Can Blogging Be Entrepreneurship?
I debated for quite a while how I would describe myself on my LinkedIn profile. I have a hard time describing what I do and who I am since I just do so many different things.
I finally ended up with the description of “Full time internet entrepreneur and blogger.” I think that kind of describes the two sides of what I do. Certainly there’s a lot of nuances in each of those things and I have some really specific niches, but that kind of describes what I do for a living.
Recently I’ve been thinking about the idea of whether blogging could really become entrepreneurship. I should first clarify that I think there’s a difference between a entrepreneurship and small business. Entreprenuership is about building a business that can scale. Small business is about doing a job that will provide for your family. With this definition of terms in place, I must admit that I’m stuck wondering if blogging can really become entrepreneurship or if it’s generally destined to just be a small business (ie. Can’t scale. Feeds the family, but you have to keep doing it forever).
The first question that I think must be asked is whether blogging can really be scaled. There are certainly examples where blogs have been scaled up nicely. Techcrunch scaled nicely and had what I’m guessing was a lucrative exit to AOL. I think it’s fair enough to say that blogs like Huffington Post have been able to scale in amazing ways.
I guess the question is whether there are smaller blogs that can scale beyond small business. For every Techcrunch and Huffington Post, there are a dozen Scoble’s and Dooce’s that are both incredibly successful bloggers and I’m sure they make a good living blogging. However, they have such unique voices that without them their blogs really don’t exist. So, they’ll have to keep doing it for a long time it seems. That’s small business and not entrepreneurship (from what I can tell).
Of course, I’m guessing that Scoble and others would argue that it really doesn’t need to scale. If he wanted to scale it, he’d choose to do something different to make it scale. He loves blogging and if he chose to scale it up it would take all the fun out of what he does on his blog. Plus, the end goal isn’t always about money. He makes good (probably even great) money doing something he loves. Why would he ever want to scale it?
Although, I think that deep down most people want to see more traffic to their site and find more ways to monetize the site.
One simple example for me. When I started my EMR and HIPAA blog, I worked really hard to drive as much traffic as possible to the site. After about 6 months and quite a bit of effort, I reached what I thought was the max traffic I could reasonably obtain for that blog: about 1000 pageviews per day. I reasoned that maybe that’s all of the people that were interested in such a narrow niche.
Long story short, Obama announced something called the ARRA EMR Stimulus money (Translation: $18+ billion for EMR). I read about it early and blogged about it early. That’s now paid off in spades as I’ve been able to grow my traffic to 5-7k pageviews a day.
Point being that I was able to scale that blog even though I originally thought that I couldn’t scale it anymore. It did take some outside circumstances to help the situation. Although, it’s also taken quite a bit of effort to maintain and even increase the traffic now that I have it.
The question I’m asking myself now is what else can be done to really take my blogs to the next level? Is it possible to scale blogs into true entrepeneurship?
I’ve also just started some talks with a company that is possibly interested in acquiring one of my blogs. The results of those discussions will hopefully shed some interesting light on that aspect of blogs and entrepreneurship as well. Certainly it’s nice to have a cash cow blog/website that just generates cash for you. That’s small business (a really nice small business, but still small business). Entrepeneurship requires an exit of some sort. I’m not sure what exits are available for a blog.