Potential advertisers want to be on websites that fit their niche, that consistently produce great content and that receive a a lot of visitors. But generating revenue that provides adequate compensation for the work it takes to create and manage such a website is challenging.
Newspapers all over the country have been unable generate similar revenue from website ads as they have from print. This has caused many to trim their staffs. Yet the need for quality journalism is as prevalent as ever, and there is still value in platforms that produce useful and entertaining stuff.
However, marketers are unexcited about simply placing display ads on a website. Even if the ads effectively bring in new business for them, the model is too similar to print to generate much enthusiasm. The web is about innovation, and that includes how websites are monetized. The key is leveraging all tools available in creative ways.
Sponsored content is one great way to do it. Successful blogger John Lynn gave an excellent presentation on this at WordCamp Las Vegas 2014, which got me pumped to implement it for some of my clients. How it looks will vary from site to site, but the main idea is to tie the advertiser directly to a piece of content and all the ways in which that content is promoted. This includes indicating the advertiser is a sponsor on the actual post, which will stay with the post forever. Not only will the advertiser benefit from the initial page views but all that follow through search engine traffic. This is different from a display ad that goes away after the contract is up – though it’s not a bad idea to throw in a display ad to sweeten the deal.
Additionally, the sponsor can be tied to email updates, social media posts, and whatever other methods are used to drive traffic to the content. This creates multiple avenues of exposure for the advertiser.
Some may be leery of cozying up too close to marketers, but there is a way to do it without compromising journalistic integrity. The advertisers need to know what content is coming down the pike so they can decided if they want to sponsor it, but they should not be influencing what or how content is produced. Additionally, any time the sponsor is mentioned, there should be an indication that it is part of a paid advertisement.
If done right, sponsored content offers a strong new revenue generator for website owners and an exciting way for advertisers to get their messages out there.
Have your own thoughts on sponsored content? Feel free to share!
Takeaway #1: We Love Telling Stories
Takeaway #3: Don’t Be Afraid to Outsource