In the podcast:
00:53 - Because, why not?
04:29 - A couple of mistakes
06:40 - The story that went viral
09:32 - Is there money in it?
10:33 - In a completely different market…
12:02 - The website-FB group relationship
14:29 - The monetization process
16:14 - Does Facebook like this stuff?
19:10 - Where the stories come from
20:48 - Team size and targets
22:02 - Why a website AND a group?
25:29 - Some of the surprises
26:32 - What Google wants
30:02 - You need THIS for presence
32:55 - In a possible future episode...
35:47 - A piece of parting advice
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James: James Schramko here, welcome back to SuperFastBusiness.com.
Today we are talking about tribes and communities and power and groups and dogs. Welcome, Harlan Kilstein.
Harlan: Woof woof woof woof.
Because, why not?
James: Now the dog reference, you built up this phenomenal beast of a marketing property called Dogington Post
. I imagine it was inspired by The Huffington Post but relates to dogs.
Harlan: Well, actually, it was inspired by my own... If someone says that you can't do something, that really sets me off. And basically when I got involved, the idea was niche-fy, get into a niche. And so people would go after French poodles with three feet; Great Danes who like to sing in a higher key. They would really get into a niche and get a small group. And someone said, "You can't go after an entire group like dogs." And I went, "Well, why not? Why can't I?”
We started the Dogington Post, it was actually inspired by The Washington Post, because when I grew up The Washington Post was investigating Watergate. And so I really liked the Washington Post because they broke all of the news, and I wanted to break all the news in the dog market. And we've been doing this now for probably about six, maybe seven years or so. And we have gone from nobody to the authority in the niche.
I was in my vet's office taking my dog in for a visit, and I'm sitting in the waiting room where you sit with your dog until they come in, I guess the treatment room. And there's a sign on the wall and it says, "Do not feed your dogs jerky products from China." And I recognized it. It was a meme that we had published on the Dogington post, and it says down at the bottom, "Dogington Post.
So my vet comes in and I said, "Oh, I see this meme here about China." He goes, "Yeah, yeah, don't feed your dog that chicken jerky." I said, "Where'd that come from?" He goes, "Well, we got it from this site on the internet. I said, "Which site?" He goes, “It's the Dogington Post.” I say, "Wow. You like that site?" "Yeah, we read it every day in the back. I said, "That's my site. And he goes, "Yeah, yeah, we read it every day. You like it too?" And I said, "No, no, no - it's my website." He goes, "No, no, it's the really biggest, it's the best dog website in the world." And I'm saying, "It's my website. I own it." He's like looking at me like, “yeah right.”
And I said, "Go into your back office, go bring up the website, look on the bottom left and see who the publisher is.