The Ins and Outs of Sponsored Blog Posts

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I‘ve been blogging for just over a year, I have a nice niche following, consistent stats and I make a decent amount of money each month from banner ads.

I’ve always said I wouldn’t do sponsored posts because I only ever wanted to write about things that I really believed in but I’m now starting to see that might have been a bit naive. However I’m totally lost and confused and every time I start to think about doing them I get really worried that I might be end up doing it wrong or something. How is best to manage it and how do I know what to charge?

Does having sponsored posts forfeit my right to write about things I like when I’m not getting paid? For example, how do I justify charging someone for a post when I might write about another company just because I want people to know about them? I would obviously only write about things I thought were good but it still feels confusing. 

I’m also really worried about putting off or upsetting my readers. Is there a knack to writing sponsored posts that people still enjoy? I’ve read some really bad ones where it all sounds really fake. How do you keep your sponsored posts interesting for your readers while still getting the message across?

And finally where do I draw the line? I’ve built great relationships with a lot of companies and often if people want to be featured I’ll get them to write up useful and informative copy so it’s still interesting for my readers but how do I know when something is in sponsored post territory and when it’s not? 

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Love them or loathe them sponsored posts have fast become a big part of blogging life. If you’ve worked your little blogger butt off and built a site that readers flock to regularly, soon enough brands, PRs and small businesses will start to approach you wanting a piece of the pie. If you have an engaged and loyal audience (this is key – bigger isn’t always better) they’ll see your blog as the perfect platform to promote their product or service.

When should a post be sponsored?

OK so first things first, how do you justify charging someone for post when you write about others for free? I’m not going to lie, this is a tricky one. You, and only you, can decide when charging for a post is right for your specific blog but you must do so before you start accepting any payments or it can all get very confusing very quickly.

As a general rule I’d probably say that if a company is approaching you for coverage then you are well within your rights to explain to them that there is a fee involved. However it is still your prerogative to occasionally write about things you’ve found or experienced that you really loved and think your readers will enjoy or benefit from. It is your blog after all and holding back on publishing things that you know will be popular just because you’re not getting paid is only going to hamper the success of your site.

You are right though, you do need to draw a line. I feel that if someone is coming to you for coverage they clearly value what you have to offer and therefore it needs to be a mutually beneficial relationship (i.e you have to get something out of the collaboration too). Again, only you can decide what that might be. Does an engaging guest post benefit you? Would you accept a sample or gift? Or do you only want cold, hard cash?

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