How to monetize your content
Smart marketers know they need to build a presence on the information giants, Facebook and Google, to stay relevant in today’s digital age. Facebook and Google currently dominate online advertising, search and traffic. The problem many companies face is that the two companies are constantly adapting their algorithms, making it difficult for companies to be found. Lack of online visibility makes it even more difficult for companies to monetize their content.
It’s time to focus on change, context and website traffic to stay relevant online and generate revenue from your content. If you’re not willing to do that, you leave money on the ground for your competition to pick it up.
Ways to monetize content
Here are four ways to monetize your content in the age of Facebook and Google dominance.
1. Native Advertising.
Google and Facebook account for more than 49% of companies’ digital advertising spending. This continued growth is partly due to the fact that it is a well-known name. Native advertising drives lead back to your blog, website or landing page through paid advertising efforts.
Facebook recently announced a change in their newsfeed algorithm with plans to show more updates to family and friends and less business content. This change forces companies to spend more on advertising if they want their content viewed by users.
Create native advertising works for your business by promoting valuable content rather than your Facebook page or website. Indigenous ads work best when:
- They tell the story of your brand.
- They deliver content that the user can relate to the content.
- They do not focus on selling your products or services.
Indigenous advertising is predicted to be a $21 billion industry by 2018, making it too big to ignore. They are gaining traction from mobile users with a click-through rate that is 137% higher on mobile devices than on the desktop.
Indigenous advertising is the best way to increase your content seen by a large audience, drive traffic to your website, and increase sales. They work because they are less invasive than traditional advertising and users are really interested in the message you share.
2. Content Upgrades
Content upgrades are special bonus content pieces or mini-lead magnets that are placed in your existing content. Companies create eBooks, free reports, subscription sites and online workshops based on the content they’ve already written about on their blog or website.
Don’t just post content upgrades on every page of your website or blog. Use your Google Analytics account to determine which pages perform best. Add content upgrades to the pages that are already performing well. This bonus content is a deeper look at a topic that the website visitor is already interested in being more likely to hand over his or her email address.
Leads that respond to free content upgrades are of better quality, because not every website visitor will find the upgrades. Those who do are invested in finding more information, are very involved in the information you provide, and are more likely to start a customer relationship with you.
Your number of paying leads will increase dramatically when your membership website or online workshops offer value that your visitors elsewhere can’t find for free. Work with influencers to make these offers more attractive.
3. Instant articles.
Google and Facebook have launched instant article solutions for publishers over the past year. Facebook Instant Articles were opened to the public in April 2016. Google Accelerated Mobile Pages were released in January 2016. Both offer Internet users, particularly mobile users, a better user experience. They load instantly unlike articles published on your unique URL.
Facebook research shows that 70% of users are less likely to quit an instant article – meaning more individuals are actually reading your content, seeing your offer and acting. More importantly, 70% of mobile users take action within an hour of completing the online search.
At this point, it seems that companies have nothing to lose by posting content through instant article solutions. They experience a decrease in drop-out rates, an increase in the reach of the public and an increase in commitment rates. However, companies have been slow to make the move, making it a valuable resource.
Act now before the competition. You will be known for your instant loading times, easy access and positive experience. Why now? You never know when Facebook and Google will give “extra credit” to those who already use the features and will advance you in search results.
If you are surfing the Internet at any time, it is likely that you will see videos in news feeds and search results. Google and Facebook love videos and both give companies that use videos more power in their algorithms by showing them first.
In addition, Facebook is investing heavily in live video security as an important trend in 2017. They recently paid $50 million to companies and celebrities willing to publish content using Facebook Live.
Videos help generate revenue when available:
- Offer unique and valuable information to users.
- Use the right metadata.
- They’re shareable.
- They’re interactive.
Companies that use video today in their online marketing strategies see more effort, more lead conversion and better lead quality. People want you to make it easier for them to understand your message and they want to feel like they know you personally. The video makes it possible to do both at once.
Use videos to demonstrate products, share your mission, highlight customer testimonials and interview team members. Viewers will get an instant connection to your brand and want to start a relationship with you.
5. Don’t you want to join them? Defeat them.
Of course, if you’re not too interested in joining the cartel as the hegemony of Facebook and Google, you can always choose to build your own content center. The web offers a number of solutions that help you control the means of content creation, from start to finish. Try a solution like Kajabi that allows you to create a website, sell your digital products and grow your customers – through a single platform. With the platform, you can set up your own course and sell your knowledge to a wide audience. There are of course a number of tools that allow you to create and distribute content and, most of the time, your best bet for distribution is – quite surprisingly – Facebook and Google.
It is not possible to predict the next step of Facebook or Google. The secret to keeping up with both is to create a complete and unshakable online marketing strategy. Stay abreast of their rules to make sure you’re easily available online. Being found is the first step in monetizing your online content. Companies that are not willing to play by their own rules become a small stain in the company’s history.