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February 2014

Viewing posts from February , 2014

Sponsored Content Pricing: Are You Getting Ripped Off?

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Sponsored Post Pricing

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.

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In an Opt-In Culture, All Content is Branded Content

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Making and Sharing Branded Content

Who doesn't want to appear more interesting?

How we think about content is highly dependent on how we choose to interact with it. More often than not, the content we choose to consume comes with a label that we're comfortable with, not unlike other products we use including clothing, cars, and even the food we eat.

Beyond personal communications, all content is branded content, whether we  see a given piece that way depends on how we feel about the content creator, their motives, and the context of their content.

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Viral Sponsored Content is a Terrible Marketing Strategy: Here’s 5 Reasons Why

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Your Viral Content is a Bad Idea

Content marketing works for two very specific reasons. It's created for the purpose of providing value to your audience, and it's published in the places they frequent. Good content is attractive and intrinsically engaging to the people you want to connect with, like the most charming guest at a dinner party.

Good content isn't viral by definition, because it serves a niche. "Viral content," on the other hand, is likely to be seen as the obnoxious party-crasher (or like Dr. Evil's 'cool dad' impression in Austin Powers). Marketing with what's supposed to be viral content just looks clumsy, and in the process, ends up failing to reach a wider audience while annoying one's target audience in the process. Native advertising is quickly earning well-justified ire for advertisers who overreach with their content choices, but it doesn't have to be that way.

No doubt viral advocates reading this are scoffing at my fuddy duddy attitude, while buttoned up brand advocates are nodding and smiling and wishing those viral people would leave already. Kinda like nerds vs. cool kids. Who's right? Unless your brand is built on attention from the cool kids, stick with your nerd friends-- their loyalty is worth it. Sponsored content works when you respect your audience.

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