May 22, 2005

B2B Blogging Successes

At conferences like RSS Syndicate and Bloggercon, people hold sessions about how to make money with blogging. Sometimes they mean for the company a blog represents, by running ads in the RSS streams, or by selling (God forbid) the streams. For me, blogging is more like being in a civic club, where the benefits are not direct, but rather come in other forms like meeting interesting people and learning. However, there are people doing well at making money blogging, essentially.

One thing I see over and over, as I mention the few blogs that are making money, is complete disinterest in them because people don't seem to understand the model or what's possible.

Esme Vos at is has complete editorial control over her topic blog on municipal wireless, but she also runs ads at the bottom of pages, has a company profiles page where vendors pay to list themselves, and she sends out a weekly newsletter with ads. She's given up lawyering for the time because because it's so lucrative. In addition, she's thinking of doing a conference on municipal wireless next winter which should also make a little money for her time.

She's also creating databases for future ad models as well... but these are currently in development and under wraps. This will further match B2B entities to their benefit, without compromising editorial integrity, which Esme is something she very strictly controls.

The point is, she's making money, but specializing in a niche topic, doing really good editorial that no one can buy off, and selling services to vendors on *her* terms, which means they only get so far in, the information is fairly distributed to them, and it's something they need, so they pay.

Another example is by Brian Chico. Chico is running a central site for people interested in this topic, which means he can sell ads from pharmaceutical companies.. and apparently he's doing quite well.

What's common here are high quality and well written content, high editorial integrity, consistent topic discussions, and good business practices monitizing appropriately the parts of the site that can support the editorial stuff.

Posted by Mary Hodder at May 22, 2005 08:20 AM | TrackBack