The digital publishing world changes fast. Algorithms shift. Reader habits evolve. Monetisation options grow more complex. But through all the noise, some core strategies continue to stand out — the ones that deliver real impact when done right.
If you’re running a site, blog, or digital publication, it’s not just about creating content anymore. It’s about optimising your entire ecosystem so you’re not leaving money on the table or missing out on growth opportunities.
Here are six things every publisher should be doing right now.
1. Join a high CPM ad network
This is one of the quickest ways to increase your revenue without changing a single thing about your content output.
Cost Per Mille (CPM) refers to how much advertisers are willing to pay per 1,000 impressions. A higher CPM ad network will give you access to better-paying ads that match your audience quality and traffic volume. That means more earnings for the same number of views.
Many publishers make the mistake of sticking with the same ad network for too long, even when it’s underperforming. But the difference between a low CPM and a high CPM ad network can be huge, sometimes even double or triple the revenue. If your content is pulling consistent traffic, it’s time to demand more from your ads.
Switching might seem like a hassle at first, but the payoff is worth it. Better targeting, cleaner ad placements, faster-loading units, and stronger support are all part of the package when you upgrade to a higher-tier ad network.
2. Prioritise site speed across every page
Page speed isn’t just about good user experience. It also affects search rankings, ad viewability, and bounce rates. If your site takes more than a few seconds to load, you’re losing both readers and money.
Speed audits often reveal hidden problems like oversized images, bloated code, or scripts that load at the wrong time. These may sound like backend issues, but they directly impact your front-end results. Readers won’t wait. Advertisers won’t pay for impressions that don’t fully load. And Google won’t send traffic to slow pages.
Make performance a regular part of your publishing routine. Pages should be fast on mobile and desktop. Keep your core content easily accessible and minimise anything that drags down load time.
3. Strengthen your mobile experience
Most audiences today are browsing on phones, not desktops. That shift should be reflected in how your site functions and looks.
A mobile-first approach isn’t just about having a responsive theme. It also means:
- Readable font sizes – no pinching or zooming should be needed
- Click-friendly buttons – especially for navigation, CTAs, or ads
- Smooth scrolling – with no jerky movements or layout shifts
- Optimised ad placements – so ads are visible without overwhelming the content
The mobile version of your site is now the main version. Treat it with the same attention and care you once gave to desktop design.
4. Focus on evergreen content
Trends come and go quickly. But content that holds value over time continues to generate traffic, links, and ad revenue long after it’s published.
Evergreen content can take many forms:
- How-to guides – practical, step-by-step instructions that solve a recurring need
- Explanations or definitions – breaking down complex terms or concepts
- Resource lists – curated collections that save your audience time
- Tips or strategies – content that can be referenced over and over again
The beauty of evergreen content is that it doesn’t expire. It brings in consistent search traffic and is easier to repurpose across formats. One strong piece can keep working in the background for months or even years.
This doesn’t mean abandoning timely content. But make sure a healthy portion of your editorial calendar includes articles that stay relevant beyond a short-term trend.
5. Track key metrics beyond traffic
Yes, pageviews still matter. But they don’t tell the full story anymore. Smart publishers are looking at deeper metrics that reflect real engagement and long-term value.
Some of the most useful ones include:
- Average session duration – how long readers actually stay on the site
- Pages per session – whether visitors are exploring more than just one post
- Scroll depth – how far down the page readers are going
- Return visitor rate – an indicator of how loyal or interested your audience really is
- Ad viewability rate – a direct impact on your CPMs and advertiser satisfaction
These numbers can uncover issues with layout, content format, or even writing style. More importantly, they help you make smarter decisions about what’s working and what’s not. Relying on traffic alone might keep your ego happy, but it won’t grow your business.
6. Diversify your revenue streams
Relying on a single source of income is risky. If one stream dries up — whether it’s ads, sponsorships, or affiliate commissions — your entire business can take a hit.
Instead, think about layering income sources. For example:
- Display ads – your base revenue
- Affiliate marketing – adds context-based earnings
- Digital products or downloads – if relevant to your niche
- Email sponsorships – monetising your list without needing new site visitors
- Premium content or memberships – creating exclusive access for loyal readers
You don’t need to launch everything at once. But even adding one or two new monetisation methods can take the pressure off and provide more financial stability. As your audience grows, so should your income variety.
One Step at a Time, Big Results Over Time
You don’t need to overhaul your entire publishing strategy overnight. In fact, trying to do everything at once is a recipe for burnout. But starting with one or two of these steps — whichever fits your current stage best — can make a noticeable difference.
Publishing is no longer just about what you write. It’s about how you run the engine behind it. The right decisions today build momentum for tomorrow. Keep your systems sharp, your audience in mind, and your strategy flexible. That’s what keeps publishers competitive and profitable.
