Writing sponsored posts is one of the most common ways bloggers make money online.
While it’s not something I rely on, as there are many other ways to monetize your blog, I wrote a number of sponsored posts in my time as a fashion blogger.
They’re an effective way to make fast cash, but they’re only going to be successful when they’re done right. And if you want to ensure brands want to work with you, you’ll need to be able to impress them every single time.
To help you out, I put together this guide to writing sponsored posts.
A Guide to Writing Sponsored Posts
When bloggers start working with brands to create sponsored content, a lot of questions typically go through their minds.
- Which brands should I be partnering with?
- How much should I charge?
- How many sponsored posts are too many?
- And how can I say “no” if an opportunity isn’t right?
I totally understand how frustrating it can be when you don’t have answers to those questions. That’s why I created a guide to address those common concerns, as well as provide tips to ensure your sponsored posts are a success.
Which Brands Should I Partner With?
Here’s the thing… Over the years, I’ve seen a lot of collaborations that just didn’t make any sense. I mean, why would a fashion blogger be sponsored by a frozen breakfast sandwich? While it’s tempting to say yes to every opportunity that comes your way, all so you can make a quick buck, it’s not the smart thing to do.
I encourage you to be very picky about the brands you work with on your blog. The wrong partnership can actually be a huge turnoff for your readers, which can possibly send them running away.
Here are some tips to keep in mind when choosing if a brand is the right move for you:
- Make sure their values are aligned with your values. Do you really want to go around supporting a brand who stands for all the things you’re against? Not really! Do your research here and get to know a brand before responding with a “YES!”
- The content needs to be something your audience is interested in. The reality is, if you know for a fact your audience wouldn’t be interested in the brand or product you’re promoting, it’s not worth it. The brand won’t get the results they wanted and your audience won’t care.
- And finally, keep the content relevant to what you normally post. It wouldn’t make much sense for me to start writing sponsored posts about toothbrushes, now would it? Every sponsored post you do should be relevant to the topics you normally write about.
How Much Should I Charge?
I know you want to make those big bucks, but you aren’t guaranteed to make them right off the bat. When you’re first starting out and your audience is small, a brand isn’t going to be likely to pay that much.
And while I know it’s more about the quality of your audience in most cases, brands won’t always feel that way. They want to see that you have a good amount of traffic flowing to your site, as well as an engaged following on social media. That’s ultimately going to dictate how much they think you’re worth.
But that doesn’t mean you can’t set your own rates! Consider the following to come up with the right price:
- How much time will it require for you to create the post?
- How much coverage will the brand receive from the post via your blog and social media promotion?
- And what price do others in your industry charge?
How Many Sponsored Posts Are Too Many?
Don’t get too crazy when it comes to writing sponsored posts on your blog. If you’re posting a new one every other day, it’s going to be a major turn-off for your audience. And that’s the last thing you want to happen!
I’d suggest publishing at least two piece of content in between every sponsored post you do. And even that’s kind of pushing it for me. However, if the content is well done, it shouldn’t bug your readers too much.
If you have a lot of sponsored content on your plate, be open with the brands you’re working with. Let them know right off the bat when you’re able to publish their piece so they know what to expect.
And How Do You Decline an Offer?
If you stick to the guidelines I shared above about choosing brands to work with, you will have to decline offers. And that shouldn’t scare you! You need to be open and honest with a brand if you feel you aren’t a good fit.
Politely send over an email thanking them for the offer, but stating the opportunity isn’t right for you. If you want, you can explain why so they’ll understand your reason for declining. Don’t feel bad about it either! Better opportunities will be on their way to you soon.
4 Tips for Writing Sponsored Posts
Now, to help you ensure your content is a hit when writing sponsored posts, I have a few tips to help you out. After all, you want to take extra care when crafting these posts to keep the brand (and your readers) happy.
1. Clearly State When Content is Sponsored
You likely already knew this, but just to be on the safe side… You are required to add a disclaimer, stating when a blog post is sponsored.
If you were provided with monetary compensation or a free gift for a piece of content, you have to let your readers know. You can actually get into a lot of trouble otherwise. And the brands can too if they told you not to add in the disclaimer! Honesty is always the best policy here.
2. Follow All the Requirements
When it comes to writing sponsored posts, there will often be requirements the brand has for you. Perhaps they need your blog post to contain a certain number of words, unique imagery, or a link to a specific page on their site. Whatever it is, make sure you follow the requirements to ensure they’re happy!
3. Over-Deliver
It’s always a good idea to go above and beyond when you’re working with someone else. You don’t want to let them down or leave them disappointed in your work. If you keep a brand happy and impress them with your content, it could lead to a successful, long-term relationship.
Plus, you don’t want sponsored content to feel like sponsored content. Your audience should be able to read your post and feel like it completely jives with everything you normally post. It’s even better if they don’t realize the post was sponsored at first!
4. Spread the Word
Once your post is live, make sure you spread the word to your audience. Share the link on all of your social media platforms, as well as your email list. If you really want to see big-time results, consider creating a paid ad on Facebook to gain more traction. Simple things like this will really pay off in generating traffic!
A Final Word on Writing Sponsored Posts
To wrap up this guide, I wanted to share a few additional pieces of information with you. And make sure you keep these in mind!
- Respond to brands in a timely manner. If you’re interested in working with someone, make sure you show it by responding to their emails in a timely fashion. And if you aren’t interested, let them know so they don’t continue to follow-up.
- Don’t wait for someone to contact you. You’ll surely see opportunities landing in your inbox, but that doesn’t mean you need to wait around for brands. If there’s someone you really want to work with, reach out and send a pitch their way! It could really pay off!
If you want some more help creating incredible content for your blog, whether it’s sponsored or not… I’ve got you covered!
The Captivating Content Kit for Bloggers shares my step-by-step process for creating blog content readers will love.
You’ll learn how to write headlines that grab attention, introductions that leave them wanting more, and how to actually make sales through your posts.
