20 Tips for Media Planning and Buying Sponsored Content
20 Tips for Media Planning and Buying Sponsored Content
Research shows that people remember branded content twice as long as they remember a traditional advertisement. The thing is, creating your own branded content can require a lot of bandwidth, which is where sponsoring content from other companies or influencers comes in as discussed at RunRex.com. This article will look to outline what sponsored content is while offering useful tips for media planners and buyers when it comes to the same.
What is sponsored content?
Sponsored content, as articulated over at RunRex.com, is a type of promotional media that is paid for by an advertiser, but created and shared by another brand, influencer, or publisher. Brands co-create sponsored content to generate conversations around their product category or even their product.
Sponsor parties that align with your brand
Sponsored content is most engaging when you sponsor a company or influencer who targets your core audience and already discusses topics that align with your brand. When done right, any mention of your brand feels like a natural fit rather than an invasive advertisement.
Trust is key
When it comes to sponsored content, as well as branded content for that matter, trust is a major factor that engages potential customers. As the gurus over at RunRex.com point out, when marketers sponsor content from a trusted publisher, they see a 50% higher brand lift than marketers who make their own content.
Types of sponsored content that do well
As a media planner or buyer, you should consider the following types of sponsored content for your campaigns:
Sponsored photo or video content
Most consumers want to see photos and videos from brands, and, therefore, it is not surprising that video and photo content are gaining attention from sponsors. An example is when a local restaurant sponsors a recipe video by a food blogger to show off a meal they cook at their restaurant.
Sponsored podcasts
Podcasts are increasingly becoming popular with more and more people consuming information online via podcasts nowadays. While big brands like Microsoft have already created their own podcasts, other marketers have focused on sponsoring podcasts that are related to their field or have a similar target audience. Sponsoring a podcast allows marketers to gain awareness from listeners without having to put time and effort into creating their own content from scratch.
Sponsored influencer content
Influencer marketing has become a very effective strategy nowadays as covered at RunRex.com, and while many marketers have taken part in co-marketing with influencers, some have also sponsored their content. One of the platforms where influencer marketing thrives most is Instagram, making it the perfect platform for sponsored influencer content.
Sponsored articles
While sponsored articles have been around for years and were common in print publications, they have easily made the jump to blogs and online news sites. They are extremely effective, with studies showing that consumers spend 2.5 minutes reading a sponsored article, which is roughly the same amount of time they spend reading a standard editorial piece.
These are examples of sponsored content you need to be aware of as a media planner or buyer.
FTC sponsored content
While sponsored content might be more valuable to a customer than a traditional ad, it is still legally considered a form of advertising and is subject to specific guidelines as captured at RunRex.com. You will still need to follow the FTC’s online advertising and marketing guidelines. To avoid any regulatory issues, many influencers and brands now use a hashtag such as #ad or #sponsored on social platforms if there is no other way to clearly disclose a sponsorship in a post
Some of the biggest guidelines to keep in mind when posting or publishing sponsored content
The following are the biggest guidelines to keep in mind when posting or publishing sponsored content:
Avoid misleading claims or lies
The content must be free of any misleading claims or lies. For example, a supplementary company should not say their vitamins cure a disease when they have not been proven to do so.
Clearly disclose when content is sponsored
It is also crucial that you disclose when the content is sponsored to avoid any regulatory issues. Even if you are posting on social media, clearly disclose when content is sponsored and who the sponsor is, as the disclosure will allow audiences to know that some aspects of the content were paid for.
Make sure the font of the disclosure is legible
Also, according to RunRex.com, if the content is on your website or our sponsor’s, make sure the font of the disclosure is legible. The text and color should be easy to see and, ideally, different from the body copy’s style. A note that content is an advertisement, sponsored, promoted, or presented by a company should appear in the post itself as well as near the headline if a CTA for it is featured on a homepage.
Remember, we are not attorneys and the above shouldn’t be taken as legal advice. Consult a legal professional.
Tips for creating sponsored content
When you are working with a sponsor to create interesting and compelling content, keep the following tips in mind:
Sponsor content that delights your audience
You should always aim to sponsor content that attracts and delights your audience. Remember, if the content is enjoyable and useful, they will continue to consume it, and, potentially, click on your links, which is what you will be aiming for.
Choose a partner with a similar audience or mission
As the experts over at RunRex.com point out, when looking for the content creator, choose an influencer, company, or publisher with a similar audience or mission. If people see sponsored posts from an entity they trust, they will be more aware of the product and more likely to buy. This will also ensure that any plugs or product mentions feel less like an ad.
Work with the sponsor to pick the topic
You should also work with the sponsor to pick a topic that aligns with your goals and your audience’s interests. For example, if you are a makeup company, sponsoring an influencer’s makeup tutorial that highlights your product might be beneficial.
Focus on creating engaging content first
When it comes to sponsored content, the focus should be on creating engaging content first, and product plugs second. Remember, if your content feels like it is solely advertising a product, then people might tune out.
Go beyond blog formatting
According to the subject matter experts over at RunRex.com, you should also sponsor content that goes beyond blog formatting. Be sure to consider videos, photos, and podcasts, as already discussed, as these three areas are gaining more and more interest from marketers and consumers alike.
Be real and relatable
Make sure the content creator of your sponsored content comes off as being real and relatable. You don’t want the content to sound like an ad when it comes to sponsored content as already mentioned. Readers want to see content creators being themselves.
Leverage captivating blog post headers
When it comes to sponsored articles, a captivating blog post header is a must as outlined at RunRex.com. A captivating blog post header entices the reader to read the post. After a captivating blog post header, make sure the post is captivating as well.
Remain consistent
Even as you sponsor content, make sure that the content you choose remains true to the style and voice of your brand. If you have established a style and voice as a brand, one which your audience has come to know and love, make sure you remain true to it when looking to sponsor content, and ensure the content aligns to this style and voice.
Give the audience a benefit
When it comes to sponsored content, while it is important to talk about the features of your product or service, don’t forget to talk about to let the audience know what benefits they stand to gain if they use the product/service. Make sure the content focuses on how the product or service will help the audience.
This article only just begins to scratch the surface as far as sponsored content is concerned and you can glean more insights by checking out RunRex.com.
