Hello there! I work with Elsie, Emma and the staff to handle our sponsorship program at A Stunning Mess—which additionally means I get to work with our nice model companions, which I really like. Earlier than becoming a member of the ABM staff, I labored at an promoting company in Springfield, Missouri that gave me some nice insights into how businesses work, which helps in my present function fairly a bit. Sponsorships could be a scary phrase to make use of when speaking about creating content material, lots of people are both afraid of it or apprehensive of how folks will reply to listening to one thing’s sponsored. This may make me sound loopy, however once I see sponsored content material, one of many first issues I consider is how cool is it that this model has decided to assist small companies and loads of small media firms (that’s us, bloggers!!). Julie Blanner gave a tremendous session at Haven final 12 months about that psychological shift and the way firms usually are not solely ran by superb woman bosses, however they depend on sponsored content material as a major income supply.
A part of why I needed to share recommendations on the right way to work with manufacturers is to be clear so readers understand how and why we do it, and why we admire it SO a lot if you find yourself enthusiastic about it too. The overwhelming majority of the content material we create at ABM is completed at our personal expense in order that we will share it freely, which the staff likes to do. It’s due to our superb model companions that we’re in a position to assist our enterprise and proceed to create that free content material. So, though it’s essential to choose genuine suits (spoiler alert: that’s one of many suggestions beneath), sponsored content material is one thing to be pleased with and enthusiastic about. Beneath are three suggestions I needed to share about discovering, working with, and rising sponsorships.
1. Know your value
Your content material is value one thing. It’s one in every of a sort and distinctive. Understanding your value is step one to a optimistic relationship with manufacturers. All manufacturers have advertising budgets and are searching for methods to broaden their attain. You possibly can have a look at this put up for example on how ABM structured their first sponsorship program. We’ve grown and adjusted since then as channels have grown, platforms diversified, and to reply general to the expansion of influencer advertising, however as a baseline or place to begin, this system is implausible. Trey really had my place earlier than me and I’ll perpetually be grateful to him for a way he began our sponsorship program! No matter your pageviews, followers, or impressions (though these are essential), your content material is value one thing. Your engagement could also be by way of the roof, you may need an viewers that may purchase something you suggest … it doesn’t matter what it’s, know what distinctive worth you possibly can deliver to a model and don’t be afraid to inform them! You can be precisely what they’re searching for.
2. Choose genuine suits
Typically we get provides from manufacturers that we will’t take. I’m not saying “Oh, take a look at the provides we get,” by any means. What I imply by that’s we’ve established tips round what sorts of manufacturers we’ll and gained’t work with. One instance is round our clear magnificence tips. As an organization, we’ve determined to make our greatest effort to solely purchase, assist or promote clear magnificence manufacturers. Are we excellent? In fact not. We’re all the time studying and rising. However, with that in thoughts, we gained’t settle for a partnership from a magnificence model that has synthetic perfume in its ingredient checklist. Two guidelines of thumb we now have for choosing sponsors are: Is it a model we already use in our houses? Or are we on this product/model even when we haven’t tried them but? Utilizing these two as tips permits us to discover new and funky issues that we might share with our readers (normally we’ll ask for a pattern or trial interval earlier than kicking off the marketing campaign or totally executing a contract) or that we all know we really use or would or have purchased regularly.
It’s additionally essential from a model standpoint (and this ties into my third tip) that manufacturers like it while you’re enthusiastic about their merchandise. If you’re genuinely a fan and assume it might resonate together with your viewers, it’s a win-win-win. If it’s not one thing you’ll usually promote, the model may get stunning content material out of it, however you might lose your status together with your viewers and the model may see the disappointing engagement and really feel taken benefit of, too.
3. It’s all about relationships
One of many largest issues (that I feel is straightforward to overlook when working with manufacturers) is that behind the opposite pc you’re emailing an individual. Perhaps somebody whose adopted your weblog for a very long time, or simply actually thinks your content material resonates with their marketing campaign. They’re sometimes excited in regards to the partnership and to see what concepts it’s important to share their product! By remembering we’re all folks working collectively for a typical objective, sharing nice content material shouldn’t be as intimidating. My largest recommendation on this piece is to get everybody on the identical web page upfront. Have a kickoff name the place you speak in regards to the content material concept and the expectations round how the model might be built-in. That manner, there are hopefully no surprises with regards to execution and everybody stays excited and pleased with the tip consequence. If expectations are managed from the start, it goes a good distance in constructing and sustaining nice relationships and even friendships with the manufacturers for which you’re engaged on content material.
Hope this helps you both in working together with your sponsor companions or to grasp a little bit of what goes on behind the scenes for bloggers who do! We additionally acknowledge extra individuals are searching for methods to earn a dwelling or aspect earnings on-line by way of running a blog or different social media platforms, so we needed to supply up some suggestions that would hopefully be useful. Thanks for studying! -Claire