What Sponsored Posts Should be About
(image by vierdrie)
I recently read about an online retailer of eyeglasses—on a blog about freelancing.
In my opinion, there’s nothing wrong with publishing sponsored posts per se. It’s a good way to make some extra money off your online property, and it’s always great that a platform designed to attract prospective clients can directly contribute to your bottom line. But too much of a good thing is always bad.
Sponsored posts that have absolutely nothing to do with your audience are bad, because it’s a clear sign that you’re more interested in making money than in catering to the readers that have made your blog what it is in the first place. With a little effort, you can have your cake and eat it too. It’s quite possible to properly market an online shop for eyeglasses to freelancers, by showing how eyeglasses benefit freelancers (great eyeglasses make it easier to read the computer screen, for instance).
In short, sponsored posts should be about relevancy, not just the money. Relevancy continues giving your readers information that they can use, keeps your reputation as an authority intact, and actually makes it possible for the advertiser to get more than his money’s worth. People only relate to marketing that relates to them in some important manner.
Relevancy is actually easier than you may think. I’m pretty sure some of you have ideas on how to relate eyeglasses to contract work.
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POSTED IN: Ramblings of a Freelancer
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