Podcast

 Ready to increase your productivity, master your mindset and strategise like a marketer?

Then it's time to tune in to Raising Her Game - a podcast that will drive you to rise to the next level in your life and business.

Flori chats with expert food blogger and recipe author, Kylie from Kidgredients about the role blogging should play in your business and how to make the most out of every article you put out into the world.

 

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TUNE IN TO HEAR ABOUT

  • How blogging has changed over the years
  • Why having a deliberate niche for your business... and blog is paramount
  • The rules (or lack-thereof) on blog frequency and length
  • Why quality over quantity is key when it comes to blogging
  • How to achieve cut-through, readership and shareability with your blog
  • How Kylie went about monetising her blog

 

 

ABOUT KYLIE

A food blogger and recipe author, Kylie runs a successful social media and food website called Kidgredients. Whether she’s perfecting healthy fudgy choc-chip brownies or rainbow veggie frittatas, Kylie’s recipes prove healthy, family cooking is easy as child’s play.

Tertiary qualified in humanities, social sciences and information technology, Kylie is a digital rising star winning the National Business Brilliance Awards in 2018 for Best Social Media Success Story. A frequent speaker and food ambassador for Aussie schools, Kylie’s ‘Lunchbox Talks’ present parents and teachers with handy tips on health education, food safety and kids’ nutrition.

Working alongside major food brands and organisations, Kidgredients inspires healthy, delicious eating on a family budget. Her recipe eBooks and food guides encourage parents to spend less time in the kitchen with easy-to-follow meal plans and simple, quick recipes.

Famous for her popular lunchbox recipes, Kylie transforms fruits and veggies into kid-friendly treats to be packed and enjoyed in little (and big) lunchboxes alike.

 

Kylie-Blogger-Kidgredients

 

CONNECT WITH KYLIE

Website: https://kidgredients.com.au/
Facebook: @kidgredients
Instagram: @kidgredients

 

TRANSCRIPT

Flori Pyke: [00:00:52] Welcome to Episode 47 of the Raising Her Game Podcast. Hello. Hello. You've got myself Flori with you today and I'm pretty keen to understand who's ready to learn about all the things blogging because I know that I am and on that note I am super excited today to connect with a former student and legendary kid food blogger. Do you like how I said legendary? But it's seriously true. We're just talking about this. Kylie from Kidgredients. So welcome Kylie.

Kylie Archer: [00:01:24] Hi. I'm excited to be here.

Flori Pyke: [00:01:27] I know. I'm so excited to have you here. We're just saying I think it's been like years since we crossed paths. I remember you were originally I think like a bit of an ambassador for us, weren't you? When we first started.

Kylie Archer[00:01:42] That's right. I did one of your courses. And it was fantastic and I had it in my sidebar of my blog back when sidebar ads were a thing.Yeah.

Flori Pyke[00:01:51] I really remember that. So that was almost rewind four years ago which is crazy. And wow have you ever like trailblazed since then. I mean well I remember you. You kind of hit the ground running right from the outset. I remember you were one to watch. But now looking at how far you've come four years on almost it's pretty phenomenal. Yeah I'm super impressed.

Kylie Archer: [00:02:16] I think it really comes down to the fact that people just have to eat so you can have a blog about other stuff. But at the end of the day you want people to see your blog you need to be feeding them what they want and they need to cook dinner every night apparently.

Flori Pyke: [00:02:31] Yeah. I mean you have a point but I'm sure you're doing a few things right as well. [Kylie laughs and says "hopefully"] Well I'm certainly keen to pick your brains about all the things that you are doing to really drive this forward because I know blogging is a big thing for you. And on that note, before we gonna kick off, I thought I'd just give a bit of an intro around you. So, you're a food blogger, a recipe author, got a successful social media and food website called Kidgredients. I have to say I vouch, I'm putting my hand up here if you're watching our YouTube channel, that your recipes are amazing. I remember back in the day, so this is exactly almost four years ago remember when we first crossed paths I had baby and a one year old and you know when you're just home all the time it was like OK what are we going to do now. So there was lots of baking happening and I remember trying a recipe of yours. I think it was like something like brownies or cookies. It was something sweet anyway and they were unbelievable. So I can vouch for the amazing-ness of the recipes. You've even won some awards. You've done some speaking. You're a food ambassador. Oh my God the accolades. Seriously. So, but tell us a little bit in particular around kind of what makes you different like what is kind of your point of difference with the recipes that you put out?

Kylie Archer: [00:03:55] Yes. So I think my recipes are all... I'm not a chef. I'm not trained in nutrition or anything and my recipes are simple. They're things that you can make. So, the thing that I find really tricky is when you go and you search for a recipe for something and it's got 55,000 ingredients. [Flori agrees] Fifty four thousand of which you don't have. And then got all these steps that you're supposed to do while you kids are doing homework, your dogs barking in the lounge room and everything else and I like to just keep it all really simple. If something's unnecessary in a recipe why have it in there. If browning something doesn't make a difference to the final product and I'll test to see if it does then why brown it. That's an extra 15 minutes I'm standing at the stove. [Flori agrees] Exactly, we don't have. We definitely don’t have.

Flori Pyke:  [00:04:45] No, like screw the browning. I'm yeah I'm so with you. Yeah I mean I remember one time someone gave me like a Master Chef cookbook and in principle I was so excited I was like oh wow this is amazing. I'm going to come up with the most sensational meals and then I remember opening the book and cracking into a recipe and it was exactly fifty five thousand ingredients that I didn't have with fifty five thousand steps that I couldn't be bothered to take. So, amen to making, cooking lunchboxes, cooking meals, baking, making a whole lot easier on ourselves.

Kylie Archer: [00:05:20] Exactly. It's all about whatever you can get done in that short amount of time you've got. Whack it in the freezer because we don't want to cook every night and pull it out like look kids, mummy cooked a fantastic meal. [both laugh]

Flori Pyke: [00:05:32] I love it. I so love it and it so resonates with me and I'm sure all of our listeners who exactly have about five minutes to do everything in the day because juggling everything. Now, Kylie tell me obviously you know we talked a bit about how quickly and how much you've grown. I'd love to learn, just generally speaking I guess like what are some of the biggest attributes that you put your success down to. What's driven your business to grow as quickly as it has?

 

Kylie-Kidgredients-Headshot

 

Kylie Archer: [00:06:00] Yes so a couple of years back I started doing video right when video was at its initial phase on Facebook and people were sort of grabbing that and taking it and doing that video really helped to push my follower number a lot higher. And it was during that time period when everyone was like oh wow a video let's share it. That worked really well for me because that resulted obviously in more traffic to my website which resulted in me being seen more and that sort of thing. So the video has really made a difference but I think the main thing to me has been improving my photography. Like if you go back and look at some of the photos that I used to take and some of them are still in the blog. If you saw those you'd just think I don't want to cook that. So I put a lot of effort into improving my photography and getting it to a standard where I look at it and go oh wow I'd want to eat that and where people I work with also go oh that was a great photo. So that everyone's happy because the better something looks the more likely people are to be interested in it. It's all about what you can catch in that three seconds of scrolling that people are doing on they're phone.

Flori Pyke: [00:07:05] Oh my gosh this is just like music to my ears because I literally interviewed Leah Ladson from Leah Ladson Photography last week and we talked exactly about this photography because it's her jam and she literally said the exact same thing as you. You got three seconds. You got to put your best foot forward. You know we talked about the pictures tell a thousand words it's like what people look at first. And that messaging just coming through again on being such a key driver for you in your growth is just so resonating with exactly that episode. I really agree with you. Yeah.

 

IT'S ALL ABOUT SHAREABLE CONTENT

Kylie Archer: [00:07:37] It's all about shareable content. As a person, I'm not going to share something unless it makes me look good because realistically like we're not sharing something terrible on social media. We're sharing things that make us look better as a person or something that's going to help my friends or something that I find funny. So if you can hit one of those three sweet spots, people will share your content. With Facebook being generous in that ability that you can then invite people who have liked that post if you're under a hundred thousand followers then you could have just grab that. You've got to take that. You've got to do what you can to make people click that Like button. Because they are people who can then be invited to like you for future and that’s your future audience.

Flori Pyke: [00:08:19] Yeah I know. I love it. I love that you make that point because I feel like a lot of people don't know that actually where you know how when you're checking your notifications on the app often it says like so-and-so you know liked your page but doesn't follow you. I don't know the exact language but you can then click on that notification and invite them to like the page.

Kylie Archer: [00:08:39] Exactly. And it's like why wouldn't you? It's a free thing Facebook giving something away. My gosh you just got to grab it.

Flori Pyke: [00:08:47] I know. Let me just fall off my chair there. I love you Facebook. But it is. It's very true what you just said. Now, another thing obviously like I think and correct me if I'm wrong but I see that you have done a lot of blogging over the course of your business. And you know this is something that I would love to touch on more in today's episode because blogging has changed a lot I feel. [Kylie agrees] And I'd love to kind of gauge your views on the impact that it's had for you and the impact that it has for you today. So, in the scheme of things you've mentioned that video has really helped because you were doing this early on in the piece where a lot of people weren't doing video necessarily and yet you kind of tapped on that. You were a bit of an innovator in that respect and then you said you know photography has been a big driver for you as well. Where would you put blogging on kind of that list of key drivers that have grown your business? Because I see that you blog a lot. And I'd love to learn more.

Kylie Archer: [00:09:53] Yeah. So, my main business is the blog. My books and things and that they are sold as a side business to my blog effectively. They are part and parcel. But my free content that I give to my readers is the majority of my business. And in that way it means that I am trying constantly to give them new content that keeps it fresh, that keeps things happening. I try to blog three times a week.

 

HOW OFTEN SHOULD YOU BLOG

Flori Pyke: [00:10:18] OK hold on. Let's talk about that frequency of blogging.

Kylie Archer: [00:10:24] It doesn't need to be three times a week.

Flori Pyke: [00:10:27] OK. I know what you're saying but I've heard so many contrary articles, heard so many contrary views on this like today, to get the cut through that you need with a successful blog, how many times at minimum should you be blogging?

Kylie Archer: [00:10:46] Google is more concerned about the quality of your content. If realistically you're putting out three shoddy pieces of content a week. That's not as good as one awesome piece of content. So, if you put a piece of content out there that's hitting keywords that people are searching for but not those really high value ones, if you're going like the long tail keywords and you're hitting things that people are interested in right now like it's really important to stay on top of like Google trends and things like that. But it also depends where your audience is coming from. Like I rely on Facebook. A lot of people do. I rely on Facebook for page views but I also rely on Pinterest. So, I have to be really mindful of the fact that yeah we're coming into winter in Australia. But the majority of the audience who will keep my site from Pinterest are from the northern hemisphere. So, I am constantly repinning those things rather than writing things for them at this time of year which doesn't work. I'm repinning those things which it means they will see which are perfect for their seasonal time. I think it depends on quality. The more quality you've got is better than quantity.

Flori Pyke: [00:11:57] And talk to me exactly about quality. So, with respect to quality I mean is that aside from obviously you know something that is obviously of interest and resonates with your audience, when you talk about quality is there anything to be conscious of there in hitting a certain keyword like how do you I guess measure quality or how does Google measure quality from your experience in this respect?

Kylie Archer: [00:12:23] I think part of part of the reason people blog is to build up an expertise in an area. So, for example you want to make sure that within a blog post you're linking to other blog posts that are on your site that are the same sort of content. So, for example if I'm doing a review of a lunchbox today, I want to pop into that review, you should also check out my review of this lunchbox or did you know that these Crunch and Sip! containers were rated the best by me last year. So, it's building up that authority within your site and also linking to other sites which have higher authority and which have relevant links like that's the key thing: relevancy. I want to make sure if I'm talking about lunchboxes, I'm not linking to someone's website where they're talking about the top five toys for Christmas this year.It just doesn't help.

Flori Pyke: [00:13:13] Yeah no I get that. OK. And whilst we're on the subject of quality, do you have any thoughts on is there kind of a number around word count when it comes to the ideal blog length?

 

BLOGGING IS QUALITY OVER QUANTITY

Kylie Archer: [00:13:26] Yep. So one of my key income generators is ads on my site. So, I have ads for a company called Media Vine. And that means that they are inserting ads in my content which means I try to break into shorter paragraphs so I'll have say eight or nine short paragraphs rather than one long big blurb and I think it's something that people can learn to do as well even if you're not running ads but to break up that content because on your mobile phone you don't really, you can't, I don't know. Me, I can't read long content you know, paragraph after paragraph on my phone. It just doesn't work.

Flori Pyke: [00:14:03] We don't have time and also like this was exactly what I was talking about with Leah on last week's episode was like we've trained ourselves basically to not read in many respects. So, when we do read we just want to get a little piece of gold and out we go. So, I agree with you.

Kylie Archer: [00:14:21] Exactly. So, with word length supposedly like you've got to hit a minimum of 300 words apparently. But I mean some of my posts that do extraordinarily well are around the 250 word mark so they're much less than what they need to be. But then by the other end of the line I've got a post that has over 100 links in it. So, it has a hundred links to recipes on my site so it's all inter-links on my site. And that post is about fifteen hundred words and it also does really, really well. So, it's not just how many words you have on the page. Every one of those words that you're putting on that page needs to have a purpose. And it needs to be either helping someone, inspiring someone you know, giving them something that they would share really. That's what you should be aiming for.

Flori Pyke: [00:15:10] OK cool. And when can you share with us just some insights around exactly like when you do link to other articles of yours on your blog, what does this do for you from an SEO standpoint?

Kylie Archer: [00:15:24] OK. So that's building up your authority within your page within your blog and it's showing that you know you have other information that is important. So, when Google looks at your site and sees that it's got links running around inside to important content, it shows that you know a lot about that subject. And the more you know about a subject the more Google goes let's go. [Flori agrees] That's what we want. We want to move up those ranks, right? I mean it's gonna be hard. If I've got a pavlova recipe. I can't compete with Taste. Taste is always gonna be the top rank. Unless there's something unusual about my pavlova you know unless it's something that people only find on my site. In which case, but then are they going to be searching for it. So, it's a really fine line between can I make it strange enough that people will only find it for me or do I need to keep it something people are searching for?

Flori Pyke[00:16:21] Yep yep. OK I understand. And how do you find the non-pavlovas? [laughs]

Kylie Archer: [00:16:30] It's hard. It's really hard. Like sometimes so for example I've got mini pavlovas on my website, they rank really well. My Pavlova recipe doesn't rank well but you know sometimes it's a simple thing of like I've got broccoli and cheese mini muffins. There's a broccoli and cheese muffin if you search for that ranked higher than mine. But mine comes up second because it's got the word mini in the title. It's just slightly different but you know its similar content and it ranks really well.

Flori Pyke: [00:16:58] OK. Awesome. So, in terms of understanding what is working and what's not working, I mean it sounds like you must do a fair bit of research on keywords like you know how for instance when you talked about the muffin example, right? How did you come to define that mini muffins was the way to go?

Kylie Archer: [00:17:21] I always have a look at something I'm doing, and I check out how it's going on the web, on the trends and things like that. And one of the key things for me because I'm food, right, it's like what's in season. I can't cook things that aren't in season because my readers won't go and buy those things and then make the recipe. So, it's different when it comes to recipe blogging because there's so many ways that your rankings are boosted by having video in the post. When you go and look in Google Search Console for your information about your post to see how it's doing, having video in the post is a key thing. Having you know those alt tags which actually represent what you're talking about. So it used to be an old SEO thing where I'm just gonna pack all these alt tags with keywords. But that won't work for you. You need to say what's actually in there because Google is being more authentic about that and it's saying that it wants to say there’s a mini muffin on a plate.So that's working out those sorts of things and seeing how much traffic you can get to that post. It also depends on your sort of social credit for it. So, the more credibility it's got socially, the better things will do in Google as well. So, the more Pinterest credibility and Facebook credibility and you can see that through a social sharing plugin on your website.

Flori Pyke[00:18:34] OK cool. Now you've talked about Pinterest a couple of times, so I'd love to pick your brains on this. I mean my take on Pinterest and it may have changed but my view on it and I think you did actually hit on this yourself, it's quite a North American dominated platform socially, right? [Kylie agrees] So I think unless you're kind of targeting North America it's difficult to get local traction on Pinterest as my understanding. Would you agree with that?

Kylie Archer: [00:19:02] I do, and I don't because my audience on Pinterest is 75 percent Australian. So, they are the same people who've seen my lunchbox review and then they go to a recipe or they pin something and they come back to it later. So, it kind of depends on what you're actually targeting. You know lunchbox recipes; North America is not that interested in that. Well those lucky kids get to go to school and get fed. Well those lucky parents, their kids go to school and get fed. Whereas for us it's a really big thing. And in the UK, it's a big thing. And you see that's where it becomes a distinction between what your goal with your blog is. My goal is obviously, I have advertising on there and I'm paid for those ads. It's passive income I don't really have to do anything for it to happen which means that Pinterest traffic is ideal for me. If you've got a physical product that you're selling that you need to ship to wherever in the world you might not want an audience that is just coming, looking, and going. Whereas actually that's what I need. It's my bread and butter.

Flori Pyke: [00:20:05] Yeah I think it also comes down exactly you said it "audience" and what they want. And getting to really understand your audience and how they behave across different demographics as well, right? [Kylie agrees] And what those different avatars look like. So with Pinterest, though, sorry just to go back to this. I mean whenever someone puts an image on their blog, should that image be pinnable. I mean does that help a lot from an SEO standpoint?

Kylie Archer: [00:20:31] So Pinterest is basically used like a search engine. I go in there if I'm looking for, for example I was looking for information about dog snacks the other day to keep my dogs entertained when I'm doing a podcast. [Flori laughs] So you know, I'm looking for that and I'm searching and I just search dog snacks. Now for me, the best thing about Pinterest is that you've got that 600 by 900 space to do an image. You can put words on that image and you can write, you can craft your own description for that and use hashtags which means that it's highly searchable. If you went into Pinterest right now and you search hashtag Kidgredients, you would come up with a whole stack of my pins and no one else is using my hashtag for that but it means that if someone searches in Pinterest the Kidgredients they get a whole stack of my recipes. So the good thing about Pinterest is that you can actually control really strictly what is shared from your site because you can disable pinning for certain images with a plugin. So I've got Social Pug on my website and you can actually disable pinning for all of the bits and pieces except for the one image that you want and I can actually hide that in my post. So if you go to Kidgredients and look at a recipe, you won't see that pinnable image because it's big and ugly. It doesn't fit my other images but it has all the information that someone needs. And it's also they've got rich pins. So rich pin means it's got basically all the ingredients on Pinterest ready to go. You click through and you get the recipe information on the website.

Flori Pyke: [00:22:00] Right. OK. OK. Awesome. Great insights there. Thank you. Now I would love to learn just more generally from you, kind of your views on you know blogging in general I guess because I feel like you know when you and I originally connected rewind almost four years ago like we said, blogging was a totally different game, right? [Kylie agrees] What are your views around what blogging is today? Because I almost feel like the sparkle around blogging has faded a little when it comes to digital marketing.

 

WHAT IS BLOGGING IN 2019

Kylie Archer: [00:22:30] I agree. I think it's changed a lot. So, blogging has become less of a space in which to blurb about your personal life which is how it used to be and that's become a lot more, I guess it's a lot more paid work in blogging for people like me who are blogging. But I think where it's important for businesses is it's giving that information that you can't necessarily put in a FAQ.I can't necessarily explain the whole background of how my product came about on my About Me page but I could for example talk about you know the fact that I love ethical kids fashion and therefore I started making these myself because I wanted to have an outlet for it and I knew people wanted it. And you can put that in a blog post, but it won't necessarily fit in an About Me page. And I think for businesses, it kind of helps to build up authority. [Flori agrees] And it allows you to go outside your scope. So, if you are you know, you're making lunchboxes, awesome. Well done. Love the people who make them. But if you're making lunchboxes then you can have lunchbox ideas on your blog and that helps you know, it helps your visibility and it's also something you've got them that you can share which is I always find that the marketing message that is less in your face is a message that does better. [Flori agrees] So, rather than being on your page and going, look here's my lunchbox, here's my lunchbox, here's my lunchbox, you've got a blog post you can show people ten quick ways to get out the house in the morning with lunchboxes done, right? It's still your lunchbox that's going to be in those photos. It's still your lunchbox that’s going to be talked about in it but it's got like that sort of more subliminal marketing message. If it's coming from your page about your product, people know it's still advertising but it's less hideously in your face.

Flori Pyke: [00:24:14] Yep. Yep. OK. So, like just to elaborate on that. So, you see it as an opportunity to build authority and maybe expand on certain elements of your offerings and yourself even different stories but perhaps and also to offer content which I agree is fantastic for nurturing, creating that relationship, establishing that trust with your prospects. So perhaps you know, because one thing I see done quite a bit from a digital marketing standpoint is very strategic articles that are then used as vehicles with paid traffic. So basically you know you'll see a paid traffic ad on Facebook driving to a blog article and on the blog article that will then drive to a certain product that the blog article you know kind of touches on. So then in that respect like if you're going to blog, do you think that it should have unless you're in it to monetise the blog like you are which is a different thing I think to the average product seller like do you look at it from a strategic standpoint? Because I feel like it's really hard to get cut through.

Kylie Archer: [00:25:18] Yes. You need to look at it from a really strategic standpoint. But you need to think about "will people share this content?" That's your goal, right? Because I mean I've done lots of different campaigns for people and one of the things that frustrates me no end,is the person who wants their product sitting in the middle of something and all they can focus on is their product. If you can for example, just say you're making a I don't know, you make your pencil case. And you've got the world's best pencil case. I don't want to see a video about your pencil case. I'm not going to share about your pencil case. I'm not going to share an article about your pencil case. I will share an article about the top 10 things your kid needs in a pencil case for back to school. So, you've got to think outside of what your product is and think about how you can make it either useful to people so they'll share it, make them feel good about themselves or make it something that inspires them. So, it's got to be one of those three things. I think it can also be funny. That's the other one. [Flori agrees] If you are selling that pencil case and you do what most kids pencil case looks like on the first day of school and it's got all the neatly labelled pencils in there, the ruler, the glue stick. Everything all neat and everything and then you do what my kid's pencil case looks like on the last day of school and you're shaking it out and there's like those stubby little pencils and glue stuck to everything and there's pencil shavings and everything else. And it's funny people will share that too. So, you've got to think about even with a blog post you've got to think about the ways that you can make content that people want to share.

 

MONETISING A BLOG

Flori Pyke: [00:26:56] Yep yep. OK. No. I love that. And obviously for you, this is your jam monetising your blog that’s ultimately, if I understand correctly, I mean that's really what we're here for. [Kylie agrees] So how like today because we've talked about you know blogging has probably become more challenging to achieve that cut through today than it was four years ago, is this still an opportunity? If there was a business that was starting out today and wanted to create a blog and monetise it, like is it still something that's you know doable to some degree or is it like quite challenging?

Kylie Archer: [00:27:33] Yeah, I think it's definitely doable. You've just gotta make sure your content is something people want to read. And you've got to make sure I mean I could do a food blog, right? I could do a food blog with amazing desserts and roast dinners and everything like that. Is there a small enough niche? Is there a group of people I'm going to hit? Or is that just something that everyone else is doing anyway and therefore I'm just going to get lost in the sea? I'm going to get lost with that. So, for me, the whole thing about doing kids' food and let's be honest it's not all kids’ food. A lot of the things that I do, families eat. People eat. I've got friends without kids that eat. So, the thing is it's about finding a niche that is going to make you, that you can be an authority in. [Flori agrees] regardless of what it is.

Flori Pyke: [00:28:19] Totally. It's music to my ears because I mean that's one thing we preach so much over here is exactly like you know it's so fundamental to find that niche because every day you got more and more competitors creeping into you, your industry, your space. You need to really be able to you know put a flag in the ground. Stick that flag in the ground and say this is me. This is what I do and carve out that specific area of expertise around what you do, be it it's your offering or the audience that you target or both. I completely agree with what you're saying.

Kylie Archer: [00:28:51] And it's just so important like if you're blogging for your business to try and give your customers more value, you've got to remember that you do actually have to give them more value. [Flori agrees] It can't be that every second line of your blog post is directing them to another product and things like that because I've read blog posts like that and I just got no guys please. But you know it's about getting your message across but doing it in a way that the people are getting something to take away as well.

Flori Pyke: [00:29:19] And for you, from your personal standpoint I mean how long did it take you to be able to monetise your blog? Is there a certain number of articles that you need? Is there a certain number of like in terms of website traffic that you need to hit? How does that work?

Kylie Archer: [00:29:33] So with Media Vine, I think you need like 30,000 sessions a month to be able to monetise through that method now. So, I qualified for that two years ago in January two maybe three. I don't know. I can't remember. So, I qualified for that a couple of years back. And that's made a big difference. But the other way to monetise obviously is creating content to other people. So, for me like those other people are brands that sell food, brands lunchboxes, all that sort of thing. They're always keen for their products to be advertised to my audience because mums they're buying it. They're the ones who walk the aisles at the supermarket. They're the ones to cook for dinner. They're the ones who frantically trying to find a snack at 9:00 so their kid who's suddenly going on an excursion. They are those people, so my audience is highly valuable to people who need to advertise a product.

Flori Pyke: [00:30:27] Yep yep. OK. Awesome. And I mean we talked about frequency of blogging to some degree. I know you said you do three, I believe you said three articles which is pretty impressive a week. But you know for the average, like you know we talked about for the average business who's not looking necessarily to monetise their blog but is looking to write a few articles more from a strategic standpoint you know, is there a certain frequency that those businesses should look to blog with? Or is it just like got a few strategic pieces up there and you know Bob's your uncle or what do you see?

Kylie Archer: [00:31:02] I think to me like to keep your audience entertained if you're sending out a newsletter every two weeks, do a blog post before you send out that newsletter. Include the blog post in the newsletter. You've got to work out what works for you. What works for me is the three times a week because I tend to have a sponsored article a week, a recipe article a week and a I try to do a lunchbox and a dinner recipe each week. So that kind of three works out to me. But what I think you need to be really careful of is that you're not just putting out information for information's sake. [Flori agrees] OK. You're not writing a blog post because you just need to write a blog post because your readers recognise that. You feel that. Just like when someone checks in with you and says how you going but they don't really want to know, right? So, you want to make sure that if you're telling people something, it's something that's going to actually have an impact on them.

Flori Pyke: [00:31:56] Yeah. Yeah. OK. And for you, going back to you know I know that you said you qualified about two years ago with a 30,000 website views or sessions sorry per month. To get to that point, I mean how many blog articles have you written?

Kylie Archer: [00:32:13] It's not even reflective really of how many blog articles I've written. I think it's more reflective of the social, like I had a lot of social traffic to my blog, Facebook and Instagram and Pinterest. And that was what got me those sessions. I'm now sitting in around two hundred thousand a month.

Flori Pyke[00:32:30] Holy moly. That is amazing. And so, but it took you I guess what I'm trying to say here is my guess is and correct me if I'm wrong, it took you what two years almost to get to those 30,000 sessions. [Kylie agrees] It would have taken you a lot of grunt work, like a lot of article writing and kind of figuring it all out. So, it is a bit of work to get it up and running but then it sounds like you know once you've cracked it then you know off you go, right?

Kylie Archer: [00:32:58] And that's also if you're creating evergreen content which could be re-shared on your social channels, you've got to remember like the people who are looking at my blog in 2014, they're probably not the same people now, right? So, what you've got then is content that you can re-share for so many years to come. It's like an investment. It's like you know you're building a house rather than putting up a tent and you've just got to be really mindful that you know your ability to do that will change as well. You will become better at it. So, for me now, one of my articles each week is going back and redoing an old one. [Flori agrees] Re-shooting the photos, right? Because the photos are manky and horrible and nobody wants to eat that stuff. The recipe's still good but people aren't going to see it on Pinterest. They're going see and go eeww what is that slime. So, I mean you've got to remember that it's a process and you build it and you grow during that time as well. And that growth is what allows you to then you can go back in a couple of years’ time and go yeah that article I wrote about you know where to buy your kids the best shoes is great but it needs new photos and that shop's gone. I’ll change it to this and that sort of thing.

Flori Pyke: [00:34:07] Yeah. Keep it fresh and repurpose what you have which I love because exactly you've spent all this time and energy putting your thoughts you know like pen to paper quote unquote. And you know how can you leverage that? How can you repurpose that without reinventing the wheel. So yeah, I love that it really speaks to the whole 80 20 rule. Now just a final question for you. Can you share with us just what your thoughts are on guest blogging and the impact of it and should every business guest blog? How often should you guest blog? I'd love to kind of get your insights on this.

Kylie Archer[00:34:42] Yeah. I think it depends on what your goal is with the guest blog. If you're adding value to the other audience then definitely go for it or if they're adding value to you by guest blogging on your site, then definitely go with it. But guest blogging for guest blogging’s sake doesn't work. Like if you're just trying to do it for SEO and back links, it's not that great, right. Because that content also needs to be quality. And so, Google's looking at that going why is this food blogger guest blogging over on this fashion site? It makes no sense, right? So as the algorithms change and become more intelligent they're flagging things like that. So, you've got to be careful that it's a good genuine quality piece of information. And you've also got to be so careful that you don't have the same content on multiple sites, right? So, if you're writing you've got a new lunchbox blog, and you're writing on four different mum blog sites, it's got to be different content. Otherwise you've got to have canonical links going on all that sort of thing. But the reality of it is if you're willing to guest blog for someone, it's got to be fresh new content that their readers are going to get excited by.

Flori Pyke: [00:35:49] Yeah. And there needs to be, I mean you touched on it exactly like that audience alignment. So exactly like you need to ensure that the messaging is going to resonate with that business but also importantly that businesses' audience, right? And that you're not just doing it for the sake of it. [Kylie agrees] OK. Cool. That's awesome. OK well. Wow. Thank you so much. I feel like I've hammered you with questions. [both laugh] So sorry about that but I have so many questions because yeah I feel like you know blogging is certainly not something that I personally have a great deal of knowledge around and I think that also it's something that has you know like all digital elements has changed so significantly over the course of time so it's really interesting to get your personal feedback and gauge on this you know being a successful blogger yourself who has managed to kind of crack the code because it isn't easy to monetise a blog. It's not easy at all. So, kudos to you and I really appreciate all these insights. Now, in terms of where our audience can find you and learn more about you so that we're not spending you know all the time in the kitchen with the 50,000 ingredients, tell us where can we find you on socials, your website links, etc please.

Kylie Archer: [00:37:09] Yes. Sure. So, on Facebook, I'm Kidgredients. Just search for that and you'll find me with a logo with a spatula and a whisk. [Flori says I love your logo by the way] I love it too. My designer was awesome. And Instagram same thing Kidgredients and the blog is kidgredients.com.au. Really easy.

Flori Pyke: [00:37:27] Yeah. I love it. OK. Now for our listeners, for the show notes, don't forget to pop over to our site at theelevatory.com/podcast. And Kylie I'm putting you on the spot, parting thought for today. So basically, we always get our guests, well I do to put you on the spot to share you know whether it's a quote about what we've discussed or business in general or a book that you know you've really enjoyed but something to kind of leave our audience with as a bit of a parting thought after our chat today would be awesome if you have any insights.

Kylie Archer: [00:38:04] Yeah I'd think at the end of the day quality whether it's in the ingredients you buy, whether it's in the content you write, whether it's the photos you take, whatever it is, just look for quality and the more quality you put into something, the more you will get back out of it.

Flori Pyke: [00:38:19] Yeah. I love that. Ok awesome Well thank you so much Kylie. And to our listeners, ladies, remember, be brave in your business. 

 

HOW TO CONNECT WITH ANNA AND FLORI

Business School: www.theelevatory.com

Phone: 1300 634 230

Instagram: @theelevatory

Facebook: @theelevatory

Twitter: @TheElevatory

 

HOW DID WE DO?

We're incredibly excited to be able to share our business insights via the Raising Her Game Podcast. We aim to provide you the very best content each week to help you elevate your business game so you can take your life and business to the next level. We'll tackle the topics that will get you increasing your productivity, mastering your mindset and strategising like a marketer. If you're enjoying the show, you can help spread the love and pay it forward by leaving a review . It will make it easier for other female entrepreneurs in business like you, to find us and kick their own goals.

 

 

 

 

 

 

WHO ARE ANNA & FLORI

Based in Sydney but servicing clients worldwide, The Elevatory is an education hub for Women in Business. Founded by Anna and Flori in Sydney in 2016. The Elevatory’s mission is clear - to deliver Women all the coaching, training & resources they need to ensure RESULTS in their small business.

The Elevatory Mastermind was later founded in 2018 in response to students who were progressing quickly through their signature coaching program, delivering advanced training to help them scale and break through the boundaries of those next income levels.

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