Wednesday, 1 May 2013

Blogger Talk: How Much Should I Charge For A Sponsored Post?

Something I have been asked in many emails from readers, especially since I wrote my post 'Full Disclosure: How I Earn Money Off Of My Blog' is how I work out how much they should charge for sponsored posts when they have been approached by brands, PR companies of SEO agencies for the first time. It is a difficult question, because there is no 'one size fits all' answer to this question; it varies from person to person, blog to blog. 
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Photo by Nicole Anderson: Los Angeles, March 2013

I remember when I was confronted with the same question for the very first time. I had no idea how to reply to the email from the PR agency, but luckily I knew I was meeting one of my best blogger friends Sherin for a bit of shopping on Regents Street and a celebratory lunch later that day (I had just found out I had got into the study abroad programme and that I would be spending the next year living in California). I can remember very clearly standing at the counter while she paid in Gant asking her how much I should charge for a sponsored post, and I'm going to pass on the fantastic advice she gave me to you all. 

First, think of the very, very minimum you would accept for a post. Think about what goes into it; your time, your skill and writing and maybe your photography and photo editing skills too. This should be your base mark. Obviously you want to be making more than this, to be making a profit, so if your figure is under £100 I would recommend adding about £20-£40 more onto it. If it is more than £100, whatever feels right, and if you were a client what you would pay. Once you have your figure of what you want to accept in mind, add whatever you added on for profit onto it again. You know in your head that what you charge is 'X' amount, but if you add to 'X' amount and make it 'Y' amount you have room for negotiation. If a brand accepts 'Y' amount at face value, great! If they come back to you and say it is a little more than you were looking to pay, you can negotiate down a little towards 'X' amount without losing out on what you originally had in your head as the lowest figure you would accept.

By using this formula, and after a few months of trial and error with numbers I came up with a set figure for Rachel Phipps and a more liquid one for The Glossy Guide. After a while you will get to know your traffic numbers and how sponsored posts perform, and it will be pretty intuitive to you when your traffic has gone up to the point where you know you should put your asking price up a little too. However, I want to take this moment to remind all of my lovely readers who happen to have blogs every time I get an email from a brand offering me much more than my figure 'X' to post about something that really does not fit in with my blog; it is not worth it. Your readers love and visit your blog because of you, and your content so if something does not feel right to you, no matter how much money you are offered it probably won't feel right to them either and you may be in danger of losing loyal readers because of it. In the long run, your readers are probably worth more to you than whatever figure you were offered. 

Finally, I want to leave you with a link to Rosie's fantastic article for bloggers explaining Google's Terms of Service in relation to sponsored links and how not to fall a foul of them. It really is a must read if you are thinking of delving into the realm of sponsored posts and has some really handy tips, too.


A question for all my readers who are bloggers who offer sponsored posts on their site; how did you work out how much to charge?

12 comments:

  1. Every posts you write about have always been really helpful for new bloggers like me! Thank you!

    xo runbarbierun.com

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  2. I'm glad you found this (and some of my other 'Blogger Talk') posts helpful! Are there any other blogging topics you'd maybe like me to cover in an upcoming post?

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  3. I just discovered your blog and have to say that I really like your open approach to these kinds of questions. While I've been blogging for years, I haven't really always known how to deal with this side of things, and having someone lay it out for you is extremely helpful. Great post girl!

    http://mademois-elle.com

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  4. I think it would be great to know how a blogger can approach a brand for sponsorship - orrrr is that a big no-no? :)

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  5. That is not a no-no, just something I have not really got into yet and I am just testing the waters with; all my collaborations so far they have been the ones to approach me, but IFB has some great articles and guides on the subject (though all their articles on blogging have some really, really valuable information!)

    http://heartifb.com/2013/02/07/ifbcon-workshop-live-blog-taking-control-how-to-pitch-the-brands-you-want/

    http://heartifb.com/2012/03/14/romancing-the-brand-approach-your-pitch-like-a-date/

    http://heartifb.com/2012/12/20/working-with-brands-building-relationships-beyond-reviews-giveaways/

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  6. I was reading this and nodding and thoroughly enjoying it when I saw my link, thankyou so much for linking to me. It is a really tough question and one I have deliberated a lot. It was discussed at a blogger meetup a while ago and it was really good to have an honest, transparent chat about it. I think it opened the eyes of some bloggers there who had decent stats but were charging a lot less than other people. I think it's good to talk about these things and share information; it gives you a bit more ammunition to negotiate if you know you're charging a similar fee to what others of a similar audience/traffic charge. It makes me feel more reassured when PRs or Agencies offer low fees and act faux-shocked at charges! I've upped mine recently because I've seen my traffic increase and I think it's good to have a line to take if you do get a negative response and they try and drive you down - telling them your stats and how you feel you produce quality content and that it takes time. I like the idea of having a figure in your head of the absolute lowest you'll take, it saves that awful feeling of 'I can't believe I'm doing all this and only getting £X'! Thanks for a great post. xoxo

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  7. Very useful. I am by no means a PR favourite (at all) but these blogger posts are very informative for the lost souls out there. Thanks for the tips! x

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  8. Such a great post. A lot of sites have a formula to plug in a few stats (page views and Twitter mostly), but they neglect the other ways to follow a blog/blogger. Not to mention, there's no way to plug a "how much time and effort you put into it" number into the formula.

    Thank you for this post =)

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  9. Good stuff here, Rachel! I've linked back to you from my WP blog! http://davelucasmobile.wordpress.com/2013/09/09/how-much-should-i-charge-for-a-sponsored-post/

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  10. I charge £100 (about $150) per sponsored post. I have a pretty small website in a niche (it's about events/reviews local to one city), about 6,000 pageviews per month, and have never had any problem with charging this amount! I think people severely undercharge for this kind of advertisement. I even consider charging more than £100.

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  11. I charge based on the complexity of the article, how much time I need to spend in writing or implementing it, and how much traffic and PR/authority I currently have. My prepper/survival site http://graywolfsurvival.com currently gets about 160k pageviews/mo (doubling about every quarter) and is a PR3, soon to be PR4 - but my men's lifestyle blog http://mancavezen.com/ is absolutely brand new and doesn't even have a PR yet. My time and effort may be the same but I would absolutely charge more to put it on Graywolf Survival than I would on Man Cave Zen. I will also charge more next quarter than I do this quarter.


    Of course, I also take into account the client and whether it may be a good investment to charge less for someone that could help me out later on.

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