Generating revenues from content is a tricky and even risky business, but it’s also essential for media companies’ long-term viability. While some digital publishers integrated the commerce side from the start, others have been busy catching up. Selected media brands shared their stories from the trenches at the Content to Commerce / C2C Summit in New York on Tuesday, hosted by Skimlinks, a content monetization platform.
Publishers large (Gawker Media) and small (Gear Patrol) dispensed advice ranging from the types of content that drives traffic to different format options and logistics. Interestingly, while Gawker has extended from content to commerce, Gear Patrol has evolved in the opposite direction. (Image above courtesy of Gear Patrol)
Below are 10 key takeaways.
1. Create commercial content that benefits readers:
Gawker’s priority is relevance to readers, and they use various methods to source optimal products, according to Erin Pettigrew, VP of business development. They utilized crowdsourcing and user-generated content when they asked readers for their picks of the best luggage carry-ons. Then they compiled the list and readers voted for the top five. They also feature tech deals on their sites like lifehacker.