How Dave Bowden Started a Fashion Blog with 35,000 Monthly Visitors and Grew 131% This Year

How Dave Bowden Started a Fashion Blog with 35,000 Monthly Visitors and Grew 131% This Year

Ready to learn how to start a fashion blog?

Maybe you have an eye for a great outfit. Or are you always being complimented on your latest style and want to share your fashion tips with the world. 

You’ve decided that now is the time to “purse-shoe” your dreams in the world of fashion blogging. 

Today I’ve got some inspiration for you and perhaps someone that you can learn from.

Dave Bowden doesn’t run just any beauty blog; he’s the founder of Irreverent Gent, an online resource inspiring men with both fashion and confidence advice.

The Irreverent Gent has been featured in AskMen, HuffingtonPost, Business Insider, and Readers Digest. Dave also mentions that most important of all his articles were posted to his parent’s refrigerator.

Not only does Dave run the successful blog, but he’s written the Amazon #1 bestseller “Man in Command.” 

If your goal is to become a fashion blogger, you shouldn’t expect overnight success. 

In fact, it took years for Dave to start earning a real income with his fashion blog. But as he stuck with his goals, he was able to continually improve. In 2020 he was able to grow his web traffic by 131%. 

The Irreverent Gent is a successful fashion blog that gets over 35k visitors each month. The traffic and success came with some valuable lessons learned. 

Dave tells us about how he was spreading himself too thin. In the early days of his blog, initiatives such as social media, affiliate marketing, and creating brand partnerships consumed his time.

When he began to really focus and leverage professional tools, his fashion niche site began to take off. 

 

Hello! Could you introduce your background and why you choose to start a blog in the fashion industry?

My name is Dave Bowden, and I’m the founder and editor of Irreverent Gent, a men’s style and lifestyle blog that shows guys how to sharpen their style and improve their confidence.

I’ve carved out a niche for myself in the men’s lifestyle space by creating articles that are not only informative and insightful but also engaging, fun to read, and (as the name suggests) irreverent.

I also take the same approach to writing books, a space in which I’m best known as the author of Man in Command: How to Go From the Most Self-Doubting Guy in the Room to The Most Confident Man, which is an Amazon #1 bestseller (in Canada… but still!). 

Since I’ve been working from home over the past year, I’ve been pouring more time and energy into Irreverent Gent. The results have been rewarding.

My website traffic has more than doubled in the past 12 months, and my revenue is up by 10x. 

What’s your backstory, and why did you start your fashion blog?

I started Irreverent Gent to basically combine a few of my passions into one project.

The first is style and menswear, which I’ve been obsessed with for more than a decade. I’ve always been fascinated with the effect that style can have both on you as an individual, and on the way other people perceive you.

Irreverent Gent gives me an excuse to not only explore that topic further but share what I learn with guys who can benefit from it. 

The second passion it allows me to pursue is content marketing.

As a journalist-turned-blogger, I became a content marketer about eight years ago when I got a job running a travel blog, and quickly found that it’s the perfect way for me to combine my skill sets into one creative and professional endeavor.

What I love about blogging and content marketing is how I get to make both creative and business decisions. From what image to pair with a headline to what the overarching business strategy should be, I’m in complete control. 


Dave Bowden

What has worked for you to drive traffic to your sites?

My biggest traffic source is organic, and my blog really started to take off when I got serious about SEO and keyword research.

This year I finally stopped using free keyword tools and invested in a monthly Ahrefs subscription, which has already paid for itself multiple times over. 

To give you an example, my organic traffic in December 2020 is up 144% compared to the same month in 2019: 

The two biggest things that have contributed to this growth are:

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  • Learn how to build white hat links to your site without headaches
  • Finally have a proven method to finding profitable niches
  • Get access to our foolproof keyword research methods
  • Learn how to outsource high quality content

Get The Authority Site System

  1. Improved keyword research tactics – I’m now targeting more competitive keywords and creating content geared specifically toward those phrases
  2. Some good ol’ fashioned elbow grease, meaning that I’m producing more posts more frequently, resulting in a higher quantity of output.

It’s this combination of increased quantity and higher quality that’s really led to more growth. 

Building a fashion blog, have you learned anything particularly helpful or advantageous?

The most advantageous thing I’ve learned from building my blog is the supremacy of the 80/20 rule. Focusing on the 20% of activities that bring in 80% of the results.

Before this year, I was spreading myself too thin by devoting roughly equal amounts of time to content creation, keyword research, social media, link building, and brand partnerships.

Eventually, I realized that the two things that make the biggest impact on my bottom line are keyword research and content creation, so I doubled down on those, which resulted in exponential growth. 

I think it’s common for entrepreneurs and website owners to get bogged down by bouncing back and forth between the various hats they have to wear and tasks they have to manage, but the truth is that real growth comes from identifying your most valuable tasks and leaning into them as much as possible. 

How long did it take you to begin making money with your fashion blog?

It didn’t take long to make the first couple of bucks – I joined Amazon’s affiliate marketing program and started earning money almost right away, though very little of it.

What did take long was earning enough money that you could call it an income, or even a side hustle. It took a few years of consistent work to start earning a respectable amount of money from affiliate income, but what’s nice about blogging is that it compounds.

The posts that produced those first few dollars continue to produce a few bucks each month, but now I’ve got hundreds more doing the same. 

The other thing that helped was expanding my income streams.

In addition to affiliate ads, I now also run display ads on the site. The ads bring in a smaller but steady stream of cash each month.

I also write books that I self-publish on Amazon, which also generate a nice monthly sum.  

What platform/tools do you use for your fashion blog?

As mentioned, my favorite tool by far is Ahrefs, which has made my keyword research so much faster, more efficient, and more effective, leading to a lot of growth.

In addition to Ahrefs, I use ConvertKit as my email service provider, which was built for bloggers and works really well for capturing email addresses and dripping out content. 

What is your philosophy or strategy when it comes to link building?

I tend to differentiate between active and passive link building.

Active link building is anything that requires time, which pulls me away from my primary duties of keyword research and content creation.

I only pursue active link building with sites that have a domain authority of 50-plus. This goes back to the 80/20 rule. If I’m going to spend time pursuing links, I want to make sure they’re high value links that will help me build my own authority. 

Passive link building is done more through content creation.

Creating super high-quality posts that rank high in search also tend to get more linkbacks, so in that sense my content creation efforts don’t just help me build traffic, but also have a secondary benefit of resulting in more links. 

Advice for other online entrepreneurs who want to get started or are just starting out?

My advice for anyone getting started is to maintain a long view and understand that consistency is key.

It can be discouraging to pour hours into content creation and publish something you think is awesome, but then not see any traffic flowing to it.

You have to power through that and remain undeterred. If you only have one piece of great content, it’s hard to get the authority and attention you need to monetize it. But it’s a lot easier when you have 10, and easier still when you have 100, 1000, etc. So keep going, keep creating and keep publishing. 

As your quantity of output improves, so does the quality. Building all that content requires putting in the famous (or infamous, depending on who you ask) “10,000 hours”. Making you more skilled as you go. 

So keep pushing, keep going, and keep at it.

Now that you’ve heard from Dave on what it takes to build a successful travel blog. Let’s take a look at what you’ll need to start your own WordPress blog in the fashion world?

Here are a few steps you’ll need to know how to start a fashion blog. 

  1. Get set up with a WordPress web hosting service. We recommend using BlueHost. It’s cheap and easy to use for those looking to install WordPress for the first time.
  2. Choose a domain name for your new fashion blog. Something short and memorable is always best.
  3. Choose a WordPress theme that matches your fashion brand or personality.Here is a premium theme that can make your blog look like a professional fashion magazine.
  4. Get set up on social media. Be an Instagram influencer! Fashion bloggers have the opportunity to double down on their great content. Posting visual fashion content to platforms like Twitter and their Instagram feed is great for engagement.
  5. Write great content. As Dave mentioned, this takes time to get great at writing a viral blog post. Use WordPress Plugins like Yoast SEO and explore Ahrefs to take your content even further.

NOW GET STARTED BLOGGING!

If you have any questions about creating full-time income blogging, feel free to post your questions on the Niche Pursuits private Facebook Group. The community is always helping other bloggers and it’s a great place to bounce ideas off.

Another great resource when building your fashion blog will be our email newsletter. Subscribe to the  Niche Pursuits newsletter for more insights and inspiration for your blog.

Finally, If you are looking for step by step instructions on how to start a fashion blog and get your Bluehost setup don’t forget to check out our article on starting your blog here.

The Modest Man: How Brock McGoff Has Grown a Fashion Blog for Men to $30k a Month

The Modest Man: How Brock McGoff Has Grown a Fashion Blog for Men to $30k a Month

How to look taller and leaner? Should men wear makeup? How to keep your shirt tucked in? These Youtube videos are generating The Modest Man millions of views!

Brock McGoff owns the website FullTimeBlog.com a site which documents his experiences growing a blog. His site TheModestMan.com now generates over 400,000 visitors and $30k in revenue per month.

Looking back through my old emails, I connected initially with Brock back in 2012 when he started.

Over the years of building websites, Brock has learned a lot.

Including getting hit by the first Google Panda update taking his traffic down to virtually zero.

Since then, Brock has made every effort to make sure a Google penalty would never happen again and only aims to build content and links that he is genuinely proud of creating.

So how does someone go from a corporate employee to a fashion influencer?

Watch The Entire Interview

The Inspiration for The Modest Man

It started by solving a problem.

Brock is only 5’6″, and looked young compared to his corporate colleagues. By taking the time to dress professionally, he found he could gain more respect.

He encountered the problem that no matter how much money he spent or research he did, finding clothing advice that would fit and look good on his 5’6″ build.

He knew that millions of others were encountering this same issue, so he started the TheModestMan.com as a way to document his findings and share his clothing experiences with others.

Learning how to dress well and earn passive income converged to create a significant income for Brock. Eventually, the site went from a blog to a larger authority site.

Today, the site has morphed into a general men’s style and confidence platform.

In the last year, Brock has double the site traffic. In our podcast interview, Brock uncovered the primary steps he took to make this happen. Here are just a few of the major things Brock is focused on.

Focusing on Search Intent

For a long time, Brock was syndicating the same content on Youtube and his Blog. He found that people discovered his content much differently on YouTube than on his blog.

Since they were so different, he shouldn’t be handling them the same.

YouTube content needed to have a bit of a “viral component” where his blog content should have more search intent.

Brock gave the example of one way he is doing this by changing titles of content depending on the platform.

For a recent watch review article, he shows the minor changes he makes.

Blog Title:
SEIKO SNK809 REVIEW: THE BEST AFFORDABLE AUTOMATIC WATCH

Youtube Title:
Is This Really the BEST Watch Under $100? | Seiko SNK809 Review

The subtle difference significantly impacts what gets clicked by optimizing for clicks in Google Search or on Youtube.

The Modest Man makes money from Affiliate Marketing, Adthrive, YouTube Monetization, and Sponsored Posts.

As Brock has put himself on the map as an influencer, he was getting quite a few sponsored posts requests.

His influencer deals were not coming from the influencer marketplace sites. Sites such as Brandbassador and Invocial are typically more suitable for micro-influencers or Youtubers looking to get free products.

Brock wasn’t looking to get free products, his influencer deals were coming from agencies or large brands that would bring along unique stipulations and requirements such as YouTube view counts.

Each deal and brand is a bit different. These deals take a lot of time and work but are profitable.

For a dedicated video, a brand would pay The Modest Man anywhere from $4-6k for a few minutes of visual content.

A non-dedicated 60-second ad at the beginning of one of his YouTube videos, Brock would charge approximately $2-3k.

These were significant margins and were a perfect way to help monetize his 300,000 YouTube subscribers, but it took a lot of work.

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  • Learn how to build white hat links to your site without headaches
  • Finally have a proven method to finding profitable niches
  • Get access to our foolproof keyword research methods
  • Learn how to outsource high quality content

Get The Authority Site System

Even with so many followers and monthly views, YouTube ad revenue was only generating about $1,500. The Sponsored video posts were a great solution.

Hiring a manager to manage the brand sponsorships allowed Brock to focus on what he was great at and build great content instead of exchanging emails and negotiating deals.

We didn’t get too much into the details of his arrangement with the brand manager, but it sounds like they work on a commission structure aligning the two nicely.

On Brocks blog FullTimeblog.com he shows that in Q3 $18,243 was generated from Sponsorships alone.

Focusing on Keywords and Affiliate Income

Early on, the majority of the content Brock was creating for The Modest Man was all informational content.

The informational content was great for driving traffic, but he knew he was leaving a lot of money on the table when it came to affiliate revenue.

Adding in buying guides to the type of content he was creating helped grow revenues.

Even with the unfortunate Amazon commission reduction, Amazon Affiliate links brought him in over $16,000 in Q3.

Creating the guides is only half the battle. It’s choosing the keywords which make the buying guides work.

Brock invested more time into using tools like Ahrefs to identify keywords. His favorite metric to monitor is the number of ranking keywords.

When Brock finds a great keyword, he will only create the content when he knows he can do better than the competition.

A perfect example of this is when the competition created lots of listicle articles stuffed with affiliate links.

By creating actual editorial content, better (unique) pictures, formating, and longer content, The Modest Man was able to find its competitive niche and outrank the mainstream fashion publications.

The Modest Man, with the help of a few writers, is now consistently publishing two articles per week, and keyword research is planned nearly three months ahead of time.

Updating The Modest Man Outdated Content

Taking the time to go back to old posts feels like a hassle, but it continues to be proven worthwhile.

Sometimes updating old content was more powerful than adding in new content.

I know Brock isn’t wrong. I’ve been doing some of the similar tactics he has, such as fixing broken links, images and updating content to make it more relevant for the Niche Pursuits brand. The effort is also paying off.

For The Modest Man, content length sometimes came into play with updating content as well.

The typical post is about 1500 words. For higher competition keywords, The Modest Man posts get up to 5000+ words.

Updating the old content has also highlighted the need to focus on evergreen content. Brocks says, moving forward, he is not putting effort into any non-evergreen content.

Site Architecture

Understanding The Modest Man content silos and what he wanted the site to be known for became a priority.

One example he found was that content on watches was doing well. By focusing on what was doing well and then expanding on them, traffic came easier.

If a post for the Best Watch Under $100 was gaining traffic, creating other posts in the different tiers for Best of $500 or $1000 also likely would do well.

It was almost like he was a miner. When he found a vein, he would dig deeper and broader to mine all the traffic he could.

The architecture created opportunities for overlap in the content silos.

For example, “Watches for small wrists” may have low search volume, but when visitors landed on the page, they would be delighted with 15 other articles they would be interested in reading.

What’s next for Brock?

Brock has had 4-5 brokers reach out to him just this year, offering to purchase his site. He’s interested in selling his website and putting plans in place for a sale in the next 12-18months.

Brock plans to still hold onto his YouTube channel and plans to only sell the blog.

With success in both YouTube and his blog. So if starting over again or starting new, what is Brock’s advice?

Look at what you enjoy. Do you enjoy talking in front of the camera or do you prefer writing?

If you like the aspects of becoming an internet celebrity, Youtube is probably your option. Brock says if you prefer more passive income, focusing on an SEO blog is perhaps a better option.

Brock has a great eye for visual content and creating valuable content. I am excited to see what comes next after a sale of The Modest Man. If you want to learn more about Brock and his work, you can check out his blog  Fulltimeblog.com or TheModestMan.com