This month, we’re all about earning money from blogging – because why not make some cash by doing something you love? Last week, we discussed affiliate programs, and today, we’re going to delve into sponsored content.
What is Sponsored Content and How Does it Work?
Simply put, it’s blog content for which a brand compensates you to put on your blog.
Sponsored posts may take many forms:
- The brand may send you a product and want you to review it on their blog (see an example of a beauty product review here) or to just feature it however you like (see how a blogger included a free pair of shoes in an outfit post here).
- They may give you certain parameters and ask you to write a blog post within those parameters (see an example of this type of post here).
- They may offer you something to give away to your readers in addition to the sponsored fee (see an example of a sponsored giveaway here).
- And the most nimble and accommodating brands may want to work with you to come up with a solution that benefits you both!
There are no hard and fast rules when it comes to sponsored content, but usually, the process is something like this:
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A brand (or someone on behalf of the brand) will reach out to a blogger to see if there is interest in working with the brand.
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If the blogger is interested, then they discuss the terms of the agreement:
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What is required of the blogger?
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Does the post need to be a certain number of words, contain any specific marketing language, assets, or photos? Do there need to be links to a particular product, service, or page?
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Is there any social media promotion included?
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What is the compensation? Is the brand offering a standard rate or does the blogger have a pre-set sponsored content fee that will be charged?
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How and when will payment be rendered?
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The blogger writes the content (sometimes it may need to be reviewed/approved by the brand beforehand) and publishes it.
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The brand pays the blogger the agreed-upon compensation.
Considerations for Sponsored Content
When deciding whether or not to take a brand up on their offer, there are a lot of factors to consider:
Should you even consider the opportunity?
If you’re only in the blogging game to make money, you might want to take any earning opportunity that presents itself, and that’s fine if revenue is your only goal. But if you’re really interested in maintaining the integrity of your content and your brand, the first thing you’ll want to think about is the content itself. It’s really exciting when brands first start reaching out to you, but if what the brand wants doesn’t mesh with your content, brand, or personality, you may want to pass on the opportunity.
If you’re not feeling what a brand is proposing, don’t be afraid to suggest an alternative. For example, if a brand wants to send you a product for review, but you’re not interested or have no need for the product, ask them if you can review something else. Or if they want you to shoot a video review but you’re not comfortable in front of the camera, find out if you can do a written review with photos instead. The worst that can happen is that they’ll say no, but if a brand truly wants to build relationships with influential bloggers in their niche, it’s a good idea for them to be flexible.
Basically, consider what’s important to you and your brand. If an opportunity feels right, go for it, but if not, there’s nothing wrong with asking for changes or flat out turning it down. For more insight into how one very popular blog approaches sponsored posts, check out A Beautiful Mess‘ thoughts on the subject – it’s very eye-opening!
How often should I feature sponsored posts on my blog?
There’s no rule about sponsored post frequency, but just be aware that too many sponsored posts may turn your readers off. People read your blog because they want to know what you have to say, and having too many sponsored posts may come across as inauthentic.
What should I charge?
Some very established bloggers can easily charge several thousand dollars per post, but for that high amount of money, a brand is paying for more than just the content itself – they’re paying for the visibility and authority of a popular, long-time blogger with a strong following. If you’re just starting out and have a modest amount of traffic and social followers, don’t expect that sponsored posts will allow you to quit your day job.
When it comes down to it, a sponsored post is worth what a brand is willing to pay.
This means that, if a brand reaches out to you and offers to pay you $150 for a sponsored post, that’s what it’s worth to them. You may be able to negotiate with them for a few more dollars if you feel comfortable doing so, but it’s doubtful that you’ll turn that $150 into $500. Sometimes, a brand will reach out to you and ask what your rate is, so you should at least have an idea of what you’d charge to write a sponsored post.
What if I want to feature sponsored content on my blog, but no brands reach out?
You could always reach out to your favorite brands to let them know that you’re available and interested in working with them, but the best way to get brands interested in you is to write awesome content on a regular basis and leverage social media to gain followers and build a loyal community. Once you do that, the brands will find you!
