Problogging

Professional Blogging and Blog Monetization

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What is Problogging?

ProBlogging (professional blogging) is blogging for the purpose of directly or indirectly earning from a blog by leveraging on its traffic, readership, influence, credibility and/or popularity.

Blog monetization is mainly driven by internet advertising and marketing.

Professional bloggers (probloggers) derive a majority or significant amount of their personal income from their own blog or the blogs their write for.

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Types of ProBloggers

The types of probloggers are defined by how they derive their income from blogs.

- Traditional/Independent ProBlogger

- Corporate Blogger

- Career ProBlogger

- Celebrity ProBlogger

- Blog Network Owner

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Types of ProBloggers

Traditional/Independent ProBlogger

The independent problogger manages most if not all aspects of maintaining their blog/s – installation, setup, design, writing, blog optimization, marketing, sales (monetization).

A majority of probloggers started out as independent bloggers and remain independent depending on how successful they monetize their blog.

Revenue always starts at $0.

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Types of ProBloggers

Corporate Blogger

This type of problogger basically works for a company with a specific job description that will involve blogging for the company’s official blog.

This type of blogger may come from the sales, marketing or the PR department and is tasked to communicate with other companies, clients and the rest of the industry thru blogging. It is also possible the a whole department is assigned to do the blogging along with a single point person.

Standard salaries apply.

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Types of ProBloggers

Career ProBlogger

Career probloggers work for a blog network or a number of networks, either part-time or full time. They will be assigned to write for a specific niche blog (like travel, gadgets, cooking) in the assumption that they are knowledgeable with the said topics.

The problogger’s only concern is to blog while the network provides all technical, marketing and sales efforts.

The blogger will be paid on either a fixed salary, per-post, profit-sharing or a combination of the previous schemes.

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Types of ProBloggers

Celebrity ProBlogger (A-Lister)

This kind of blogger has followers and loyal readers in the tens of thousands. The celebrity problogger has made a name for himself thru blogging and not because he/she is already known in mainstream media.

Product endorsements, sponsorships and subscriptions contribute a huge chunk of this probloggers revenue. He may even get away with asking for donations from his readers like Jason Kottke (kottke.org) who got $39,900 last year or Singapore’s Wendy Cheng a.k.a Xiaxue (xiaxue.blogspot.com) who got a ship cruise sponsorship with her friends. They sometimes end up publishing a book as well like Frank Warren of PostSecret (postsecret.blogspot.com).

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Types of ProBloggers

Blog Network Owner

More commonly known as Blog Overlords, the network owner practically owns dozens and sometimes hundreds of blogs, hiring bloggers to write for each blog.

Blog Network Owners are the ones who pay the Career Probloggers.

Success stories include WeblogsInc.com of Jason Calacanis selling his 80+ strong blog network to AOL for an estimated $25 Million. Just before the sale, the network was averaging $2,800 per day on Google Adsense alone.

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The Top Blogs: Technorati

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Boingboing.netEngadget.comPostSecretDailyKos.comGizmodo.comLifeHacker.comInstaPundit.comAutoBlog.com

~85% of the Top 100 Blogs in Technorati are professional blogs.

The Top Blogs: Traffic & Revenues

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Boingboing.net2,580,000 unique visitors/month26,300,000 pageviews/month1,380,000 RSS subscribers

Rates:468x60 ($10) CPM125x125 ($7) CPM160x60 ($800 per week) 468x60 RSS ($10) CPMText ad ($400 per week)

CPM = 1,000 ad impressions

Gawker.com232,000 unique visitors/day281,000 pageviews/day

Rates:$250/week text links$750/month text links at AdBrite

DailyKos.com496,000 unique visitors/day577,000 pageviews/day36,600 RSS subscribers

Rates:$10,000 per month top spot$4,000 per month middle spotat BlogAds.com

InstaPundit.com123,000 unique visitors/day139,000 pageviews/day

Rates:$6,000/month premium ads $500/month classifiedsold BlogAds rates(now with Pajamas Media)

Filipino Probloggers

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Melissa Atienza-PetriEscape Blog (9rules)Europe String (b5media)Fly Away Weblog (Creative Weblogging)Road Gladiator (Know More Media)Parenting Weblog (Creative Weblogging)

Ruth SchafferThe Biotech Weblog (CW)Let’s Visit Asia (b5media)Allergizer (CW)

J Angelo RacomaForever Geek (Bloggy Network)Gadzooki (BlogMedia)MobileHerald (BlogMedia)

Gloria GamatThe Pharm Voice (Know More Media)Filipina Soul (b5media)Straight from the Doc (CW)

Jayvee FernandezCellphone9 (b5media)The AfterMac (b5media)

Career Probloggers

Filipino Probloggers

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What’s the Pay Structure like?

Lowest: Php5,000+ per month per blogHighest: Php50,000+ per month per blogAverage: Php 15,000+ per month per blog

How much do these Career Probloggers earn?

- 100% total revenue- Pay per post- Flat Fee - Minimum + Rev Share

How much work do they do?

- 1 to 4 hours per day- 2 posts per blog

Filipino Probloggers

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Independent Probloggers

Paulo Ordovezacheapandtiny.com

Markku Seguerrarebelpixel.compro.blogger.ph

Connie Veneracionhouseonahill.netsassylawyer.compinoycook.netpinoyfoodtalk.netfrankly-feminine.compinoyblog.com

Joachim Guanzonlitratista.org

Abe Olandrespinoyblog.comyugatech.compinoytechblog.compinoytravelblog.compinoyurbanblog.com

Filipino Probloggers

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Lowest: Php7,500+ per month per blogger

Highest: Php85,000+ per month per blogger

How much do these Independent Probloggers earn?

How do they monetize their blogs?

Google AdSenseBlogAds.comAdBrite.comLinks AdsDirect AdvertisingAffiliates

Blog Monetization

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Google Adsense

$0.01 to ~ $50 per click

Blog Monetization

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Text Link Ads

$15 to $100 per link per monthup to 8 links

50% revenue sharing

Blog Monetization

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Text Link Ads

User-defined50% revenue sharing

Blog Monetization

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Affiliates

http://associates.amazon.com8.5% Referral Fees

Problogging Case Study

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12 month graph on Adsense earnings(for www.yugatech.com/blog)

Problogging Case Study

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Chart on Percentage of Revenue Source(for www.yugatech.com/blog)

Problogging

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Join a Network

- limited/no risk- no setup cost- fixed salary- posting quota- non-compete- non-disclosure- limited potential for growth

Go Independent

- full risk- cost dependent on size/number of blogs- no fixed revenue- no postingquotas- unlimited potential for growth

What is the best problogging strategy?