Monetizing Content, Part 2
Last month, I spoke about the first steps online publishers can take to monetize content, namely examining online traffic patterns. This included an analysis of unique visitors, repeat visitors, page views and where traffic originates from.
After analyzing the traffic on a Web site, an online publisher needs to reach visitors through consumer feedback surveys to specifically elicit information on categories and subcategories. The survey vehicle can be a question to the registration form, embedded questions in an email or banner pop-ups — whatever works best for the site. The key is to sample a significant audience size over a period of one to two months before making content changes. Survey information is valuable because it not only enables publishers to augment content on their site to suit the needs of its visitors, but also to help attract the right advertisers.
For instance, if a soccer site geared to 5-12-year-olds asks for information about local soccer camps, clinics, and teams, a well constructed survey will tell the site owner which category is most important to users. Now let’s say this survey found that visitors were primarily parents of competitive athletes who want information on nationally ranked soccer camps and the best equipment available. The site owner can now refine content based on the feedback, and because it’s the perfect niche category, the site becomes attractive to a wide range of advertisers.
If your strategy is working, banner impression revenue should generate between $1 and $5 per 1,000 impressions.
Stay tuned for Part 3 of Allan Levy’s series on monetizing content in ADOTAS…
Reader Comments.
- Pingback from How much is your content worth? « Webified
Hi Allen, would you be interested in having a private conversation about your monetization model with me? I am interested in where and how you are collecting registrations, what your model is for then monetizing those registrations outside of banners and display advertising, and I would also like to share some of my experience with you and go from there.
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