Opinions wanted: Authority Blog versus Membership Site?

10 replies
Hello everyone.

Quick background: Love to write, year ago decided to get into Kindle books. I wrote one as a test and put it up, no promotion. It sold a few copies a month and I decided to take all my ideas and create a 10 book series and a small author blog. Since then have written most of 6 eBooks and lots of articles, I briefly published a magazine style blog but realized it was not the right direction for me. I currently have about 400 pages of original content on motivation, willpower, higher purpose, developing good habits, career advancement, leadership, etc.

I decided to go back to the drawing board and did more research. I am now looking at two options:
  1. Authority blog. I would cover above topics, build a list, and sell eBooks on Amazon or directly (or both). I like the wordpress Get Noticed Theme from Michael Hyatt.
  2. Membership site: Combine everything into a big course with ebooks and videos, etc. Make a membership site. Possibly use Optimize press or Member Press.

I am working to create a single marketing message for all my content, but basically it is "Stop doing work you don't love - Turn your passions into profit!" showing people how to create a life that is both meaningful and rewarding.

My main questions are which above is better option for this type of content, and is it a strong enough trigger message to get people to buy, or do I need to something sharper focused (bigger "pain" or problem)?

Next, if I do go membership route:
  • What is the best "just getting started" membership platform?
  • Since I don't have a list, should I offer this on clickbank?
  • Should I try to charge one time larger fee or recurring monthly charge for membership access?
  • Lastly, what is best software to create training videos? Something with basic animation and sound. I know I can create powerpoint and make them into videos, but not too familiar with other options. Or should I outsource this?
#authority #blog #membership #site #versus
  • Profile picture of the author kk075
    I've personally always went the authority blog route but at the same time, I'm dying to try a membership site. One of my clients has a similar setup to what you described in a similar niche and they do six month memberships included with the intro course, and then they go to a monthly subscription fee once that six months expires. At the same time though, they're producing epic levels of content and hyping the "next big thing" to get members to re-subscribe...and it works very well for their niche.

    Then again, it only works because they're prolific in delivering new content (courses, video tutorials, etc) so I think it would be hard to do as a one-man show. The profit potential is likely much higher with the membership site though because you don't have to keep working lists...but then you don't have a solid list anyway.

    Honestly, I think your best best is option 3- transform your magazine-style site (if it still exists) into an authority blog. That way you'd keep what you've already built and you wouldn't be starting over from scratch, plus you can sell other offers through your blog besides your books. Heck, you could always upsell the membership site off of the blog lists.....which would require a lot more content but you'll need that either way. 400 is a big number and an awesome start, but that alone will not expand your list over time.

    Just be sure to post all of that content over time so your early subscribers always have something fresh to look at. That will help you from an SEO standpoint as well.
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  • Profile picture of the author ACandi
    Originally Posted by InfiniteMind View Post

    Hello everyone.

    Quick background: Love to write, year ago decided to get into Kindle books. I wrote one as a test and put it up, no promotion. It sold a few copies a month and I decided to take all my ideas and create a 10 book series and a small author blog. Since then have written most of 6 eBooks and lots of articles, I briefly published a magazine style blog but realized it was not the right direction for me. I currently have about 400 pages of original content on motivation, willpower, higher purpose, developing good habits, career advancement, leadership, etc.

    I decided to go back to the drawing board and did more research. I am now looking at two options:
    1. Authority blog. I would cover above topics, build a list, and sell eBooks on Amazon or directly (or both). I like the wordpress Get Noticed Theme from Michael Hyatt.
    2. Membership site: Combine everything into a big course with ebooks and videos, etc. Make a membership site. Possibly use Optimize press or Member Press.

    I am working to create a single marketing message for all my content, but basically it is "Stop doing work you don't love - Turn your passions into profit!" showing people how to create a life that is both meaningful and rewarding.

    My main questions are which above is better option for this type of content, and is it a strong enough trigger message to get people to buy, or do I need to something sharper focused (bigger "pain" or problem)?

    Next, if I do go membership route:
    • What is the best "just getting started" membership platform?
    • Since I don't have a list, should I offer this on clickbank?
    • Should I try to charge one time larger fee or recurring monthly charge for membership access?
    • Lastly, what is best software to create training videos? Something with basic animation and sound. I know I can create powerpoint and make them into videos, but not too familiar with other options. Or should I outsource this?

    Hello

    What you need to do is firstly create about four or five related products using the foundation of your 400 pages of original content.

    You seem to have an overall 'Self Development' range of content that you can turn into a range of products. be they ebooks, videos, kindle etc. So your niche may be that.

    Here's an overall approach:

    1. Create a sales funnel that would look something like the following: Traffic > Opt in page > Free Offer > Low priced front end offer > Up-sell products > Down sells > Recurring income product (a membership program) > High Ticket products (personal coaching / consultancy type services or training in self development)

    2. You can use the 'authority blog' to drive traffic to your opt in page

    3. As can be seen in the sales funnel above you can use the 'membership site' idea as a recurring income product.

    Check this discussion thread for video software ideas. Click Here.

    LB.
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    • Profile picture of the author criniit
      You should be creating both!

      An authority blogs purpose is to do two things:
      1. Establish yourself as a trusted authoity in the eyes of your readers
      2. Provide new subscribers to your funnel

      By providing great content people will see you as an authority and if your Lead Magnet offer is targeted correctly then they will opt-in to your funnel.

      Then your funnel should be setup like this:

      Traffic -> Lead Magnet -> Trip Wire Offer (low price point I have found $7 to be the best converting) -> Core Offer (this can be your membership site!) -> High Priced Upsell (Coaching, webinars, whatever).

      They key to making it work is to "splinter off" pieces of your core offer and turn it into your trip wire, then again splintering off a piece of your trip wire and turning it into your Lead Magnet.

      Doing it this way insures that anyone who enters your funnel will be a highly qualified lead to purchase all the products in your funnel.

      This is a great blog post describing the business model and how to splinter in more detail: Step-by-Step Walkthrough of my Business Model

      As for your questions about what software to use, and how to setup a membership site. Here is an incredible 12,000 word ultimate guide post on exactly how to do that and all the best software/setup recommendations: The Ultimate Guide to Launching a Membership Site!

      Best of luck!
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      • Profile picture of the author James McAllister
        Originally Posted by criniit View Post

        You should be creating both!

        An authority blogs purpose is to do two things:
        1. Establish yourself as a trusted authoity in the eyes of your readers
        2. Provide new subscribers to your funnel

        By providing great content people will see you as an authority and if your Lead Magnet offer is targeted correctly then they will opt-in to your funnel.

        Then your funnel should be setup like this:

        Traffic -> Lead Magnet -> Trip Wire Offer (low price point I have found $7 to be the best converting) -> Core Offer (this can be your membership site!) -> High Priced Upsell (Coaching, webinars, whatever).
        This is exactly how I would do it.

        Use your authority blog to showcase what you have to offer, and put some of your best stuff inside the membership site. Use your blog as a tool to get people onto your list, and to boost the value for people who arrive on your list by other means (such as through a squeeze page.)
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        • Profile picture of the author criniit
          Originally Posted by James McAllister View Post

          This is exactly how I would do it.

          Use your authority blog to showcase what you have to offer, and put some of your best stuff inside the membership site. Use your blog as a tool to get people onto your list, and to boost the value for people who arrive on your list by other means (such as through a squeeze page.)
          Exactly! This is the business model I use in every niche that I am in. Works perfectly provides great value to your customers as well as optimizing your revenue. Win-win for everyone
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          • Profile picture of the author More Than Tips
            Starting with a Membership cold can be a very challenging experience.

            You really want an authority site set up growing your subscribers list then asking them what their challenges are.

            Then creating a membership that directly addresses those challenges.

            Now just imagine what your launch day will be like when you give them exactly what they needed.

            Not only that you can launch with the push of a button to your list that you have pre sold on the memberships and even included an early bird discount just for them? Smoooooooooooth.
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  • Profile picture of the author Steve B
    Originally Posted by InfiniteMind View Post

    I am working to create a single marketing message for all my content, but basically it is "Stop doing work you don't love - Turn your passions into profit!" showing people how to create a life that is both meaningful and rewarding.

    Infinite Mind,

    Are you really in a position to show people how to turn their passions into profit? Have you done it? Can you show people from your own personal experience that you know what it takes because you have been down that road? Or are you just rehashing what you have heard other people say?

    There are so many people here on the WF that are giving money-making advice to others yet they themselves have not yet "walked the walk."

    Now there's certainly nothing wrong with teaching "motivation, willpower, higher purpose, developing good habits, career advancement, leadership, etc. " as you said. My point is, you are embarking on a crusade to have people quit their jobs and chase after a career doing things they love which may or may not bring them any profit whatsoever. Lots of people love to sing. How do you know they can quit their job and replace their income by singing?

    There are specific reasons for choosing between a blog (which you're calling an authority site) and a subscription web site. Usually the reason is because you have original, valuable, proprietary information or products that need to be distributed in a timely manner. Subscribers pay for the opportunity to receive time-sensitive or specific industry content that is not found elsewhere.

    So as you mull the decision on the type of platform you base your business, just be aware that the choice should be driven by both the niche you're in (whether similar information is readily accessible) and the degree to which your product is time-sensitive and customer specific.

    The very best to you,

    Steve
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    • Profile picture of the author InfiniteMind
      Steve,

      Yes I understand what you are saying, but in my writing I have never told people just to quit their jobs. I believe in following your passions and purpose in life in a planned out way. I once went back to college and changed careers nearly 20 years ago to find more fulfilling work, moved up the corporate ladder and I now have a lot of life experience to draw on but am keeping my day job until I can pay the bills with internet marketing. Whether starting your own business, working from home, or just working on your art in your spare time, there are many ways to pursue your life purpose. That is why my writing also focuses on character, discipline, habits, mindfulness, etc, to give people the tools to succeed.
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      Peace...

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  • Profile picture of the author slammer81
    Vote for Authority site.

    Membership site in that niche there is a hard graft, you'll need to build up "Authority" to create a following that you could monitize with your products, you'll need a name built up (think Tony Robbins).
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  • Profile picture of the author Melody
    Why does it have to be 'either/or"? Create your Authority site, and then build your membership/community site around the Auth blog. I've done it many times, and it works very very well, even if you simply build free membership site - your members build a rapport with you and become long term customers for anything you produce. It's the best of both worlds and a free membership site actually takes a lot of the 'pressure' off you to be constantly producing income - but you still build relationships that you can monetize.

    There are a lot of ways to monetize a membership site other than through the monthly or one-off fee

    As to what to use - I love MemberPress - amazing, easy to set up, GREAT support, and works with any WP theme.

    Good luck!

    Mel
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