Top 5 Ways to Monetize Your Content

In the world of digital advertising, publishers and advertisers go hand in hand. As a publisher, looking for new tactics to drive traffic and increase engagement on your site can be overwhelming. Here we explain the top 5 monetization tactics and why they work.

1. Native Advertising

Running ads on your publication site is key to increasing engagement and boosting revenue. As a publisher, it is important to ensure that the ads running on your site are credible and relevant to your content.

One of the biggest perks of native advertising is that the ads blend in with your publication by taking the style of the content on your website. These ads are accurately delivered to your audience, in the right place and at the right time. Since native ads are relevant and blend in, readers will stay on your site longer, promoting a positive experience for visitors while building credibility for your site.

A survey conducted by Contently showed that 41% of consumers gain trust in publishers when they feature native ads for a trustworthy brand on their site. The native advertising market is projected to grow to approximately $402 billion by 2025 (Mobile Marketing Magazine). Not only will engagement on your site increase, but the clicks and impressions will also be more valuable.

2. Programmatic Advertising

As platforms for online ad space expand more each day, keeping track of all your ad exchanges and networks can get complex. If you’re a publisher and want more control over your inventory, programmatic advertising is the way to go.

Programmatic advertising is set to dominate the market, accounting for more than 80% of digital ad spending by 2025. One form of programmatic advertising is programmatic direct, where a publisher contacts an advertiser interested in purchasing ad space. This ad exchange turns into a direct deal, allowing the publisher and the advertiser to negotiate and agree on a guaranteed fixed CPM price.

3. Header Bidding

Take programmatic to the next level with header bidding. This advanced programmatic technique allows publishers to offer their inventory to multiple ad exchanges simultaneously.

By having a simultaneous auction and letting multiple ad exchanges bid on the same inventory, publishers can sell inventory on a per-impression basis, resulting in greater yield and increased revenue. This permits less reliance on a single supply-side platform (SSP) via the traditional waterfall approach and allows for smarter allocation of impressions and an increased fill rate. Header bidding benefits both publishers and advertisers, encouraging investment in a transparent and low-discrepancy environment.

4. Video

Video continues to be a significant player in digital marketing. Digital video ad spending is projected to grow from $32 billion in 2021 to $66 billion by 2025 (Mobile Marketing Magazine). Integrating video ad units onto your site can yield multiple benefits, including increased revenue, a boost in time on-site, and improved search engine optimization (SEO) rankings.

5. Drive Extra Traffic to Your Site

Running ads on your site is not the only way to increase engagement. You can drive more traffic through key strategies, including email marketing and social media.

Sending your audience a weekly or monthly email newsletter keeps them engaged with your content and drives quality impressions to the ads on your site. These newsletters can include important updates or feature thought-leadership content posted on your site.

Integrating your website with social media can help you reach your goals in many ways. With more people turning to social media, sharing your website on platforms like Twitter, Instagram, and Facebook can enhance your brand’s awareness.

By maintaining your presence on social media feeds and in your audience’s inboxes, you keep your brand top of mind for those who matter most.

Being a Publisher Partner

At eHealthcare Solutions (EHS), we connect publishers with advertisers who are eager to reach your audience. With over 25 years of experience, we understand what it takes to thrive in this competitive landscape.

Incorporating these engagement strategies into your marketing plan can extend your consumer and healthcare professional (HCP) audience reach, driving more traffic to your publication site and increasing your ROI.