People become bloggers on a whim. Yet, sometimes one’s whim is more like a bolt of inspiration. Such is the case for fashion blogger turned media entrepreneur, Geri Hirsch.
Hirsch created a fashion blog, because i’m addicted, and ran it as a side-project. But she also used the blog’s popularity to propel herself forward. According to Ad Age, when Hirsch wanted to pivot and work fulltime on Leaf.tv — a series of DIY, style and cooking videos created with Erin Falconer — she used her influence as a blogger to appeal to investors.
Leaf worked with YouTube-funded video channel StyleHaul. One video, “How to Tie a Turban 3 Ways” garnered more than 250,000 page views. In July StyleHaul became Leaf’s lead investor.
Since forming the partnership with StyleHaul, Leaf has made branded video content for retailers The Gap and Ann Taylor. Leaf was also commissioned by Redbook and starting in June, Leaf will have a monthly column in West Coast magazine Foam, which will be accompanied by a video series.
Note to self: For maximum return on blog investment (ROBI), choose your blog’s topical categories wisely.