How To Survive The Next Stage of Fashion Blogging
By: Jennine Jacob

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Earlier this week I talked about how the fashion blogging bubble might have burst, discussing how brands appear to have shifted from PR stunts to business strategy when working with bloggers. Upon reading the insightful comments, of which many could have their own post, one struck me in particular:

“The concept of intellectual property–the monetization of valuable content–is becoming both less transparent and also intrinsically more complex as partnership marketing strategies evolve. It’s not just the blogging community that is struggling with this. Plenty of more traditional content providers and syndicators are between a rock and a hard place right now trying to figure out how they can sustain their business models in the digital era. Do you put content behind a pay wall? Do you harvest and sell user information to third parties? Do you increase advertising?” – Erin from Stumptown Stil

For a while, bloggers appeared to transcend the problems of the publishing industry. However, as bloggers become more established and thus the industry as a whole, we will have to deal with the very same monetization problems as the rest of the publishing industry. Talk about growing pains.

Bloggers do offer real value to brands. Many brands like Cambridge Satchel Company got off the ground through the help of bloggers integrating their products in content. The exchange for product for content for many bloggers is very much a win/win situation, ie, as a personal style blogger, how to you keep content fresh for your readers without breaking the bank? I know this from blogging in the pre-gifting era, it took years to get out of that mess. However, gifting, unless you plan on peddling that stuff on eBay (which opens a whole new can of ethical worms) won’t pay the rent.

So what do you have to offer as a blogger? How do you survive in the post-PR stunt phase of blogging?

Treat Yourself Like a Professional

Back in the day, when I was working on my blog, I spoke with a consultant, who said there were some really great things going on with my blog, but the photos needed to be professional quality, not my little digicam. At the time, no bloggers were using SLR’s to take photos, so I told him that it was part of the “appeal” of blogging that I didn’t have “professional” looking photos. That was probably the biggest mistake of my career. You may be a beginner, but that is no excuse for amateur work in the professional landscape, because readers tend to follow quality work.

If you don’t treat yourself, and your blog as though it were a real business, don’t expect others to treat you like a professional.

Create professional quality work, and opportunities will open up.

Decide on What You Are Selling:

Many bloggers, myself included, just started blogging and figured it out along the way. The truth is, that may work, sometimes, but it won’t ultimately work unless you know what your “product” is. Are you selling styling tips? Are you a writer? Are you selling your photography services? Do you have a clothing shop? Are you an event planner? Do you want to work in television or video?

The truth is, everyone has to sell themselves at some point, so don’t worry about coming off as to “salesy” if you come from a place of authenticity (ie, you really love the craft of writing) and you offer real value to your readers/customers, it will be a natural fit.

Create a Business Plan:

This sounds big and scary but it’s really not. While business plans are often for people asking for loans or funding, it can also help you focus what your purpose is with your blog. What is your mission? What are your products?  How are you going to sell your products? Who are you trying to reach? One of the biggest problems for bloggers is that they don’t really know how they are different from other bloggers, aside from being a different blogger (does that make sense?).

Treat creating a business plan like a meditation on your purpose of blogging.  You might find clarity, or you might find that you need to get focused. Either way, it’s a good start.

Diversify Your Income Stream:

This is probably one of the oldest tricks in the book. But, this piece of advice is more important now than ever. One can never know how things are going to change, so it’s best to have many lines securing you to shore. If your business model relies heavily on brand collaborations, what happens when brands find something cheaper and easier to work with? If you rely heavily on affiliates on Pinterest, what happens when Pinterest changes their terms of service? While it’s important to be focused on what you are selling, as a brand, it’s also important to have as many channels promoting that product (and making money) as possible.

Know Your Numbers:

It’s not enough to know how much traffic and how many Twitter followers you have. That’s not always what brands are interested in. What is the quality of your traffic? How long do they stay on your site? How many people click on the links in your posts? How many people click on your ads? How many sales do you generate with an outfit post? What’s the average content count? How many shares on Twitter, Facebook, Pinterest do you get?

A brand might be able to look at your traffic and Twitter followers, and with some of those new services like Fohr Card, how you rank with traffic among other bloggers, too. However…

…more and more brands are also now interested in conversion, so to close a deal, you want to be able to prove your conversion to brands, and this can only be done by tracking engagement.

This shows not only the quality of your blog, but also helps brands to manage expectations, because they might have unrealistic expectations of what your blog can do – which is equally as bad.

Never Stop Learning:

It’s why I’ve hosted the IFB Conference over the last four years. Things change quickly, and bloggers need to know how to adapt. It’s amazing how many times I’ve heard from bloggers, “I already know everything I need to know.”

But, even after observing and working in this industry every day for the last six years, my ass is still getting kicked by how quickly things change. No industry stays the same, ever.

Especially one so tied to technology which is a fast moving industry by itself. As a blogger, you’re not only having to deal with changes of trends in content consumption, and new competition, you’re also having to deal with changes in technology. Just think about what’s different from last year, when everyone was going on about Pinterest…this year it’s Vine, and that literally happened overnight.

Build a Strong Circle of Blog Friends:

 No one is an island. You’re going to need your blogging friends now more than ever.

If you don’t have any, make them. Nothing is more helpful to staying in the loop with changes and with new things, and to save your sanity than having blog friends. It’s how I got my start, and how I continue to figure out what’s happening, and how to deal with tough questions. Besides, you never know what kind of life-long friends you’ll make.

We’ll be talking about many of these topics (and provide plenty of opportunity to make blog friends) at the IFB Conference. Hope to see you there.

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Comments

  1. Avatar of Alysa Friesen

    this is a great article!
    I would love to attend the conference, unfortunately I’m not in NYC :(
    is it possible to get it online at all?

  2. Avatar of
    Dressing With Desire says:

    Thank you so much! This article was very insightful.

    http://dressingwithdesire.blogspot.com/

  3. Avatar of Kajsa J. Andersen

    Again a great article I take knowledge from.
    http://kjandersen.wordpress.com/

  4. Avatar of moiminnie
    moiminnie says:

    This gets bookmarked right away! I’m planning on taking my blog to the next level this year and these tips will really come in handy. I already started moving in that direction and we’ll see what happens… Thanks Jennine!

    http://www.moiminnie.blogspot.com
    x

  5. Erin says:

    Hi Jennine,

    Glad to see you liked my comment. Unfortunately, I deal with these challenges everyday (and not just as a blogger)! Sometimes it’s just a matter of hanging in there, I suppose!

    Anyway, your tips are very insightful and thanks for the shout out! Would love to do some guest blogging if/when I “find the time” (<– HA!).

  6. Avatar of Nadya Helena
    Nadya Helena says:

    Yes it’s definitely true. To be honest I still struggle as a new blogger, trying to increase traffic and all before trying to know the ties with brands. But all these tips are really helpful, and in my case I can very much relate to the first and the last one. Providing useful, professional content and interacting with fellow bloggers are gold. And I’ll definitely be hatching a business plan soon. Thanks for the tips Jennine!

    Nadya
    http://thedillychic.com

  7. Ana says:

    The constant learning is a challenge in a good way most of the time, but… sometimes it can become draining.

  8. Avatar of Onyinye Ibeagi
    ModaVracha says:

    Change is constant,we keep learning everyday,thanks for this post!

  9. Great advice! I have turned my blog into an online magazine for blind and partially sighted women…we are now expanding to a wider audience. The above is going to be key to us continuing in our work…:-)

  10. Selma says:

    I think that fashion blogging becomes totally insane, are you people really really convinced that everybody in the world of internet is searchin’ for FASHION TIPS, OUTFITS, CATWALKS AND MORE? OMG!! NO! I am sorry but fashion blogging has become the hypocrite side of the internet.
    Fashion blogs were interesting when genuine, “pure”, but today it’s a business, who cares?
    Everybody has a personal style, of course, but I don’t know why everybody necessarily have to become a business blogger or a fashion icon or..
    I find very insane all that stressed life around smartphones, Instagram, Fashion blogs, no, this is not a real useful sharing, it’s a self-centered world. No interesting in real sharing, no interesting in real conversation.
    I am sorry fashion blogger, web doesn’t need you all, do you realize how many thousand blogs are online? How can you think that blogging could be a chance? It’s over now, let’s take a look outside and please, put off you computer

    • As long as there are people like you who pretend to know what they are talking about, there will be room for bloggers :)
      Thanks

    • Sophie says:

      Well, I for one certainly don’t think everyone on the internet searches for fashion tips, outfit, etc. I went into this knowing that’s it’s a niche topic (plus size blogs being even MORE niche). Selma, you’re right – I would have been insane to think my blog was going to explode and attract shit loads of traffic. I don’t expect that, and I don’t think all fashion bloggers do. A lot of the blogs I follow aren’t business/professional blogs.

      I’m also not naive enough to think there isn’t a self-centered element to it, but I love the online “fatshion” blogging community because these women offer a an exciting perspective in the “notoriously fat-loathing fashion industry”. These women are “demanding more of fashion, for all women; making it feel like we all own it” (Kathleen Lee-Joe). For this reason, when you say, “this is not useful sharing…no interesting real conversation,” I really beg to differ! It’s been some of THE MOST real and useful sharing of my life!!

  11. Althea says:

    Very true post. As a new blogger, I realise that everything changes so quickly. Like fashion, one day your in; the next day your out. The most challenging part for me, thus far, has been trying to brand myself. Figuring what are my goals and aims for my blog and hopefully, incorporating it in a way that will generate income. In regards to making blogger friends, if there are any bloggers in the Birmingham, United Kingdom area willing to meet up, please send me an email. tiaswayxo@gmail.com

  12. Avatar of Maine Aquino
    Maine Aquino says:

    Great advice here! This is definitely useful to know how to work in the blogging sphere. :)

  13. laura says:

    Thanks for those great tips!

  14. Mallory says:

    Such great advice. Thank you! I’m a member of a blog class and I’ll be posting this in our Facebook group. Thanks!
    odetosimplicity.com

  15. Kay says:

    Jennine, Thank you for all the information, very helpful.

  16. Rebeca says:

    Another great and interesting article, thanks you very much Jeaninne :)

    http://www.urbanikamoda.blogspot.com

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