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More Unsolicited Advice On Content Campaigns In Social Media

More Unsolicited Advice On Content Campaigns In Social Media

It was almost a year ago that I attended the Mom 2.0 Summit in Houston and listened to a keynote address from Heather Armstrong (Dooce), Maggie Mason (Mighty Girl), and Gabrielle Blair (Design Mom). Their keynote was excellent. In large part this is why I had been recommending the Mom 2.0 Summit to people who are looking for a more business oriented conference within the mommyblogging space. (Note: I still recommend it for people who haven’t been before, and for whom money is not an object, with some other reservations that are described here. And if you want to buy my ticket for cheap, let me know. Is that tacky? I don’t really care.)

One thing about that keynote keeps sticking in my craw in light of recent events, though. There was a moment during the Q&A in which Heather Armstrong answered a question about the future of monetizing blogs by stating that she did not believe that sponsored posts were “where things were going.” I remember this moment specifically because I had been curious about her take on that particular issue. And yet, here we are not even a year later, and everything is about content campaigns.

Well, I’m stodgy. I don’t like it, and maybe I’m sounding like a broken record, but here’s why.

1. A “content campaign” is still a sponsored post, and everybody hates sponsored posts.

Times change, and the environment changes. I get this. So it’s not 100% surprising that we are seeing more content campaigns plus advice on how best to structure them. While I admit that all sponsored content is not created equally, calling it a “content campaign” does not change what it is. People don’t like sponsored posts — they either don’t read them or they get suckered into reading them by people leaving the disclosure until the end of the post, and then they get mad. Filling up your blog — the valuable product that you own — with stuff like that is a questionable long term business plan for most bloggers.

As I have said before, different niches have different levels of comfort with sponsored content. How many readers you stand to alienate with too many sponsored posts can vary greatly. But if your only plan for monetization is to use sponsored posts, you may find yourself without any value (i.e. readers) left at the end of a busy season.

2. Advertisers do worry about overexposure.

You cannot just throw up sponsored posts all of the time willy nilly, even if this didn’t piss off your readers. Why? Because advertisers do worry about whether or not a blogger is overexposed. They will opt to go with another blogger if they feel that you have been using your space to pimp products too much. The reason they will do this is because every time you use content to sell a product, there is a tiny bit of credibility that is expended. If you use too much up without putting enough back in, you don’t have anything left to sell.

3. There is about a 4000% discrepancy in what bloggers get paid to do the very same campaign.

Now that Clever Girls Collective has partnered with Federated Media for content campaigns, the number of people getting sponsored content deals is much bigger than before. But not all of these deals are created equally — there was a recent content campaign that was advertising a rate of $75 for one post to people in Clever Girls Collective who wanted to apply to be a part of the campaign. But according to my sources, that Clever Girls Collective rate is anywhere from 10 to 60 times lower than what a blogger on Federated Media would be offered for the same campaign. THE SAME CAMPAIGN.

Now, maybe you’re thinking $75 is not such a bad deal for one post? And besides, you’re not with Federated Media, and you’re not big enough to command the rates that some of the bloggers who are represented by Federated Media can claim. This may be true, but remember, when you do a sponsored post, you are not working as a freelance writer — the $75 does not just cover your writing labor. It is the price that is attached to the eyeballs who will be reading the piece on your site. And if those eyeballs get tired of looking at sponsored content, how are you ever going to get to the point where you can command more money?

4. If you must do a sponsored post, broker the deal yourself.

The most egregious thing about the rash of content campaigns, though, is the amount of money that bloggers are leaving on the table by letting other people set up these deals for them. If you want to do a content campaign, sell it yourself and take home all of the profit. Think about what kinds of products come up organically in your blog, make a list, and then go pitch some independent businesses for these deals. Most small business owners are easier to convince on this kind of stuff because they’re looking for new ways to promote, and they often cannot afford what a placement through a big ad network would cost them. If you can come up with a good pitch, send them over a professional looking media kit, and show them how well-targeted your blog is for their product, they will sign up. You might have to email or call a few places before somebody signs up, but you’ll take home so much more money in the end that it will be worth it. Plus, you’ll get experience that you cannot get any other way.

Comments (2)

  1. Feb 8, 2011

    I think #4 is an oversimplification. There are deals that can be brokered by an ad network that most of us do not have the clout to negotiate as individuals. That’s not “leaving money on the table,” that’s “getting money otherwise unavailable.” Plus I’m a big believer in paying people to do the crap I’d rather not deal with, and to me, this falls squarely in that category. I don’t want to broker this stuff. It’s well worth it to me to have someone else handle it.

    Hell, I could do my own taxes, too. It’d save me money. But 1) I’m not as good at it as my accountant and 2) my time is worth more to me than saving a few bucks but being aggravated and out hours. I mean, to each their own, obviously.

    My point is only that I don’t think it’s as simple as “go get the deal yourself.”

  2. Feb 8, 2011

    There are probably some deals that people can’t get on their own, true — I don’t see Microsoft negotiating a deal with a smaller blogger on their own, for example. But if you’re just talking about how to make the most money, I maintain that you can make more money by brokering your own deals with small businesses. I know because I did it myself for twice as much (or more) as I would have gotten from a content deal through an ad network (even a premium ad network). And we are talking about thousands of dollars here, that’s the only reason I’m saying to try it yourself.

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