What should a sponsored post cost? How much is fair for a publisher to be paid? What are other brands paying? And what do they get for their money?
Price transparency is one of many factors keeping sponsored content marketing from reaching scale. Unlike display and text ad buys, few opportunities exist for brands or their agencies to define a content marketing objective, target an audience, set a budget and let her rip. Reaching a highly fragmented audience with distributed content therefore, remains a significant challenge.
And the problem isn’t isolated to the marketing side of the equation. Blog publishers, who command the attention of the audience that brands require, are no better equipped to take advantage of the push toward sponsored content. By and large, their available inventory of publishing real estate remains hidden to any given brand, mixed in with millions of other sites. When opportunities do come, many blog publishers find themselves at a loss for how to properly price a sponsored content placement.
Content Needs a Marketplace
Imagine trying to rent an apartment by opening the phone book and seeing if anyone you call has a room for rent. Renters would never find most of the space that’s actually available. Nor could they easily compare the value of each property to establish a fair price.
Conversely, landlords would be forced to sit and hope for a renter to contact them. And if one does, what’s a reasonable price to ask? Who’s to say what’s too little or too much when there’s no easy way to know the going rates for that type of apartment, in that part of town?
It sounds ridiculous, and yet that’s how sponsored content distribution currently works. Without a central marketplace to access this highly distributed supply, or to provide either party pricing transparency, the sponsored content market remains illiquid and inefficient.
That’s why we’re building Content Blvd, to make
the distribution of sponsored content fast, easy and efficient.
We believe in helping the best ideas win. To do that,
they need to reach their target audience.
Tell Us About Your Own Sponsored Content Experience
If you’re a brand, agency or publisher we can use your input. Our Sponsored Content Pricing Survey is designed to begin answering the tough questions about how this fragmented market currently operates, and what you, as a stakeholder in it, would like to see improved.
The survey takes just a few minutes and you can choose to remain completely anonymous. Every new insight we gather can help make us all get better at giving and receiving good value through content.
We expect to learn about common “best practices” that are developing, as well as sticking points and frustrations. As with any young industry, effective online content marketing has a long way to go to be useful and accessible to more online marketers, and more quality publishers. We hope to get it there.
Take the survey here.