As a seller, it can be difficult to approach an advertiser and say you'd love to talk to them about branded content or content marketing, because if they're not already a marketing expert, it may be a vague concept that's hard to explain.
This is why we recommend approaching the advertiser with a creative idea that they are sure to wrap their heads around, making them more likely to sign on with your organization. Recently, Sean Stead, director of digital sales for Denver Post Media, joined the Branded Content Project's Big Branded Call to talk about selling creative ideas.
He showed an example of how he would approach a hypothetical whiskey house in the marketplace. His idea is to tell the client that in January, the Denver Post would be launching a cocktail of the month content series focusing on can't miss cocktails for Coloradans to enjoy all year long, and that they are looking for an exclusive partner to sponsor the series. He'd add that they'd also be given an opportunity to contribute their expertise along the way as a subject matter expert in the series.
"So with this, we're bringing an idea to the table," Stead said. "We have a specific timeline starting in January. We're speaking to the fact that it's an exclusive partnership which people really appreciate."
He says their quick go-to-market strategy includes introducing the concept, securing the appointment, and then customizing the presentation so they can see precisely how their brand will look within the content and sponsorship.
He finds that their best partners are working with the newspaper because they value the audience that Denver Post delivers. This is an opportunity to tell a great story while bringing value to the readership.
"This is a vehicle for branding and awareness. While it's not a low funnel solution conversion driver, it's really all about getting your name out there and doing it in a way that elevates the brand, right? So it's an opportunity to showcase your brand as an authority in your space. As subject matter experts, it's really a way to elevate that brand," he said.
You could have the best written article out there, but if nobody sees it, what's the point? Therefore, Stead recommends driving traffic to the article so that it can grow some legs. For Denver Post, that starts with headline impressions and promotion through social boosts. They also offer newsletter placement & email blasts for sponsored content, which create shareable links and increased click through rates.
"Take this beyond just the article and really try to leverage a multimedia approach to it and a long-term approach to it," Stead explained.
Denver Post has created sponsored content hubs, which function like a microsite, housing sponsored content sections, like Savings Tip of the Month, sponsored by an area bank. Stead recommends targeting businesses in healthcare, real estate, finances, and other industries with large budgets.
While some clients are interested in one-off custom content articles to promote an event, Denver Post focuses on selling concept content series that run six to 12 months. They also utilize Vuepoint Advertising (who works with the Branded Content Project) to write the content, so that it maintains a high editorial standard and doesn't veer toward advertorial.
Need help conceptualizing a custom content idea for local advertisers? We want to help you generate revenue for your local media organization. Email us - (julia@brandedcontentproject.com & liz@brandedcontentproject.com) we can't wait to hear from you!
The Branded Content Project is designed through a strategic partnership between the Meta Journalism Project, Local Media Association and the Local Media Consortium to help facilitate additional growth, engagement, and revenue success for more publishers of all shapes and sizes.
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