“There’s overlap when you talk about specifically about the bloggers, who are entrepreneurs,” Guelton said. “Video is also part of our strategy, and is going to be a big push. The difference is where bloggers and YouTubers are building their own following and their own brands, our ‘Experts Among Us‘ is a community of content creators that is less about building a media brand, and more about pushing a cause or strong opinion” through exposure to the SheKnows platform.
While the BlogHer network has 3,000 blogs and 17,000 social profiles, its sponsored content monetization is small. According to a blog post by BlogHer CEO Lisa Stone, the platform paid out $36 million to 5,700 bloggers over a period of five years. That number does not include BlogHer’s take of the advertising spend.
The first step post-acquisition will be bringing all the content creators onto the InfluenceHer platform. The company will also focus on integrating sales and marketing teams to “better serve the needs of clients and brands,” Guelton said.
Further down the road, SheKnows will take steps to understand its 21,000 content creators, 75 million unique viewers, and the 147 million social media follows. “We have a wealth of information about our followers and content creators, but we still have a lot of work to do to structure and organize it,” Guelton said.