Food Blog Finances Unveiled: Q1 2023 Performance Report & Future Outlook
Welcome to a transparent look behind the scenes of Broken Oven Baking! This year, I’m pulling back the curtain to share quarterly insights into my food blog’s traffic, income, and expenses. My hope is that by openly sharing this journey, I can offer valuable guidance and inspiration to aspiring food bloggers, seasoned content creators, and anyone considering a career in online entrepreneurship. Beyond helping others, this commitment to transparency also serves as a powerful motivator, keeping me meticulously organized and accountable for my financial health and business growth.
Important Notes Before Diving In
To ensure clarity and provide context for the data presented, please keep the following points in mind:
- Traffic Data Source: All traffic reports are meticulously pulled from Google Analytics, providing an accurate representation of website activity.
- Cash-Basis Accounting: The income and expenses reported are based on cash values, not accrual. This means the figures reflect the actual money that entered or exited my business accounts each month. For example, Mediavine, our ad network, operates on a Net65 payment schedule. Therefore, the income reported for January 2023 actually reflects earnings from October 2022. This is crucial for understanding the timing of revenue.
- S-Corp Election: For 2023, I opted to elect S-Corp status for my LLC. This change has implications for tax planning and how certain expenses (like payroll) are managed.
- Team Collaboration: I collaborate with a team of dedicated contractors who assist with crucial aspects of the blog, including recipe writing, Pinterest strategy, and photo editing. This allows me to scale content creation and focus on strategic growth.
- Full-Time Blogging Milestone: 2023 marks my second year of pursuing food blogging as a full-time career, a significant milestone that underscores the commitment and growth of Broken Oven Baking.
January 2023: Kicking Off the New Year
Blog Traffic Performance in January
January marked a solid start to the year for Broken Oven Baking. The website, brokenovenbaking.com, recorded an impressive 63,170 sessions. As is often the case for many content-driven sites, the vast majority of this traffic originated from Google search results, highlighting the critical role of strong SEO in my growth strategy. This organic search dominance is a testament to consistent efforts in creating high-quality, keyword-optimized content.
January Income Snapshot
Diversifying income streams is key to a sustainable blogging business. Here’s how Broken Oven Baking generated revenue in January:
- Mediavine: $1,731.31 – This represents earnings from display advertisements placed on the blog via the Mediavine ad network. As noted earlier, this payout reflects performance from October 2022 due to their Net65 payment terms.
- Social Media: $142.90 – Income derived from various social media activities, which can include sponsored posts, direct partnerships, or content monetization features on platforms.
- Client Work: $2,275.00 – A significant portion of revenue came from client-based services, often involving recipe development, food photography, or sponsored content creation for other brands.
January Expenses Breakdown
Running a successful food blog involves various operational costs and investments. Here’s a detailed look at January’s expenses:
- Adobe Photography Plan: $10.61 – Essential software for photo editing (Lightroom, Photoshop) to produce high-quality recipe images.
- Asana: $287.50 – A project management tool used to organize content calendars, contractor tasks, and overall business operations.
- Backblaze: $4.30 – Cloud backup service, crucial for protecting valuable photos and files.
- Calendly: $10.00 – Scheduling software for client meetings and coaching calls, streamlining appointment booking.
- Clariti: $25.00 – A tool likely used for content organization and SEO analysis, helping to improve content strategy.
- Collective: $399.00 – A service for S-Corp election and tax compliance, managing payroll and other financial complexities.
- Contractors: $845.35 – Payments to my team for their contributions to blog writing, Pinterest management, and photo editing.
- Google Domains/BigScoots: $46.95 – Costs associated with domain registration and high-performance web hosting, critical for site speed and reliability.
- Epidemic Sound: $49.00 – Subscription for royalty-free music, used for video content creation (e.g., recipe videos for social media).
- Food/Props: $82.74 – Ingredients for recipe testing and development, along with any styling props needed for photography.
- Keysearch: $6.80 – A keyword research tool, vital for identifying trending topics and optimizing content for search engines.
- Later: $18.00 – A social media scheduling tool, used for planning and automating posts across various platforms.
- QuickBooks: $98.93 – Accounting software for managing finances, tracking income and expenses, and preparing for tax season.
- Tailwind: $164.76 – A Pinterest scheduling and analytics tool, essential for driving traffic from the platform.
- ZenBusiness: $199.00 – Services related to LLC formation and compliance, ensuring legal structure for the business.
Total Income: $4,149.21
Total Expenses: $2,257.94
Net Income: $1,891.27
January yielded a healthy net income, demonstrating effective management of both revenue generation and operational costs during a typically slower period for blogging.
February 2023: Maintaining Momentum
Blog Traffic Performance in February
February saw brokenovenbaking.com record 59,246 sessions. While this was a slight dip from January’s figures, it’s a common seasonal trend due to the shorter month and post-holiday slump. Crucially, Google search results once again remained the dominant source of traffic, underscoring the stability and effectiveness of the blog’s organic search presence. Maintaining consistent traffic levels during a generally slower month is a positive indicator of the blog’s foundational strength.
February Income Snapshot
February demonstrated continued strength in diversified revenue, with a notable increase in client work and a new affiliate income stream:
- Mediavine: $2,493.10 – Ad revenue from Mediavine, reflecting blog performance from November 2022. This increase signals strong holiday season traffic and engagement that translated into higher ad earnings.
- Social Media: $128.70 – Continued earnings from social media initiatives and partnerships.
- Client Work: $4,880.00 – A significant jump in client work, indicating successful project acquisition and delivery in recipe development and content creation.
- Affiliates: $46.67 – New income stream from affiliate marketing, where a commission is earned on products or services sold through recommendations on the blog.
February Expenses Breakdown
February saw a broader range of expenses as the business continued to grow and invest in new tools and strategic operations, including a significant owner’s payroll expense due to the S-Corp election:
- Adobe Photography Plan: $10.61 – Ongoing subscription for essential creative software.
- Akismet: $10.00 – Spam filtering service for WordPress, keeping comment sections clean and professional.
- Backblaze: $4.92 – Cloud backup service for digital assets.
- Buffer: $6.00 – Social media management tool, helping to streamline content distribution.
- Calendly: $16.57 – Continued use of scheduling software.
- Clariti: $25.00 – Content optimization tool.
- Collective: $299.00 – S-Corp and tax compliance services, reflecting a regular monthly fee.
- Contractors: $648.49 – Payments for external support in content creation and marketing.
- Google Domains/BigScoots: $40.95 – Domain and hosting costs.
- Epidemic Sound: $49.00 – Royalty-free music subscription.
- Equipment: $55.08 – Investment in new tools or upgrades, likely for photography or video production.
- Feast: $199.00 – Potentially a new theme or plugin for WordPress, enhancing blog functionality or aesthetics.
- Food/Props: $252.09 – Increased spending on recipe ingredients and photography props, possibly for larger client projects or new recipe development.
- Keysearch: $6.80 – Continued subscription for SEO keyword research.
- Payroll/Owner Expenses: $2,834.32 – This significant expense reflects my owner’s compensation, an important part of managing an S-Corp, ensuring I am paid for my work in a tax-efficient manner.
- Pixieset: $24.00 – A platform for delivering client photos, essential for client work.
- QuickBooks: $32.70 – Accounting software subscription.
- Templates: $146.00 – Purchase of new templates, possibly for social media, email newsletters, or website design.
- Termageddon: $10.00 – Service for privacy policy and terms of service generation, ensuring legal compliance.
- WP Rocket: $39.20 – Caching plugin for WordPress, significantly improving site speed and user experience.
- Zoom: $163.39 – Video conferencing tool, likely for client calls, team meetings, or coaching sessions.
Total Income: $7,560.82
Total Expenses: $4,873.12
Net Income: $2,687.70
Despite increased investment in tools and my own compensation, February closed with a stronger net income, primarily driven by robust client work and improved ad revenue.
March 2023: Concluding the First Quarter Strong
Blog Traffic Performance in March
March brought a welcome rebound in traffic for brokenovenbaking.com, reaching 62,217 sessions. This increase from February indicates a positive trend as the post-holiday slump fully recedes. Google search results continued to be the primary engine of traffic, demonstrating consistent SEO performance and organic reach. While still slightly below January’s peak, the upward trajectory towards the end of Q1 is encouraging for the upcoming months.
March Income Snapshot
March was an outstanding month for income, reaching the highest point in the quarter, largely driven by exceptional client work and consistent ad revenue:
- Mediavine: $2,868.70 – Ad revenue from Mediavine, reflecting December 2022 performance. This continued increase highlights the strong earning potential of a well-monetized food blog during peak seasons.
- Social Media: $310.73 – Elevated social media earnings, possibly due to increased engagement, sponsored campaigns, or successful platform monetization.
- Client Work: $8,009.94 – An impressive surge in client projects, showcasing the ability to secure and deliver high-value work for external brands. This is a significant income driver for the business.
- Coaching: $291.00 – Income generated from one-on-one coaching calls, a new service launched this quarter aimed at helping other bloggers.
- Cash Back: $27.00 – Small but welcome earnings from credit card rewards or other cashback programs.
March Expenses Breakdown
March’s expenses remained managed, with a continued investment in the team and tools, and consistent payroll obligations:
- Adobe Photography Plan: $10.61 – Standard monthly cost for creative software.
- Akismet: $10.00 – Spam protection for the blog.
- Backblaze: $5.03 – Cloud backup service.
- Buffer: $6.00 – Social media scheduling.
- Calendly: $15.00 – Appointment scheduling.
- Clariti: $25.00 – Content optimization tool.
- Collective: $299.00 – S-Corp compliance and tax services.
- Contractors: $792.70 – Payments to the team for their ongoing support.
- Google Domains/BigScoots: $52.95 – Domain and hosting services.
- Epidemic Sound: $49.00 – Royalty-free music.
- Equipment: $315.21 – A more significant investment in equipment, likely a camera accessory, lighting, or other essential tools to enhance content quality.
- Food/Props: $135.89 – Ingredients and styling props for recipe creation.
- Keysearch: $6.80 – SEO keyword research tool.
- LastPass: $39.24 – Password management tool, crucial for security across multiple platforms.
- Payroll/Owner Expenses: $2,855.63 – Owner’s compensation as part of the S-Corp structure, consistent with the previous month.
- Pixieset: $24.00 – Client photo delivery platform.
- QuickBooks: $32.70 – Accounting software.
- Termageddon: $10.00 – Legal compliance service.
Total Income: $11,507.37
Total Expenses: $4,684.76
Net Income: $6,822.61
March concluded the quarter with exceptional financial results, driven by strong client demand and efficient operations, leading to a substantial net income.
Quarter 1, 2023: A Comprehensive Review
Traffic Analysis: 2023 vs. 2022
Overall, I’m incredibly pleased with the blog’s traffic performance in Quarter 1 of 2023! Comparing it to the same period last year, sessions increased by a phenomenal 150%, a clear indicator of sustained growth and effective SEO strategies. This significant jump highlights the fruits of consistent content creation, keyword research, and ongoing site optimization efforts over the past year.
Furthermore, while Q1 is typically a slower period for many blogs following the holiday rush, the traffic only experienced an approximate 18% dip from Q4 2022. This relatively small seasonal adjustment, especially compared to the prior year’s performance, shows a more resilient and established audience base. It suggests that the evergreen content and strong organic search presence helped buffer against typical industry fluctuations.
Overall Net Income for Q1
Financially, Quarter 1 proved to be a period of strong growth and healthy profitability for Broken Oven Baking. The diversified income streams, particularly the significant contributions from client work and Mediavine ad revenue, coupled with strategic expense management, led to impressive results:
- Total Q1 Income: $23,217.40
- Total Q1 Expenses: $11,815.82
- Overall Q1 Net Income: $11,401.58
Achieving over $11,000 in net income during the first quarter, traditionally considered the slowest for many online businesses, is a testament to the hard work and effective business strategies implemented. This financial stability provides a strong foundation for future investments and continued growth.
Looking Ahead to Quarter 2: New Space & Strategic Shifts
Quarter 1 is historically the slowest period for my business, so I am optimistic and fully expect to see both traffic and income continue to increase in Quarter 2. However, this quarter will also bring significant changes and new investments.
A major development is my move with Chris into a larger apartment in April. This new space is particularly exciting because it will include a dedicated office and studio area for Broken Oven Baking! Having my own room for content creation, photography, and administrative tasks will be a game-changer for productivity and the quality of my output. Naturally, this transition will involve an increase in expenses, particularly with new rent costs and the purchase of essential office furniture and studio equipment. It’s an investment I’m thrilled to make in the long-term success of the business.
On the financial front, it’s important to acknowledge that I didn’t pay my quarterly estimated taxes in 2022, which resulted in a substantial payment owed to both the IRS and the state of Illinois. This was a valuable lesson learned, and I’m now implementing better financial planning to ensure timely tax payments moving forward.
Once I’m fully settled into the new office and studio, I plan to shift my focus to two key strategic areas. Firstly, I’d like to dedicate more energy to my coaching calls. I launched these one-on-one sessions in January and have genuinely enjoyed helping other bloggers navigate their challenges and achieve their goals. It’s incredibly rewarding to share my experiences and insights with the community. Secondly, I will prioritize optimizing old content. This involves updating existing recipes and posts with fresh photos, improved SEO, and enhanced readability to boost their performance in search rankings and provide more value to readers. This strategy is crucial for maximizing the return on my existing content library.
In line with expanding my educational offerings, I also launched a brand new weekly email newsletter specifically for food bloggers. This newsletter is a dedicated space where I share actionable tips, valuable resources, and industry insights to help fellow creators grow their online presence and monetize their passion.
One aspect of Quarter 1 that fills me with pride is my consistent content schedule. I successfully maintained a pace of sharing at least two new or updated recipes every single week. I even managed to get ahead, scheduling content a week in advance, which significantly reduced stress and allowed for better planning. While I intend to shift more effort towards optimizing old content rather than solely creating new recipes in Quarter 2, my commitment to consistency remains. I still aim for at least two posts per week. Furthermore, getting progressively further ahead on my content calendar will be critical, as Chris and I have a lot of travel planned for Quarters 3 and 4, and I want to ensure the blog continues to deliver fresh content without interruption.
Thank you for taking the time to read about my journey and for your continued support of Broken Oven Baking! I truly hope these transparent insights prove helpful for your own blogging endeavors. I look forward to sharing my Quarter 2 traffic and income report with you in July.
Cheers,
Kayla