What to get noticed as a thought leader, attract your target audience, and boost traffic to your website?
Then yes, sponsored posts are probably right for promoting your brand. For a fraction of the cost of other forms of advertising, you can pay to get featured on a popular platform where you know your target audience spends time online.
As a freelancer, editorial assistant, and a ghostwriter, I’ve been on both sides of the partnership, and as long as everyone is transparent, and complies with FTC guidelines, sponsored posts can benefit everyone involved. The platform gets content customized for their audience; the brand gets in front of their ideal client or customer, and the reader gets free niche information they can use.
But, pricing for sponsored posts is all over the map. I like the guideline chart copywriter Sue Anne Dunlevie created on Successful Blogging for an idea of what bloggers should charge and what brands should expect to pay for sponsored blog posts. The chart uses metrics based on Google page Rank and unique visitors per month.
Considering a sponsored post for your brand? Ask the following questions to decide if the platform will help boost your business:
- Will the post include a link to my website?
- Does my target audience spend time reading this blog/platform?
- Is there a good ratio of editorial content mixed with sponsored content?
- What are the Google Ranking and Alexa ranking of the blog/platform?
- Is the other content on the website in line with my brand?
Now that you’ve found the ideal site to contact for placing a sponsored post, it’s time to consider the content. Some digital platforms/blogs will accept your content and revise/edit as needed to fit their audience while other sponsored posts include an interview and written post customized by the platform’s editorial team.
When creating or approving content for the sponsored post, you’ll naturally want to maximize your marketing dollars, so make sure the content will move your brand forward by considering these points:
- Does the topic address my customer/client’s problems or pain points?
- Will the post give readers actionable steps they can use to use my expertise in their daily lives?
- Is it clear how my products or services can help the reader?
- Is the content useful and engaging enough to get shared?
- Will the reader want to bookmark the content to refer to when needed? By creating content that a reader saves for later reference, your single sponsored post can be a repeated source of marketing, establishing familiarity and trust with your audience for months (or years) to come.
It’s easy to see why sponsored blog posts are an excellent way to spend your marketing efforts. Keep these tips in mind and you’ll reach your audience and get results for your business.