A sketch of a Blog Business

A sketch of a Blog Business

What does a blog business look like? Who works there? How does it operate? While every business is unique in its operation, it’s possible to sketch out a broad set of roles to get a picture of what a blog business might look like, what staff will be needed, how workflow might be organized, and how a blog business might actually function on a day-to-day level. We’ll expand on this sketch in later to flesh out a fully function model of

blog business.

Roles:

There are some roles that must be filled in any functioning blog. They are:

1. Writing:

The most basic function of a blog is to generate content, so someone is going to have to write that content day in and day out.

2. Editing:

For a professional blog, some sort of editing will be essential to create a consistent standard of quality.

3. Managing Writers and Contributors:

Writers and contributors will need management to ensure their work is in on time, their questions are answered, and they get paid.

4. Marketing:

Until a site is a well-known destination, there is always work to bring readers, to generate buzz, and to build the blog’s brand. We’ll discuss generating traffic in this blog from a to z

5. Monetization:

Generating revenue requires planning and work, whether it’s chasing up ad payments, comparing affiliate programs, developing products, or implementing some other monetization plan.

6. Accounts:

Like any business, your blog will need good accounting and tax records.

The bigger the business gets, the more important these will become.

7. Web Development and Server Admin:

Thanks to blogging packages like WordPress, you can often get by with very little web development. Nonetheless, even the most basic blog requires someone to set up the server, configure the software, and make sure the site doesn’t fall over if your traffic should spike. We’ll discuss finding and working with a developer in this blog also

8. Web Design and Branding:

A serious blog business requires some web design. Although themes can be pretty impressive, your site will need its own brand to stand out.

9. Management and Direction:

Coordinating the business is the job of the business manager. From early questions about topic and editorial calendar, to hiring and managing staff, to strategic direction and competitive analysis, this is in many respects the make-or-break role in the business.

A Simple Arrangement

The functions described above need to be accomplished somehow in order for a blog to succeed. How those roles are apportioned between staff is, of course, flexible. Hobby bloggers for example will often fill all roles by themselves. However, if you’re creating a blog as a business it’s not a good idea to tie up too many duties in a single person. Having only one person in all capacities means you are heavily reliant on that one person not getting ill, leaving, or otherwise putting you in a tight spot. Here’s a simple staff structure that could work:

Editor:

• Manages writers and contributors

• Edits articles

• Occasionally writes

Writers:

• Write content

• Add content to the blog

Web Designer and/or Web Developer:

• Set up hosting and blog installation

• Branding and design work

• Customize blog installation

• Make adjustments

• Server admin

Yourself (with the help of specialists!):

• Marketing

• Accounting

• Legals

• Business Registration

• Monetization

• Management and direction

This arrangement would require two main staff members in the persons of the editor and yourself, one or two semi-permanent freelancers for the design and development, and then a variable arrangement of freelance writers depending on how much content the blog puts out each day.

Generally speaking it is best to start with a simple structure and then expand as the blog expands. Not only is hiring many staff expensive, but in the early days of a blog there is generally less work to do. Over time you can specialize out tasks such as marketing or copyediting to have a larger, more capable organization, but early on, simple is best.

We’ll look in more detail at these roles in a blog business, as well as discuss the differences between freelance and salaried staff, where to find good people, how to work with remote staff, and other issues related to staffing for a blog business.