Sizzles
A key component to successfully selling a branded content campaign is having the tools necessary to help you get your message across when you are presenting your offerings to local advertisers.
We always recommend local media outlets create their own brand studio or agency to help local advertisers understand the power of content marketing and earn new revenue. This doesn't have to be a huge undertaking - it could just be naming your studio, defining your mission and promoting your work.
For some inspiration, check out the fabulous content studio sizzle reel from Tribune Publishing's 1847 Studio. Then, take a look at WRAL's impressive promotional video below:
Show off all of your amazing work! Clients will love to see what you're capable of producing.
We pride ourselves in providing sales collateral that will help make sales reps' jobs easier so they can focus on the deal and fostering great working relationships with clients. We provide sizzle reels and social media graphical elements for all ten of our branded content lifestyle series. Check out the sizzle video from our Active Aging lifestyle series below:
A great way to grab the attention of a prospective advertiser is by sending a sizzle video in an email. This can lead to a qualified meeting and potential branded content sales campaign. We also make things easy with our email prospect templates. They're easily customizable and can help you land a qualified meeting!
Samples & Examples
When pitching a branded content campaign to a prospective client, it is crucial to show them what their brand experience will look like within that campaign. The Meta Branded Content Project can help create demonstrations and mock-ups for sellers to share with their clients.
In the example below, you can see that Rivertown Market is the presenting sponsor of the Healthy Living series. The sponsorship also includes additional display ads and more branding in the right rail of the viewer. These are important features to point out to a prospective client.
Advertisers need to see how their branding will look in the sponsorship experience. Create a page for them with custom mockups so they understand how everything will work. Creating custom mockups is an essential piece of each sale at The Seattle Times according to Director of Strategic and Branded Content Partnerships Chandler Downs.
“Spend some time creating at least a page proof or banner ads so they’ll get the idea and see their brand in the experience,” she said.
They'll appreciate seeing their brand front and center and will be more likely to buy what you're selling.
The Meta Branded Content Project is designed through a strategic partnership between the Local Media Association, the Local Media Consortium, and the Meta Journalism Project to help facilitate additional growth, engagement, and revenue success for more publishers of all shapes and sizes.