Buying and Selling Blogs with Strong Personal Brands

This guest post is by Andrew Knibbe of Flippa.

The responses to my last post raised the crucial issue of selling a blog that’s built around a strong personal brand.

Mark Wolfinger wrote, “When I write a blog, it’s my passion that the readers see. It’s my writing style and knowledge. Buy an existing blog and the blog’s voice changes immediately. How can you keep loyal readers who loved the previous voice?”

This is of course a key consideration in buying or selling a personally branded blog. It’s true that the strength of some personal brands may make a blog unsaleable, but that doesn’t need to be the case.

The blog as a business

In response to Mark’s comment, the Blog Tyrant pointed out, “Mark you read ProBlogger and hardly any of the posts are by Darren nowadays.”

This reminds me of that old saying that if you want to have a saleable business, you have to be able to step back at some point and work on it, rather than in it.

This seems to be the approach that Darren has taken with ProBlogger. He’s spent years building a strong personal brand, and building a blog that revolves around that. By establishing ProBlogger as a leading light in the niche, he’s able to attract some of the best bloggers and source high-quality content for the site, and that’s let him step back from the blog to work on aspects like product development.

We can guess that he’s now spending time he used to spend writing blog posts preparing courses, writing ebooks, and coming up with new concepts.

But the things that make ProBlogger what it is remain here, even if Darren’s time and presence on the blog has decreased from what it was when he started all those years ago. There’s a large and loyal community, a strong brand, an enormous, high-quality content inventory, and  a raft of happy advertisers, affiliates, and so on. So if ProBlogger was for sale, you can see that it would have a lot to offer a potential buyer.

Getting personal

What if this site was called DarrenRowse.net, rather than ProBlogger.net? Sure, that might reduce the overall sale price of the site, but it certainly wouldn’t make it unsaleable. As a potential buyer, you might choose to move it to a new domain, but if you were smart, and Darren was a caring seller, you’d probably negotiate a handover arrangement whereby you as the new site owner could be introduced to the ProBlogger readers and community.

Before you agreed to buy the site, you’d probably assess the alternative domains you could use, and you might buy one—possibly one like, say, ProBlogger, which talks about the niche more than a personality—as you bought the site. Perhaps you’d also secure Twitter and Facebook accounts with the same brand, or negotiate with the owner to transfer the existing account’s ownership with the blog.

During the handover period, you might undertake a gradual rebranding of the site and announce to users that its location was changing. Rather than switching off DarrenRowse.net the day your turned on the ProBlogger domain, you might have the two running in tandem, with a redirect attached to the personal domain, for a while.

Buying (or selling) an existing blog isn’t like buying a used car: it doesn’t need to be a take-it-or-leave-it situation. As the buyer, you can request any assistance you need to transfer the blog safely to your ownership, complete with its full complement of readers. If the seller cares about the community he or she has built up, they’ll hopefully be pretty happy to negotiate this kind of thing among the terms of the sale.

Finding opportunities on a personal blog

Another response to Mark’s comment on the article came from Alex, who wrote, “buying a blog which already has a small reader base and some articles can save you quite a bit of time, otherwise you’d need to “get the ball rolling” yourself, which is the hardest part of blogging, IMO.”

Mark replied, “It’s funny. I find writing to be the very easy part. And I have a decent number of readers (24,000 monthly unique). It’s the monetizing that’s difficult for me.”

These comments really show the variation that exists in the blog trading space—people buy and sell blogs for all sorts of reasons, and a blog that has real potential for one buyer will hold little appeal for another.

Take Mark’s comment, for example. It sounds like he’s built up a great content inventory, and a loyal, committed readership—but he has difficulty monetizing blogs. Alex says he finds the initial stages of starting a blog the biggest challenge, but perhaps he’s the type to easily spot monetization opportunities and do something about them. The fact that Mark’s been unable to monetize his blog presents an opportunity: if he wanted to, he might sell the blog to someone like Alex, who had monetization skills. After all, strong community and great content are valuable assets.

Mark comments that his unique style and personality are what readers come to his blog for. That’s great, but it doesn’t necessarily mean that, if he wanted to sell the blog, he couldn’t.

Firstly, he’d be choosy about the buyers he considered, looking for someone who knew his site and understood what it was about—he might well find that among the interested buyers were some of his site’s current users. He’d look for a potential buyer who had an appealing writing style that he felt would really engage his readers. Perhaps he’d invite them to write some guest posts so that he could see how his readers responded to the potential buyer, and to help that person build a profile among the readership in advance.

If the sale went ahead, he’d make a personal announcement to his readers, perhaps via email to subscribers as well as in a post on the blog itself. He might also recommend a handover period to help the transition go smoothly, and keep readers as loyal to the blog—and the new owner—as possible.

Personal brands can add an extra dimension to the buying and selling of blogs, but they don’t have to be a problem. A buyer might be able to find a personally branded blog that doesn’t have a strong personal style (we’ve all seen them online)—another opportunity for the astute buyer who knows what they have to offer.

Have you ever though about buying or selling a blog with a personal brand? What other concerns would you have about the process?

Andrew Knibbe is the Marketing Manager at Flippa, the #1 marketplace for buying and selling websites. He blogs at the Flippa blog. Follow him @flippa.