We often hear from people in charge of companies that they have launched owned media, but that it does not lead to increased profits.
Owned media management requires monetization measures to increase profits.
This time, we will introduce methods of monetizing owned media and explain operations that will lead to increased profits.
How to monetize owned media
There are four main ways to directly monetize owned media.
Pure advertising
Pure advertising is a method of setting up advertising space on owned media and earning advertising fees.
If it is an owned media that is expected to receive a large number of accesses, there is a high possibility that people will want to place advertisements on it.
In most cases, publication fees are determined by the publication period, but in some cases, the amount is determined by the number of clicks and impressions.
Improving the number of accesses is the basis of owned media management, so it is important to continually update content with readers in mind so that you can receive requests for pure advertising.
ad network
Ad networks are a way to earn advertising revenue by using ad networks such as “Google AdSense,” “Google Ads,” and “Yahoo! Promotional Ads.”
Advertising revenue includes “impression-based”, “click-based”, “result-based”, and “app install” types.
Ad networks automatically place advertisements on owned media screens.
The ads that are posted are selected to be related to the content of the owned media and are updated relatively quickly.
You must be aware that since owned media cannot decide which advertisements to be published, there is a risk that unintended advertisements may be published.
You will need to check whether you can control the ads of the ad network, and if possible, try to avoid posting the ads you want to control.
Affiliate
Affiliate marketing is a method of posting a company’s advertisement on the company’s own media by selecting a special banner etc. through an intermediary service (ASP) such as “A8.net”, “Value Commerce” or “afb”.
Compensation is generated when a reader enters a company’s website from a banner posted on the company’s own media and purchases a product or service.
Remuneration is often determined based on a percentage set by the company relative to the product price, etc., and is paid through an intermediary service (ASP).
Distribution of paid content
If the content of owned media is valuable and reliable, paid content can be operated.
The operation of paid content requires content that satisfies the needs of users who want content even if they pay a fee.
Monetization operations that lead to increased profits
There are three points to monetize owned media.
Number of accesses
Being conscious of increasing the number of accesses is the basis of owned media management.
You should always be conscious of SEO measures and use of SNS to increase the number of accesses.
SEO measures are measures to make your own owned media articles appear at the top of search engines such as Google and Yahoo.
Utilizing SNS is an effort to increase traffic from SNS such as Twitter, Instagram, and Facebook to your company’s own media.
Please see the link below for more details.
Patrol rate
Search engines automatically crawl the Internet using robots called crawlers.
It is important to have crawlers crawl your own media.
Specifically, this includes improving the structure of owned media and installing internal links.
Please see the link below for more details.
About content design that takes crawlability into account to increase SEO effectiveness
Repeat rate
Readers who visit your owned media multiple times are more likely to turn from prospects into customers who buy your products or services.
When operating an owned site, it is necessary to pay attention to the repeat rate.
Develop owned media readers from prospects to customers
We have explained the direct monetization method in owned media, but the essential purpose of owned sites is to “purchase your company’s products and services,” “increase the number of inquiries about your company’s products and services,” and “prospect This means increasing the number of customers and acquiring information such as email addresses.
You can create highly profitable owned media by aiming for the essential purpose of developing owned media readers from prospects to customers.
Specifically, we will continually update content that is linked to our products and services, create an inquiry form to respond quickly and accurately to inquiries and questions, and improve our e-mail newsletters. This includes distribution, etc.
Management that continuously improves the quality of owned media and develops owned media readers from prospects to customers can generate direct and immediate revenue, like pure advertising, ad networks, affiliates, and distribution of paid content. Although it does not necessarily lead to higher profits, it can be said to be a monetization method that improves a company’s brand image and credibility, and ultimately contributes significantly to profits.
summary
◆ Owned media management requires monetization measures to increase profits
◆There are four direct monetization methods for owned media: “pure advertising,” “ad network,” “affiliate,” and “paid content.”
◆There are three points in monetizing owned sites: “number of accesses,” “visit rate,” and “repeat rate.”
◆Continuously improving the quality of owned media and developing owned media readers from prospects to customers is a monetization method that increases a company’s brand image and credibility, and ultimately contributes significantly to profits.