Thoughts on Blogging Part 21
When you initially start blogging, your aspirations tend to be very straightforward. Choose a title, find a niche and get into the habit of writing. Simple tasks that can still take a while to master. Once your blog is established and has endured for a while, you may not have any further long term goals other than to just keep going. However, if you feel that you want to achieve more then you have to tackle a new set of problems. There is a great deal of “advice” in the public domain about growing and monetising your blog. A lot of it is questionable but there are some approaches that do work. However, these require you to write to a specific process, chasing the ever changing whims of your potential readership. You have to compromise. And for many bloggers, that is the deal breaker.
When you initially start blogging, your aspirations tend to be very straightforward. Choose a title, find a niche and get into the habit of writing. Simple tasks that can still take a while to master. Once your blog is established and has endured for a while, you may not have any further long term goals other than to just keep going. However, if you feel that you want to achieve more then you have to tackle a new set of problems. There is a great deal of “advice” in the public domain about growing and monetising your blog. A lot of it is questionable but there are some approaches that do work. However, these require you to write to a specific process, chasing the ever changing whims of your potential readership. You have to compromise. And for many bloggers, that is the deal breaker.
Hot takes, “ambulance chasing” and generally attempting to move from bandwagon to bandwagon may well find you an audience and possibly a line of revenue. But it strikes me as a soulless and empty way to write. I much prefer to write about what interests me, although I recognise that some of that is going to be extremely niche specific. However, some subjects can prove quite popular and can gain traffic. I find that film reviews and essays can gain traction and have the advantage of longevity. Writing detailed guides, FAQs and tips for specific subjects can also prove fruitful. It is harder to gain an audience by being a raconteur but some writers do maintain an audience through their personality or reputation. Remember that blogs are very personal things and your personality is a factor whether you realise it or not.
Assuming you have an online presence with a big enough audience to seriously consider monetisation, the next stage is to decide exactly what method you wish to adopt. Personally I don’t consider advertising to be viable anymore. The halcyon days of having banner ads on your blog are gone mainly because ad blockers are ubiquitous and broadly speaking people find advertising pervasive and annoying. For it to work you need a lot of traffic before you see a red cent, so I really don’t think it is a solution for many bloggers. Plus there are ethical concerns as you may not necessarily have any control over what advertising is shown to your readership. Hence, the most logical business model to pursue is one of reader patronage, where they can subscribe to show support and access an additional source of exclusive content. Patreon or something similar.
If you pursue reader patronage then you have to produce extra content to justify their support. This will require either having exclusive material on a third party site or having a members area on your existing website. Naturally it will entail extra work and you can argue that the moment you embark upon a process of monetisation you have fundamentally changed the nature of your writing. You now have an obligation to serve the needs of your customers. At the very least the commercial nature of your blog may impact upon what you choose to write about. Alternatively, you can simply add a donation facility to your site which is less transactional. However, it may not yield a reliable source of revenue and a lot of bloggers just find this approach uncomfortable. All of which are good reasons for bloggers to think long and hard about the ramifications of monetisation.
Many bloggers are content to just write as and when they like and do not have any plans beyond that. That is a very healthy mindset, providing very comfortable parameters to work within. But some bloggers, myself included, have an itch to see if they can grow their blog. To try and increase their reach. If one writes publicly, then there is some aspiration that someone will read it. However, this is not an easy thing to achieve. The “blogosphere” is not a meritocracy, seeming more often like a race to the bottom. You may often find what you consider to be your best work is ignored and something you deem inconsequential gains traction. There are no definitive paths to success. But if you already have a blog and have been maintaining it for a while, you are already ahead of those who have stopped and those who elevate procrastination into an artform. As with most things in life, it’s important to maintain forward momentum while you’re trying to figure the details out.
Supporting Content Creators
I was perusing the various YouTube channels that I subscribe to recently, enjoying a broad range of high quality content, when I suddenly realised that the majority of them had some sort of optional monetisation scheme associated with them. By realised I mean that it suddenly clicked with me that so many people are trying to raise funds to pay for their production costs. It’s certainly something I can identify with. I’ve been running a blog since 2007 and even that can be a money pit. There’s domain registrations, hosting costs, design work etc. It was even more expensive when I was producing a podcast. That incurred further hosting expenses and then there was the hardware to buy. So I fully appreciate the situation that many YouTubers find themselves in. They spend their own precious time and money creating quality material that many consume assuming that it is all just “free”.
I was perusing the various YouTube channels that I subscribe to recently, enjoying a broad range of high quality content, when I suddenly realised that the majority of them had some sort of optional monetisation scheme associated with them. By realised I mean that it suddenly clicked with me that so many people are trying to raise funds to pay for their production costs. It’s certainly something I can identify with. I’ve been running a blog since 2007 and even that can be a money pit. There’s domain registrations, hosting costs, design work etc. It was even more expensive when I was producing a podcast. That incurred further hosting expenses and then there was the hardware to buy. So I fully appreciate the situation that many YouTubers find themselves in. They spend their own precious time and money creating quality material that many consume assuming that it is all just “free”.
The democratisation of journalism and video production that the internet has brought over the last 25 years has not been without negative consequence. Trying to get paid for any sort of creative gig is an uphill struggle these day. There’s always someone who’ll undercut you, making it very much a buyers market. If you’re unsure about this point, just go look on Fiverr. And of course there’s that tedious mantra of offering “exposure”, which is still trotted out as a bullshit excuse for not paying you for you’re hard work. The gig economy is not all that it’s cracked up to be. So-called “free content” has damaged the notion that good quality videos, podcasts and longform essays have an inherent value. Furthermore, livestreaming and it’s interactive community elements is often seen as appealing to some viewers, as they get their egos stroked as the make a donation. The bottom line is if you produce content on a regular basis, getting any sort of financial return is a challenge.
I am not a wealthy man by any definition. I gave up self employment in 2016 to become a carer to my parents. I have sufficient funds to get by but I have to live within a monthly budget. However, I recently decided that I should try and be more supportive of those who are producing so much of the material that I regularly enjoy. After crunching some numbers I concluded I could afford to subscribe to two YouTube creators. I really wish I could afford more. I would love to be able to be an online philanthropist. However, my personal financial reality means that its just two. I then spent the next 24 hours pondering who to pick. Again, I felt I was short-changing those who weren’t chosen. I currently subscribe to 76 YouTube channels. But eventually I made a decision based upon the following simple metric. Whose videos do I look forward to the most?
As I am a consummate film fan, I am always on the look for interesting film criticism and analysis. There are lots of YouTube channels that provide this, especially when it comes to genre and cult material. But it can be a bit of an echo chamber at times and hard to find a source offering a different perspective. However, Dark Corners Reviews has successfully managed to fill that gap, offering droll reviews of various low budget genre movies as well as incredibly detailed retrospectives of classic actors and film makers. The former are entertaining due to presenter Robin Bailes’ dry sense of humour. The latter are extremely satisfying for the serious film aficionado. Robin is a free lance writer and very knowledgeable on the subjects he discuses. Material of this quality puts some of the extras I’ve seen on officially sanctioned DVDs to shame. Hence I signed up on Patreon to the Acolyte tier, affording me early access to content and additional videos.
In the last few years, I have started taking walking for pleasure more seriously. At present I do a lot of urban walking or I use the Green Chain Walk; a linked system of open spaces covering five London boroughs. My long term goal is to tackle some of the more iconic walks around the UK. But it is a pastime that requires some thought and planning. Hence I found Marek Larwood’s Cool Dudes Walking Club. Marek regularly publishes videos documenting his experiences, which are both informative and incredibly restful. His blog has a very useful gear guide and his entire approach to walking is very accessible and down to earth. Too many enthusiast videos on YouTube seem to fetishize the paraphernalia around their chosen hobby or use it as a means of posturing. Marek’s seems to find the right balance between preparation, equipment and having fun. So again, I subscribed via YouTube, choosing the Super Cool Dude tier.
It seem woefully inadequate to only support two content creators but I would argue that two is better than none. As someone who creates content myself, as well as consuming large swathes of material made by others, I understand the need to see beyond the myth of free content. I benefit on a daily basis through the hard work of others. So hence the two subscriptions. Financially, it works out as the equivalent of subscribing to one or two online games, or a couple of pints of beer a month. So if you, like me, enjoy a lot of online content and look forward to new material each week, please consider supporting some of those folk who work hard to produce it. Nothing is free. Making a contribution is always appreciated and at the very least helps content creators to meet their production costs. Please do what you can. You’ll feel better for it.
