We’ve all heard of how a blog can be a successful marketing tool and profitable if used correctly. However, many marketers are simply not getting the results they want because of the lack of knowledge of what it takes to create a loyal online community. I chatted recently to Seth Rotherham who has successfully maintained his 2oceansvibe.com blog (claiming the 2009 Blog of the Year title) at last year’s SA blog Awards. I’ve managed to pick his brain about what it takes to create and maintain a blog that attracts an increasing number of unique visitors and provides the desired content that keeps his audience coming back.
“You have to establish a common denominator and what worked well for me was creating common enemies. People love a mob lynching and most importantly, then need to feel at home”, says Seth.
Based on this theory, Seth created a satirical post about the shocking gear (colourful helmets and tight fitting ski pants) that cyclists often wear which according to many is just so unappealing and based on this, created a common enemy that many could have a laugh about.
What came across strongly from Seth is that people are not always interested to read about the strikes, corrupt politicians or the JSE figures and refers to how the conversations around the dinner table often revolve around Paris Hilton, Rupert Murdoch or the latest Apple I-Pad – topics people love to talk about.
Celebrities, techno gadgets, the latest movies, trends, fashion, restaurants, hobbies, lifestyle and sports are some of the topics that Seth has successfully incorporated into his blog. Writing about these in a witty, playful and controversial manner to break the serious tone of the many news platforms that are out there seems to be the key to creating what your community will love to read about. It’s also important to label your online community and create ambassadors for your brand who will be in full support of your views and opinions.
We’ve all heard that content is king and Seth strongly reiterates on how content defines you. The images and brands that are uploaded on your blog to create visual impact need to reflect the same values and ideals that your content talks about. By doing this, your blog creates a consistent theme that is reinforced throughout. For Seth, the brands that he chooses to associate with are based on his belief in them, the quality that they deliver and his ability to relate to them. He is known for turning down brands that don’t provide quality and advertisers approach him instead of the other way around for exposure on his blog – quite an amazing phenomenon. In return they can expect coverage on the blog, banner advertisements and mention on his newly launched 2oceansvibe radio and twitter account.
So, what is so different about 2oceansvibe radio? Well, in comparison to most local radio stations who tend to cater for the masses, this one aims to provide radio talk that is appealing, in tune with cutting edge technologies, amusing and selective of the adverts that are aired – being careful of bombarding people with repetitive irrelevant advertising that is often overplayed on other stations. As an example, Seth mentions how on the day that the Apple iPad was launched, many of the radio stations didn’t even mention this as headline news.
In other parts of the world, this was breaking news. “It’s important to provide your listeners with quality listening rather than background noise. We play music that ranges from Rolling Stones to the latest hip hop tracks and aim to offer variety that caters to the niche”, says Seth. The current show is between 8 – 12am from Monday to Friday and you can catch it through online audio streaming or simply by purchasing an FM modulator which slots into your cigarette lighter and connects up to the mobile device of your choice.
So, do you have to have a wealth of knowledge and contacts to be a successful blogger? “You have to have a flair for writing and natural strength for identifying the extraordinary, if such things don’t come naturally to you, I don’t know whether it would be that easy”. His regular hangout at Cafe Caprice set in the affluent area of Camps Bay surrounded by palm trees, sandy beaches and the vast ocean created his strong desire for living a holiday lifestyle even when working. Thus the famous 2oceansVibe blog came about with the slogan – “Work is a sideline, live the holiday” which means that his work is so enjoyable that it feels like he’s on a permanent holiday.
Seth emphasizes on how important it is to create a loyal following and ensure that there’s a circle of trust that is created. He makes mention of how he would never put a Morkel’s advert on his blog as his audience would simply not relate because the brand doesn’t coincide with his content. He has associated his blog with premium brands and has therefore managed to attract an LSM of 12-14 with an average of his readers earning R40 000 per month.
Another key point is you have to be controversial to make an impact. Bring up questions and opinions that others might not have thought of, go into unchartered territory and explore different angles. If you’re new to blogging and don’t have all the resources at your disposal just yet, improvise. Upload brands and banners that depict your aspirations and in time your resources will grow too. The more value you can add to your readers, the better. It’s always good to share useful information with your readership, be it providing them with the latest weather forecast, travel specials or an impactful video relating to your product or service, making your blog a one stop shop.
We all know that the internet can be an overwhelming place and creating a destination for your audience where your information is handpicked will provide a fulfilling experience for your reader. One of the ways that Seth managed to attract many of his readers to his blog is through creating a persona called the TBG (Tall Blond Guy) who became a novelty and added some intrigue as anyone who could spot the TBG or anyone resembling a spitting image in Cape Town and pose next to him for a photograph, would have their pic uploaded on the 2oceansvibe blog. This would be a good example of a common denominator for Seth’s audience which creates a sense of familiarity for his community.
“Many people are now breaking away from the nine to five routine and are creating their own opportunities through freelancing and start up businesses. I like the feeling of liberating people to do what they are most passionate about”, comments Seth. Another key element to creating a successful blog is to make the jump when it’s obvious, in other words be the first commentator on a cutting edge idea, product, trend or revolution. When a change takes place in the marketplace that influences your product or service, ask yourself: ‘what can we do with this?’
So while we’re on the topic of the latest trends I asked Seth what are some of his predictions for the future. One, which was quite mind blowing is his strong belief in how in the next five years phone numbers will cease to exist and we will become a virtual Wi-Fi community. According to him, phone calls are annoying and when telephone numbers are done away with, we will be able to have control over when to make ourselves available for communication or have the ability to postpone conversations for a time more convenient for us. An interesting observation and very possible indeed. It’s important to keep evolving with the market, so keep your blog fresh, innovative and above all ensure it offers something unique and different to your end user.
Date: 20th January 2011
