Writing sponsored posts on your blog can be a lucrative way to monetise your blog, especially if you own a blog with a lot of readers. Today we’ll look at a common question posed by bloggers: How much should I charge for sponsored posts?
When it comes to charging for paid content, there are a couple of metrics you will need to get from your Google Analytics dashboard. These are the amount of unique page views and returning visitors your site has.
I recently read an interesting article posted by a travel blogger which looks at how much a full-page ad in the UK’s most popular travel magazines costs in comparison to their circulation. Although some travel blogs have substantially higher traffic than the major magazine’s print circulation, a print ad is in almost every case a 5 figure investment. You might be surprised to learn that major publications like Lonely Planet only has a circulation of 46,000 – whereas the blogger purports their readership being substantially higher.
Online Advertising Is Still a New Phenomenon
So why can print publications charge so much more than successful bloggers? Online advertising is an evolving medium and many brands simply haven’t grasped the impact that digital placements can have. This means that a lot of advertisers aren’t aware of the regulations surrounding digital advertising, particularly when it comes to paid content disclosures.
Display advertising, such as AdSense, is in a bit of turmoil at the moment due to the prominence of ad-blocking software. Apple’s announcement that they would be allowing ad-blocking apps on the App Store caused a lot of controversy with major losses in revenue predicted for sites that rely on display advertising to get by. Google are trialling a new system called Contributor, which lets users subscribe to receive a reduced amount of ads.
According to the Note To Self podcast, there are currently 198 million ad-block users worldwide. That number is increasing rapidly. I’ve used ad-blockers in the past, so I can’t say that I am not part of the problem. However, I think it is important to support fellow content creators. Therefore, I have started disabling it on sites that survive solely on display advertising. I would recommend you do too. You won’t make big bucks overnight with display ads if you are a new blogger. Therefore, sponsored posts are an easy way to increase revenue quickly.
The Importance of Disclosure
You’ve got a brand interested in your blog, great! Now what? It is important that you always disclose when you have been paid to post something. You should also make sure that you don’t publish things that don’t fit within your tone of voice. This is of course a judgement call that you’ll have to make yourself about how commercial you wish your content to be. Want to know more about how to get brands interested in advertising on your blog? Check out our guide to affiliate networks, many of which feature opportunity marketplaces, where you can list your advertising opportunities.
So How Much Should You Charge for Sponsored Posts?
There are a lot of variables around this question. What is the niche of your blog? How many followers do you have on social media? How many monthly readers do you have? How many of those return to your site?
One technique to use when creating sponsored posts is by evaluating the amount of effort required. If you are looking to simply write a 500 word blog post about a product/company, the starting rate is usually $50 for smaller blogs. If you need to take photos or create video content, you should increase the amount you charge accordingly. If it takes you an hour to write the post and another hour to take photos, it would be appropriate to charge a minimum of $100. Very popular blogs can charge as much as $10,000 for a sponsored posts, if they can prove that they have a high volume of engaged traffic.