3 truths about content-commerce every publisher needs to know

3 truths about content-commerce every publisher needs to know

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Content marketing has become quite the buzzword throughout the Internet marketing industry, but despite the rapidly growing hype that surrounds it, it isn’t a new concept. In fact, pretty much any online experience revolves around some type of content, whether it’s checking your Facebook feed, watching YouTube videos, reading a blog post, or making a purchase. People are constantly coming in contact with various types content online and that’s why there’s been so much emphasis placed on creating, sharing, and marketing content well. Content enables publishers to answers questions, attract visitors, build trust, and more, and that’s why it’s essential that publishers develop great content marketing strategies

To help you do that, we’re going to take a look at VigLink’s latest “Content-Commerce Report” and share three facts that we think all publishers should know about content marketing. VigLink is a link optimization and site monetization tool for publishers and has a network of over 35,000 merchants, 300,000 active sites, and 10 billion monthly page views. Their recent Content-Commerce Report offers an in-depth look at the state of content-driven commerce as it was observed through their network in Q4’13.

1. Deal Sites & Forums Produce More Sales

A lot of bloggers try to at least generate some sort of income if not make a living off of their sites, but according to this report, blogs and editorial sites drove the least amount of sales for VigLink publishers. If you want to generate more online ad revenue you may want to consider creating a forum page on your blog, or developing a deal site or an exclusive forum. Based on their findings, VigLink reports that coupon and deal sites had an average earning per click (EPC) of well over 300, with forums generating an EPC of 150, and blogs generating a measly EPC of 75. So if you’re a blogger or editorial site owner, it may wise to create a forum section for your audience.

2. Your Niche Determines Your Earnings

Not all verticals are created equal and the niche that your site is in will determine how much money you actually make. “The higher the margin a retailer has, the more they can afford to pay in commissions,” the report explains. And after taking a look at the statistics, its clear that there is quite a discrepancy between the EPCs of various niches. According to the report, “Housewares/House Furnishing” sites took home the highest EPC, hovering around 300, while publishers in the “Books/Music/Video” niche found themselves at the bottom of the totem pole with an EPC index of less than 50.

The takeaway here—try to figure out which niches have the highest margins and find a way to incorporate those types of products into your site. For example, if you write about books, try linking to a company that sells bookshelves for your readers who are collectors and need a place to store their old books. This will provide you with a great way to bring in some fresh new content and generate more money all at the same time.

3. Mobile Isn’t For Everybody, At Least Not Right Now

We’ve heard it over and over again how everything is going mobile and if you want to be successful as a publisher, you have to start adopting these new technologies and new practices instantly. Well according to this report, that isn’t all true. Based on the statistics shown in the report, it looks like publishers who are in the fashion/retail space are doing well on mobile, but few others are enjoying the same success. For example, wayfair.com, shopbop.com, Nordstrom.com, and zappos.com are in the top ten for mobile EPCs. However, there is also a noticeable drop from the top mobile EPC (wayfair.com, 3,000) to the second best EPC (shopbop.com, roughly 1,800) which suggests that mobile is still an extremely challenging channel to harness. Plus, VigLink’s findings suggest that for every dollar earned from desktops and laptops, a click on mobile was worth only 53 cents. So if you’re feeling the pressure to adopt mobile right away, you can rest a bit easier knowing that it isn’t all that it’s cracked up to be; not yet, anyhow.

To learn more about the findings of this Content-Commerce Report, or to find more information on VigLink, visit their website at www.viglink.com.

Editor