How Can a Brief Help When Working with Sponsored Content?

In recent years, one of the most effective digital marketing strategies has been sponsored content. A significant aspect of such articles is that they are written by qualified specialists rather than ordinary advertisers. A specialist in public relations finely tunes the messaging for the target audience, leading to a more effective promotion of a service, product, or website. Today, it can be confidently stated that, in terms of effectiveness, native advertising surpasses traditional marketing. However, in every endeavor, there are two sides to the coin; even if the publisher understands how to convey the message correctly to the potential client, they may still be entirely unfamiliar with your company.

This is why, when entering into partnerships with a journalist or blogger “from the outside,” you should provide them with a concise yet content-rich brief. Follow the advice provided later in the article to create the perfect working questionnaire in terms of format and content for the contractor.

Include in the brief only materials that reveal the essence of the company in the best way

The publisher can write a good article about the brand or product only if they are well acquainted with it. Include in the brief all relevant information pertaining to the project. Don’t limit yourself to just a description of the product; also provide relevant links to web resources and all social networks where you operate. If necessary, include brief information about the company’s employees, specifics of target audience behavior, etc. In the process of creating sponsored content, the publisher can benefit from any small detail.

Be sure to structure the data

Structuring the data can simplify the understanding of the main goal by dividing it into a specific number of interconnected sub-points. By presenting the publisher with an organized brief, you guide them in the right direction, towards which they should develop their ideas. Thus, you not only simplify the task for the contractor but also obtain a chance to control the process of creating the sponsored article.

Compile a list of current key queries

Don’t forget that SEO factors have a huge influence on sponsored content, and ignoring them isn’t wise. Statistics show that articles ranking high in search engines attract a significantly larger number of users, which, in turn, is reflected in the site’s metrics, including conversion rates.

As the customer of the sponsored content, you cannot control the formatting and optimization processes of the text entirely. However, creating a list of the most important target queries and submitting them to the publisher is within your power. Remember not to overwhelm them; it’s better to limit the list to around 15 words, but not exceed 20 (depending on the keyword density in the article, subject matter, and other factors). Otherwise, search robots may ignore them, thereby hampering the ranking of the article.

Outline in general terms the results you are aiming for

In two words, state what you expect from cooperation with the publisher. This can help the content creator appropriately place the verbal accents in the sponsored article and prompt the audience to take the corresponding actions. Thanks to your guidance, the publisher will clearly identify which moments need emphasis while avoiding unnecessary verbosity. This does not take unnecessary time and effort while describing absolutely unnecessary elements from your perspective. Accordingly, you can maximize your own benefits with minimal resource expenditure.

Do not exceed the limits of what is permissible

The client is free to participate in developing the structure of the article. However, dictating to the publisher the tone in which the events must be conveyed is inappropriate. Often, people are drawn to a particular content creator because they like their writing style. If the tone of the journalist changes at the same time, the readers who are accustomed to it will undoubtedly feel uncomfortable. This is why to ensure that sponsored content delivers desired results in terms of high traffic and good sales, do not attempt to change the voice of the influencer.

Conclusion

Once the work on the brief is completed, send the document directly to the publisher. Remember also that the key to success in promoting the site through sponsored content is based on how you instruct the contractor. If you wish to place sponsored content or request its writing, do it as quickly and simply as possible, using the service of Authir-Services.