News articles can do well, but it's usually the novel/original/important stuff that people give money to because it's "valuable" so people will send you value back for bringing their attention to it.

If you're keen on "efficiency," and are connected to other bitcoiners in some way, referrals are pretty "efficient." If you get other folk to sign up with your referral links, and they earn or spend a lot of sats, you passively earn from that.