By: Courtney Gibb
What does success look like to you? As a blogger, creating great content to engage followers is often the overarching goal: You want your readers to get excited, comment, click and share. High-quality content builds interest and turns browsers into followers.
When you’re partnering with a brand, however, there’s more on the line and those relationships can become more complicated. Along with engaging your readers, you have to factor in the brand’s requirements, measurements and goals. So don’t be discouraged if a branded blog post doesn’t perform the way you expected at first.
Think of it as a learning experience, and keep improving. Over at Find Your Influence (FYI), we have identified three of the top reasons that campaign content can fail (aka learn from us and avoid making these mistakes!).
1. The brand wasn’t a good fit
You know the expression, “Don’t try to fit a square peg in a round hole?” It can be really exciting when a brand or advertiser wants to work with you, especially if it’s a popular brand or one that you love. But don’t let that cloud your judgment. Your fans come first. That’s why you have to make sure that the brand is a good fit for your blog, readers, and goals – otherwise your fans may be surprised, annoyed or bored with the content in your sponsored post.
And that could not only lead to lost credibility, but it may also negatively impact your engagement numbers for the campaign. Everyone loses. So, only partner with brands that make sense for your blog.
2. Your post lacked your usual passion or voice
When you’re writing a post for a brand, there’s often a lot of specifications, requirements and suggestions. It can turn into something that feels like a lot of work, and get disheartening fast. The result might be a post that hits every single requirement, but lacks your usual passion and voice—which is a problem.
The brand is paying you because your voice is powerful. If you lose your passion, you’re not producing the type of content that a brand (or your fans) is expecting. Just because the post prompt isn’t what you expected, or wanted, doesn’t mean you can slack off. After all, you’re getting paid. Put just as much work — maybe even a little more — into it as you would your favorite posts.
3. You didn’t measure the campaign correctly
Measurement is key when you’re working with marketers. If you miss the instructions on how to track your post success correctly, you’ve basically disrupted the entire marketing universe. The brand won’t know how to justify, analyze or learn from the results of the campaign. So, make sure you track appropriately.
The great thing about data is that you can usually find a measurement that works best for you and your strengths. If you think the brand should be measuring a campaign a different way, tell them! And even if the brand says no, consider adding your metric to the mix. This way you’ll have something to fall back on if the brand’s metrics don’t work out for your post.
Have you run into any other pitfalls with brand campaigns? Share what you’ve learned in the comments!