Content Monetization Through Email Marketing: Where to start and how to maximize

In addition to SEO and working on organic reach, content monetization through email is a practical way to increase ROI and, eventually, your baseline revenue.

Robbie Fitzwater
Updated on

Table of Contents

  1. What is content monetization?
  2. Everyone knows they need to create content, but how exactly does that content drive revenue?
    1. Monetization of content through email marketing
  3. SEO + Email is a 1+1= 4 Relationship
  4. Takeaway – How do we drive revenue long-term?

You regularly post freshly brewed content for your business’s growth, and it also helps a lot around the acquisition and retention sides, but if it’s not bringing in more money, you’ll not be able to keep investing in it for much longer. 

This topic is near and dear to our hearts and we get this question asked by many e-commerce business: 

How do you monetize content?

So, let discuss the different ways of content monetization, how you can maximize the value of your existing content, understand what goes into that process, apply it to your business and gradually see for yourself the benefits it has to offer. 

What is content monetization?

Content Monetization refers to driving revenue through the content you post on different social channels, for example, your blog. 

Typically, eCommerce businesses work a lot to create more and more SEO-focused content and then drive some traffic through it because, in the end, everyone wants some return on investment.

Then, slowly and steadily, the site finally starts to build some momentum and authority as those articles keep adding value over time, and then finally, it gets ranked in the index, which brings in the organic traffic they all longed for. 

All in all, it takes around 4 to 6 months to reach that point, and not everyone has the luxury of that time. However, we see that as one of the biggest opportunities for growth because it gives you that strong base for your business model, contrary to when you’re just relying on Google or Facebook ads. 

Everyone knows they need to create content, but how exactly does that content drive revenue?

There are a few different ways I want to walk you through to have a better return on investment than you’d normally see through organic only. 

For example, imagine I have an eCommerce business that is established, but I have a new program to introduce. So starting from month zero, I’ll plan to post a blog post about in the first month, and it’ll take around 6 months to see some organic traffic coming in because Google takes its time. For some, it might take less time, but still, you can’t expect it to happen overnight.

So what can you do to see a faster ROI? 

This is where the email will come into play. It can not only help maximize but also maintain the revenue consistently over time.

Let’s see how it works:

Monetization of content through email marketing

  1. Distribution to list

First of all, long before Google notices your post and ranks it in the index (which is a long shot, as we discussed earlier), you can distribute it to the audience you already have got the attention of, the ones that have already opted-in to receive content from you – your email list subscribers!

So let’s say it makes $5k to $10k right away; you’ve already recouped your investment and added value to your audience as well, which helps in those retention efforts.

You should also be doing that distribution of content via social media; although you might not notice the same direct ROI as you did from email, it still adds value to your customers as well as adds up to your overall return on investment. 

  1. Automations

And then, if you’ve done well until now and are being smart about it, you should be taking that same content and incorporating it somewhere in your automation also, but only where it fits well contextually with your customer’s journey.

For example, if they’ve recently bought a pair of boots from you, and you have this article about ‘taking care of boots to make that leather last long,’ you can send it to them in any of those post-purchase sequences. And they’ll find it thoughtful of you because you’re helping them increase the longevity of the product they just spent their hard-earned money on. That’ll help you make a strong relationship with them and drive that repurchase process as well. 

Also, if you have another product to help with leather care, it can make a really good cross-sell right there! 

Simply put, in the end, it all gets down to adding value to your audience and becoming that valuable, trusted advisor, as opposed to being an e-commerce vending machine that some businesses tend to be. (No offense, though; it’s just how some businesses are)

So, because you have these three channels, the organic one, the distribution through the list/social media, and automations, you should ideally be driving a substantial amount (say $10k) after six months. 

Now, this wouldn’t have happened if you just relied on that organic method! 

And then, in the next month, you can introduce the second blog post and repeat the process over again. 

If it all goes well, you’ll see an increment in your baseline revenue each month, and it’ll ideally keep compounding in the long run. 

  1. Recycling

Let’s say you’ve been developing content for a long time now (six months or maybe even a year); there might be some of it that your audience could’ve missed, so you can just circle back around and reach the audience that didn’t see it the first time, engage with them and offer them any complimentary products you have (related to their previous purchase or the piece of content you’re sharing) without being heavy-handed. 

See, these are just some simple yet natural techniques to keep that revenue flow steady!

SEO + Email is a 1+1= 4 Relationship

I always joke about this that SEO and email are kind of like a one plus one equals four relationship because they both supplement each other so well.

Like, if I’m good at SEO, I’d like to pair up with a marketer because together, we can help justify that investment in SEO a lot better. 

Especially for an email marketer, it creates a chance to prove value to the audience beyond the transactions. In fact, I’d say, don’t be too shortsighted in the way you engage with your audience because you should ideally be looking for chances to help them through that course of their customer journey, and the content is what will give you the chance to do that. 

And it doesn’t only have to be SEO content, but anything that relates to the use case a bit more, anything that can help serve that audience in a unique way. If you keep going like that, you’ll gradually become super valuable to them because you’ll have a better sense of what your audience likes and what it doesn’t.

This is also where the knowledge that you have being an expert in your field comes into play and drives that long-term value and revenue in the business. 

How do we drive revenue long-term?

If we can produce more content, we’re adding more value to our customers. Therefore, by spending more time creating and distributing content, we’re going to have a better understanding of what’s working and what is not. That being said, you’ll be able to tweak and change things faster and faster, as well as invest more because we know we’re going to see faster return on investment and a consistent increase in revenue. 

So, where to start?

High revenue generating categories

Focus on the content that generates the most revenue. Spend time analyzing content that you already have and creating more content on topics that constantly are high performers. Secondly, focus on customers who have the highest lifetime value and make sure that you treat them like rockstars. 

Meaning, that you create content that might not be applicable to the broad audience, but it’s valued by your super fans.

Takeaway – How do we drive revenue long-term?

Looking at this from the revenue perspective, it’s pretty simple to understand that if your content is driving more money, you have the leverage to excel even further. For instance, you can use that money to produce more content, understand what’s working and what’s not and make changes accordingly because you know it is eventually going to bring back some good ROI. 

To conclude, it was one of those topics that are really close to our hearts, and we love talking about this stuff, so let us know and call me out about anything I missed here; we’d love to hear from you guys!

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