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  • Writer's pictureLiz Hayes

Mastering branded content: Your path to success starts here

Launching your publication's branded content strategy requires careful consideration and foresight. But don't worry - we're here to help! By setting up the right measures from the get-go, you pave the way for a successful journey with minimal surprises. So, let's dive into some crucial questions you should have clear answers on.

  1. Who produces the content and what's the cost? Finding the right content creators and understanding the expenses is key. Budget wisely to ensure top-notch quality that aligns with your advertiser's goals. Are you going to hire freelancers to write branded content? Do you have an editorial team who is willing to lend a hand? Or will you look to an agency? Will you accept content written from advertisers?

  2. How does the content align with advertiser goals and what are the key performance indicators? Clearly define the objectives and success metrics to ensure your branded content hits the mark, delivering value to both you and your clients. Advertisers will ask you about analytics, so make sure you know how you'll provide them.

  3. What are they types and levels of integration, and does the advertiser get approval? Tailor your approach to meet the advertiser's needs and ensure they have a say in the process, fostering strong partnerships. You need to set expectations ahead of time with a client, including how long production will take and how many revisions are included.

  4. What is the pricing model, amount and profit margin? Strategize your pricing to strike a balance between profitability and being affordable for advertisers. Transparent pricing builds trust between you and your clients. We always recommend baking in the expense of the content into your overall campaign to ensure your publication receives an ample profit margin.

  5. Who will you accept as clients? Do you feel comfortable accepting advertisers who sell alcohol, firearms or pharmaceuticals? Make sure you have an understanding of the kinds of clients you'll accept in this space.

With these critical questions answered, you can confidently select the content formats and advertiser integrations that suit your publication's goals. Remember, branded content thrives on high-quality, engaging material that amplifies brand awareness. Curate a list of client categories that align with educational and informative content.

A streamlined fulfillment process is essential. Determine who handles content creation, ensuring quality standards are met, and establish a client onboarding process, which may include a discovery call and then regular follow-ups. A well-organized content calendar offers reassurance to clients that their brand message will be consistently delivered.

By cementing your team's branded content rules of the road, you'll maintain focus and successfully deliver outstanding results to your valued clients. Seize this opportunity for excellence and let branded content elevate your media outlet to new heights!

Remember, the Branded Content Project can assist you with strategy, content fulfillment, sales training, and so much more! We're ready when you are.


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

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