Years ago the idea of sponsored content was forward thinking. But today, leveraging a team or league’s social audience to bring in revenue through a partnership is commonplace. Everywhere you look there is a logo slapped onto social content as part of an agreement. So much, that sometimes the internet feels like a live billboard.
It’s time to take a step back and evaluate this sponsored content thing. Because slapping a logo on a score graphic doesn’t move the needle for your brand, your sponsor or your fans. Instead, the focus should be on integrating sponsor’s message with your brand in a natural way.
Here are a few examples of sponsored content done right:
“In The Land of the driven, hard work is an obsession.”#MoreDriven | @goodyear x #Cavs pic.twitter.com/kQcDQ0XqCk
— Cleveland Cavaliers (@cavs) May 15, 2017
Tonight's lineup presented by @CocaCola. pic.twitter.com/JHHQFoxpHh
— Washington Nationals (@Nationals) October 6, 2017
The #Packers scoring drive, capped off by Crosby's 26-yard FG. #GBvsMIN #GoPackGo pic.twitter.com/dJTl3U6A7U
— Green Bay Packers (@packers) October 15, 2017
Of course, this is no easy task. It takes creative thinking, the right partners around the table and collaboration. When done right though, you can elevate your content, add value to your sponsors (and fans) and bring in even more revenue.
So, how do you create sponsored content that actually works and goes beyond a logo like the examples above? Below are a few tips to think about:
Know the value.
Your team has worked hard to build an engaged community, so don’t take it lightly. Sponsored posts on social shouldn’t automatically be part of every deal or pitched as x number of posts a year. The audience you’ve built is worth so much more than that! Don’t sell the worth of your channels short. Activating on social should come with a price tag – and a commitment to doing it right. Know the value of your channels and push back when something isn’t right.
Ban the word sponsored.
The word sponsored content automatically makes a partnership transactional. And when we have in our head that something is transactional, it’s much easier to slap a logo on a photo. It’s important to combat the idea that you’re just selling sponsor space on your digital channels. In order to actually move the needle for sponsors, fans and the brand, it has to be so much more than that.
When creating content with sponsors, go into it as a partnership. What is your team/league’s goals on social? What are your sponsors trying to accomplish? Why does this make sense? How can we make this the best together? Make it a thoughtful partnership, not an ad space.
Find common values and themes.
The best sponsored content is one that has a natural tie to the sponsor. It will take some creative exploration, but it’s so important to find where the synergy is between the sponsor and your team/league. What is a message or value that you can both rally around?
In the examples above, the content and message aligns with the sponsor. FedEx Air & Ground plays, Gatorade’s Path to the Splash and Chevrolet’s Drive Summary are all great examples of strong content that has a natural to the sponsor.
Take a content –first approach.
Like everything that goes out across channels, good sponsored content must add value. How is content useful or engaging for fans? Create a series that peaks interest, evokes emotion and is something you would share with our without sponsor money behind it.
Quality content means fans will pay attention. And when fans pay attention, it means more eyeballs for your sponsors and probably more revenue in future years. That’s a win, win, win.
Do not disrupt your feed.
It’s important to have brand guidelines and share them when working with sponsors. What’s the box to play in? What are the brand guides that the content should follow? Sponsored content shouldn’t disrupt your feed in a negative way. Instad, the content should flow very naturally with the rest of your feed.
Sometimes, you have to walk away.
The worst thing you can do is try to force a sponsor play on social that does not work. Do the due diligence to find partners that align with your message, creative vision and goals. Don’t dilute what you’ve built by cluttering it with noisy ads. If it starts to feel forced, phony and of no value, it simply might not work.
And at the end of the day, sponsored content has huge upside for teams / leagues, partners and fans – if done right. Go into every deal as a partnership, not ad space, and you’ll start adding value all the way around.
