim is to raise the profile of a cause. Even then their success appeared to be linked to activities outside the blogosphere, the blogs offering an introduction to the wider world of PR.
I would have been interested to know what the author would make of book bloggers. They do, after all, support an industry where financial gains are notoriously scarce. As she has chosen to write a book I presume she has some interest in how her creation should be promoted. I will be watching with interest how a digital strategist goes about encouraging sales.
My copy of this book was provided gratis by the publisher, Piatkus.