Parallel to traditional media moguls, there are several blogger-entrepreneurs (blogtrepreneurs?) who have built successful blogging networks that all began from one successful blog.
The obvious examples are TechCrunch (and its “Crunch” network) Weblogs, Inc. (which sold to AOL for 25 million in 2005) and Gawker Media (which runs Consumerist, Valleywag, and Gizmodo to name a few). Those are networks managed by several people and definitely large-scale operations.
For this case study, I want to show you an exceptional example of what one single person has done on a smaller (but by no means less significant) scale building a blogging network.
Enter the “Daily” network, which includes three sites all run by avid blogger Daniel Scocco:
Strong, linear branding and layout throughout each site
This is a smart move with developing a blogging network. Gawker does the same thing on theirs, and it makes users feel ‘at home’ on any site within the network. All of the logos have the same look and feel as well on these sites.
Clearly labeled subscription options
Daniel understands the value of making it easy to turn readers into raving fans and build anticipation by easily subscribing to daily posts across sites on his network. I am subscribed to Daily Blog Tips, Daily Writing Tips, and Daily Bits and found them all organically. This is certainly by design.
Popular post section
On each of the sites within the Daily network, it’s easy to find the most popular content and get drawn in. Again, this is a smart move and I’m sure it’s something Daniel found successful with the first site in his network and made it a pattern throughout.
Fresh content daily
One of Seth Godin’s favorite tips about finding success with blogging is the importance of showing up. Daniel understands the value of this so much; he’s built it into the name of his brand.
Monetization of the network
Daniel makes it easy for potential advertises to be a part of his network. Not only that, but it’s a strong selling point when you can offer advertisers the value of being on not just one site, but several popular sites all with strong reputations.
Check out some of the copy on his advertising page:
Advertise
All the sponsorship and advertising deals cover the three websites on our network:Combined they generated over 400,000 monthly impressions, with more than 20,000 RSS subscribers. Our audience is composed of bloggers, webmasters, online marketers and web entrepreneurs.
Developing your own blogging network
I can’t speak too much on advice for this as I really only focus on one blog right now. Creating posts on different subjects daily, keeping tabs on comments, fielding questions from readers, promoting your sites and managing advertises to multiple blogs is certainly a full-time job.
Also, you probably should have at least one ultra-popular blog before you even think of developing a network around that brand. It makes sense, because you would only want to create a network off a concept that you know will be popular and catch on. Then, the trick to making the network scale is patterning what you did on that first successful site. Get used to managing one popular site before you attempt several. When you’ve got that down, taking on two, three or four sites will be far less daunting.
Starting a blogging network is no easy task, and a great deal of work, but it is a great business opportunity for someone who is dedicated, passionate and focused. It is the blog-entrepreneur’s (blogtrepreneur’s?) dream.
8 comments so far
nice writeup. You should actually checkout http://www.blogtrepreneur.com/ - I virtually know the guy who writes it. Starting a blog network is hard stuff which is why I went with the feedburner network idea. Having cohesion between members is tough too. Its much easier when its a network of sites YOU own.
June 26th, 2008Cool site Eric - thanks for the link. Neat to see someone has a whole blog for that word!
June 26th, 2008I know first hand how hard it is trying to establish a blog network. Mind you, i did it nilly willy, and of course, now im knee deep in too much to do, too little time, and not enough resources to pull it off.
I own and run several blogs and sites, including a Groovy series of blogs, such as Groovy Vegetarian, Groovy Chicago, and Groovy Entrepreneur. (this last one is no longer mine)
I never should have started so many all at the same time, because it is too much for one person, and too much for a newbie. Everything you do has to be done, 3x (marketing-content-community building)
However, over time, i have learned loads. No doubt the hard way, but eventually things will come full circle for me and my “small network”.
The one thing i like about the DailyBlogTips network, and have been thinking of incorporating into mine, is the singular design element of the blogs. As you noted above, they all have that same look and feel. I do like that.
Initially my thought was, well people aren’t gonna want to see the same look throughout, but i could/might/maybe be wrong. Readers might actually be drawn to the same theme.
I’m glad you covered the DBT network, Daniel does have a nice series of blogs, and i too am a subscriber of his. But i didnt know he ran the show solo.
Thats inspiring to hear.
Missy.
July 2nd, 2008Trackbacks
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