An analysis of 5 blogs: What they are and why they work

This week, I'm digging into a few different types of blogs and exploring how they work. I'll answer these questions on each blog:

• What type of blog is it?
• What is its purpose?
• What makes it unique?
• How does it reflect the brand?
• What drives the traffic to the blog? High on search engine? IMC? Website links? What gets people to read?
• Is it a successful blog?
• What’s missing on the blog?
•  Are there advertisers? If not, who are some potential advertisers?

Tech Crunch

• Tech Crunch is a news blog.
• The purpose is to report updates and trends specifically in technology news.
• Tech Crunch reports on a lot of topics in technology that don't make it to the mainstream larger media companies. They cater to a niche audience who look to them for tech news.
• The Tech Crunch blog is the basis of the brand, but the name of the blog describes what they do very well. They analyze technology, so in a way similar to the phrase "crunching numbers," they "crunch" technology news and issues. Blogging allows them to share their tech expertise and keep their blogging focus sharp.
• Since they are in the tech industry after all, Tech Crunch maintains a number of social media accounts: Facebook, Twitter, Google+, LinkedIn, StumbleUpon and YouTube, all with sizable follower bases. This would certainly get a lot of eyeballs from the various social media networks to techcrunch.com. They also provide RSS feeds broken down into categories as well as follow-by-author. Their news blog also does well in search for several broad tech terms. A search for Apple iPhone yielded a Tech Crunch article on the first page of results, as did searches for "Facebook" and "Pinterest." Terms like these would likely be what Tech Crunch's target audience would search for.
• I think Tech Crunch's social media following alone shows that the news blog is successful, because that's probably fairly indicative of their number of readers. Most of Tech Crunch's readers would be social media savvy, because social media is a large part of what they write about. So I would think their follower numbers that number in the hundreds of thousands and even millions on some networks would translate to similar if not higher numbers of people clicking through to read articles on their site.
• Tech Crunch does have the option to subscribe via email, but it's not mentioned until the footer at the bottom of the site. I think they could have moved this option up beside the social media and RSS buttons at the top right of the homepage.
• Tech Crunch does have advertisers. The first few top banner ads I was served when visiting today were for different smartphones, which seems appropriate for a tech news blog.

Brown-eyed Baker

• Brown-eyed Baker is a recreational blog.
• Blogger Michelle shares her recipes -- mostly delicious sweets, but also snacks/appetizers and comfort food. Michelle says on her About page that she started the blog as a creative outlet for both her writing and baking skills. I'm glad she did, because her recipes are delicious and usually not overly complicated.
• Michelle shares beautiful photos that she takes herself (and she's even provided information on how she does that for those interested in food photography), and often links to other related recipes from within each post. Since she's been blogging for about six years, she also links to whatever recipe she had posted a year ago, two years ago, etc., which exposes readers to recipes that they might not have otherwise seen. And her blog has a fabulous recipe index that breaks her posts down by category.
• Michelle created the brand Brown-eyed Baker for the blog itself. And why not? It's a free way to build your brand, and it provides someone like Michelle a platform to recommend things within her area of expertise -- baking.
• Brown-eyed Baker's social media accounts, which are updated on a regular basis, have accrued a very respectable following. Her Twitter account has more than 25,000 followers, her Facebook page has more than 70,000 likes and her Pinterest account has more than 56,000 followers. I'm sure Brown-eyed Baker gets referrals from each of these networks. Brown-eyed Baker also allows readers to follow the blog via RSS or email; the buttons are right beside the social media buttons at the top right of the homepage and in the footer. Michelle periodically hosts giveaways of items that interest her readers to drive engagement on her site, social channels and even drive email signups. The site also does fairly well in search. While it doesn't land on Page 1 of a Google search for "baking blog," it does appear on the first page for specific searches, such as "brownies" and "cupcakes," which people are more likely to search for that "baking blog" anyway when searching for a particular recipe for one of those desserts. The interior links I mentioned before also would certainly help drive traffic to other recipes and keep readers on the site for all their baking and snack-making needs.

Brown-eyed Baker's posts show up on the first page of Google results for "brownies" (left) and "cupcakes" (right). The links are circled in yellow.

• I would consider Brown-eyed Baker a successful blog. It was started as a creative outlet for the writer/baker and now touches at least tens of thousands of people and attracts advertisers.
• I can't find anything missing on this blog other than perhaps more of Michelle's back story.
• Brown-eyed Baker does have advertisers. Some of the ads are AdChoices ads, which serves you ads based on your browser history (and hopefully, your interests), but there are a few that seem to be more static, such as BizChicks and a Private Selections Kitchen Giveaway. I think she could probably attract more kitchen and baking specific advertisers -- either brands like KitchenAid or stores/sites that carry kitchen things such as Bed Bath & Beyond.

Etsy

• Etsy's blog falls into the categories of both professional and group.
• The purpose of the blog is to bring attention to particular shops and products on Etsy. Etsy is a big place, so it's helpful to have this blog to highlight some of the coolest things listed.
• Is there any other site quite like Etsy? The online marketplace provides a platform for artists and crafty folks to sell their products whether they have a small business or are just making something as a hobby. The blog describes different products -- sometimes in lists based on category -- and occasionally profiles a particular artist who has an Etsy shop.
• The Etsy blog definitely promotes the Etsy brand well. It basically takes a huge and sometimes overwhelming marketplace of homemade and handmade and artsy-craftsy things and makes it more digestible. It says, hey Etsy customer, we know you could get sucked into our site for days, but here are a few of the best or coolest or most unique things we have available from our shop owners right now.
• Etsy's blog is linked in the menus at the top, and "Recent Blog Posts" are also promoted in the main well of the homepage with headlines, excerpts and photos under the "Handpicked Items" section. Etsy maintains social media accounts including Twitter, Facebook and Pinterest, all of which help promote blog posts. Etsy also offers the option to follow the blog via RSS.
• I think Etsy's blog is successful. It is regularly updated with original, high quality content. Almost every blog post has gotten a high level of engagement, with anywhere from 50 comments to 500. So you know that more people than that are reading and, hopefully, finding the content useful. Those comments, in conjunction with their blog analytics, also allow Etsy to better figure out what their audience wants. Tracking engagement and clicks shows the folks behind Etsy's blog to decide what to do more of and what to change going forward.
• Etsy does not have advertisers on their blog, probably because the main purpose of their blog is to promote the sellers on their site. So they would not want to invite other advertisers in to pull potential customers off the site. In a way, each blog post is a paid advertisement, because each seller pays Etsy a percentage of their sales, and Etsy features their best shop owners. I'm not sure exactly how Etsy decides whom to feature in their blog, but high sales from a particular shop would be a good indicator that the shop is selling high quality products that deserve featuring.

12 Most

• 12 Most is a group blog.
• The purpose of this blog is to provide easily consumable lists to inspire professionals and stimulate conversation. They accept guest posts that adhere to their specifications, and they pull bylines for all the different writers using Gravatar.  
• This blog might remind you of Buzzfeed's listicles, but their posts are actually nothing like the GIF-filled ones that, while entertaining, mostly just aid your procrastination process. Instead, 12 Most collects and publishes lists (always of 12, hence the blog name) for professionals. For instance, this post by Katherine Kotaw lists 12 don'ts of personal branding, including failing to adequately apologize when you mess up and bragging about your drinking habits in your Twitter bio. Some lists are also meant to inspire, such as this confidence-boosting one by Becky Gaylord that includes tips like "Tell yourself you can do it" and "Get up and move." While the idea of creating a list for easy consumption is not new, the idea of a group blog for professionals to submit lists limited to 12 items to help or inspire other professionals is quite unique. The group blog allows professionals to share their expertise on topics, which is what blogging is all about!
• This is another blog that doesn't promote a particular product or company, but instead exists for the sake of the blog. 12 Most is an apt name since its lists are limited to 12 items, and "most" is a word with a positive connotation, which is important when you want your brand to elicit words like inspiring and helpful.
• 12 Most has buttons near the top of its page that allow readers to follow them on Twitter, Facebook and Google+, as well as via RSS or email. 12 Most also asks its visitors to display a branded badge on their blogs to drive traffic to the list-based group blog. 12 Most is the first item that displays after a Google search for "12 Most," followed by other lists that include those terms from sites like Huffington Post and the aforementioned Buzzfeed.
• I think this is a successful blog. They have writers regularly submitting high quality content to them. What more could a group blog ask for? 
• 12 Most updates its social media accounts regularly and should add social media widgets to their site to further promote these account, which would then bring visitors back to their site again and again.
• On 12 Most's homepage, there are AdChoice ads in the sidebar and bottom banner positions, and on post pages, there are top and bottom banners and a sidebar ad. 12 Most also directly gives information about how to advertise with them on their site. It seems like some business consulting companies or individuals may be interested in advertising on this particular kind of blog to target the folks who are seeking this kind of advice.

Birchbox

• Birchbox's blog falls under professional, since they are providing content that indirectly promotes their what they're selling, high-end beauty products as well as a monthly subscription service that sends you sample size products so you can try them out without splurging on the full size version first.
• The purpose of the blog is to provide beauty tips and insider information that will ideally lead you to try out Birchbox's beauty products and/or subscription service. 
• Birchbox's blog posts work their products into blog posts that aren't really even about the products on the surface. For example, this post is about how to create the perfect sock bun without using a sock. The headline says this is going to help you with your hair -- not sell you hair products. But, the writer also conveniently throws in the name (and link to the products on birchbox.com!) of the hairspray and brush that the stylist uses.
• The blog reflects the Birchbox brand because it's about what the company is about -- high-end beauty and grooming products. The blog posts tell readers how to use their products in every day life to achieve magazine-worthy looks and results.
• The blog is linked in the "Magazine" flyout menu at the top of birchbox.com and in the footer. Links to specific blog posts are also in the mix of links being shared on their social media accounts with huge followings (Twitter, Facebook, Pinterest, Google+).  
• I would definitely call this one a successful blog. Mashable reports that Birchbox is experiencing healthy growth, especially in ecommerce, at least partially because of their blog. The Mashable article says:

"(Birchbox cofounder Katia) Beauchamp says Birchbox is now attracting buyers who don't even subscribe to its monthly program, but instead discover products through its on-site editorial, which includes a blog and more than 20 how-to videos every month. Those buyers now represent 15% of ecommerce orders, she says." 

Birchbox told Mashable that their priority is to capture first-time buyers of products. This is certainly helped by their blog that informs about products that the ideal reader will have not yet tried.

• They have Twitter and Facebook widgets in the right rail of their blog, but they should also have their social buttons all collected together, even if it's in the footer. On the blog homepage, there is just a link to their Pinterest account (which I missed the first several times because I was looking for the logo), and there is no mention of their Google+ account. Collecting those buttons in one place with the familiar logos, in addition to the widgets they are currently utilizing, might help drive more followers for those accounts. 
• There is no display advertising on this blog, probably because Birchbox doesn't want any competitors placing ads there to take customers away. But, Birchbox does place links to the products on their own site within the body of their blog posts, which in a way, is a subtle form of house advertising.