Content monetization involves earning money from the digital content you create, whether it’s text, videos, podcasts, images, or other forms. While likes and shares are nice, many of the world’s 400 million creators are seeking sustainable income streams from their content.
There are numerous ways to monetize content, such as utilizing ads, affiliate or influencer marketing (endorsing products), or establishing personal service businesses like coaching or consulting under their brand. As technology evolves, new content monetization models like NFTs or social tokens emerge. Alongside these options, a preferred strategy for content monetization is launching an online community.
In this guide, we will delve into the essentials of content monetization, covering topics like:
- Defining content monetization
- Exploring the pros and cons of monetizing content
- Understanding various content monetization methods
- Identifying platforms for content monetization
Defining content monetization
Content monetization involves generating revenue from the digital content you produce, spanning text, videos, podcasts, images, and more. Major social media platforms depend on users to create content, often without compensation. Users engage in this activity for enjoyment or to enhance their brand or online presence. By monetizing content, creators can reclaim some of the financial value of their efforts.
Traditionally, third-party services facilitated content monetization rather than the social media platforms themselves. However, platforms like Quora and Medium are now introducing premium and paid features that direct some earnings back to creators. YouTube offers built-in monetization, enabling creators to profit from advertisements.
How content is monetized
Who pays for content monetization?
Understanding content monetization hinges on a crucial question: who foots the bill? Consider this:
- In certain content monetization strategies, the consumer bears the cost. You’re capitalizing on their interest in your content, typically because they seek inspiration, knowledge, or entertainment.
- Conversely, in other models, a third party covers the expenses. By drawing attention, brands find value in leveraging their audience to promote their message. Brands with products relevant to your target market are particularly keen on a well-curated audience. For instance, a personal finance instructor might discover that investment apps are eager to collaborate with them.
Examples of content monetization
- Drew Binsky, a YouTuber who showcases global travels, developed a community app centered on sharing the passion for exploration.
- Kat Norton, recognized as Miss. Excel on TikTok, generates millions by educating users on Excel skills.
- Martinus Evans cultivated a 95,000-strong Instagram following and established a community for “back-of-the-pack” runners.
- Tara McMullin has crafted a successful business focusing on entrepreneur events within her What Works Network.
- Grant Sabbatier transformed his blog Millennial Money into a lucrative site through advertising and affiliates, later selling it to The Motley Fool before repurchasing. (For blog starters, explore our Blog Name Generator!)
- MrBeast, a prominent YouTuber, reportedly earns $54 million annually through video monetization via ads and sponsorships.
Benefits to monetizing your content
- Transform your content creation into a side hustle or a full-time income opportunity.
- Earn money by doing what you love and unleashing your creativity.
- Provide supporters with a chance to back your work if they value it.
- Liberate yourself to have additional time and energy for creative pursuits.
Downsides to monetizing your content
Believe it or not, there are downsides to content monetization. Consider this:
- Oversaturation of ads or affiliates: A significant 74% of individuals are tired of encountering ads on social media and content platforms.
- Feeling unrewarded for efforts: A notable 65% of creators feel undervalued and overburdened.
- Investing time in monetization efforts only to find disappointing returns: Shockingly, 46% of full-time creators earn less than $1,000 per year, with only 35% feeling their income justifies their hard work.
- Many popular monetization methods are inherently unpredictable. Social media platforms can alter algorithms abruptly, leading to a loss of followers and traffic, and erasing months of progress.
- Pressure to conform content to match advertisers can stifle creativity and joy.
Any content monetization strategy you choose will impact your brand and creative process. Select a monetization approach that aligns with your brand identity and values.
Types of content monetization
1. Advertising
Ads are widely known as a method to monetize content. The concept is straightforward: attract the audience, and advertisers will compensate you to reach them. The global value of content marketing is expected to reach $107 billion by 2026. If you aim to tap into this market, advertising might be the way to go.
Display Ads:
Display ads typically show up in content or as pop-ups, disrupting the experience your followers or members seek. For instance, an in-line ad in a blog post becomes an unavoidable interruption as readers scroll.
Native Ads:
In contrast, native ads blend in subtly with the content. They mimic regular content but are advertisements. For instance, a sponsored Instagram post can serve as a native ad. While you create or share the content, it is identified with a #sponsored tag.
Native ads and sponsored posts constitute a significant portion of the influencer marketing industry, which exceeds $21 billion. In 2021 alone, Instagram hosted over 3.8 million sponsored posts. Engaging in sponsored posts entails challenges; creators often struggle with relinquishing creative control.
Video ads:
Let’s delve into the realm of video ads. While platforms like Mediavine incorporate video ads, one platform stands out as the pinnacle for video ad success: YouTube. Boasting a staggering $28 billion in ad revenue last year, YouTube is a powerhouse.
How to initiate ad monetization:
Depending on your content, various avenues exist for ad monetization:
- Apply to ad networks such as Mediavine or Ezoic (Mediavine necessitates 50,000 monthly page views).
- Engage sponsors for sponsored native ads. As your reach expands, sponsors may proactively approach you. Alternatively, consider affiliating with influencer networks like CreatorIQ or Aspire.
- To display ads on prominent social media platforms like YouTube, you must meet specific criteria for program acceptance. For instance, YouTube mandates either 1,000 subscribers with 4,000 public watch hours annually or 1,000 subscribers with 10 million public short views in the last 90 days.
Benefits of Ad Monetization
- Once established, it offers a mostly passive income stream, generated from the views you would receive anyway.
- Viewers are accustomed to ads, and certain platforms like YouTube display ads to your audience regardless of your monetization status, so you might as well profit from them.
- Ads provide you with the flexibility to create the content you desire, unlike affiliates that necessitate tailoring content to drive affiliate sales.
Drawbacks of Ad Monetization
- Ads can detract from the flow of your content.
- Unless you have substantial traffic, earning through ads will likely only result in modest earnings. The typical payout from most ad platforms ranges from $20 to $50 per 1,000 views.
2. Subscriptions
Subscriptions serve as a popular method to monetize content. By opting for a subscription model, readers/viewers demonstrate their appreciation for the content by paying to access it. Numerous renowned companies have reaped millions in recurring revenue by embracing subscription-based businesses:
- Netflix operates as a $31 billion/year subscription enterprise.
- The New York Times monetizes its content through its 8 million subscribers.
Newsletters
Newsletters function similarly to paywalls, although they are typically distinct due to operating on separate platforms. While a paywall restricts access to parts of your website, a newsletter involves readers paying a subscription fee to receive your content via email. If you aim to generate revenue from cultivating an email list, a newsletter presents a viable approach. Utilizing tools like ConvertKit can assist in constructing and monetizing a newsletter effectively.
Patronage
Content monetization through patronage operates similarly to a subscription model. Unlike traditional subscriptions, patronage models typically do not restrict access to content. Instead, they rely on readers or viewers choosing to support creators, often through platforms like Patreon or Buy Me A Coffee. In this system, paying a fee is not obligatory, but it serves as a means for supporters to show appreciation for the work of their favorite creators.
How to monetize content with subscriptions
- Ensure you define a distinct target audience and brand perspective that resonates with readers enough to invest in. Successful subscription-based content creators offer a fresh viewpoint or valuable expertise that captures audience interest or provides a unique benefit to their readers.
- Establish a paywall on your content site or subscribe to a newsletter platform with subscription capabilities.
Pros of subscription monetization
- You can generate income from those who value your work the most.
- Subscribers passing through a paywall can enjoy an ad-free, premium experience.
- While gating your content may reduce reach, those who make it through genuine care and are likely to engage more deeply.
Cons of subscription monetization
- Fully gating content may deter potential readers who are unwilling to pay upfront, while partially gating or relying on patronage could result in zero earnings if individuals are hesitant to delve further. Striking a delicate balance is key.
- The earnings per view are lower compared to other direct monetization models such as memberships.
3. Affiliate marketing
Affiliate marketing serves as a popular monetization strategy among bloggers and writers. They incorporate affiliate links into their content, earning commissions from readers who make purchases through these links. Notably, influencers are increasingly leveraging affiliate links as a direct means to monetize their audience. This trend extends to podcasts, where hosts guide listeners to exclusive sponsor links for potential earnings based on sign-ups. If your niche aligns with affiliate marketing and you can expand your audience, it presents a lucrative monetization opportunity.
How to monetize content with affiliate marketing
- Ensure your niche aligns well with affiliate marketing. Avoid trying to persuade your audience to engage with irrelevant affiliate links. For instance, if your website focuses on software reviews, it’s likely a suitable match for affiliate programs.
- Enroll in specific programs or affiliate networks that align with your brand. Impact Radius, Amazon Associates, and Rakuten are popular choices, but numerous others are available.
Pros of affiliate marketing
- You can make money by promoting products you genuinely like (especially if others would purchase them regardless).
- Numerous products offer lucrative affiliate commissions.
Cons of affiliate marketing
- Focusing on writing or creating for your affiliate rather than your audience can be a turn-off.
- Large numbers are crucial. For instance, in an affiliate blog post, only a fraction of readers will click an affiliate link, and an even smaller percentage will make a purchase. Generating significant traffic is essential for profitability.
4. A Community
Content can be monetized through memberships, such as communities. Utilizing a community for content monetization is an effective strategy, allowing for hosting conversations and uniting members around shared interests. Unlike subscription-based platforms, communities foster two-way interaction, thriving on engagement and dialogue. They work best when individuals gather around common passions.
Monetization of access to a community can be achieved through a membership model, requiring payment for entry into the community itself. Alternatively, monetization can be done through courses, paid events, masterminds, or other premium groups. Surprisingly, a community can often generate more revenue with fewer members compared to social media platforms.
As an illustration, Sadie Robertson Huff, a prominent figure for young Christian women, launched a membership app called LO sister to provide her fans with a deeper connection and sense of belonging. This initiative complements her vast social media following and speaking engagements, demonstrating the power of community building in content monetization.
5. Non-content work
Certain content creators opt to monetize their content through avenues unrelated to the content itself. In such instances, the content serves to establish a personal brand or set you apart as a service provider sought after by clients. An emerging trend is the utilization of LinkedIn and YouTube for creating complimentary content, subsequently monetizing through services. Below are a few illustrative examples:
Consulting
If you excel at problem-solving, offering consulting services can be a lucrative avenue. By sharing your expertise with organizations in need, you not only provide valuable guidance but also showcase your skills as a form of promotion. Consultants can opt for hourly rates or project-based fees, and when individuals see you addressing their issues through content, they may be inclined to enlist your services for solutions.
Service-based work
Service-based businesses such as bookkeepers or marketing agencies have a unique advantage in leveraging content to expand their operations. By offering valuable insights for free, they can attract potential clients and establish a strong presence in the market.
How to monetize with non-content work
Establish your in-person or digital business to seamlessly transition the content you generate into service inquiries. Keep in mind that acquiring sales calls and leads may require some time.
6. Revenue share
Some platforms are now offering revenue-sharing opportunities for creators. Examples include Medium and Quora, which have devised innovative methods for creators to generate income through memberships and subscriptions on their platforms. However, these avenues have not proven to be highly profitable thus far, with TikTok even discontinuing its creator fund.
The foundations of content monetization
Finding your ideal member
To create impactful content, it’s crucial to understand your audience – whether they’re a member, reader, or subscriber. Your content is shaped by your own story and experiences, resonating with others when shared. Your ideal audience member is someone who truly benefits from what you offer. Focusing on them amplifies the power of your content.
Defining your ideal audience is key to rapid audience growth. While a broad approach may seem alluring, starting with a clear niche and expanding from there yields better results. Begin by identifying your ideal member through these guiding questions:
- Who are they?
- What do they care about? What moves them?
- What are their frustrations? What do they need help with?
- What creators are they already following?
- What part of your story might resonate with them?
Create quality content
Are you familiar with the YouTuber Mark Rober? He’s a former NASA engineer renowned for his fantastic videos. Rober uploaded his first video around 11 years ago and has since amassed 129 videos on his channel, averaging about 11 per year or slightly less than 1 per month.
In today’s era of AI-generated content, where the focus is often on churning out new material endlessly, Rober’s 129 videos have earned him a whopping 27 million subscribers. The reason for his success isn’t a mystery; it’s his remarkable content. From constructing the world’s largest lemon battery to investigating sharks’ blood-sensing abilities, Rober’s content appeals to audiences of all ages.
Quality outweighs quantity. To create monetizable content, strive to produce the best possible material. Just look at the leading creators across various platforms; their success is no accident. They consistently deliver exceptional content.
Create consistently
Producing top-notch content is crucial, yet consistency also holds significance. It doesn’t necessarily entail posting multiple times daily; even sharing once weekly or monthly establishes a form of consistency—particularly with video or article creation. Discover a method to maintain consistency in your content generation and adhere to it.
Choose your growth strategy
Successfully monetizing content involves strategizing on audience acquisition and growth. Implementing various approaches to expand your reach is key:
- Develop an opt-in email list to connect with your members effectively.
- Utilize a content platform that leverages search engines (such as a YouTube channel, blog, or Pinterest) to enhance discoverability.
- Establish collaborations with influencers or content creators with diverse audiences.
Building an audience necessitates strategy. While the details are too extensive for this article, it is crucial to consider this aspect.
Content Monetization Platforms
We’ve covered various content monetization methods and touched on platforms, but let’s delve deeper. Explore this guide to discover leading content monetization platforms:
Display ads & networks
These ad solutions facilitate the integration of display ads into content, typically written.
- Google AdSense
- Mediavine
- Ezoic
- AdThrive
- Adsterra
Influencer marketing platforms
If you’ve built a social media following, leverage these marketing platforms to monetize your influence. Moreover, you have the opportunity to personally negotiate partnerships with brands that align with your interests.
- IZEA
- Aspire
- Captiv8
- CreatorIQ
- MediaKix
Affiliate marketing platforms
Utilize these platforms to discover numerous affiliate programs simultaneously. Alternatively, search for affiliate programs for specific brands by using the query: “BRAND affiliate program.” The prevalent affiliate networks include:
- Amazon Associates
- Impact Radius
- Rakuten
- ShareASale
- Commission Juntion (CJ)
Subscription platforms
Here are several platforms where you can sell subscriptions:
- ConvertKit
- Substack
- MailChimp
- Ghost
Patronage
- Patreon
- Buy Me a Coffee
- OnlyFans
Membership and community platforms
If you’re looking to monetize your content within an online community or through member-driven digital products like courses or events, here are some of the leading platforms to consider:
- Mighty Networks (inclusive of community, live and pre-recorded courses, live events, and more)
- Mighty Pro (community features accessible through a branded app)
- Kajabi (offering pre-recorded courses and marketing funnels)
- Teachable (focused on pre-recorded courses)
- Maven (offering curated cohort courses)
More secrets to content monetization
Consider these key points when approaching content monetization:
- Preserve user experience: Certain strategies can impact content quality, so avoid compromising it. While a few display ads may be acceptable, an excess can deter readers.
- Embrace learning and experimentation: Test various methods and monitor analytics closely for effective outcomes. Keep in mind that what works now may not be as successful in the future. For example, TikTok recently terminated its $2 billion creator fund aimed at content monetization.
- Adhere to legal and ethical standards: Many affiliate programs mandate an affiliate disclaimer on sponsored links to inform users. Failure to comply can lead to expulsion from programs like Amazon Associates.
- Establish your business correctly: Monetizing content generates income that must be reported to your state or province. Formally establishing a business, especially with substantial earnings, is advisable.
- Diversify revenue streams: Although focusing on certain methods is logical, some avenues like ads or affiliates can be unpredictable. Creating varied income sources can offer stability during downtimes or industry shifts.