What is Sponsored Content?
Sponsored Content is promotional media that is paid for by a company to promote its product or service. Companies spend millions of dollars on research and development on how to best connect with their target audience so give them just that, a way to connect with their target audience. Most people who are looking for sponsorship dollars reach out to advertisers telling them how great their podcast is, which doesn't help them at all. When I reach out to advertisers I ALWAYS give them an idea for free. I lead by doing the heavy lifting for them and this is the key to sponsored content.
How you can use it?
Imagine you have a fitness podcast, and you want to reach out to a local gym for sponsorship dollars. Instead of walking into the gym and asking to speak with the manager, create a quick 60-second video with the type of content you can offer the gym. This can be a 60-second podcast spot about an experience that you've had at the gym or telling a story about how a friend introduced you to the gym. Make this is completely about THE BUSINESS! DM the business this video on social media and ask if they have time to talk about an upcoming podcast series that you're working on. Schedule the meeting and ask them to be a Sponsor.
The amount of money you ask for should depend on your podcast listener numbers and it is totally ok and feel free to trade services. If they offer you a membership, use it. Create content there and continue to build a relationship with the management. The business will then see you as a regular part of their advertising strategy.
Bonus points if you can mix this with a live event!
This is also a great way to sell content before you create it. This is especially lucrative with informative podcasts. For instance, if you have a Podcast that is framed around mental health, you can reach out to non-profit organizations that have funding to reach these populations. Often times you'll find that they will be open to hearing your idea for content and even give you ways it can be incorporated with their programming. They usually know if they will have any grant dollars to support sponsoring your content at that time or if there are future dollars on the way that could be used. The non-profit game is a LONG GAME, build the relationships, nurture them, and over time they will be fruitful.
If the same mental health podcast wanted to target a for-profit organization they could seek to partner with a local psychologist, spa, and or yoga studio. The target audience of these types of businesses would align well with your podcast listenership.
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