By Chris Beasley

Build Content Site Profits with Ecommerce

By Chris Beasley

People often view ecommerce as a big step that one doesn’t enter into lightly, and that’s mostly true if you’re making your first ecommerce site. However one thing people often do not consider is simply selling a few products on their existing content site as a way to boost content site profits.

SitePoint has been a model of this in recent years. SitePoint used to have more advertisements, but now they mostly promote their own books and software. While they don’t share revenue details with me I think its safe to assume that they wouldn’t be promoting these items unless they earned more off them than they did off advertising.

The thing about this is that ecommerce sites usually make so much money off their traffic that for a content site to compare it’d need to pull in around $100 CPM ($100 per thousand impressions) or more. Ecommerce sites simply make far more per visitor than content sites, as such you can usually drastically increase your profit per visitor by adding a few ecommerce items to your content site.

On one site of mine I have a footer ad for a related product, namely a survival kit/knife. This is a footer ad, so it isn’t taking up my main ad space, and yet I manage to make almost as much off knife sales in a month as I do off ad sales. In fact this has been so successful for me that I am building a whole new ecommerce site for selling hunting and camping knives.

On another site I simply sell CDs of my site content. I make a couple hundred a month off those CDs and I can manufacturer them with my CD burner. Compared to that site’s ad revenue is not a large amount, but for a cost of a text link in my menu it’s a nice revenue stream.

Of course, as I mentioned above with the knives, ideally what’s even better is when you have a content site and a full ecommerce site that you can cross promote. A SPF member did this to good success. His content site is Wannabebig.com a site about bodybuilding. A couple years ago he launched At Large Nutrition and he does cross promotion. When you can do this its great for a number of reasons. For one you have a built in customer base at launch, which for an ecommerce site is great. Also, its much harder to get things like incoming links for ecommerce sites than it is for free content sites, so by cross promoting you have a way to get your own links and PageRank for your new ecommerce sites.

Of course, in addition to the money earned by either building a related ecommerce site or by integrating ecommerce into your existing site, you’re also getting income stability. If the ad market goes sour, you’ll still have your ecommerce revenue. If more ad blockers start to be used, you still have your ecommerce revenue. Ecommerce revenue is just much more stable than ad revenue.

So start thinking of something to sell on your content site, it’s a great way to increase revenue. For payment you can simply use Paypal or an one of the various pseudo-merchant accounts like 2Checkout, you don’t need a full fledged shopping cart for a handful of products. For shipping, depending on volume a weekly trip to the post office or UPS would be fine, you can also process your shipments and request pickups online now for most major carriers. It doesn’t have to be hard or that time consuming.

I plan to continue this discussion on ecommerce in two future blog posts, one on choosing a product to sell, and the other on what it takes to get your first ecommerce site up and running.

  • Great article.

    Do you think though, that it was a good move by the sitepoint user to put his ecommerce site on another domain, rather than integrating it into the informative website.

    The way I see it the authorative website can be a shell for the online shop that provides it with good SEO potential, probably more cross direct traffic, and last but not least the shop will automatically a equally trusted/respected to the already established informative site.

  • Excellent topic, Chris,

    Content is king but many of us haven’t yet figured out the true value behind content. Here’s an idea I missed out on long ago:
    The owners of this business originally were software developers/consultants in the specialized business of Geographic Information Systems. The put together a news letter to increase referrals and suddenly found many people came searching for map data itself.

    Much of their ‘for pay’ map content is from freely available sources, they just bundle it and burn it to CD’s. Does it work? I’ve watched their CD burner go through stack after stack of blanks in one morning and there are several people employed taking burned CDs off the output hopper and placing them in mailers.

    many of us own or have access to content we never thought of.


  • I have to agree about this. I’ve been looking at things I could possibly sell, but I don’t really know what. I guess your next two entries should help me out then. :D

  • Ulchie

    Love the article and the topic! For a long time now I have been planning on developing content sites but I never did want to soley rely on 100% advertising revenue. I always thought that affiliate programs and ecommerce sales should be able to generate more money in the end if implemented correctly. Obviously ecommerce should generate the most if implemented correctly. It just seems like too many people on the advertising forum here at SP forget that there are other options for income generation on content sites besides advertising!

    *I voted Aspen (for every cat. he was nominated in), did you?*

    P.S. Keep pumping out the articles, very interesting! Your the only blogger here at SP that focuses on MAKING money on your sites. It would be nice if there was one-or-two other experts writing articles on this subject as it is fairly important and popular.

  • Sojan80

    OOoh, nice one Chris. Plenty of good stuff to think about! I am definitely going to have to look into this more myself.

  • Here is a really powerful case study from InternetRetailer — bodybuilding.com.

    They have 5000+ articles combined with their e-commerce site — expected revenue for this year will be close to $50 million.

  • Aspen: Great article
    cutter: Thanks for the bodybuilding.com link

  • Anonymously

    Very logical step – that I had not thought about – thanks!

  • one on choosing a product to sell, and the other on what it takes to get your first ecommerce site up and running.

    Looking forward to these. My personal stumbling block; where to get the items to sell in the first place

  • Chris, great ideas in here, but how do you have the legal right to sell all of these book’s text on CDs?

  • Public domain my friend. In general in the US anything published before 1922 is public domain. UK is about the same I think. In Canada & Australia its even more recent.

  • Great idea chris. Egerly waiting for your future blogs

  • Great article, many interesting ideas here. Looking forward to next ones.

  • Pingback: SitePoint Blogs » How to Choose a Product for eCommerce()

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