What should a sponsored post cost? How much is fair for a publisher to be paid? What are other brands paying? And what do they get for their money?
Price transparency is one of many factors keeping sponsored content marketing from reaching scale. Unlike display and text ad buys, few opportunities exist for brands or their agencies to define a content marketing objective, target an audience, set a budget and let her rip. Reaching a highly fragmented audience with distributed content therefore, remains a significant challenge.
And the problem isn't isolated to the marketing side of the equation. Blog publishers, who command the attention of the audience that brands require, are no better equipped to take advantage of the push toward sponsored content. By and large, their available inventory of publishing real estate remains hidden to any given brand, mixed in with millions of other sites. When opportunities do come, many blog publishers find themselves at a loss for how to properly price a sponsored content placement.Read More