How To Value A Food Blog And Make Money

cupcakes on a white cake stand with text overlay that says how I turned my blog into a career helpful tips from sally's baking addiction

2013 was a whirlwind. I got engaged, signed a cookbook deal, wrote and fully photographed a cookbook within 5 months, quit my full time job in the corporate world, moved to the suburbs, and my blog quadrupled its size.

Let me take a moment to let it all sink in.

This past March, I came to a quick realization. I was making enough money from my food blog to pay all my bills. And working 9-5, I was really struggling to balance it all. I was cranky, tired, and drained. Spreading myself too thin between both jobs. I began to think about what it would actually be like to quit my full time job and concentrate on growing my blog. Having enough time to produce quality content every day, rather than only the weekends. I knew that was my path: Be an entrepreneur. Grow something on my own.

And work damn hard doing it.

Life is what you bake it art print in a black frame

My food blog is not a hobby. It's not my "work." Sally's Baking Addiction is my world. And I thank my lucky stars every single day that I am blessed to do what I love. And thank YOU. Thank you a million times. And then a million times more. I would not be here sharing my recipes if you weren't here too.

What Is a Food Blogging Career?

I get a lot of strange reactions when I tell people what I do for a living…

Excuse me, you do what?

I'm a food blog publisher. I develop recipes, take pictures of them, and post them onto a website.

I don't understand. You don't sell anything? All you do is blog?

Yes, but it's more than that.

Still not getting it.

I supply Pinterest with content and am paid through the advertising on my blog.

Oh, ok now I get it.

Usually people begin to understand when I make a reference to Pinterest. 😉 But there's a lot more to being a food blogger than making cookies and posting them online.

Connection: First, there's the constant connection with readers. What is a blog if you do not connect with your readers? There may not be enough time in the day to connect with every single one, but I certainly make an effort to pay attention to as many as I possibly can!
Recipe Development:Testing and retesting until I have the best of the best recipe to share. I am fiercely dedicated to this!
Food Photography: People eat with their eyes! Food photography is really important to the growth of my food blog. I've taken every single food photo on this blog and in my cookbooks. I'm so proud of the photography journey I've been on and know I still have so much to learn. Here is my Food Photography Basics post, including my current equipment.
Videography: Recipe videos are the hottest trend right now and they're not going anywhere. Setting up, shooting, and editing videos is a major piece to the food blogging pie.
Social Media Marketing: Between all the social medias these days (Pinterest, Facebook pages, Facebook groups, Twitter, YouTube, Instagram, Instagram stories, and IGTV), social media feels like another full time job! Updated in 2019: I'm so grateful I have two assistants to help me manage this. If you have budget to hire, I recommend it!
Comments, Questions, and Emails: Answering comments, questions, and emails is important because it shows there is a face/human/actual person behind the blog.
Writing Blog Posts: This includes working hard to keep my content engaging, personable, flowing, and comprehendible.
Cookbooks: Many food bloggers are also cookbook authors, myself included!

collage of images of sally and readers from the texas book tour

collage of images of sally and readers at a book signing

Food Blogging is Not All Sunshine and Smiles

It's a 24/7 job; finding a work/life balance is tough.
Not everyone will love your recipes, and they will tell you that. Hey, we all have different tastebuds right?
Not everyone will love your photography, and they will tell you that.
Not everyone will love the way you write, and they will tell you that.
Food sharing sites will reject your photos.
You will make 10 vanilla cakes before landing on the best combination of ingredients.
You will take 207 photos of dark chocolate cookies and none of them will look good.
People will steal your content and all of your hard work.
A lot of your time will be spent washing dishes.
You will stalk the weather channel hoping for a sunny day when you need to shoot an apple pie. All you see is rain.
Trying to understand SEO. (Still don't)

How Do Food Bloggers Make Money?

If you're publishing free content, how can you earn money? There are plenty of ways to make money from food blogging and each depend on how you want to run your business. Here are a few:

Display Advertising
Brand Sponsorships
Affiliate Commissions
Selling a Product, eBooks, or Cookbooks

I list display advertising as #1 because that's the majority of my income and it also pays for website hosting, email hosting, my staff, groceries, equipment, photography props, monthly tech support, domain renewal, advertising campaigns, workshops, blogging conferences, among other business expenses. My advice with regards to the amount of display ads is to always remember that user experience makes or breaks user loyalty.

Working with brands can also earn you a paycheck, but this goes back to how you want to run your business. I don't work with a lot of brands and that's just my business choice. Publishing organic content, on my own terms, is really important. Not saying that working with brands can't be a natural fit– it totally can and other bloggers do this VERY well– I just prefer to keep my annual brand partnerships to a limited number. Do you. (I am not an expert on working with or reaching out to brands so I'm a really bad example here!)

You can also sell a product or recommend a product. For example, I use Silpat baking mats on my baking sheets all the time. I created an affiliate link to this product through Amazon and include the link in some of my recipes. I don't work with this brand, but I will happily endorse their product. I earn a very small amount from this product recommendation at no extra cost to the buyer. Like, a fraction of a fraction of a fraction of a penny but it can add up! Selling or recommending a product should not be overseen; it's a method of earning money that also provides value to your audience. That's big.

A lot of food bloggers/food photographers/food videographers can earn money from photographing/video shooting for other bloggers or brands. Isn't that incredible? Reach out to brands or bloggers you love and offer your food photography or videography services.

Food Blogging Expenses

Because I own this business, there are quite a bit of expenses. If you decide to turn your food blog into a career, just know that you'll be making some hefty investments over the course of time. Things I had never even imagined like… an increasing electric bill since I'm home and baking during the day… and while I thought I'd be saving money by not commuting to an office, I still run to the grocery 100 times a week.

Other expenses:

Monthly website server
Groceries
Monthly tech support
Website designing
Food props
Bakeware & kitchen supplies
Camera & lenses
Lighting equipment
Travel
Photography/videography editing software

sally in the kitchen with camera equipment

How I Got To This Point

I get a lot of emails from new bloggers asking me how I grew my blog overnight. The truth is, I didn't. My pictures and written content were embarrassing in the beginning and not nearly as developed compared to those who had been food blogging longer. I constantly compared my baby blog to the "big leagues" and often felt bad about myself. Why compare apples to oranges though? It inspired me to just KEEP working hard.

I've been able to improve my photos, recipes, and content simply by of the amount of time I put into it. Learning, making mistakes, learning more, and always improving. It's the perfectionist in me. From this work, I've been lucky to have my content featured all over social media.

Keep at it. Ask questions, read books (see suggestions below), make mistakes, enjoy the process of doing something you love. My post about producing quality content and how to start a food blog are packed with more blogging advice!

Stay Grounded

Food blogging can be overwhelming. Learning what to do, what not to do, dealing with technical problems, coming up with content, understanding your camera, trying to gain readership, developing recipes, etc. It's easy to get lost in it all. Here are ways to stay grounded:

- Have fun. Try to take a break from blogging and do something fun with friends, family, or loved ones. Have a date night, go out for a drink, a nice dinner, make Sunday brunch, get out of town, visit a friend. Your blog won't go anywhere and you'll feel instantly refreshed.
- Exercise.It's totally cliche, but exercise can really help calm your nerves. I lead an active lifestyle not because of all the treats I bake, but because I genuinely love it and have since I was an energetic little kid. If I have a baking fail in the kitchen, it's nice to go for a run or take the dogs for a walk.
- Me time. Having time to yourself (or with a loved one, child, or pet!) everyday where you can truly disconnect will help keep you grounded. Turn off your phone, your email, your computer. Enjoy the simple pleasures.

Love it. I love being in the kitchen, baking a new recipe, and sharing the joy with others both physically and virtually. When I begin to feel overwhelmed from blogging, I remind myself why I do it: baking and sharing my recipes make me happy. The moment I begin to feel it is a chore, I take a break.

heart sugar cookies with pink frosting and sprinkles

My Last Piece of Advice

Have patience. You can't expect to earn a salary from a food blog until you have a decent sized audience. Build your product before selling it. Do not focus on the money. Rather, the smartest things to focus on are (1) publishing quality content, (2) interacting with bloggers and readers, and (3) learning about food photography. The money will follow if you work your butt off.

Check out my other blogging pages:

How to Start a Food Blog
Blogging Strategies: Quality Content
Food Photography Basics