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Starting A Second Blog: What You Need to Know

Maybe you have a wide variety of interests or perhaps you’re looking to get involved in a new business venture. Whatever the reason, starting a second blog is a lot easier than the initial challenges of setting up your first website. With this being said, there are some things you should consider before starting. Here’s what you need to know before starting a second blog!

I’ve now been blogging in some form or another for over five years. Half a decade has passed by pretty quickly and I’ve gone from the insecurity of my early-twenties to starting-to-figure-it-out in my mid-twenties. In that time, I’ve started several websites, the first being, i.e. the website you’re reading currently!

parisian wine thoughts

Why start a second blog?

If you’re considering taking the plunge, registering a new domain name, and (quite literally) starting from scratch, then congratulations! You’re in for new challenges, perhaps a new source of income, and countless sleepless nights.

If you’re still on the fence, then consider this: if you have a lot of content you want to produce but don’t think it will fit with the niche of your current site(s), then it’s worth remembering that one of the key ranking factors when it comes to SEO (Search Engine Optimization, i.e. the thing that helps you rank highly in search engines) is being seen as an authority.

This can be anything from the city of Amsterdam to growing succulents to vegan desserts. While some would argue that there’s no way you can ever go too niche in any given subject, I prefer to have a slightly broader niche (and I’ll discuss why in just a moment).

When 2020 arrived (and we all know what happens next), I was running this website as a highly profitable travel blog. You can read about how to make money from a travel blog here. Almost overnight, I lost 90% of my income. The cost of display ads dipped dramatically and all of my affiliate income (i.e. the commission I get paid when someone books a tour or accommodation through one of my links) dried up entirely.

In a scramble for what to do next, I returned to the drawing board and decided that, given all of the extra time at home (and as an attempt to occupy myself while in solo isolation for over two months), I would start a new blog in an entirely different niche. Enter The City Wild, a blog dedicated to plants, lifestyle, and city living.

Armchair Travel: Inspired Ways You Can Travel Without Leaving Home

Starting a new website means not putting all of your eggs in one basket

When 2020 struck, I realised that, while I had started to diversify my online offerings (I run a website together with my mum called Escape to Britain and I have started creating YouTube content), almost everything I was creating online was related to travel.

If I have learnt one thing in the past year, it’s that you need to be in multiple niches in order to truly thrive online. Pre-2020, I’d created a business in which, even if I’d lost half of my earnings due to recessions or changes in reader behaviour or travel, I’d still be able to live comfortably while I worked something else out. I (and nor could anyone else) have predicted a near complete collapse of the travel industry.

Starting a second blog is a sure-fire may to completely diversify your online income stream and ensure that you’re not placing all of your income eggs in one basket. When it comes to starting a new niche, I’d urge you to think about what you’re actually passionate about.

How to choose a new niche for your second website

Sure, writing in the technology or finance niches are particularly profitable when it comes to RPMs (the amount that advertisers are willing to spend on your display ads), but if you’re not passionate about that niche, then you will soon lose motivation and your new blog will be doomed to fail.

If you have multiple passions (as all of us do), then start creating lists of potential blog posts for each niche. As I mentioned earlier, I wouldn’t go too niche when you’re first considering your new blog (and this should be reflected in your domain name should you want to broaden out the scope of your niche at a later date).

Consider which topics you’re most passionate about and go from there. Travel, fashion, beauty, sustainability, and technology are all popular niches. If you were to go particularly niche, you could start a blog about sustainable fashion for women in their 20s or raw vegan desserts. I would personally opt for a wider niche when choosing your domain name and narrowing down the content later (should you wish to). 

looking out of a parisian window

Considerations for starting a second site

Running just one blog alone can feel like a full-time job… And that’s because it is! As well as updating older content to keep it relevant as well as writing newer posts to deliver fresh content for your audience, there is a multitude of things to do in the background.

Site maintenance (updating plugins, tweaking settings) is an entire task in of itself, though I now outsource this to a managed host. I’ve been using Performance Foundry for the past few years and am happy to not have to consistently be managing the back-end of my website.

Of course, blogging nowadays is no longer just writing an article and sending it out into the world. There’s a whole host of social media platforms and each requires their own set of skills and management in order to get the most out of them.

I would personally put most of my energy into creating content for my new site (after all, it’s the only thing you actually own!) and focus on one or two channels, such as Pinterest and Instagram. A few years ago, Facebook was the most important social media channel for any blog. Today, it’s rapidly becoming TikTok.

If you choose to dedicate time to just one social media channel, make sure that it’s Pinterest. After all, unlike other social media sites, where the content disappears after a day or two, optimising your pins for Pinterest can ensure that the content stays relevant and searchable for months or even years after you first publish it!

Armchair Travel: Inspired Ways You Can Travel Without Leaving Home

Automate what you can (and save yourself bucket loads of time)

If there’s one thing I wish I would have done earlier with my first site, it would have been to take so much pressure off myself for doing absolutely everything. When you’re running one site, you’re always pressed for time, and so it goes without saying that running two sites take twice as much time!

Over the years, I’ve discovered a whole host of tools and techniques to help make my life that much easier, and I’ve implemented them in running my newer sites, so as to save time and energy (something you certainly need to make the most of when you’re running multiple sites).

For example, I’ve learnt how to quickly write articles and you can read all about my fast technique to write blog posts here. In terms of tools you can use, for example, when it comes to reaching potential readers, as well as social media and search engines, you’ll want to tap into the potential of email.

I use Flodesk (check my code here for 50 percent off- or simply enter the code SOPHIE at checkout), which allows me to send beautifully curated emails with minimal design effort. I have written a full Flodesk review if you want to know more.

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Best blogging business tips/ Starting A Second Blog: What You Need to Know

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