In Part 1 of this three-part series, we took a look at how website content can be optimized to deliver a relevant audience as a first step to successfully monetizing that content. Here, we take a deeper dive into how to deliver content designed to be monetized.
Ways to Monetize Your Website
Deepak Shukla is the founder of Pearl Lemon, a corporate SEO agency based in London. “Partnering with businesses that align with your niche can help promote your website through affiliate links or banner ads,” he says.
Quality Content
It’s important, though, “to maintain high-quality content, ensuring your target audience finds value from your site.” However, there are risks. “The risks with ads are that ad impressions pay a low price and can sometimes contain spyware, which will, in turn, disincentivize other advertisers from running on your site,” states Robert Brill, CEO of Brill Media, a media buying agency based in Los Angeles. “The risk with affiliates is that they may not monetize effectively, or be of questionable quality,” he says.
Varied Content
Other opportunities for monetization that Shukla points to include curating ebooks, webinars, and consultation services. “These digital products can be highly profitable and attract audience members attracted to your niche to your content,” Shukla states.
These efforts can be promoted to drive more traffic to your site through email marketing, newsletters, and social media posts. Your own content could also be monetized through the sale of digital products or services. Putting your content behind a gate and charging a fee to access it can provide a passive stream of revenue.
Podcasts
Podcasts, for example, continue to be a very popular way to monetize content, most often through advertising; however, some podcasts do charge a fee. Apple Podcast Subscriptions allows creators to offer premium content at a fee that includes ad-free listening, early access to episodes, and bonus content. According to Apple, the best-performing subscriptions can convert more than 10% of listeners to subscribers. Spotify also supports podcast paid subscriptions and exclusive content for subscribers.
Regardless of what types of monetization you pursue, two must-dos are having significant traffic coming to your website and ensuring a quality experience both for your visitors and your advertisers. “Focus on a niche that can be monetized effectively,” Brill suggests. “Put effort into search engine optimization to get organic traffic. Make your site fast to load, easy to access, and uncluttered.”
(Note: This article first appeared in the April 2024 issue of Information Today.)
About Us
Strategic Communications, LLC, works with B2B clients to help them achieve their goals through effective content marketing and management with both internal and external audiences. We work with clients to plan, create and publish high-quality, unique content. Whether on- or offline, or both, we’ll help you achieve desired results at reasonable rates.
In addition to content creation we specialize in helping B2B clients raise awareness and drive website traffic through a strong LinkedIn and X presence.
(Strategic Communications is certified as a Woman-Owned Business Enterprise through the Wisconsin Department of Administration.)
Stay up-to-date on the latest traditional and digital marketing trends and insights for communication leaders: subscribe to our monthly e-newsletter.
Tags: content marketing, effective content marketing, making money from your website, monetizing web content, web content monetization