Why Sponsorships Are Driving ROI While Limiting the Burden of Content Creation
How marketers can use sponsorships to target valuable audiences while limiting the strain of production costs
More than likely you’ve come across your favorite YouTuber dropping their favorite line, “this episode is sponsored by [Insert brand name here].” And while that tag might be an annoying sidetrack to the content you came for, there is something bigger at play with that message than what you see and hear on the surface, especially to the marketers who set up that sponsorship.
“The feel of your brand coming out of the mouth of somebody who has a respected audience is valuable — it’s better than just appearing on a no-name editorial or piece of content,” Conn said. “It’s better if it touches them more. So that’s the foundation. That’s the underlying principle of why that potential reward is dramatically outsized… when you have a hit, you hit big.”
That big hit is powered by the quality of the partners brands choose to align themselves with today and the content that partnership creates. But viral campaigns aren’t the only win that comes from successful partnerships. The ultimate win is actually the data and insights marketers gather from sponsorship, and platforms such as ThoughtLeaders are how marketers are turning those YouTube video and podcast advertisements from simple brand awareness techniques into business wins with actionable returns and ROI. And they are using that data to fuel their future activities and go into other sponsorships with more confidence.
To hear more about how marketers are now looking at sponsorships as their own channel, and to hear insights from Conn, check out the full episode of Marketing Trends here.
—
Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
