Earning

Brands may pay hundreds or even thousands of dollars for sponsored blog posts: Here's what you need to know

"Always work on building your audience, building out who you are ... and then the money will come."

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If you're a blogger with a sizeable audience looking to monetize your brand, you have multiple avenues to try. You could add affiliate links, for example, or include Google ads on your site. Another way is to work with brands on sponsored blog or social media posts.

"Oftentimes when you have a blog or you have a platform, brands and businesses may reach out and say to you, 'Hey, if you review our product, you review our business, we'll pay you some sort of money or we'll give you a free product,'" says Jen Glantz, founder of Bridesmaid for Hire and Odd Jobs Newsletter.  

This partnership can look different depending on both the brand and the influencer, but the compensation can range from hundreds to even thousands of dollars per package. Here's what you need to know about earning money with sponsored blog posts.

'You as the blogger arrange your package'

There's no one standard blog sponsorship package. Every blogger has different platforms they're working with, including, naturally, their blog, as well as perhaps social media channels such as Instagram, Facebook, YouTube, and extras like a podcast or newsletter. As such, a company's ask can vary, and "you as the blogger arrange your package," says Glantz.

"Most of the sponsored work that I have done has not only been blog posts but has extended to my podcast and my social media as well," says Glantz. "I've worked with many types of companies over the years from jewelry companies to companies in the wedding space for my bridesmaid business, and those packages range anywhere from $500 to $2,500."

Side hustle coach Latasha Peterson has also worked with brands on her various platforms. A recent partnership "wanted me to create a blog post that was at least 500 words," she says, "and then they wanted me to create a Pinterest pin image, Instagram post, a Facebook post, and a Twitter post. And that paid $500."

Understand your value and prove it 'with a plan'

Depending on where you are in your content creator journey, these sponsorships can come up in a few different ways. Once you've homed in on what you want your blog to focus on and have cultivated an audience, companies with relevant products may reach out to you with an offer. You can also reach out to brands you like and say you'd love to partner.

Either way, "I think it's about the individual understanding their [own] value and proving that value with a plan," says Glantz. When you reach out to brands, let them know details about your reach. For example, "if you're going to post it in your newsletter, what kind of open rates do you get? What's your average click rate? Try to have some data to prove the price that you're trying to charge."

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"I highly suggest having a media kit," says Peterson. She suggests downloading a free template from sites like Canva. "That media kit is going to basically be your resume. It's going to have your follower count, it's going to have your pageview count, other places and publications that have featured you." That kit will be a way for the brands to know who you are and why you're worth partnering with.

Peterson recommends cultivating an audience of at least 1,000 followers or regular readers before you reach out to brands. In terms of figuring out what to charge, try finding fellow bloggers on Facebook groups, for example, who can help give you a sense of package price ranges.  

Follow FTC guidelines on how to disclose partnerships

One thing to keep in mind regardless of how you're working with a brand are the Federal Trade Commission's guidelines for how to disclose these sponsorships to readers. The FTC has a detailed guide explaining exactly what you should and shouldn't say.

Failure to follow their rules and mislead your readers could result in fines and other repercussions.

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'Work on building your audience' and 'the money will come'

When you start to feature sponsored posts in your blog, as with the rest of your blog, remember that authenticity is key. If you've made your mark writing about comic strips in snarky tones, straying from that core subject matter and voice could be jarring to your audience and potentially alienate them. A sponsored post contrary to those themes could look like a money grab.

"Always work on building your audience, building out who you are and the kinds of things you stand for, and then the money will come," says Glantz. "It'll come naturally and faster than you thought."

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