The Humble Man: How Brock McGoff grew a men’s fashion blog to $ 30,000 a month

How can you look taller and slimmer? Should Men Wear Makeup? How can you stow your shirt? These Youtube videos generate The Modest Man viewed millions of times!

Brock McGoff owns, a website that documents his blogging experience. His website now generates over 400,000 visitors and $ 30,000 in revenue per month.

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

Brock has learned a lot over the years in building websites.

Including the first Google Panda update, which reduces its traffic to practically zero.

Since then, Brock has made every effort to ensure that a Google penalty never happens again and only aims to create content and links that he is really proud of.

How does someone transform from being a corporate employee to being a fashion influencer?

Watch the entire interview

The inspiration for the humble man

It started with solving a problem.

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

He ran into the problem that no matter how much money he spent or researched, he could find clothing advice that would fit his 5’6 “build and look good.

Knowing that millions of others were encountering the same problem, he started to document his findings and share his clothing experiences with others.

Learning to dress well and earn passive income resulted in significant income for Brock. Eventually the site switched from being a blog to a site of greater authority.

Today the website has become a general platform for men’s style and self-confidence.

In the past year, Brock doubled site traffic. In our podcast interview, Brock uncovered the key steps he has taken to achieve this. Here are just a few of the most important things Brock focuses on.

Focus on search intent

Brock has long syndicated the same content on Youtube and his blog. He found that people discovered his content very differently on YouTube than on his blog.

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

YouTube content needed to have some sort of “viral component” where its blog content should have more search intent.

Brock gave the example of a way to do this by changing the titles of the content depending on the platform.

In a recent article on reviewing watches, he shows the subtle changes he’s making.

Blog title:

humble blog title

Youtube title:
Is This Really the Best Watch Under $ 100? | Seiko SNK809 review

humble youtube title

The subtle difference has a huge impact on what is clicked on by optimizing for clicks in Google Search or on Youtube.

The humble man makes money doing affiliate marketing, adthrive, YouTube monetization, and sponsored posts.

Since Brock put himself on the map as an influencer, he received a few requests for sponsored posts.

His influencer deals didn’t come from the influencer markets websites. Websites like Brandbassador and Invocial are usually more suitable for micro-influencers or youtubers who want to receive free products.

Brock wasn’t looking for free products, his influencer deals came from agencies or big brands that had unique regulations and requirements like the number of YouTube views.

Every deal and brand is a little different. These offers take a lot of time and work, but they are profitable.

For a specific video, the Modest Man brand would pay anywhere from $ 4 to $ 6,000 for a few minutes of visual content.

Brock, a non-dedicated 60-second ad at the beginning of one of his YouTube videos, would be billed roughly $ 2-3,000.

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

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Despite so many followers and monthly views, YouTube ad revenue was only about $ 1,500. The sponsored video postings were a great solution.

Hiring a manager to manage brand sponsorships allowed Brock to focus on what he could and create great content instead of exchanging emails and negotiating deals.

We haven’t gone too far into the details of his agreement with the brand manager, but it sounds like they’re working on a commission structure that will make the two of them work well together.

On Brocks blog, he shows that sponsorship alone generated $ 18,243 in the third quarter.

modest sponsorship income

Focus on keywords and affiliate income

Early on, most of the content Brock created for The Modest Man was informational content.

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

Adding buying guides to the type of content he created has increased revenue.

Despite the unfortunate reduction in Amazon’s commission, Amazon Affiliate Links grossed him over $ 16,000 in the third quarter.

modest affiliate income

Creating the instructions is only half the battle. It’s about choosing the keywords that the buying guides work with.

Brock spent more time using tools like Ahrefs to identify keywords. Its preferred metric to monitor is the number of ranking keywords.

When Brock finds a great keyword, he only creates the content knowing that he can do it better than the competition.

A perfect example of this is when the competition created many list items with affiliate links.

By creating actual editorial content, better (unique) imagery, formatting, and longer content, The Modest Man was able to find its competitive niche and outperform mainstream fashion publications.

The Modest Man now regularly publishes two articles a week, with the help of some writers, and keyword research is planned almost three months in advance.

Update Modest Man’s deprecated content

Taking the time to go back to old posts feels like a chore, but it’s still worth it.

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

I know Brock is not wrong. I used some of the similar tactics he used, such as: B. fixing broken links, images, and updating content to make it more relevant to the Niche Pursuits brand. The effort also pays off.

At The Modest Man, content length sometimes came into play when updating the content as well.

The typical contribution consists of around 1500 words. For more competitive keywords, The Modest Man posts get more than 5000 words.

Updating the old content also highlighted the need to focus on evergreen content. Brocks says he won’t bother about non-evergreen content in the future.

Site architecture

Understanding The Modest Man’s content silos and what the site should be known for became a priority.

One example he found was that the contents of watches performed well. By focusing on what was going well and then expanding it, traffic got easier.

If a post for the best watch under $ 100 were gaining traffic, it would probably be good to create other posts in the different tiers for the best price of $ 500 or $ 1000 too.

It was almost like he was a miner. When he found a vein, he dug deeper and wider to remove the traffic that he could.

The architecture created opportunities for overlap in the content silos.

For example, “watches for the small wrist” might have a low search volume, but if visitors landed on the page they’d be happy to see 15 other articles they’d like to read.

What’s next for Brock?

Brock was only contacted this year by 4-5 brokers who offered to buy his website. He is interested in selling his website and making plans to sell it in the next 12 to 18 months.

Brock plans to stick with his YouTube channel and only sell the blog.

With success both on YouTube and on his blog. What does Brock advise if you start over or start over?

Check out what you enjoy. Do you like to speak in front of the camera or do you prefer to write?

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

Brock has a keen eye for visual content and creating valuable content. I’m excited to see what’s next after The Modest Man’s sale. If you want to learn more about Brock and his work, you can visit his blog, or

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