How to monetize your travel blog with clelia mattana by Henry John

Study 16 hours a day and live passionately: How to monetize your travel blog with Clelia Mattana - Barefoot Radio 35 by Graham Brown - The Barefoot Journal by Graham Brown - http://www.barefootjournal.com

Study 16 hours a day and live passionately: How to monetize your travel blog with Clelia Mattana - Barefoot Radio 35 by Graham Brown - Sunday, February 22, 2015 http://www.barefootjournal.com/monetize-travel-blog-clelia-mattana-barefoot-radio/

Welcome Clelia Mattana from Keep Calm and Travel

1 / 23

“Life is a daring adventure or nothing at all – Helen Keller”

“Life is a daring adventure or nothing at all” – to quote Helen Keller cited on Clelia Mattana’s website Keep Calm and Travel. Clelia’s journey has certainly been an inspiration. Since leaving the comfort of a successful career working for Burberry in London, she set up her own online travel business and traveled the world. Her travels took her freediving in the Philippines, as well as exploring the delights on South East Asia. She funds her lifestyle through her blog and affiliate sales. But it’s not something you can do lightly. Getting there took hundreds of hours of study, so you better make sure that what you’re doing is something you’re passionate about. In this interview, Clelia will share tips on how she monetizes her travel niche as well as how to get started.

Show Highlights * In the beginning: travels through South East Asia. * The Devil Wears Prada: leaving behind a successful career in fashion. * A Daring Adventure: Enough Dreaming! Freediving in the Philippines * Day 1 Bangkok: “the cows of Bangkok. I wasn’t expecting that!” * Making it Pay: “hmmm… I could make money out of this!” * Find Your Niche: “The niche found me actually” * Goodbye normal: “When you’re born square, you cannot die round” * Get up that learning curve: “See another person doing the same. They can do it; I can do it!”

Barefoot Radio Show Transcript The Daring Adventure Begins… Graham: Fire your boss, sell your car, travel the world. My name is Graham Brown and today I’m joined by a special guest, Clelia from Keep Calm and Travel. Clelia, welcome to the show. How are you doing? Clelia: Hello everybody, I’m Clelia as you said. I’m good and I’m in Chiang Mai.

2 / 23

Graham: Chiang Mai. How is it in Chiang Mai today? Clelia: It’s very sunny, cool and I love it. Graham: Fantastic. How long have you been there Clelia? Clelia: Just for 10 days now but I’m planning to stay here for months. Graham: Excellent. Clelia: I need to work.

In the Beginning

Graham: Well, we’ll talk about your work in a minute. You’ve been on a long journey. You set off well, nearly two and half years ago on a one way ticket to Bangkok. That sounds pretty exciting.Where have you been in those two and half years? Share with us

3 / 23

some of your highlights. Clelia: Well, I started in Southeast Asia and I actually stayed in Southeast Asia. Well, I travel to Thailand first then Cambodia, Malaysia, Indonesia, Philippines. What else? Myanmar. “Other people looked at me and they saw a successful girl. I had my own apartment and everything that every girl would dream of, but it wasn’t for me. When I realized that I decided to change and here I am”

Graham: Good. Two and half years; that’s a long time away. Why did you go travel for such a long time? You had a successful career back in Europe. What was going through your head? Why did you go? Clelia: Well, actually the successful career was for other people; not for me. I mean, other people looked at me and they saw a successful girl. I had my own apartment and everything that every girl would dream of, but it wasn’t for me. When I realized that I decided to change and here I am. Graham: You had a successful career working for Burberry, right, in the fashion business? And you were living in London. It must have been an exciting life. What was missing from that that you thought could find travelling? Clelia: It’s really complicated to explain. Like it wasn’t the real me out there. I mean, London is exciting, it’s true. I love it for the first couple of years. But fashion; if you know me in real life, you would know what I mean. It’s totally not my thing. It’s like the ‘Devils wear Prada’. You know the movie? That movie represents basically my life. No, I mean just not the fashion thing. I was crazy about travelling just before that but I couldn’t afford it. So, not that I couldn’t afford it; I could afford just like the small trips, really. But what I really wanted was to travel indefinitely. I thought it was not possibly because the dream was very big; it was too big. Then I started reading all the blogs and I thought, hmm, maybe it’s possible and then I just decided to leave.

A Life of Experiences

4 / 23

Graham: So, you had already travelled before you left London? Let’s sort of rewind the clock a little bit. You’re from Sardinia. From Italy originally. You travelled a bit before you came to London, is that right? Clelia: Yes, let’s say that I travelled in short term. I went to New York; I visited Europe; every place in Europe; big cities, I’ve been there. But it wasn’t satisfying me. Just like eating a candy and not eating the whole meal, you know. So, I wanted the whole meal in the end. Graham: I’m looking at your resume or your description of your ‘about you’ on your blog and there is some really interesting stuff in there; some stuff that stand out at me which is quite unusual. You’re an English and Ballet teacher, is that right? You’ve been free diving in the Philippines? “When you start living like this, you have to have passion or you don’t do it at all”

5 / 23

Clelia: Yes, love it. Graham: There are some amazing experiences there. What drives you? What gets you out of bed in the morning when you’re working for yourself Clelia? Clelia: Like passion. 100% passion. When you start living like this, you have to have passion or you don’t do it at all. Because yes people see all these things on my profile and they say, “Oh my God, this is great. Every day is exciting.” But when you do it for more than one year, two years then it becomes your routine. It’s not like vacation anymore. So, what keeps me going is my passion about what I’m doing like my blog and the travels; meeting people; seeing different places; comparing my culture with other cultures is amazing, just a different world.

The Day She Left Normality Graham: Was that going through your head the time you decided to leave? Let’s talk about that point when, a) you had that conversation with somebody that you’re quitting your job at Burberry and you’re going travelling and then you are leaving. Take us back to that moment Clelia. What on Earth was going on? Clelia: Oh well, I know the day exactly. I know exactly when it happened. I was on a beach in Sardinia. It was the16th of August, 2012 and I was with a friend. He was living in London as well and he was so unsatisfied about his life just like me. We were talking about like leaving, but day dreaming about leaving and quitting our jobs. That day on the beach I said, okay we are just done with dreaming, we are doing this. He looked at me like ‘Are you crazy?’ and I said no, in two weeks I’m going to buy a one-way ticket and I quit my job in 6 months. That’s what we did. You have to be convinced you know when you decide to do something that big. You have to really know that you are doing what you’re meant to do. Graham: How did you know that that was right? “It just hit me on that day and I said okay, I’m going to do it. I said enough dreaming”

Clelia: Oh, it’s so difficult to explain. When you know you know. It’s like falling in love.

6 / 23

I like the comparison about this. When you fall in love you just know, right? You cannot explain why yes she’s beautiful, she’s whatever, but it’s not that, you know. The same happened to me on that beach; I knew that I was going to do it. Graham: So, was it something that just hit you like that? Or was it something that was growing over time? Clelia: Of course it was growing but the final decision, the final push hit me. It just hit me on that day and I said okay, I’m going to do it. I said enough dreaming. Graham: So, something broke inside or a light went on inside. Clelia: Yes, exactly. Something broke inside me and the second I go on that like forever. But going back to my job, which I hate, and doing that for the rest of my life; I rather take the risk because it was a risk at the time and then just quit my job and see how it goes. For your information and everybody else who is listening, I didn’t even ever have an idea to become a travel blogger at the time. I just wanted to travel. Graham: Right, okay so we’ll talk about your travel blogging in minute Clelia, but first the day you left what was that about? You were in London at the time ready to catch a plan, get a taxi. Tell us about it. What was going on? Clelia: No, I was in Sardinia. I wanted to go back home first to catch up with my parents and my relatives and then to eat a good Sardinia food, you know. The day, well the day before; the night before was crazy. I cannot even start talking that. I was so excited, so scared actually because it was a big, big step. Then, that God I was with a friend, so I wasn’t just leaving by myself. We met at the airport and we said goodbye to our parents and relatives and friends and off we went. It was nice; very nice. Graham: I imagine you grew up in a very good environment in Sardinia where everybody knows everybody, an island. I’ve lived on islands, I understand the island culture. I also understand that island people don’t travel much. So, how did they feel about that? They thought well… Clelia: Well, I’m an exception in that case because I left home when I was 19. And I’ve always been the rebel of the family so my lifestyle choices were pretty unconventional even before this last one. So people, yes, were like, “Oh my God, are you crazy? Are you leaving your job?” but they were not surprised, you know. Because they knew me. It’s totally Clelia’s style.

7 / 23

Graham: There she goes again. Clelia: Exactly. That’s what they said, “There she goes again.” We were thinking that they’d change our minds. That we would just settle down. No, I would never settle down, not in their conventional way.

Day 1 in Bangkok Thailand

8 / 23

Graham: So, you are on the plane; where did you fly to first when from Sardinia? Clelia: Oh, it was a long flight because we were on a direct flight to Asia. So, first stop was in Rome for probably 15 hours and then Dollhouse second stop and then Bangkok. “Well, living the dream is different from dreaming it, and the first few days, I have to be honest, I was in shock. I didn’t like Bangkok at all”

Graham: Right. So was this your first time in Asia? Clelia: Yes, first time absolutely. Graham: So you’re landing in Bangkok airport. You walk out of the airport; where was you feeling there because there must have been strange sounds, smells, sights; everything. Clelia: Oh my God, it was shocking. First of all, Sardinia was February so it was not that cold, but it was cold. As soon as I got off the plane. I said “Oh my God, It’s so hot and humid.” So that was the first impression. Then the cows of Bangkok. I wasn’t expecting that. I mean, yes I know London; I’ve been to New York; big cities; but Bangkok is something else. The smells as you’ve said; the people; all these monks in, you know, orange dresses. I saw them in the pictures but it’s different. Well, living the dream is different from dreaming it, and the first few days, I have to be honest, I was in shock. I didn’t like Bangkok at all. Graham: Did you doubt yourself at that point? Did you ever think ‘Have I made the right decision’? Clelia: No, not that. I was just tired so I thought maybe when I settled down a little bit, it goes back to me and I will be enthusiastic again. That’s what happened actually. It took me one week, maybe to be myself again. Graham: Was there ever a point during your travels where you thought “Yes, this is it. This is why I’m doing this. This is why I went through all that trouble to get here?” Was there a day or a place that you can share with us? Clelia: That’s a difficult one. No, there wasn’t a day or like a moment. As soon as I

9 / 23

decided that I knew that that was it. Even before the travel; even after the Bangkok shock, I knew that that was it, that I made the right decision. I never doubt myself about that; never. Graham: Have you ever had then a moment where you thought about packing up and going back? I mean, I know you said you don’t doubt yourself, but the thing is about travel, we get tired, we get hungry. It’s easy to think that that’s travel, right? Clelia: Yes. Well, I’ve been in those moments but I knew already that that would have happened so I was prepared psychologically. But there was a time in which I actually packed my stuff and went back home; I did, but it was because of a break-up so not really travel related; it was more heart related. I just needed to go back home and, you know, put myself together and start my trip again Graham: And get some of your mom’s cooking? Clelia: Yeah. Yeah, absolutely. It worked wonderfully because when I resumed my trip it was fantastic. Graham: Right, okay. Good. You were reborn. Clelia: Oh, absolutely a second time.

Building Her Travel Business

10 / 23

Graham: Fantastic. Let’s talk about your business side of things because you have a very successful travel blog and that enables you to keep your travels going, right. And you’re not sort of scraping by; you’re not sort of making a little bit of money, you’re doing quite well to of your blog, right?

11 / 23

Clelia: Well, right now I am yes, but in the beginning I was scraping by. Graham: How long did it take you to get to the stage where you’re actually cash positive? “I used the right affiliates which is my business model at the moment and I was successful”

Clelia: Well, in my case, okay I have to give a little bit of promise because I started my blog completely unprofessionally. So, it was just a diary for my family who never read my blog, of course. For just one year I didn’t give much thought about that and then I saw people through Google and I was like interested and see how. Then I discovered that one of my articles about Sardinia, ironically, was doing all the job for me, driving traffic to my website. At that point I started reading other blogs and is aid, “Hmm, I could make money out of this,” and as soon as I tried, like immediately, I was earning money. I was probably just lucky because I found my niche which is quite profitable. I used the right affiliates which is my business model at the moment and I was successful. I mean, not that successful in the beginning because I started in March last year and it was not peak season at the time. So, I started slowly month after month and then now I can say that I have a full salary; not every month but in general, yes I have. Graham: Okay. So, you have affiliate model and you have a niche focusing specifically on Sardinia. How did you discover this? Did you discover it yourself or did you learn from other people? What’s the story there? How did you know that that was going to work for you? Clelia: When I was starting to take my blog seriously I started a lot. I mean, I put so much effort in my blog. I wanted to make the jump from like amateur to professionally. It took me one year, probably of studying 16 hours per day starting reading and I came across the affiliate model as well, so I decided to give it a try. I wasn’t hoping to make any money in the beginning but I did. So, now I’m more aware of what I’m doing. In the beginning I was sort of trying but now many people actually ask me, “How did you do it? Can you just teach me? How did you do it?” So, I’m also giving consultancy to other people. Graham: If you are consulting to yourself when you were starting out with the wisdom you

12 / 23

have now, what would you do differently? Clelia: I would just start earlier, like immediately, and probably start a little bit of SEO beforehand which I didn’t do in the beginning. I didn’t even know what SEO was. I didn’t know anything at all. One of my friends mentioned that and I was like, “Oh, it’s nothing really. I don’t care about this stuff,” and I said “Oh my God, I don’t care about this stuff? This is the stuff that gives me the money right now.” So yes, if I could go back, probably starting earlier and know what SEO is about. Graham: Do you work harder now or you just a lot more focused now that you know about themodel, SEO and so on? Clelia: Both because I work harder because I have write many guides now to keep going with the Sardinia business. Also because now my blog is more successful and I receive many tons of opportunities which are to screen and see if they are worth it or not. So, it’s getting more complicated because I’m by myself and doing it all by myself. I’m thinking about hiring someone. Not to mention that English is not my first language and I learnt it when I was 30 so it’s a … Graham: You’re doing very well. You’re doing good enough. You’re just fine. Well, what sorts of opportunities come your way then? Are these brands that want to work with you or media? How does that work? Clelia: Well sometimes I get really annoyed to be honest because they assume that I will publish everything for free or for just a giveaway which is not a how an issue works for bloggers. They can sometimes, not all the companies; I’m not talking about all of the companies but some companies they think that they have the right to be published on our platform just because we are bloggers. I have to say no to many people and say, okay I’m giving you exposure for your brand so you should pay me back. It’s difficult to keep the conversation with companies. Some companies are totally fine; they get it. Some others you have to work more to let them understand the mechanics, you know. So, it’s not easy. Graham: Well, I think their problem really is that they don’t understand that this is valid paid media channel, right. They just see it as a hobby for a lot of people. They don’t understand that people can make money off. Clelia: You’re absolutely right. Exactly. That’s why the conventions, they are now really popular. They are really important for the travel industry. I’m talking about the World Travel market. Recently I was hosted by the TBC Asia conference which was really

13 / 23

interesting because the travel industry can see bloggers, can talk to bloggers and understand what we are taking about and what we can provide to them which is not like on the travel diary. Yeah, I think that this is a very important point.

Can You Make Money In Travel Today?

Graham: So, let’s talk about advice for people starting out in that blogging community. One of the things I hear people say is “well, it’s okay.’ For someone like you, Clelia, because you started before the door closed. You started two years, three years ago, right? What do you think? Is that true? “Everybody can find their own voice, own audience, be original. It can be something like a vegan blog or whatever else that is related to blogging and travel”

Clelia: No, because I started when the door was already closed. Graham: Right. So, the point is, is that a fair criticism? Is that an excuse that people have? What sort of advice would you give people who say, “Well, there is no opportunity now in

14 / 23

travel blogging. It is big guys doing the big blogs and that’s it.” Clelia: Well, its half way true and half way not true. Like the truth is in the middle, I think. It is much harder than it was before. I was talking to one of the popular bloggers at TBC Asia and she started six years ago. So, well most of the top bloggers, they started like four or six years ago and even more. They are saying it’s really, really difficult for people around now to, you know, be introduced to this world and actually make money. I won’t be so radical to say to new bloggers, “No, don’t even start because there is no room for you.” It’s really unfair. I mean, everybody can find their own voice, own audience, be original. It can be something like a vegan blog or whatever else that is related to blogging and travel blogging and not just broad travel. I would suggest to find specific niche. That’s what I would say, yeah.

How to Find Your Travel Niche

15 / 23

Graham: How would you find your niche? I mean, you obviously discovered your niche in Sardinia, but did you know that before or did that just happened? Clelia: No, itâ&#x20AC;&#x2122;s just happened. The niche found me actually. Because I saw the traffic and I decided to get smart and say, okay I can make money out of that, and I did. But other people maybe they should find there what makes them unique, you know. I see many blogs and they talk about long term trips but they have their own voice. They are reverend;

16 / 23

they are honest; they have their specific, you know, language; they have recognizable voices. That’s really, really important, I think. Graham: Great advice. That point about the niche finding you is also interesting as well, isn’t it? Because maybe subconsciously you have something you’re pushing, your voice reflects that and that’s what people are attracted.it could be a place that you talked about. It could be an interest, you know, like vegan, travel, whatever it may be. Clelia: Yes, exactly. You know, this is a good point because I was talking to other bloggers. In the beginning the blog was like broad talking about travels and then the niche found them too. I mean, they were passionate about something more specifically or they have found, as you’ve said, a specific destination they particularly love. So, it’s easier for them to talk about that. That’s how you find your niche. I don’t believe in, okay I plan and I say this niche is profitable so I should try that. That’s not how it works. It might work but it’s more difficult if you are not passionate about it because after a while you’re going to have arguments to talk about, you know. Graham: You have to be authentic, right. You have to be why you’re, why you’re the person to talk about Sardinia or why you’re the person to talk about vegan, travel. It has to be something that’s inside your soul. Clelia: Exactly, and that’s a good point. You know why I was so successful with Sardinia; first of all, it’s my island so, I don’t know how to say, like the person that knows the island very well because I travel all over Sardinia, I know places. I really know people and I know the traditions. Yes, everybody can write about Sardinia but not maybe in depth like I can do. Second of all, I’m passionate about Sardinia for real and it shows. Third of all, I can really, I don’t know how to say it, but it’s my passion in my writing. This is the feedback I get from people actually. Graham: A good combination. How much of your success has been result of networking with other people in the industry; other bloggers? Or is it something that you have done yourself without any kind of external help? “I gave up trying to understand Google’s rules. I just do my job. I try to give feedback and good quality content to my reader. That’s all I care about”

17 / 23

Clelia: Of my Sardinia niche, I did do with any help, probably ion the beginning. Now, yes. People are starting to recognize me as like, sort of, out of Sardinia so they tend to link back to my articles. But in the beginning, definitely not. I did it by myself because I just was passionate about it. I don’t really know how Google found me, honestly. Now I actually wrote a really, really long article; one of the people I was talking to the other day, a blogger, he said this is a books, it’s not an article so maybe Google find it valuable and then that’s how it started. Graham: Google knows what’s authentic and what’s not. I think that’s the important point Clelia: Yes. Sometimes, I’d say “Google please find it. Why are you not finding it yet? I think because I was lacking. Graham: We don’t know all the rules. That’s the point, right. So, it’s still a little bit of magic. Clelia: Yes. Well, I gave up trying to understand Google’s rules. I just do my job. I try to give feedback and good quality content to my reader. That’s all I care about. Graham: Exactly. I think you can become too obsessed with SEO and too obsessed with statistics and forget about that writing part, creating good content which is ultimately what it’s about.

Why Normal is Boring

18 / 23

Graham: Clelia, you know it’s a fantastic story, you’ve taken a risk. You’ve gone with your passion. You followed your dream. You’ve setup a business. You know, you’ve had opportunities to turn back many times, but you’re still going and you’ve grown a successful business and you’re helping other people as well now. But I imagine a lot of people don’t get it. You know, a lot of people don’t understand blogging. A lot of people don’t understand why on earth you’re out there travelling. So, my question to you is why with all these skills don’t you choose a normal life? “I was born with the travelling bug and I didn’t realize until I was 30?

Clelia: Oh, okay first of all, I really love when you said people don’t get it. Do you have any or maybe you have an idea how many people don’t get it. Even my brother doesn’t

19 / 23

get it. Anyway, he said when I changed my laptop, “Why do you need a laptop anyway to travel?” and I said “Okay, whatever.” Just leave it at that. Yeah, that’s my brother. He doesn’t like travelling. He doesn’t like my lifestyle. But why don’t I choose a normal life? Well, because this is for me, the most normal life I can have. I know it sounds weird for the people that don’t get it, but you were born in a way; everybody’s born in a way. Like in Italy, I don’t know if it’s an international saying or just Italian saying ‘When you’re born square, you cannot die round’. Is it just an Italian saying? Graham: It’s Italian but we understand. Clelia: You know what it means; if you were born like outgoing, you cannot do shy. So, I was born with the travelling bug and I didn’t realize until I was 30. But when I discovered that for me this is the life I’m meant to live, the real life, I mean the normal life is this one. Then I know my life, the unconventional life would be going back to where I was. So, I know it’s kind of difficult to understand for many people but it’s the truth for me. I never ever think about going back to a 9-5 job ever. It’s like making, I don’t know; it’s just against my nature, yeah. Graham: Even when you’re 65? Do you think that far ahead? Do you think what am I going to do when I’m older? Does that cross your mind? Clelia: Oh, I’m already old, so. Well, I think that at 65, probably I will be painting in Cornwall with a paint cart. No, I don’t think that far. I don’t like to think about long term goals; that long, you know. Graham: But what about next year; would you still be in Southeast Asia a year from now? Clelia: I don’t know where exactly I’m going to be but definitely travelling, yes. I like to travel kind of slowly. So, for example, I can settle down for one year in a place; that is not a problem for me. The idea of settling down forever, that’s the problem. So, I did it already. I settled down in London for a few years; in Rome for three years; in Thailand for almost one year now. Yes, I can see myself doing that for the rest of my life, definitely.

Advice on Starting Out

20 / 23

â&#x20AC;&#x153;I settled down in London for a few years; in Rome for three years; in Thailand for almost one year now. Yes, I can see myself doing that for the rest of my life, definitelyâ&#x20AC;?

21 / 23

Graham. Good, and it’s an inspiration for so many people. If somebody was listening now who could have been working for Burberry thinking, “Wow, there has to be something else out there,” but maybe they’re a little bit scared; maybe they have a comfortable life; maybe they have a reputation; and maybe they have a title and a good house; and a good income; but it’s not all there. What advice would you give to them Clelia? Clelia: Well, that’s exactly my point of my blog, apart from my niche, which is Sardinia, is to inspire people like you said they are too comfortable in their life and maybe too scared to take a chance and just change and do what they really want to do. I recently wrote an article for an online magazine and it’s just about that; find your true calling. It’s not easy but it’s difficult to give an advice because I hinder and I receive any sort of advice. But the best advice is to see another person doing the same. Graham: Exactly. That’s good advice. Clelia: So, that’s what pushed me when I was deciding and I saw other people doing the same to blogs mainly, “Okay, they can do it; I can do it.” So, that’s the best I can do. I can only give an advice about that. Graham: Good enough. I think we all learn through story and there’s nothing more powerful than story than seeing someone like us doing what we want to do. Clelia: Yeah, no because I have given advice which is maybe great, yeah people think okay, It’s is really great advice but it’s stops there. If they see me doing that actually what I’m preaching, they’d say, “Oh wow! She’s not just saying, she is proving that it can be done. Not just me but everyone, I mean, in every field of life. You can apply it to everything really. Graham: Clelia, I really enjoyed having you on the show today and I think the listeners will be inspired by your story. Where can we find out more about Clelia and her travel story? Clelia: On my blog, keepcalmandtravel.com and my social media accounts; Facebook. I’m basically everywhere apart from Instagram. I’m working on that. Graham: Stay tuned.

Get More Stories Like This…

22 / 23

Get More Articles Like this at The Barefoot Journal Fire Your Boss - Sell Your Car - Travel the World http://www.barefootjournal.com