Branded content that works: A step-by-step fulfillment strategy

David Arkin, founder of David Arkin Consulting, shares advice on fulfilling successful client campaigns.

If you’ve ever managed a branded content campaign, you know there’s a lot more to it than writing a story and hitting publish. Successful campaigns are built on systems, great processes, measurement and reporting that gets clients to say yes to doing more content.

David Arkin, CEO of David Arkin Consulting, is one of the coaches this year helping support the Branded Content Cash Camp Program, which provides media companies with a 12-week hands-on program designed to help teams take their next step in their branded content journey.

Arkin recently presented to the group on fulfillment strategies. One of the center pieces to his training was based around the organization needed for great distribution of branded content articles and assets.

Here are the things you need to know:

1. Posting the article online

Posting an article is simply not enough when it comes to helping the advertiser get the most out of the content you’re creating.

These are the steps Arkin suggested media companies take:

• Add UTM codes to all links: This is how you’ll track performance across every platform including your site, newsletters, and social. Here’s information on how UTM codes work and how to create one

• Label it clearly: Every story should say “sponsored” or “paid content.” This is critical for building reader trust but also checks off boxes to keep Google happy with your content.

• Follow an SEO checklist: Make sure you have a quality headline, great SEO title and that areas of your story fully optimized using keywords. The new world of SEO is more focused on answering questions so integrating those questions with your keywords should definitely be part of your SEO strategy. Here’s a useful checklist from Arkin.

• Optimize visuals: Upload a featured image that looks great on both desktop and mobile. Make sure for SEO purposes that you include alt text description and that your photo title has keywords in it.

• Link internally: Help readers discover related content that keeps them on your site longer. The best thing to do is have a section of related content from that advertiser (almost like a library of their content) at the bottom of every story.

• Test the experience: Click every link. Read it on mobile. Make sure it loads fast and that both you and your client will be happy with the user experience.

  
  

2. Promoting on Social Media

Social media is where your brand content story reaches more readers and new readers. 

Here’s your social media checklist for branded content:

• Labeling: Clearly label the post as sponsored or use “Paid Partnership” tools on whatever platform you are sharing it on.

• Tag the advertiser: It’s an easy way to boost visibility and encourage reshares.

• Write great copy: Don’t just repeat the headline, but rather tell readers why it matters. Long-form captions can work well. Story tell a bit.

• Track everything: Use those same UTM links to monitor engagement and conversions.

• Use paid boosts strategically: Plan for a small paid budget to help the content engage with the right targeted audience.

  
  

3. Promoting in newsletters

Your newsletter audience is your most loyal audience. That’s why it’s important to use your newsletter products wisely when it comes to branded content.

• Label it as sponsored. Whether it’s embedded in a newsletter or a dedicated send, you have to make sure readers know it’s a paid piece of content.

• Segment your audience: For standalone sends, advertisers love knowing their message went to a specific, qualified group. So use your tools to reach the right audience.

• Track performance: Watch open rates, clicks, and total reach to show advertisers exactly what worked.

• Extra love: Create an inventory of your branded content and when there are opportunities to add additional units to your newsletter (content units) take advantage of that opportunity. This is a pleasant surprise to share with the advertiser during your reporting of the campaign.

  
  

4. Promoting with ads

Ads for a branded content campaign should achieve the same goal as any other distribution method. They should drive eyeballs to the brand’s story.

• Visuals and themes: The ad should visually align with the advertiser’s brand but also look natural with your website.

• They should promote content: There are places to run traditional brand ads (promoting the business) but in an effort to get as much interest in the story, these ads should promote the content.

• Use ads as lead gen on story pages: A great way to get readers to the advertiser’s site is to ensure that on the branded content story the ads are only for that advertiser and the click through to the advertisers site.

  
  

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Learn more about David Arkin Consulting’s services

David Arkin Consulting offers a full branded content strategy and implementation services including creating content for clients. Learn more here.

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The Branded Content Project is designed through a strategic partnership between the Local Media Association and the Local Media Consortium, with funding from the Knight Foundation, to help facilitate additional growth, engagement, and revenue success for more publishers of all shapes and sizes.