The Benefits of Using Sponsored Content as a Marketing Tool

Sponsored post by Stitchcraft Marketing

Smart business owners are always trying to gain leverage in their respective industries. The best way to do so is through intelligent marketing efforts. One of the best marketing tools a business can use is sponsored content. Keep reading to learn about the benefits of using sponsored content as a marketing tool and how to negotiate sponsored post fees.

What is Sponsored Content?

Before you can understand the benefits of sponsored content, you need to have a strong idea of what it is. Sponsored content looks like ordinary editorial content that you might read anywhere online, including social media pages.  The difference is that the intent of sponsored content is to go beyond simply entertaining the reader and places a particular product or brand in a positive light. When sponsored content is done well, it reads like any other piece of content you find on the outlet. Its purpose is more to tell a story about a brand rather than to push a product. We’ve recently worked with Staci Perry of Very Pink to create video tutorials for our clients Appalachian Baby Design and Zen Yarn Garden. Currently, Vicki Howell’s Ask Me Monday series is partially sponsored by Knitter’s Pride.

Sponsored Content is Less Invasive Than Traditional Ads

Advertising is virtually everywhere you look online. Many companies have large banners that span across the top of a page, in between articles or down columns that are impossible to ignore and can be incredibly distracting. There are also ads that constantly move across the screen as people scroll through a web page, which can be quite bothersome. On the other hand, sponsored content is more subtle. Instead of being impossible to avoid, they allow visitors to focus on the content they are trying to read and only open if clicked on.

Ad Rates are Currently Decreasing

Web surfers are getting increasingly better at tuning out the ads they do not want to view. An increasing number of people are no longer clicking on banner ads to get additional information. Further, people are turning on ad blockers at an increasing rate, so many traditional ads are never seen. So, many advertisers are no longer reaching their target audience. Since sponsored content allows advertisers to reach their target audience with high-quality information, it is less likely to get passed over and ignored like traditional advertising methods.

Long-Term Relationships can be Created

Business is all about creating strong relationships. Not only do you want to have a good relationship with your current and prospective customers, you also want the same with other organizations with which you do business. When you use sponsored content, you enter into a relationship with the whoever is creating the content. Over time this relationship becomes solidified and makes you both stronger.

Keep Your Program Simple

When you decide to sponsor content, your best course of action is to keep it simple, especially when you are first starting out. If you overextend yourself and have too many content creators, they can be difficult to manage and keep track of. So, keep it small and manageable and do your diligence in who you’re choosing to sponsor to get the best results.

Negotiating Sponsored Post Fees

Now that you know the benefits of using sponsored content as a marketing tool, you need to know how to negotiate what to pay for it. Here is some some helpful information negotiating a fee that is fair for everyone involved.

Factors to Take into Account

Negotiating a price takes more finesse than simply blurting out an arbitrary number. Some factors you should take into considerations when determining a fair price include:

  • The amount of traffic the content creator gets.
  • The length of time required to create the content.
  • The size of the content creator’s social reach.
  • The content creator’s domain authority.
  • Any extra value the content creator is adding.
  • The niche market the content creator appeals to.
  • The size of your brand.
  • The amount you can afford to pay.
  • What measurable result are you seeking from sponsoring content with this creator.

Once you know the answers to these questions, you should be able to determine the best price to pay to sponsor content.

Our Program

Stitchcraft Marketing can help you navigate the landscape of sponsored content. We maintain an in-house network of reviewers who are eager to try new products in exchange for their testimonials. Our reviewers publish their content on blogs, podcasts and across social media platforms. We also have experience negotiating sponsored product reviews with influencers and big names in your craft-specific industry. If you’re interested in getting your product out into the world for review, contact us today to get started!


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