12. Price setting – other considerations
• Hourly rate
• Which one?
• Attractiveness, relevance and newsworthiness
• Would I (or others) write about it anyway?
• Relative negotiating strength
• In‐kind vs cash
• Opportunity cost
• What could I have earned if I didn’t do that?
• Delivered value
• How much value am I creating for the advertiser?
13. Sponsored Content ‐ troubleshooting
1. Too few offers (relative to your size/influence)
• Identify relevant PRs; network to them via the blogging community, twitter, LinkedIn,
introduce yourself and your blog
2. Too many irrelevant offers
• These are leads not spam! Turn them to your advantage with a well‐crafted response
3. Too many cheeky requests
• Irrelevant company + irrelevant agency + cheeky = ignore
• Relevant company or agency = sell yourself
4. Product was lousy
•Tell the agency or company first
•If you’ve done the work – e.g. tested it and written up the test – then its reasonable to
ask for payment irrespective of the action then taken
14. What turns PRs on and off
• Quality blog appearance
• Good photography
• Aesthetic design
• Well proof‐read
• Clear interest in food and drink
• Existing well‐written, positive
reviews of similar brands
• Different angle
• Content flexibility
Turn ons Turn offs
• Unexpected negative reviews
• No review
• Review shorter than expected
• Coy about traffic data
16. Network Advertising
Free and easy to set up
Automatic
Contextual targeting
delivers reasonably
relevant ads
Some control over ads
served – e.g. exclude adult
themes
X Can spoil the design of
your site
X Don’t know what’s going
to be displayed
X Earnings variable and
often low
X Relatively inflexible – i.e.
little you can do to
influence earnings
26. Selecting Merchants
• Commission
• % of order value
• £ per new customer
• Flat or tiered?
• Cookie period
• Affiliate
requirements
• Restrictions
• Bidding on
keywords
Program Merchant Fit
• Online v multichannel
• Is your reader already
a customer?
• Product range
• Service / reputation
• Location
• Site conversion rate
• Delivery rates
• Average order value
• Net or gross of delivery?
• Net or gross of VAT?
• Your content
• Your demographic
• Your readers’ interests
• Your readers’ location