Sponsored Article / Native Content: Dos and Don’ts

A few thoughts on best practices from our CMO, Mike Schneider and our Editor in Chief, Jeff Klineman.

When you decide to partner with BevNET for native content on one of our sites, think about it this way: you’re renting the room, but we own the building. We want to do everything we can to make the experience worthwhile – in fact, you having a great experience as a content partner is good for us – but that has to happen in support of the entire operation.

Keeping that overall guideline in mind, here are some recommendations for sponsored stories, columns, and other content that you might submit:

Editorial Dos:

• A good story will have an interesting first paragraph that presents a point of view, and a second or third paragraph that contextualizes that point of view in a universal way.
• After that, include support for that point of view but take into account that there may be a variety of ways to look at that point of view, and a good piece will acknowledge leading alternative views.
• Try for about 700-1000 words; remember that sub-heads about every five paragraphs will help your organization and outline your points.
• Remember, you aren’t submitting an advertisement – this is an attempt to provide thought leadership, to persuade through a comprehensive thesis, to shed light on less-well-known ideas that should be shared about your business. If you’re able to do that in a compelling way, it will put you and your organization in a positive light.
• We don’t mind if you steer your content into controversy – please write with a specific point of view and don’t be afraid to state your opinion. But don’t be crass, rude, or false, otherwise we will revise or reject the piece.

Marketing Dos:

• Read BevNET, Project NOSH and Brewbound and think about your reader.
• Give them something thought provoking like:
• Industry analysis
• Unique tips they can’t get elsewhere
• Actionable advice
• High-value content
• Engage the audience
• Make your article headline something catchy
• Sometimes it’s good to use to tease an eBook or white paper
• Give us 3-4 paragraphs
• Continue on your site
• Put the content behind a gate so you can capture a lead
• Link to a landing page where you can capture a lead

Dont’s

• Pitch your products incessantly
• Mail in the article, knowing your audience is important
• Underestimate the importance of the title or the headline
• Be afraid to use an article or white paper that you’ve published elsewhere: good content is good content.
• Forget to publish often. The residual value of content is high. More content makes you easier to find and helps you with lead generation and awareness.
• Be afraid to entertain. They love to learn, but they also want to know that people are on the other end.