Are You A Curator? (Curate This Book 1) by Steven Rosenbaum

Author:Steven Rosenbaum [Rosenbaum, Steven]
Language: eng
Format: epub
Publisher: Magnify Media
Published: 2015-01-01T08:00:00+00:00

If you’re curating a collection and delivering a consistent audience, then advertising is a reasonable source of revenue. There are a large number of ad networks and each network will provide varying monetization results based on your category, audience, unique visitors and the quality of your pages.

Video Pre-roll

It used to be that only video hosts controlled the value of the on-page content; however, this ownership is now changing with video now driving on-page ‘pre’ rolls and interstitial video ad units. While this is mostly thought of as a behavior for video pages, increasingly we’re seeing video take over ads that run before articles or pages in an interstitial format.

Sponsorships. Sponsorships from advertisers with specific content of interest will drive the highest effective CPMs and the number/coordination of sponsorships is an exercise in optimization. Targeting is tough to do in-house, unless you've got 10M+ users. If you're small, just go through an ad network, and push for a minimum guarantee, if possible. Finally, don't forget that lead gen is a form of advertising (check out how CNET monetizes).

Native Advertising. Native is a new category, but it’s fast growing. Native ads are Editorial elements that give advertisers the opportunity to tell their stories in ways relevant to your users. A curated page of content on a subject can often be the ideal environment for a Native ad unit. Just take care to make sure that Native (i.e., sponsored) content is properly labeled or your visitors may become suspicious of the objectivity of your overall curation POV.

Subscription. In categories where a large amount of content exists, sites can offer a curated collection behind a pay wall. What you’re charging for isn’t the content, which can be found on the Web, but for your unique curatorial expertise and organizational excellence.

Keep in mind that, in order to charge a subscription, you probably need to mix some original ‘premium’ content with a curated collection. While there is not firm rule about this, a mix of created and curated appears to be the best choice. However, it’s a high bar to get consumers to pay for content. The Wall Street Journal, The New York Times, Netflix and The Information are making subscriptions work on their premium sites. Club sites like Handyman Club, Gardening Club and other niche community sites work when they offer a mix of content, commerce and community for a monthly fee.

Syndication

With syndication, you can license your content to sites with a similar audience and ask for guaranteed cross-links. Don't worry about cannibalization-nothing is truly exclusive in this world and you care much more about brand than anyone else.

Ecommerce. Here’s a place where content can drive commerce. If, for example, you have a great site for fly fishing and amazing curated content that includes videos, text, photographs and tweets, then what better place would there be to include links to products that fly fisherman would want to buy? Affiliate links to appropriate commerce sites could provide a solid revenue option for this sort of curated site.

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