Blogs are big business these days, as the Huffington Post proved when it was acquired by AOL for $315 million.
But, your blog is not HuffPo, you say? There’s still potential for plenty of blogs to attract corporate buyers. Want to see how yours stacks up? Here are four tips on how to improve your blog for a potential sale.
1. Refine your blog strategy
When companies buy blogs, they aren’t being lazy or suffering from a lack of know-how. They’re making an investment in their business by acquiring content that has proven to be valuable to readers. What companies might be interested in your content? Think about how you can improve your articles by focusing on niche topics, and tighten your writing up to reflect this strategy.
If your blog has the right audience and a winning distribution model, it becomes even more attractive to buyers. These assets take time to build, and companies are looking for blogs that have already achieved the results they want. Remember that both factors (audience and distribution model) are part of your blog’s value, so take the time to nurture them by expanding the reach of your content and growing your email list.
2. Start building trust
Let me preface this tip by stating that building trust with your readers is imperative, regardless of whether you ever plan to sell. Trust is something that should be built with a desire to connect with your readers and to offer them the very best content you can.
That said, trust also plays a role in the acquisition process. If your blog is ever purchased, the level of trust you’ve established can dictate how large of a role you’ll play after the acquisition.
Bloggers build trust and keep audiences coming back for more by developing a unique and authentic voice. If your blog is purchased by a company, it will be much more valuable to them if it can retain your voice. What this means for you is that you could continue to get an ongoing salary, beyond the initial purchase price of your blog, if you remain actively engaged. That’s good for your readers and good for you, too!
Be sure to focus on building a trusting relationship with your readers as your blog grows, and protect your readers when and if a company purchases your blog.
3. Position your blog
Before deciding whether or not to purchase your blog, companies will compare it to competitors. It’s a good idea to survey the competitive landscape yourself, long before a potential acquisition.
First, compare your blog to others like it, and determine what your competitors are doing really well. Next, think about what you do well, or what you could do well. What is your competitive advantage? You will need to determine a way to differentiate your blog from all the others competing in your industry. This differentiator will help you stand out so companies can clearly see how your content will reach their audience.
To sell your blog, it will need to fulfill not only the needs of your readers, but also the needs of a buyer. What makes your blog unique, and how can you position it to be attractive to corporate buyers?
4. Prepare to monetize
When it comes to monetizing blogs, basically there are two ways to do it. One way is to sell advertising space, and the other is to advertise the potential buyer’s products or services on your blog. Either way, being able to show a consistent advertising revenue stream will help convince buyers that your blog is worth the money.
Test different forms of advertising to find out what works best for your blog. The goal is to convert readers into buyers, so you’ll want to be sure any product or service ads will actually appeal to your readers. To transition to third-party advertisers, you may want to develop an information product to sell on your site, such as an e-book or webinar, to lay the foundation for future advertising sales.
If you’re thinking about selling your blog, give these tips a try. Even if your blog doesn’t get acquired, focusing on these tips will help take it to the next level.
Image courtesy of creative design agency Arrae
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