Publisher Revenue Spotlight 1: Content is King

TL;DR - Engaging Content is the Foundation of Optimal Revenue

I'm going to take a deep dive into the myriad factors affecting earnings in my Publisher Revenue Spotlight series, let's start at the beginning... content. Healthy Revenue Starts With Engaging Content

I've seen publishers view content as an afterthought; a necessary evil, the core business being the farming of impressions. Few things are more critical than the content on your site.

How Content Matters:

1. Contextual relevance is increasingly important with the looming deprecation of third-party data.

2. Some verticals earn higher RPM for publishers. Example: 'Finance' being higher RPM than 'Entertainment'.

3. Higher quality content results in increased engagement and more return visits.

4. High-quality advertisers expect high-quality content that delivers real value to the visitor.

5. Advertisers don't want to appear next to potentially offensive content, I'm talking about Brand Safety. Avoid violence, hate speech, sexual content, and other policy-violating content types.

Content Best Practices

1. Keep it original, NEVER scrape or plagiarize.

2. Experiment with content in CPM categories (e.g. Tech, Entertainment, Finance). For example, if you have a lifestyle or entertainment site, you might consider posts like 'The richest people in the US'.

3. Use analytics to see what articles are getting traction with your visitors. Keep an eye on the following KPIs for your posts: Pageviews/session, Time on Site.

4. You'll want your posts to be over 800 words but don't prioritize length over quality... both matter!

To wrap this up, I'll leave you with the following: high-quality content makes your property more attractive to advertisers, which translates to more revenue.