10 Ways to Drive Revenue through Content Marketing by Joe Pulizzi

May 20, 2021

By Lee Odden

Drive Revenue Content Marketing

Huge congratulations to Joe Pulizzi on the release of the completely updated and expanded edition of Content Inc. Also thanks to Joe for contributing one of the handful of guest posts we’ve ever accepted here at TopRank’s B2B Marketing Blog. Along with thousands of other marketers, I’ve learned a lot from Joe and you will too. 

Read on to discover 10 ways you can drive revenue for your business through content marketing from the Godfather of Content Marketing himself:

Whether you are a marketing professional, content entrepreneur or a media executive, driving revenue from an audience is always the same. Once you build a loyal and trusting audience through your content marketing or media strategy, there are 10 different ways to generate revenue: six direct sources and four indirect sources.

Direct revenue options are generally aligned with media models. Indirect sources are considered the result of content marketing strategies. Regardless of what you “perceive” your organization to be, a smart content marketing professional should consider all 10 sources as options when building a content asset.

Direct Revenue Options

The six different methods by which companies can directly generate revenues from an audience group include advertising/sponsorship, conferences and events, premium content offerings, donations, affiliate sales, and subscriptions.

  1. Advertising/Sponsorship

The most popular method of driving direct revenues is through advertising and sponsorship programs—companies willing to pay you for direct access to your audience.

Traditional Advertising

Tested by time, traditional advertising still works very well, especially for those organizations with loyal, niche audiences.

  •  How to Cook That. Ann Reardon, the YouTube baking queen who now has more than 4 million subscribers to her YouTube channel How to Cook That, makes the majority of her revenues from YouTube advertising royalties. With very few resources, Ann was able to differentiate her message by focusing on what she calls “impossible food creations.”
  •  Morning Brew. The Morning Brew is a daily email newsletter built for millennials that combines business and lifestyle content with a quirky attitude. Each newsletter includes content-based advertising from brands written in the same style as the newsletter. Since its launch, the Morning Brew has added a number of targeted email newsletters and podcasts, increasing revenue from $3 million in 2018 to more than $20 million in 2020.

Sponsorships

While an advertisement generally involves interrupting a user’s experience with a product or content promotion, a sponsorship entails underwriting a piece of content, generally by one company. The benefits of sponsorships include getting leads (through a sponsored download) and/or achieving brand awareness (by sponsoring a podcast or television program).

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