The discussion has arisen over and over in my mind… is premium content really a myth?
I mean what is purpose of blogging? Is it a way to communicate? Yes. Is it a way to educate and improve the world? Yes. Is it a way to make money online? Hmmm…
Now I believe that blogging is a powerful way to make money online through the selling of products (our theme), affiliate’s products, advertising, and a few other random options. The real challenge I have with blogging as an income source is with the content itself. You see as a vesicle for other products, blogging is a great way to market your wares, but as an actual income source for content it may be lacking a few major elements of profitability.
Now hear me out first…
Blogging content is a fantastic way to market other money making venues, but perhaps it does not have any financial worth outside of that?
I’m not sure myself what I think about this concept but I want to flush out some ideas and get a really good discussion going below. I think your insights might help us put together a very good idea of the value of blog content. Here’s what I think.
Whose Blog Would You Pay to Read
I recently read an article I stumbled upon by Jonathan Fields. The article was titled, “Whose blog would you pay to read?” It was thought provoking and actually inspired me to think about this topic in-depth.
You see Jonathan hit upon an important subject. If suddenly Blogussion became closed to the public and you had to pay to read it, would you? If so, how much would you be willing to spend?
What about other blogs? Whose blog would you pay to read? Would you even read your own?
The challenge I see is that blogs are mostly opinion. They offer ideas that other people have and not very often do people want to pay for opinions. Sure they love getting advice but subscribing to a blog with a price tag would leave most blogs unread.
I admit there are probably not any major blogs I read that I would pay very much for if anything. I don’t mind them having advertisements (in moderation), but I wouldn’t pay more than $2.50 a month for any blog. Unless I was in major need of help or trying to learn something completely new. If so, I would expect the quality to be exceptional. Part of this is because I am a cheap-skate. The other part is because the internet so far has spoiled me with free learning. Imagine if all that changed? Would your blog get any traffic?
The only way I see it, blogs are good at using free content to entice others into paid products. The content itself holds little value though in actually producing a profit other than through marketing. Yes blogs make money. Yes this blog makes money. Does the content sell itself though?
What Would You Pay For?
I find that I would not pay for opinion in most cases. What I would pay for are the resources that influential people use to get their opinions.
For example, If I am in any niche where an influential blogger comes out with a very strong opinion that changes how my niche is perceived. I would not pay for the opinion but would pay for an in-depth case study or data set (visualized) that got them to their opinion.
For me its all about the data. I would pay to see what Copyblogger knows through data analysis. #1 If it was in-depth and accurate and #2 if it was visualized.
The data would change the discussion for me because I would then have the ability to choose for myself how I would react using the same opinion. I also force myself psychologically to commit to the decision and actually carry it out. Thus increasing my productivity.
If you charged very little for a data set, say $0.10 — $2.00 and had the readers that copyblogger did even with smaller conversion rates you have just paid yourself for all the hours you spent writing the post and forming the opinion.
Other options are the online magazine model. You pay for premium content after reading so many free articles. The New York Times does this and many other newspapers like this model for premium content. But right now its not working. You see people know that the information is available online so they find it for free somewhere else.
Do you see the problem with premium content?
How to Make Content “Premium”
If content really be premium and worth the price, how could you do it?
I would go back to basics of content writing. Content needs to be valuable, unique, and well said. There are many ways that a blogger can do that and here a some of my favorite articles on creating “premium” quality content.
- 18 Resources to Write a Better Blog Title
- Writing With Personality
- 7 Steps to Perfect Content Writing
- Does SEO CopyWriting Still Matter
- 10 Secrets to More Magnetic Copy
If your content is the best it can be and offers the ultimate value to your readers… then maybe it is premium. Just focus on getting your content to it’s highest potential and see what happens. It could be the best thing that’s ever happened to your blog.
40 Discussions
Wow- very thought-provoking. Makes me think about what I need to do in order to make my content that valuable to my readers.
Seems to me that my blog wouldn’t really qualify as “premium” content unless it actually made a tangible difference in my readers’ sites. If I write posts that they like, but there is no actual long-term benefit to them or their sites, I have failed.
By that standard, I would consider this post to be premium. You’ve made a difference in my site today!
Steven Corbett´s last blog ..Update for PHPmotion SEO Pack Users
Though provoking indeed! also you very rightly said – it’s going to make a difference today. Biggest question of blogging Will you pay to read your own blog?
I might not be able to write Premium Content everyday but at least once a week. My readers deserve that coz they are my readers!
I think now we know the difference between pro bloggers and normal bloggers and it’s premium.
That is a great thought.At the moment I cannot think of any one that I would actually pay to read. They would have to be providing some pretty amazing content. While I wouldn’t apy to read this blog, it is one of my valued reads.
Tom | Build That List´s last blog ..January Blog Statistics – Month 1
Very thought provoking article Seth but, now I come to think of it, I probably wouldn’t pay for any blog. I think the great thing about blogs is that they’re basically information for the public. It would completely change the blogging world (for the worse) if people started charging, and would undoubtedly not only make the MMO niche a lot less popular, but the internet in general.
Simon | Teenius´s last blog ..How To Overcome The Fear Of Guest Posting
Hey Simon,
You are quiet right, 99% of our readers won’t pay to read our blogs. The original article (read by Seth) talks about FT asking their readers to pay after they visit their site 10th time a month. Now it might work for FT coz their readers are accustomed to pay for FT but it’s not so for blogs.
But the question isn’t if they will pay or not, questions isn’t to be or not to be. Question is do we write that quality of content, question is will you pay to read your own blog.
That is if you count your blogs in premium. I know for sure, I will pay to read Copyblogger and PrBlogger.net. What’s on your list?
King Sidharth´s last blog ..A How-to on Hardcore Motivation
I agree as well, I wouldn’t be prepared to pay to read anything online, but that may be because I’m such a cheap skate :p
As well as this, for most of the information on the web, you can find somewhere which is similar, but you don’t have to pay. I won’t be as good as the paid for content, but maybe it cancels itself out.
LOL, Yes there is too much information on internet already – but maybe that’s why Premium content exists. Our attention span are shorter and we don’t have time to go through all of it to find the best – so premium or sorted content comes in. What do you think Simon and Simon?
King Sidharth´s last blog ..A How-to on Hardcore Motivation
I think we already pay the blog owner when we visit their blog, read their content, and do interaction in comment form.
Dana @ Blogging Update´s last blog ..Blog Goal, Preparations, and Result Review
I think the best kind of premium content comes in the form of personalised advice/coaching or high quality original material that hasn’t previously been posted. Problogger.net is a good example, charging for eBooks and courses that, while they may not be purely original, they offer extended advice and commentary.
I think i would pay a mentor than a blogger, because in that way i would get personal attention. But yes once a blogger has a good online presence, viewers would be willing to pay. An example is Problogger’s Forum
gautam hans´s last blog ..Why i Like StumbleUpon
I think I read the same post you talked about. And it was much more adamant about charging for content. Here is my humble opinion.
I can think of no blog I would pay to read, as of this writing.
There are so many blogs I don’t have time to read all that’s available (those I like) anyway.
This is why I read several magazines. I get the best content in the world for my money.
If I need to learn something and I have to pay for it I want the best instruction available. For example, PhotoShop instruction. Even after using it for years, I sometimes buy a short subscription to lynda.com – No free blog I know of has that level of instruction.
I believe the readership of most blogs, even the superstars would drop like a rock in the ocean when money becomes involved.
The trend appears that star bloggers are looking for more and more ways to make money. Few are in the same league as Seth Godin, and as much as I like his morning wisdom, I wouldn’t pay for it.
What I would pay for is a great newsletter. If bloggers want to charge, then readers need much more than a daily post of mostly rehashed material.
Thanks for the opportunity to express my opinion. And that’s all it is. My opinion.
Dear Blogussion,
You are thought provoking, as usual and yes you are going to make a huge difference like always. I am not here for do follow love (don’t give a damn about PageRank), I am not here to be popular, I am here for you add value.
And yes I will happily pay $5.0 a month to read Blogusion and maybe even more to get a post published here, even if you refuse to credit me for the post. I count you among ProBlogger, Copyblogger, Seth Godin and The Zennist.
Your happy reader, who loves to hijack your blog -in posts, in comments, in wisdom and in love.
Let’s be Awesome.
Siddy
King Sidharth´s last blog ..A How-to on Hardcore Motivation
If you have to pay to read a blog post then that content must really be great! Saying content is king is the equivalent of saying money is valuable; it’s true but obvious. However, knowing content’s value isn’t the same as knowing how to create it, or even how to use it. Really content has to deliver value and be a conversation not just a one way broadcasting medium!
The value of content lies in the eyes of the reader. For some a content is worthy for others it is not.
If you devalue a content from start, you are not doing justice. I know some info are available for free but think of it this way.
You are new to blogging. Someone is selling a book about blogging (good one). You certainly do not need to buy it to learn blogging but instead you would have to invest time and do experiments, Why not take advantage of sellers tips and suggestion?
Agent Deepak´s last blog ..MARKETING vs SELLING Your Blog
Hey Seth,
Great post as you hit on a lot of great notes here. One sentence stood out to me compared to EVERYTHING else you said.
“Would you even read your own?”
I follow a company called 37Signals very closely. Their blog, their podcast, their videos, their events. This is more from a leadership and entrepreneur interest than a blogging one, but here’s something they always say that I completely agree with.
“We build apps for ourselves”
This is something we can all focus on better, and really, it’s the only part of the equation that can get us even remotely close to having content people would actually pay for.
I need to do a better job of this.
Speaking from a few more of my thoughts, I think it’s important to realize that the ‘blogosphere’ is meant to be free. It’s the wealth and open minded information that is revolutionizing the world right now. To go against this and ‘charge’ for that content is blogosphere blasphemy.
If what you’re doing is focusing on only monetizing your ‘free’ content, your business model is already dead.
You or I don’t have any original ideas anyway. How can we justify paying for it?
Truth is, blogs can only charge for services that actually do something active and real for the user, not just reading. Reading is slow and not exciting. But, a video course that someone charged for would be a different story.
Obviously blogs are great for affiliate marketing and things of that nature, or selling themes. As long as it’s not the MAIN focus of the blog.
To Wrap Everything Up
A blog is a culture and a community. You’re asking for mutiny or a revolution if you start charging for everything. So don’t be Hitler!
Chris Palmer´s last blog ..Aviator90 Episode 2
I’ve herd about 37Signals, but after hearing you I feel eager to Google it right away after I write this.
That’s a nice piece of advice and thought – premium services or excitement. Charging for experience not knowledge. Because knowledge is flooded – but experience is rare.
Thanks for sharing your awesome thoughts. Love it!
King Sidharth´s last blog ..A How-to on Hardcore Motivation
I think the entire point of the internet is to allow free-flowing information. Why shelter this by charging people to read your articles? I have to say I find that you can make more than enough money with a website through ads, no need to charge readers for content.
Blogger Den´s last blog ..ASP.NET 4.0: How to use application warm-up class – Gunnar Peipman’s ASP.NET blog
Yes, premium content is a myth, in my opinion. A new blogging program just opened, that costs 27 dollars a month. No, I would not pay for it.
Eric C´s last blog ..Guest Post: Rainbow
Actually, let me just add, this premium content stuff makes me furious, and every time a blog on blogging offers me an ebook or membership plan, I go insane. That’s one reason I like blogussion, is that your thesis design is actually something worth buying.
Like I said, just today I’ve been offered membership into a glorified forum for 27-47 dollars a month, an e-book on guest posting, and another membership site. Really, I’m sick of it.
Here’s an idea, instead of buying stuff on blogging, blog!
Sheesh.
Eric C´s last blog ..Guest Post: Rainbow
I would not pay to read content. If I wanted to pay to read, I would buy a book. And like you said, why pay if you can find it somewhere else for free? Whether or not I would pay to read mine is mute, it’s already in my head! lol I consider Pay Sites, Porn Sites! I can understand ebooks or the such, but not blogs. No way!
The short answer is probably not. I use my site as a Marketing Tool for my services. It would be great to earn a viable income with my content, but my experience is that readers and students “click” and gobble up the free info as an easy way to complete work projects or school assignments. Of course, if my content was all about some inane Pop Culture personality or scandal, I suspect it would have more earnings potential — even if the info was fabricated. A sign of the times, I guess.
I wouldn’t pay to read any blog. There is too much free information out there to pay to read a blog.
Why do you think newspapers are dying? Who wants to pay for a subscription when you can get all the news for free on the internet.
Remember AOL when it started? Give you a free CD to install the software, and than make money every month.
The moral of the story is you want to get people interested first. If you have a pay site how are people going to know the content is great?
Brian Inman´s last blog ..Your Gaming Blog Should Be A Social Media Rockstar
Wow! Nice example there. I completely agree.
King Sidharth´s last blog ..A How-to on Hardcore Motivation
Really i like the content of the blog..i recently visited your blog but i m very very impressed..And now i eagerly wait for your next blog…
Personally, I have a hard time believing people will pay for “premium blog content” when there are so many quality blogs that give it away for free. I know I certainly wouldn’t.
There was an MMO blogger that tried it; didn’t last long though.
Dennis Edell´s last blog ..Welcome Aboard Part 2! All The Info You’ve Been Waiting For…
if thats the case Probably most of the blogs on the internet will be vanished.But hwevr this is an important point one should think before publishing the content on his own blog.wether its worth or not…
krish´s last blog ..Twitter Tools to Remove Spam
I think it’s important to realize that the ‘blogosphere’ is meant to be free. It’s the wealth and open minded information that is revolutionizing the world right now.
“revolutionizing the world right now” ! I love it! Really – that’s what blogging is all about, right?
King Sidharth´s last blog ..A How-to on Hardcore Motivation
I dont think its a myth rather it is good way for content owner to earn revenue
I always try to put myself in the shoes of those reading my blog, but I have never thought about the concept that you bring up in your post. I have to be honest, but there are not many blogs out there that I would pay for because the majority of them are based on opinions and there are a lot of blogs that provide quality information for free.
LaTosha Johnson´s last blog ..Share your plans via Plancast
It’s not a myth. If we provide unique content that are rarely available on the free market, than our reader will gladly subscribe as member.
Kuswanto´s last blog ..Japan’s Illustrative Manhole Covers
Writing unique content is always a challenge and I think anyone will be rewarded soon or later.
Ban Asbestos´s last blog ..Asbetos ban to be considered by Philippine senate
I’ve been tempted once or twice to pay for a subscription to Stratfor, but that’s a global intelligence network with analysts positioned around the world. But no, I don’t think I’d pay for any blogs (not even my own!) I think the free content model works best for 99.9% of writers, and the only exception would have to be some kind of huge team effort that offers a kind of content that no one else really does.
John´s last blog ..Obliterating Scrapers pt 5: The Hosting DMCA
At some point I suspect most of my writing will go fully paid.
I have the chops for it. Credentials too.
Proving that I can build a popular audience as well as analyze discrete element methodology for numerical integration instability has to be worth something, don’t you think?
These are two very different styles of writing, to be sure.
Dave Doolin´s last blog ..Pre-Writing Is Your Friend – With Benefits (Part 1)
Reall interesting post. It’s so true the comment about not wanted to pay. Seriously, young entrepreneurs today and people ages 20-25 don’t want to pay for anything and that is why we need to innovative and reinvent the wheel
Alex Monroe´s last blog ..Do You Digg It? Interview with Jay Adelson, CEO of Digg
The word Premium and Internet aren’t very popular to be honest. The only premium people actually pay for on the internet is porn. Its a true fact.
Even they are in trouble, premium wise, with all the free stuff popping up everywhere.
Dennis Edell´s last blog ..Do You Know The REAL Difference Between Bloggers and Internet Marketers?
Dennis stole my thunder a little bit because I was also going to say there was someone who’s a fairly big name who tried that for awhile, lost readers, and came back to the normal model. He also tried writing only a paragraph or so and wanted to charge people to read the rest of it.
It’s an interesting question that I’m not sure there’s a great answer for. I subscribe to the NY Times online, and I know that when they push through their paid model I won’t be subscribing anymore because I can get almost everything they write on elsewhere. Same goes for other news sources, where Rupert Murdoch (just got a shiver writing his name) says that within a couple of years all news sources online will be pay sites since newspapers are losing their subscribers. If we’re not going to pay for online news, then we’re probably not going to pay to read blogs.
However, you did touch upon something else, that being things such as paid membership sites that offer extensions of material one specifically wants to learn or know more about. That’s probably going to be the way to go.
Mitch´s last blog ..What Do We Expect For Free?
Mitch,
HAHA. lol
Dennis Edell´s last blog ..Do You Know The REAL Difference Between Bloggers and Internet Marketers?
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