Chris Bennett, publisher of The Seattle Medium, is frequently asked by other publishers how exactly he has generated more than $1M in branded content revenue for his organization. The Branded Content Project recently invited Chris to speak on November's Big Branded Call, so he could share some of his insights to help others achieve similar branded content sales success.
Chris emphasizes the importance of a mental shift when approaching branded content— because it’s not your typical sales strategy. He explained that branded content requires a more partnership-oriented approach, building relationships rather than simply selling campaigns. For lifestyle content series sold as sponsorships, he uses the Branded Content Project's sales decks (we provide sales deck templates for all of our content series).
"We don't change very much, the only thing that we change is on the last page where we actually put together the package," he shared. "Of all the branded content packages that we have going, none of them are exactly the same. All of them are built slightly different, based on what we've been able to identify and source out with the client, and so there's not a one-size-fits-all approach to it."
Another key point he shared is that newer salespeople may find it easier to embrace this approach, as they aren't as entrenched in traditional sales tactics.
The Seattle Medium began its partnership with the Branded Content Project by selling the Active Aging content series, which was sold to a local health department for $3,500 a month, giving the team a solid starting point to showcase the potential of branded content. The partnership, which has been renewed multiple times, has led to a significant $350,000 in additional revenue, beyond just the branded content itself.
Chris shared insights on editorial control, emphasizing that his team proactively plans stories that align with their brand, allowing them to retain creative direction while supporting the client’s goals.
He also touched on customizing content for specific demographics and explained how The Seattle Medium leverages football sponsorships, generating $65,000 over 8-10 weeks, by aligning sponsorships with content that appeals to the right audience.
In terms of renewals, Chris shared that campaigns tend to renew themselves.
"It's because we have been able to show that they've got a great return on their investment, and that they're actually getting engagement at a higher level than what they're looking for," he said.
Regular reporting and communication with clients are key to ensuring long-term partnerships and demonstrating value. He noted that clients rarely ask for campaign results, but his team initiates a conversation to review what worked from their standpoint and gathers client feedback on the campaign's performance. Following this, he typically presents an enhancement proposal for the next partnership, including potential adjustments to their package, which often leads to a renewal.
He emphasized that impressions, click-throughs, and other metrics are secondary to how well the audience is engaging with the content. This approach helps shift the client's focus from short-term metrics to long-term branding efforts.
Branding is presented as a gradual process. Bennett explained that building a brand isn’t about immediate results, but about consistent exposure over time. By aligning clients with this mindset, they are more likely to understand that sustained engagement will result in brand recognition and loyalty.
Bennett also shared that at one point, his team was running seven branded content campaigns simultaneously, leading to concerns about branded content dominating their homepage. As a solution, they scaled back the number of campaigns and diversified the offerings by placing branded content in different areas, like story pages and category pages, rather than just the homepage. This provided a more balanced mix of editorial and branded content and helped maintain the exclusivity and quality of the partnerships.
"You're looking for the quality and not the quantity, right? And you're looking for where you can get the best return on your investment from it."
In addition to focusing on quality over quantity, organizations may want to avoid taking on too many clients to ensure each partnership feels exclusive.
When structuring campaigns, Bennett includes core components like branded content modules on the website, email newsletters, and a print component (either ads or articles). Additional elements, such as social media, podcasts, or radio ads, are offered based on client needs.
Each package is customizable, and as clients express interest in new features, these are included at increased pricing. Measuring engagement involves reporting on how the brand has been featured across various platforms, from digital to print and radio.
Partnerships are also a critical factor. Bennett stressed the importance of integrating clients into new platforms, such as the organization's news app, without charging extra, reinforcing a long-term partnership approach. As the media platform grows, so do opportunities for the brands involved.
Don't miss the next Big Branded Call featuring the Maine Trust for Local News on Wed., Jan. 15th at 1 p.m. EST. Register for free here.
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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