Want happy advertisers? Nail the branded content fulfillment process

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

Publishers investing in branded content need to spend just as much time on fulfillment as they do on sales if they want happy clients in the end.

That was the advice that David Arkin, founder of David Arkin Consulting, gave during a recent Cash Camp session from the Branded Content Project.

Cash Camp is a 12-week, hands-on program designed to help media sales teams master pricing, pitching, and closing branded content deals.

Arkin, a coach for the national program and an expert in branded content strategy and execution, walked Cash Camp attendees through best practices on how to fulfill branded content campaigns, covering everything from tracking to distribution.

“Selling a branded content campaign is only half the job,” Arkin said. “If you want advertisers to renew, you have to make the fulfillment process smooth, repeatable, and high quality.”

Create a process and document it

One of the biggest mistakes Arkin sees publishers make is not creating a defined and documented workflow. 

Even a basic spreadsheet, he said, can help track progress and responsibilities for each campaign.

“Everyone on the team should know what happens after the sale,” he said. “From the interview to the story draft, SEO optimization, and social promotion, it all needs to be mapped out.”

Arkin recommended identifying a campaign lead for each branded content project but to assign tasks out to key members of the team in their area of expertise like posting the article, scheduling web ads and placing content in a newsletter.

Having every stop documented not only helps everyone understand their part in the process but also is helpful for when new employees join the team, Arkin said.

Make writers part of the strategy

To avoid disjointed campaigns or confusion with the advertiser, Arkin emphasized the importance of bringing in writers earlier in the process.

“Loop your writer into the strategy conversation,” he said. “Let them hear directly from the client if possible. That sets everyone up for success and ensures the content reflects the brand’s voice.”

One way to do that is to have a form that an advertising rep would fill out after the campaign is sold.

Here are some of the key components that Arkin suggested be part of that form:

• Name of advertiser

• Contact information

• Number of stories in the campaign

• Important history about the advertiser

• Goals from the advertiser

• Any ideas the advertiser already has for the campaign

Promotion is part of the package

Great branded content isn’t just about the article; it’s also about who sees it. Arkin urged publishers to include clear promotional plans as part of fulfillment, from social posts and newsletters to paid placements and homepage features.

“If you’re not promoting the content, you’re not fulfilling the campaign,” he said. “Your client expects reach, so show them the strategy behind it.”

These are the areas that Arkin suggested be part of every campaign:

• Homepage placement (have 2-3 places on homepages)

• Section fronts

• Story page rotation (widgets at the bottom of story pages)

• Newsletters (both first party and third party)

• Social media and Reels

Arkin stressed the importance of explaining the value that SEO has in a campaign. “When you create evergreen content and optimize it well, there’s huge yearlong value for the advertiser,” he said. “Don’t forget to really stress that.”

Build in mid-month check-ins

An often overlooked but critical part of campaign fulfillment is scheduling a midmonth check-in with your internal team, Arkin noted. These check-ins can flag any misalignment early, adjust strategies, and help avoid surprises at the end of the campaign.

“This gives you a chance to ask: Is the content performing the way we expected? Are we on track?” Arkin said. “A 15-minute conversation with your team can make the difference between a satisfied client and a renewal risk.”

He added that these check-ins also reinforce the value publishers bring, not just in content creation, but in service and partnership.

Connect with Arkin at david@davidarkinconsulting.com to learn more about his branded content services and get more information about the Branded Content Project 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.