Growing an Audience Vs. Making Money: A Blogger’s Dilemma
Life is filled with choices. Do this and you can’t do that. Every choice you make comes with consequences. Some are good others are bad. Every action has an equal and opposite reaction.
With regards to blogging, many a blogger finds themselves at a crossroad. Do you write money making posts or do you grow your audience?
While product reviews can pay the bills, most aren’t created with an audience in mind. The majority of reviews are created with big daddy Google in mind. You hit the right buying keywords and people looking to spend money end up on your site. Then you earn some affiliate bucks.
The Blogger’s Dilemma
Using buying keywords, product reviews, and a few other tactics – you can start to make money from your blog or niche site rather quickly. In theory, this is a great thing. However, it’s still not the perfect situation for bloggers…
The issue revolves around building a brand, growing your audience, and making money in the long term. Your “fans” or audience doesn’t give a flying fuck about some ebook you read and reviewed – if the product doesn’t pertain to their current situation.
So, the vast majority of any regular readers you have aren’t going to read, retweet, like, or comment on a product review article.
On the other hand, when you write content that readers can relate to, you’ll end up with an engaged audience who comments, retweets, and genuinely enjoys the content you put out.
Sounds great, right? Hold on a second. The issue comes down to monetization. When you’re writing for your audience, the content is typically hard to monetize. Hell, sometimes it’s hard to even find a keyword that fits your article.
So you have content that people enjoy and engage with, but big daddy Google gives it no love and you’re unlikely to make any money from it.
What’s a Blogger to Do?
To illustrate this point, let’s look at a few of my articles. I have articles that make money on this site, but there’s a number of pieces that’ll never make more than a dollar or two – no matter the traffic.
Let’s start with a piece that won’t make me any cash:
This article talks about the pitfalls of having too much fun while traveling, why freelancing isn’t something you want to do for the rest of your life, and why I’m focusing on my own websites.
People found the content engaging. Over 150 people have viewed the article within 24 hours, which is a lot for me. There were tons of retweets for the piece and I got three comments immediately after release.
While the article helped me relate to an audience, it didn’t bring in a single penny. I doubt it will make any cash in the future, either. There’s not much SEO going on in the piece.
Now, let’s take a look at an article that makes money and will continue doing so:
There are zero comments on this article. I don’t think a single person retweeted it when I published. The people who like my travel and digital nomad content typically don’t give a flying fuck about supplement reviews. And that’s fine.
Still, the article makes me money. I sold 10 bottles of cherry juice since the piece has been released, along with a number of other items.
Realistically, this one article that took me two hours to write will make me $20-30 every month for the next year or two. SEO is on point and the product solves a problem for many people.
Can You Combine the Two?
Now, some bloggers out there have found the balance. They’ve learned how to engage with an audience, solve people’s problems, hit buying keywords, and earn more money.
If you can do this on a consistent basis, you’ll end up making a decent amount of cash from your blog.
The issue with this style of content? Well, first off – it’s competitive. The best bloggers and websites have typically found these keywords and problems. They solved problems for people already.
For example, I wrote this piece in an attempt to help people and make money. I thought the content was engaging, useful, and potentially profitable:
I got a few comments, a retweet here and there, along with a few sales trickling in. The issue? The piece may never get any Google love. Men’s Health, WikiHow, and a plethora of other publications have targeted similar keywords. Unless my site gets authority from Google, this piece is bound to get little organic traffic.
What Should You Do?
On the other hand, my boy James writes killer product reviews that make a lot of cash. His content is 85% reviews written for Google.
Personally, I’m going a different route. I’m striving to hit things 50/50. I write one post for an audience I’m striving to build and then the next one will be a post I’ll make money from for months on end.
That’s the short-term strategy I’m going with…
Once my site is big enough and I’m making decent cash, I plan to focus on building my audience and brand while offering solutions that help people.
But until my income is where I want it to be, I’ll write product reviews and focus on making money.
Don’t let your blogging ego get in the way of building a profitable brand. Focus on building your brand and your income at the same time. It’s possible with a proper content strategy and consistent work.