How to make it easier for advertisers to share the content you’re writing for them

Media companies have lots of tactics they use to help get branded content distributed, but is encouraging the advertiser to share the content, one of them?

It definitely should be.

It’s one of those low-hanging fruit opportunities that you can’t necessarily depend on when it comes to traffic and engagement, but with a little effort you can help ensure that your client is also helping get eyeballs to the content you have created.

Here are a few ways to do it:

1. Create social media assets for an advertiser

Make it really easy for an advertiser to promote their branded content by providing assets they can distribute.

That’s what one of our clients, 417 Magazine, does for their clients. They create a variety of social media templates that gets delivered to the advertiser with every branded content story they do.

Here is a sample of what they do:

This not only makes it easy for the advertiser to share their content, but the templates are attractive and nicely brand the media company. Bravo to 417!

Speaking of 417, I had the opportunity to host a Branded Content Lunch and Learn with about 30 of their advertisers last week. Here’s a photo of me with their owner, Logan Aguirre.

2. Encourage posts on blogs

Many companies that do branded content have a blog section on their website and featuring your branded content in that space is a great idea.

Simply encourage the company to create a headline and summary of the branded content story and link to your story.

A helpful suggestion: I don’t recommend allowing advertisers to just repurpose your entire post onto their blog. Google doesn’t love duplicate content unless a canonical URL is directed back to the originating publisher (which is you, the publisher). So, the simplest thing to do is say, yes, post it on your blog but just include a headline, summary and link back to the media site’s story.

3. Ask advertisers to click ‘share’

Your branded content program very likely includes the creation of social media posts and Reels, all assets that advertisers could share.

I love the idea I shared above about creating templates for advertisers to post on their own platforms, but the simplest thing they can do is click a “share” button on your page for their content.

Tagging an advertiser is great but you should send them an email with the link and ask them to share it. This all goes to your shared goal of getting eyeballs to the content. So don’t be shy about asking them to share.

We can help you with your branded content Let us help you build a great branded content strategy. Email me at david@davidarkinconsulting.com or call/text me today at 832 407 0188.