How brands are generating revenue directly from their content initiatives

Brands are increasingly attempting to monetize the content they produce and publish directly, turning what was previously a marketing activity into a source of revenue in its own right.

For companies that have invested meaningful resources in publishing operations – and in many cases hired journalists and borrowed strategies from “traditional” media companies – monetizing their content more directly may seem a logical next step. For some, the desire to explore monetization is underpinned by a need to diversify revenue streams, while others are attracted by the opportunity to offset their costs.