In the previous article, I mentioned some of the most popular content revenue models. Here I’m going to describe some other models which are closer to the category of indirect revenue models.
Building Brand Awareness
Although brand awareness does not necessarily convert to the revenue, but there are many advertising agencies and campaign designers who are ready to convince you that sooner or later, your brand awareness will turn into direct revenue.
This is the reason you see so many outdoor advertisements with just a company logo or brand name and without any further description.
Direct commercial messages can have a 20-30% share of the whole content. But not more.
Brand awareness can have two different positive effects: putting your brand name in the choice list of potential customer and/or improving your rank in that list.
But every action has a price to pay. So when we use content as a tool for building brand awareness we should not forget that the revenue increase has to be more than the content creation and distribution cost.
The key to success in building brand awareness through content marketing is generating viral content. Something which be copied and transmitted by people on their own cost. In the digital age, something is wrong if you are still paying a major portion of the content distribution cost.
Collecting customer information
Think about the old and traditional style of the commercial exhibitions. The companies were charged with high prices to get a booth and have a direct access to the potential customers. At the end of the exhibition, you had a list of potential customers with their contact information. Sure it was a feasible advertising and communicating solution but not necessarily the cheapest one.
Anyway, there’s one thing for sure. In every business, it would be a great opportunity to have contact information of potential customers. So it’s understandable that why so many content strategists build their content revenue model around collecting customer information. In the simplest form, customer information may be limited to contact information and in a more complicated sense it will include collecting their behavior, values, needs, and preferences.
Providing useful, specific, and up-to-date content is one of the best ways to collect customer information in many industries.
Sure in some of the industries it would be more effective than others. But it’s duty of the content strategist to devise and advise the most productive approach to the businesses.
As we have already discussed it in the concept of TV industrial complex, collecting customer information would be helpful and productive if we get their information in an overt and direct manner. The most important factor in evaluating any collection of customer data is its potential conversion rate. A list of contact information bought and traded without customer consent would not be so valuable no matter how huge it is.
Yes. Donations can be a basis for content revenue model. Providing content for the audience and asking them to donate if the content is helpful and they are happy with it. Collecting donations can be considered as a crowdfunding business model in which funders are not looking for their principal money and its interest.
No matter you call it donation game or crowdfunding, sure the success of this type of revenue model depends heavily on the audience culture and type of the content.