Full Sale Ahead: Are Social Media Buys Eroding Your Media Buys?
2. Sell your editorial team.
In a world where individual bloggers can compete with your publication/brand for readers and advertisers, your editors cannot be invisible experts. You need to explain how your editors and contributors bring their unique points of view collectively. Most media buyers will not spend a lot of time evaluating the relative expertise of your editorial staff, so you will have to do this for them. Have a list of your editors and content contributors with a brief description of how each one brings insight to your brand. The sell here is to make sure advertisers see your media buy as representing a team of experts, not just one.
3. Talk through categories of content.
It's difficult to get buyers interested in a discussion about editorial. To do this you will need to prepare ahead of time and boil it down. Take a month (or week) of your current brand's content, and categorize the articles and posts. For example, if you work for a tech magazine, you might have "new technology" articles, articles on overall trends and applications stories. If you place all the content for a month of your media brand into these lists from your magazine, newsletters, blogs, website (etc.), you can demonstrate just how encompassing your media brand is. Sure, one blogger might have a following because he or she is known as a trend spotter. But in any given month, you might have 10 unique trend articles. Question: Where does the overall attention of a market go? Answer: To where the most complete content is.
4. Share content anthologies.
In most markets, content exists that is of special interest to specific advertisers. For example, camera manufacturers will naturally gravitate toward articles on camera technology. Collect these articles your media brand has generated in the past 6 months to a year, and present them to demonstrate the substantial volume of content your brand creates. Often advertisers don't care about your editorial vision, but care about content that relates to their business. Collecting and presenting articles where the two intersect often helps them see value in your content.