Arts and crafts: quality content builds blog’s audience and revenue

Case study, by Tim Dawson

Maggy Woodley started her blog, redtedart.com three-and-a-half years ago in the hope that it might be a way for her to sell some paintings. Finding that to attract an audience, she needed to regularly add content, she started writing up craft projects that she did with her children – and the site started to take off. “I get around 280,000 unique visitors a month now and the site generates around £1,000 a month from advertising”, she says. Ads are served on her site by both Google and niche agency Handpicked Media – and obviously she is fortunate that there is a close relationship between crafting and focused purchasing decisions.

Considered something of a guru among craft bloggers, Woodley has worked hard to build her audience. “One of the most important things to do when you start blogging, is to network and to find your community”, she advises. Needless to say, this is largely done via social media – getting involved in conversations on Twitter and joining discussions and groups on Google+. She has some specific technical tips – like taking part in ‘Linky parties’ where bloggers exchange bits of code to allow a small sample of their site to be displayed on those of others in the ‘community’. “Pinterest made a massive difference to my audience too”, she says.

In common with many bloggers, Woodley did not start out in journalism. With a degree in mechanical engineering and a career in management consultancy, blogging was something she came to during a career break necessitated by children. “I describe myself as a freelance writer these days. I am a blogger and I am proud of that, but the title rather belittles us, I feel.”

Advertising in not her only source of income. With her blog as a shop window, other freelance commissions have come her way from Tesco.com and The Times among others. And, impressed by the footfall her writing attracts, Woodley was commissioned to write a book based on her blog by Square Peg – an imprint of Random House. Her first quarter results are not yet in, but according to her publisher, sales are ahead of expectations.

 

About the Author

www.tim-dawson.com