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publication date: Jan 20, 2010
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author/source: Miles Galliford
What Content Will People Pay for on the Internet? For as long as the Internet has existed there has been an argument between free and paid content. Some argue all content should be free. Others say if content has value it should be paid for . . . then there are the many shades of grey between these two positions.Recently Rupert Murdoch and many other high profile publishers have joined the debate, which has led to the discussion reaching the mainstream media. Experienced bloggers, web entrepreneurs and regular Internet users have long expressed the view that:
The question that has not convincingly been answered is ‘what falls under the heading niche specialist content?’ From my experience of helping to launch hundreds of paid membership sites around the world, I've noted that successful sites have one or more of the following attributes: 1. They Offer Unique and Exclusive InformationThe number one reason that people pay for content is because they can’t get the information they need elsewhere for free. Successful membership websites tend to be run by people deeply immersed in their subject, whose access to certain sources, background knowledge and informed opinion creates sustainable advantage and value.
2. They Save TimeSearching for information on the Internet is time consuming. People from all walks of life will pay for information that makes their life easier and saves them time. Business people will pay for the right information available at the right time, particularly if their company is picking up the bill.
3. They Aggregate DataSimilar to saving time, people will pay to have a lot of disparate data brought together in one place. Many offline directories are moving online as paid searchable resources.
4. They Research the TruthFiltering free web content for accurate data is very time consuming and often difficult. Individuals and businesses that need accurate data in a timely way are often happy to pay for access to a credible source.
5. They Provide Support to Small BusinessesSmall businesses can greatly benefit from accessing very practical information from people in the same situation as themselves. They can learn from others experiences, saving both time and money - the two most valuable resources an entrepreneur has. The information is usually far more practical than is provided by associations and societies.
6. They Offer a Niche CommunityTraditional publishers moving online underestimate the value that people place on being part of a community. Individuals, who are passionate about a subject like to talk, interact and share their knowledge with other people with a similar level of passion. They will pay to be part of a community of peers and fellow enthusiasts.
7. They Save Money or Reduce RiskInformation that either saves people money or time, or reduces risk has real quantifiable value. The accuracy of such data is critical so people will pay to access it from credible sources.
8. They Provide a Library of ResourcesLibraries of pre-prepared resources can have great value to teachers, business people and hobbyists. They can be templates, plans or documents.
9. They Give Access to or Association With a ‘Celebrity’People value being associated with and having access to the celebrities in their field of interest. Celebrity is a limited and controlled resource, so it is impossible to replicate. This trend is an extension of the traditional fan club, but the web has extended celebrity to experts in many niches.
10. They Provide Multimedia ContentPrint is limited in the way it can deliver information; the web provides far more freedom and versatility. Video and audio are perceived as having high value, and many member sites are charging for multimedia content, whilst giving articles away for free.
11. They Provide Course MaterialsThe Internet is the perfect tool for delivering interactive course materials. Lessons can be delivered sequentially over a period of time, or can all be made available in one go, for the student to go through in their own time. Online training is set to grow rapidly.
12. They ‘Promise’ Financial SuccessMany of the most successful paid content websites provide advice on how to make money. This includes investing, gambling and business opportunities.
13. They ‘Promise’ Fitness and Good HealthGood health, fitness and dieting sites continue to attract paying members. Often they are related to branded diet plans like the Atkins Diet and South Beach Diet. Like gym memberships, people tend to join, have a few enthusiastic months and then move on to the next fashion.
14. They Offer Advice On Personal Problems and IllnessesIndividuals and families with problems greatly benefit from sharing their problems with others. There are many free forums and websites, which offer support, but often there is suspicion about the advice given and where it is coming from. This has left an opening in the market for sites run by credible professionals to provide support, advice and community to individuals and families with problems
15. They Promise ExclusivityPeople pay for exclusivity! They get pleasure and value out of having access to information and people that other people can’t get. It’s a similar phenomenon to private member clubs in the real world.
16. They Provide a Home for Passionate PeopleA few websites manage to charge for membership by appealing to the conscious of their community. The proposition is usually simple; either you pay or the site will be financially unviable and will have to close. There are usually a few small benefits such as access to the publishers and member forums threads, but the main proposition is “if you get value, give something back”.
SummaryAll content that can be digitized will end up being distributed over the web. Much of this content will be available from a variety of alternative sources, so it will have to be used to build an audience, which can be monetized in ways other than through subscription. Some of this content however will be unique, valuable and highly specialized. As the examples above show, there is a big and willing audience ready to pay for the right content provided in the right format at the right time. ******** Miles Galliford is the co-founder of SubHub, a company set up to help bloggers, writers and publishers commercialize their web content. He has worked in the Internet for 10 years and helped launch hundreds of sites for clients around the world. blog comments powered by Disqus Start Your Own Money-Making Membership Site
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