How We Grew Our Men's Blog To $4.8M/Year Despite Major SEO Changes [Update]
This is a follow up story for Man of Many. If you're interested in reading how they got started, published about 1 year ago, check it out here.
Since we last spoke with Stater Story, we’ve been incredibly active, navigating a dynamic landscape and growing stronger despite some significant challenges. Here’s a detailed update on what we’ve been up to and how Man of Many has continued to thrive.
If you want to keep up with updates, you can check out our advertising portal at https://advertise.manofmany.com/ and our new corporate site.
Man of Many Overview
Man of Many (MoM) has solidified its position as Australia’s largest men’s lifestyle media brand and the country’s first 100% Carbon-Neutral digital publisher. With over 2 million monthly readers and 800,000 social followers, we generate more than 15 million monthly social impressions, particularly among the 25-44 age group. Over a decade, what began as a part-time hobby has evolved into a market-leading multi-channel powerhouse.
Navigating Google’s Updates
The recent Google Helpful Content Update and Core Algorithm updates have presented challenges, notably impacting our search rankings and traffic patterns. Initially, we experienced a dip in organic search traffic, but we’ve since rebounded by refining our content strategy and enhancing the value we offer our readers. This experience has been a catalyst for us to focus even more on quality, doubling down on producing engaging, informative, and authentic content. You can read more about this journey in our LinkedIn article: Navigating AI and the Search Revolution.
Strengthening Audience Engagement
To deepen our connection with readers, we’ve launched several new initiatives:
Digital Covers Initiative and Themed Digital Editions: Spearheaded by our Editor-in-Chief, Nick Hall, this project features prominent personalities and explores quarterly themes through captivating visual and written content. Our themed Digital Editions, beginning with "REINVENTION" featuring Oscar Piastri, have marked a pivotal moment in content innovation. Explore our latest edition here: https://manofmany.com/lifestyle/creation-issue.
Exclusive Events and Giveaways: Our events, such as Sydney Whisky Month, have grown significantly. Expanding from a week to a month, this event attracted over 5,000 attendees and boosted our subscriber base by 12%.
Enhanced User Experience: Our upcoming website redesign will offer a sleeker, more user-friendly interface with new features to further enhance the reading experience.
These efforts, coupled with the growth of our social media channels (increased by 57.2%) and email newsletter (now with over 150,000 subscribers and a 45% open rate), have significantly expanded our digital footprint and deepened audience engagement. Subscribe to our newsletter here: https://mailchi.mp/manofmany/sign-up.
Diversifying Traffic and Revenue Sources
We’ve recognised the importance of not relying solely on Google for traffic, leading us to diversify our sources. Our social media traffic increased by 40% year-over-year, while direct traffic saw a 22% rise. Additionally, our strategic decision to restructure the sales team has been a game-changer, leading to an impressive 86% surge in Q3 revenue compared to the previous period. Our current run rate stands at approximately $400,000 per month, translating to $4.8 million per annum. This success carried into the first half of 2024, where we saw our revenue increase by 12.8% compared to the prior year, underscoring our resilience and adaptability in a shifting market.
We’ve bolstered our financial standing through affiliate sales, production and events, and commercial distribution agreements with tech giants like Microsoft, Apple, and Google. These partnerships have extended our digital presence and further solidified our position in the industry.
Leveraging First-Party Data and AI Integration
As the industry shifts towards first-party data, we’ve implemented strategies to collect and utilise audience data effectively, enhancing our content personalisation and targeted advertising. You can read more about this in our LinkedIn newsletter: MoM’s the Word.
We’ve also integrated AI to enhance user engagement, improve our user experience, and streamline operational efficiency, all while maintaining our commitment to ethical journalism. For further insights, check out our LinkedIn article: From Clicks to Community.
Celebrating Achievements
Our efforts haven’t gone unnoticed. We’ve received several accolades, including the 2024 MediaWeek Next of the Best Award for Publishing, Best Media Platform at the B&T Awards 2023, and multiple awards at the Mumbrella Publish Awards 2023. These recognitions underscore our commitment to excellence and innovation in the digital media space.
Other Key FY23/24 Highlights
Market Leadership in Events: Industry-leading events like the Argyle Film Premiere and Sydney Whisky Month have demonstrated our capability to deliver comprehensive event offerings.
Original Social Media Video Series: The launch of 'Monday Munchies' and 'MoM Talks' has revolutionised our social media engagement, creating new ways to connect with our audience.
Advancements in Advertising Solutions: Our forward-thinking approach includes advanced programmatic offerings and high-impact creative solutions, setting us apart in the marketplace.
Strategic Audience Research: Our commitment to audience research has delivered market-leading insights, shaping our content and marketing strategies.
Consumer Engagement: We’ve enhanced audience engagement through a multi-channel strategy, delivering diversified content. Personalised editor’s letters and digital covers have resonated deeply with our core audience of primarily men aged 25-44, with a growing female readership (now 40%).
Commitment to Community and Sustainability
On a broader scale, we’ve continued to champion media diversity, actively participating in policy discussions that support independent publishers. Our commitment to sustainability remains strong, as we promote eco-friendly brands and guide our audience toward greener choices.
Internally, we’ve been prioritising the well-being of our team. Our Employee Assistance Program and paid Mental Health Days are just a few initiatives we’ve introduced to ensure that mental wellness remains at the forefront of our workplace culture.
Thought leadership is another area where we’ve seen success. Our 'MoM's the Word' LinkedIn newsletter has become a trusted source for industry insights, offering cutting-edge perspectives on the trends shaping our world. You can explore more of our thought leadership on LinkedIn: Unmasking the Media Landscape.
We’ve also deepened our community engagement through initiatives like our 'Feel Good Friday' column, which highlights local charities. Recently, our co-founders raised over $10,000 at the Vinnies CEO Sleepout, a testament to our commitment to supporting those in need.
Industry Memberships and Ethical Standards
Lastly, our industry memberships underscore our ongoing commitment to excellence, sustainability, and ethical journalism. We are proud to be:
- Australian Federal Government Climate Active Certified
- Members of the 100 Percent Human Initiative
- Independently audited by IAB Endorsed IPSOS IRIS
- Members of the Australian Press Council
- An ACMA-Registered News Business
- Members of the Online News Association
These affiliations reflect our dedication to upholding the highest standards in everything we do and ensuring that our operations align with the best practices in the industry.
In summary, we’ve been hard at work ensuring that Man of Many not only continues to lead in our space but also contributes meaningfully to the wider industry and community. We’re excited about the future and look forward to sharing even more developments with you soon.
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Download the report and join our email newsletter packed with business ideas and money-making opportunities, backed by real-life case studies.
Download the report and join our email newsletter packed with business ideas and money-making opportunities, backed by real-life case studies.
Download the report and join our email newsletter packed with business ideas and money-making opportunities, backed by real-life case studies.
Download the report and join our email newsletter packed with business ideas and money-making opportunities, backed by real-life case studies.
Download the report and join our email newsletter packed with business ideas and money-making opportunities, backed by real-life case studies.
Download the report and join our email newsletter packed with business ideas and money-making opportunities, backed by real-life case studies.
Download the report and join our email newsletter packed with business ideas and money-making opportunities, backed by real-life case studies.
