Ask Katerina: How Do Bloggers Earn Money? Part Two

Now that you’ve read about the basics of monetising a blog and working with advertisers in Part One of this two-part series, I’d like to share more insights into my world. From balancing your creative and entrepreneurial sides to maximising social media, there’s a lot that goes into turning a passion for blogging into a sustainable career. Here are answers to some of the most frequently asked questions that land in my inbox…

Nowadays, with a combination of high-quality blogging, professional photography, and social media, one can forge a comfortable, full-time career that leads to fantastic opportunities for learning and growth. Of course, when I started KaterinaPerez.com 10 years ago, I felt like a fish out of water! At that time being a professional blogger with a profitable business model in the jewellery industry was unheard of. Now, a decade later, I have lots of experience to share that was all learnt the hard way, through trial and error. Make sure to read Part One of this series and then continue below for greater insight into my world… I can’t think of a better way to celebrate the 10th anniversary of KaterinaPerez.com.

What would you say are the biggest misconceptions about being a professional blogger? 

Firstly, there is the presumption that we would advertise anything for money. As I mentioned in Part One, I stay true to my values and only work with advertisers who align with my brand principles. I must be true to myself and focus on design-led brands with coloured gemstones and a unique creative DNA. You may be surprised to hear how many paid collaborations I have turned down with fashion brands in recent years. Not being tempted by the promise of increased revenue is the sign of a steadfast and professional blogger.

Blogging and social media are so intertwined that it is hard to imagine one operating without the other. How does social media support your job as a professional blogger, and what role does it play?

You’re right in saying blogging and social media are connected. In my experience, though, the audience that reads my online magazine is slightly different to the community that follows me on Instagram. KaterinaPerez.com has a dedicated following of jewellery professionals and educated enthusiasts who want to follow the latest high jewellery launches and read about jewellery as an intellectual and artistic pursuit. On social media, the focus is more on visual communication, inspiration, ideas, and uplifting photography that sparks an idea and brings a smile. Plus, the two function very differently – online, articles are there forever and, thanks to SEO, can be found by casual users who may stumble upon KaterinaPerez.com. With an Instagram post, it may be that the image or Reel only surfaces for a handful of days! Finally, social media is a useful tool for speaking with the people who read my website. I can interact directly with readers through direct messages and value this kind of immediate communication.

If you had to give one salient piece of advice to people wanting to follow in your footsteps, especially in relation to monetising their content, what would you say?

Never overpromise, so you’ll never underdeliver! So much of a blogger’s work looks effortless, exciting and stylish, but achieving this is incredibly time-consuming. It is vital not to over-promise a paying client by getting carried away. Similarly, I never promise that their advertising package with KaterinaPerez.com will lead to sales – this isn’t something I can control or guarantee through my work. I never commit to posting about a paying brand every week – we share content in an organic way to benefit the KaterinaPerez.com audience, which means constant variety. I also make sure that brands understand this is a two-way street. For my team to produce quality content, we need to be provided with information in the form of press releases, videos, photographs and interview questions that add colour and context. Generating income as a blogger is all about mutually beneficial partnerships, and I don’t see that changing any time soon!

Writing and photography are very creative pursuits, but running a business requires different skills. How do you balance the creativity of being a professional blogger with the essential business acumen? 

That is a great question because, you’re right, it is a constant juggle. As a creative person, I had no idea how to manage my accounts or discern whether my business had a profitable future when I first started. It all comes down to self-discipline and a willingness to learn new things. In the beginning, I never cared about money, but I quickly realised that beyond being able to pay my team, having some financial flexibility allows me to be more creative. The two work together – the creative and the business mind – to achieve something great.

If I could distil my advice into a single word, I would probably choose ‘quality’. No one gets it right or perfect 100% of the time, but if you always strive for high quality and do not succumb to pressure by cutting corners, your pathway to success will be longer but more lucrative. At least, that is my experience!