Generating Revenue from Sponsored Content

Sponsored content started in print publications and has been around for decades. Today, we’re exposed to sponsored content daily, and most of the time, we’re entirely unaware of it. So, why offer it on your radio station website? For more detailed show notes, visit https://www.skyrocketradio.com/blog/generating-revenue-sponsored-content.   Sponsored Content Works In a 2016 research study, over 4,000 Forbes magazine readers were asked to view webpage content featuring brands like SONY, Maserati, and Boeing, followed by a post-exposure survey. The results demonstrated that: - Brand recall, brand favorability, and purchase consideration points rose. - Consumers were likelier to say they intend to seek more information about the brand. - Mentioning the brand name more often within the content caused the brands to be perceived as more educational (or providing service). So, they became more trusted. - 18-34-year-olds responded better to long informative articles, driving higher engagement consideration rates and aiding recall. - Consumers perceive sponsored content as more consumer-centric because it is less about selling products and more about providing value. PDF to the full report here: https://ipglab.com/wp-content/uploads/2016/09/IPG-Lab-Forbes-Storytelling-The-Current-State-of-Branded-Content-Deck.pdf. What kinds of sponsored content can your radio station take advantage of? - Informational articles - Air talent social media posts - On-air mentions - Podcasts: Model Health Show Preparing Sponsored Content As you would imagine, writing sponsored content takes additional time to get right. The traditional, in-your-face advertising tactics that we’ve become used to will not work as sponsored content. No matter who writes the content piece, here are some tips to keep in mind. 1) Provide substantial value to your audience 2) Ensure the content is natural and fits your audience 3) Stay away from text within images and logos. 4) Take time to create/tweak this content. 5) Never accept commercial content According to a study by Neilsen and Mode Media, consumers can spend 2.5 minutes reading a sponsored article that interests them. When implemented correctly, sponsored content can be a lucrative part of your digital strategy. I hope this information is helpful. Please leave a review for this podcast wherever you get it and be sure to share this with a colleague.