Valuing Media Rich Content

Understanding how media-rich content focusing on video and images might be undervalued because of the way in which it is handled by search engines, we need to come up with a model for discounting the value of on-page media in according to its contextual relevance. From there, we can determine if there is an opportunity for building up the value of that particular piece of the asset by improving the inadvisability of the content from an indexing perspective, and therefore improve the page’s ability to drive traffic independently.

As mentioned in the previous article, one of the most common ways to make a piece of media-based content indirectly indexable is by including a description box next to the media itself, and use it to explain what is going on in the image or video in great detail. While users might simply ignore this section, it provides something for the search engines to use as a reference point to index off of.

As such, the description box of a piece of rich-content should be valued as a full article on its own, because that’s how the image will be represented from an SEO standpoint. Unfortunately, that will constitute the tangible cash-flow potential of the content itself, along with a small premium for the quality of the media itself.

Upon determining the capability of the content to generate organic traffic, we then need to determine the tangible value of the media from a cost-perspective. Because of the obvious cost differences between media and text content, we need to keep in mind that the cost of procuring this level of media will represent both the opportunity value, and an indication of the intangible worth that is adding to the overall worth of the page itself.

Assuming we were to contract out this sort of job, we’d probably be looking at anywhere between $200 and several thousand dollars being put into an on-page video, while a high-quality image might cost anywhere between $50-800, depending on the amount of research and time that is put into it. However, we must then discount whether or not the information being communicated is particularly relevant to a specific time-period. For example, an info-graphic depicting information from the year 2012 might not be worth as much in the year 2020.

With an understanding of both the traffic-generating and production-based opportunity value of a media-rich piece of content, we are able to finally able to come up with a dollar value denoting the tangible worth of its contribution to an overall website’s asset value. Upon combining that framework with the other strategies we have discussed for understanding the worth of text-based content, we can then come up with a good estimate of what kind of value a sophisticated media-rich content page will create for an overall web-asset as a text, image, video, and social platform.

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