Lately we are receiving offers to publish sponsored posts.
The vast majority do not fit with the blog and I reject them, but little by little there will be some that fit perfectly with the contents of this blog and, moreover, do not conflict with good practices that should be respected in the publication of posts sponsored.
So it was time to investigate how to calculate the economic value of a sponsored post in order to be able to establish how much money can be requested for a particular post and establish moderately justified and reasonable rates, and, incidentally, take the opportunity to write a post about my conclusions.
The truth is that, after investing some time researching, as expected in a subject as recent and as immature as this one, I have seen that there are opinions and philosophies for all tastes: from the most sophisticated calculations to an absolute arbitrariness in setting the rates and, in turn, with a huge rate bracket.
I have focused, above all, on the English blogosphere for its greater development in this field and even then it is not unusual to find a factor 3 or 4 of difference in the money that bloggers ask for in comparable conditions (traffic, PageRank, etc.)
It has been a very useful exercise because I have been able to see many different ideas and points of view, which has helped me to contribute ideas to version 1.0 of my own model, which is what I am going to tell you today in this post, As you can see, it is quite simple.
What is a sponsored post and why are they so attractive?
A sponsored post is a form of content marketing where a blogger creates a post that links to the web or to specific product or service pages of the sponsor, charging a certain amount of money for it.
It is an increasingly popular format because, unlike classic formats such as, for example, banners of online ads, it is much more natural and effective since it is a form of advertising that, when things are done well, fits in with very natural way with the interests of the blogger community.
The reader does not suffer any harm. So it’s a good deal for everyone: readers know an interesting information, the sponsor gets this website and this blog revenue. Everyone wins, nobody loses.
How to calculate the money you should ask for a sponsored post?
After reading the opinions of others and reflecting on my own, I have made clear three basic principles for calculating the price of a post:
- The calculation of the price should be based on the value generated for the sponsor and this must be competitive against comparable alternatives. The sponsor should see a clear advantage in working with you in the face of an easy alternative such as hiring AdWords ads, for example.
- The effort that costs me to make the post is irrelevant in the sense that it should not influence the calculation of price since it has to depend on the value that contributes to the sponsor, not the effort that costs me to create it. Many people do not understand this and, therefore, do not understand why they can not make sponsored posts. Another thing is that, seeing the calculations, conclude that it comes out so low that I’m not interested in doing it. If even then the sponsor wants to pay the minimum cost that I consider to be worth the subject, great, but that is another issue.
- Forget about exact calculations. Any price will always be highly subjective and speculative because there are too many unpredictable and incalculable factors that determine the value of a post (medium-term positioning, influence on the purchase decision of the reader, level of virality in social networks, etc.). You have to focus on finding a formula that is fair and consistent with common sense.
A practical example to determine the price of a post
With all the above, my personal scheme to calculate a price that I use today focuses on two criteria:
- Economic value of the clicks: For this I do not complicate myself and use the AdWords CPC. I like this approach very much, first because it is a price determined by the market demand and, second, because it is a price that puts a third party that is outside the relationship between you and the sponsor. In addition here some make money tips, the sponsor can measure incoming traffic with a web analytics tool. All this adds objectivity and transparency to the calculation.
- Reputation multiplying factor: The reputation of the blog and the author positively influences the purchase decision and therefore it is understood that the click from the content of a post is of a higher quality than that of a simple advertisement that does not have an implicit recommendation or explicit behind as it happens with a sponsored post. Therefore, based on certain metrics of reputation and engagement in my community, such as the ratio of comments per post or the % of recurring visits, I consider a factor that seems reasonable.
Economic value of clicks
To calculate this, the first question is, how long will our post be effective (that is, generating clicks to the sponsor)?
In this case, it is a long-term post, it is a post that will be relevant, at least, for 2 or 3 years. It is also a long journey from the point of view of the sponsor (it is promoting its portal, not a launch of a product that would be something more perishable).
Let’s suppose a blog with an average traffic level and that we estimate that for this post in a year it can have about 2000 readings, with about 100 clicks (a 5% -10% click-through rate is a reasonable conservative value according to our figures).
If you take a look at the keyword tool of AdWords you will see that at this moment the CPC for the keyword of the brand who wants to sponsor the post is more or less € 0.5.
Therefore, the value generated in two years at CPC level would be around € 100 (which would have cost you with online ads like AdWords). It is already your decision where you want to put the time limit (although the post will actually generate clicks), in my opinion, 2 years can be a reasonable value for the example post.
Now lets talk about the reputation. Very subjective and therefore very difficult … On this there are opinions and figures of all kinds and I have not found anything conclusive about how to assess it objectively.
As I still have not very clear, I am inclined, for now, by a range between a factor 1 (neutral, no influence) and a factor 2 (increase purchase intention by 100%) and a subjective estimate between these two extremes .
We must clarify here that in the notion of “purchase intention” I include any type of conversion, although it does not necessarily imply a payment.
To “objectify” a bit your estimate would take into account these factors:
- Total ratio recurring views / unique visits: it would be an indicator of the degree of loyalty of blog readers. The higher the % of repeat visits, the more satisfaction, confidence and interest they are showing.
- Ratio of comments / blog posts: an active community is another important indicator of the reputation and engagement of the community with the blogger. It is not the same a blog that receives 1 or 2 comments per post on average than one that receives 10.
- Subscribers to the RSS feed and subscribers in your mailing list: another indicator similar to the previous ones.
Therefore, let’s say that blog in question has a loyalty rate of 25%, an average of 5 comments per post and an RSS feed with 1000 readers, along with a mailing list of 500 subscribers.
For this case a reasonable estimate would be to assume that this blogger already has a clear influence on the purchase intention. So maybe a factor of 1.5 is a reasonable approximation.
Therefore, the economic value of the generated clicks would go from € 100 to € 150.
Positioning your blog
In the topic of the effect of backlinks I have also observed a lot of subjectivity and divergence of opinions and it is normal because the economic valuation of a link is also something that is almost impossible, starting from the fact that Google does not reveal the details of its algorithm. positioning and, therefore, any hypothesis of calculation and part of a somewhat weak base.
On the other hand, Google does not allow paid linksk.
Do the opposite is exposed to penalties, the way to fix it is to mark them as links that do not pass link juice (attribute rel = “nofollow” in the link). If you want to learn more about Search engine optimization take a look at my posts about SEO.
What is usually done to assess the positioning of a site is to create tables based on combinations of DA and PA and traffic, which are the criteria that the sponsors most look at. In fact, as you go up DA/PA you will see that they increase the emails of companies or professionals that are directed to you with some kind of purpose (junk proposals in the vast majority of cases …)
As an example of the “crazy” situation, I find this prices by DA/PA of a blogger that is based on a DA/PA rate table from another blogger arguing that the first one is too cheap and putting much more expensive figures, fact, astronomical I would say, and quite distant from what other bloggers charge with better figures. In short, this in terms of the coherence that is observed in this issues when you investigate a little.
As you see, the issue of calculating the economic value of a post is a really elusive topic and of course I recognize beforehand that this model that I have just presented, from a perspective of rigor and precision, could be criticized everywhere (for example , the fact of assuming a constant CPC for a long period of time).
But the reality that I have observed is that out there it is even worse, things are usually done practically every tuntun, so trying to improve something this way of working is not very difficult either.
And that is just what I intend: to provide some ideas as a simple first orientation to be able to estimate prices with a little more foundation.
That should help you so much that you do not go over or under the price and thus contribute to caring for the relationship with your sponsors thanks to greater objectivity and transparency in the rules.
In this sense, do not take this model to the letter, it is a simple proposal among many possible and perhaps it makes sense to modify it for your case.
In fact, if you dare, I’d love you to leave a comment commenting how you see it, how would you rate the posts of your blog?