5 Suggestions For the Paid Post Industry
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Some thoughts about how to improve the industry:
Bundling opportunities
Take several complementary, relevant low-paying opportunities and bundle them into a single opportunity that pays more to attract higher-ranked bloggers. The customers get a link from a highly-ranked page at a budget price, something that will offset any angst over being lost in a larger post. People with quality sites that are PR4+ don’t usually sell themselves short at $5 a pop. Those links are worth more, and if three or four $5-and-50-word opportunities are bundled, this becomes a very attractive post. And, think of how happy the advertisers will be to get a link from a PR 4+ site for $5, especially if they were buying 100 or so links.
Affiliate structures
Advertisers cost more to bring on-board, and have greater value to a paid-post broker than a blogger (sorry, fellow bloggers, it’s true). Pay affiliates more for advertiser recruitment. Linkworth has an interesting model that allows the affiliate to share in the ongoing revenue generated by a recruited advertiser. Put an army of affiliate salespeople to work for you.
Open marketplaces
For all the criticism PayPerPost receives, the great innovation is the open marketplace, where the market sets the price, not the broker. You can still have minimums to ensure costs get covered and a respectable profit can be made, but let the advertisers get their best value.
It’s All About The Brand
Love ‘em or hate ‘em, PayPerPost has done an awesome job with Branding. Other brokers seem content with avoiding controversy, though Sponsoredreviews.com has an excellent blog focused on how to build a better blog. But if they allow PayPerPost to set the framework for discussion and debate about this business model, they’ll be forced to play by PPP’s rules. Build your Brands and position yourselves as experts in this industry, because you’re rapidly being left behind by PPP. Hire or steal the expertise. THIS IS THE MOST IMPORTANT INVESTMENT YOU’LL MAKE IN YOUR BUSINESS - TREAT IT AS SUCH!
Get Real
Do a better job of vetting opportunities. Sponsoredreviews.com has a terrible problem with advertisers posting opportunities that appear to be nothing more than a cheap way to get a lot of bloggers to look at their site, with no intention of accepting any bids. PayPerPost has a problem along similar lines, as evidenced by advertisers demanding unrealistic rankings - rankings few bloggers will ever achieve (I’ve seen Alexa requirements below 1000 for some sub-$100 opportunities. No way that was a legitimate review opportunity). Review Me and Linkworth are doing a good job with this, since there appears to be some sort of intelligent matching process occurring. However, their commissions/mark-ups are the highest in the industry, so advertisers pay more and bloggers receive less for using these brokers with better processes, as it should be. Want to change the game? Come up with a vetting process that still allows commission/mark-ups to be low. PayPerPost Direct is a step in that direction, because it requires the advertiser to contact the blogger directly, at a very low commission/mark-up.
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