In search of the Cash Cow: Corporate Writing and sponsored content - Matt Villano

In Search of the Cash Cow: Corporate Writing and

Sponsored Content

By Matt Villano, freelance power ranger

@mattvillano

$157,655

$102,033

What to expect from this talk• Benefits of corporate writing• Getting corporate writing gigs• Executing corporate writing gigs• Challenges of corporate writing• Payoffs of corporate writing• Q&A and karaoke session

Reality check

Content is King• Like it or not, we are all content providers.• Original content drives eyeballs and revenue.• Corporate entities recognize this; feel that

good and original content can be a strategic advantage.– Externally, builds brand and keeps customers

interested.– Internally, keeps employees happy, inspired.

International content grab

• Companies of every shape and size embracing original content.– Press release production at all-time high.– Huge push for companies to craft

sustainability reports, other performance indicators for general consumption.

Other types of corp. content– Product collateral

– Advertorial

– Speeches

– Marketing/advertising campaigns

– Newsletters/e-newsletters

– General correspondences (internal and external)

– Live/recorded personality work

Social explosion• UMass Dartmouth study found that 34

percent of 2013 Fortune 500 companies are now actively blogging.– Same study indicated 77 percent of Fortune 500

maintain active Twitter, 70 percent have Facebook pages.

– Instagram, Google+ also on list, though at much lower adoption percentages.

Social explosion (cont.)

• Almost all companies now strategize Facebook, Twitter, Instagram posts and campaigns.– Amateurs deliver amateur results.– Professional, thought-out content on social

can have tremendous value.

Why bloggers should care• As businesses grow, so, too, do

opportunities to create content, do it better.• Most corporate entities are not staffed

sufficiently to meet this demand.• Virtual green field for human beings who

know how to communicate with audiences.

Benefits of corporate writing

The basics

• Corporate writing gigs often pay handsomely—on average from $65-$100 per hour. Or more.

• Because corporations are so understaffed, there’s almost always plenty of work to go around.

Corp. writing bennies 201• Because corporate employees value

trusted contractors, once you establish a relationship, transitioning to recurring work is easy.

• Work generally is not all-consuming; plenty of opportunities to pursue other assignments if you wish.

Biggest benefit: DIVERSITY

• Since most of us currently spend the bulk of time blogging, corporate writing is a way to diversify our respective businesses.

• This means that when travel industry slows, we don’t have to worry.

• Also means you never get burned out.

Finding Corporate Writing Gigs

Smorgasbord of choices• Corporate work is everywhere; you just need

to decide what opportunities you want to pursue.

• You want to align with companies in which you can believe, companies you can support.

• You want to align with companies you patronize, companies you’d recommend to friends.

Digging deeper

• Most companies don’t actually advertise writing opportunities; you have to ask.

• The good news: Pitching companies is a lot like pitching media outlets (only without the attitude you get from many editors).

Pounding the pavement

• The best point of attack to pitch corporations for writing work is the communications department.– In most cases, this is the department that

controls content/messaging.

Be a stalker

• Find out who’s in charge.

• Follow relevant parties on social media.– Connect on LinkedIn, too.

• Research the kind of content the company creates.

Make your move• When you feel you’ve got a commanding

sense of company’s approach to content, send a cold pitch announcing your interest.– Email best– Snailmail OK sometimes– Rare cases, Twitter DM might work, too

Getting Corporate Writing Gigs

Components of a pitch– Element 1: Who you are and why you wish to

help the company create new content.• State your qualifications! Share your blog!• If you’re interested in peddling social media

influence, this is a good place to include data about your audience.

Components of a pitch (cont.)– Element 2: Indication that you’ve researched

the way the company currently communicates, and an overt interest and desire to become part of that effort.

• Reference specific pieces, speeches, efforts, campaigns that resonated with you.

• Be honest; show passion.

Components of a pitch (cont.)– Element 3: Link to blog or personal website,

where reader can get a better sense of your ability to control a message and/or tell a story.

• If you’ve done any corporate writing and currently don’t have samples of that work on this site, ADD THEM IMMEDIATELY.

Another approach

• If you’d rather not give the hard-sell of a pitch, inquire about informational interview.– Gives potential client to feel you out on his/her

terms.– Gives you a chance to establish rapport/wow

them with pizazz.

Executing Corporate Writing Gigs

Corporate writing is different• In J-school, you learn to remain objective.

– “If your mother says she loves you, check it out.”

• In the world of blogging, your voice is paramount.

• With corporate writing, IT’S ALL ABOUT YOUR CLIENT.

Subjectivity reigns supreme• In the world of corporate writing, subjectivity

(or at least sponsored objectivity) is the norm.• Companies pay for writing help because they

want assistance sharing messages the way they want to share them.

• In this environment, if you fight for objectivity, you lose (both the fight and, likely, the client).

The rule of 80/20

• Content marketers have devised something known as the 80/20 Rule.– 80 percent of the information (a.k.a., content)

developed inside a company (or, in this case, by you) is about that company’s customers.

– 20 percent of the content developed inside a company (again, by you) is sales-related.

80/20 IRL

• Practical application of this rule can be overt (press release, marketing doc, ad campaign) or subtle (sponsored content, corporate blog).

• Bottom line: It’s *always* about them, not you.

Be a chameleon• Writing content that adheres to a

company’s message requires a sensitive ear to the tone and voice of documents created previously.

• Listening to clients is key.– Take notes on EVERY interaction with clients;

incorporate their own phrases in your work.

Focus on voice• Research for a particular job might include

a few hours of just reading collateral to get a sense for the way the company likes to express itself.

• Do this well, corporate clients will love you forever; do it poorly, you likely won’t get a second chance.

Playing the corporate game• Lots of politics inside corporations (duh).• Be prepared to play the game of operating

within this environment.– Likely means a lot of cc and bcc emails.– Potentially could mean sharing drafts with a

number of constituents.– Also means you need to master “Reply all.”

Additional Adaptations• When you work for a big company, projects

take longer and move more slowly than they do when you’re working alone.– Upside: This means deadlines aren’t always set

in stone.

• Don’t let these realities frustrate you; embrace them and use them to your advantage.

Document Everything• Another reality of writing in the corporate world (even

as a contractor): You must keep copious records.• Save every email.• Fill out timesheets in such a way that nobody can

question you.• Be sure to keep copies of every piece of paperwork,

including purchase orders, invoices and government forms.

• Compliance from the beginning will save you aggravation down the road.

Challenges of Corporate Writing

Not always rainbows/kittens• Like anything, corporate writing can be a drag.• Certain assignments can be dry/boring.• Politics can get in the way.• Bureaucratic A/P departments can drive you nuts

while you sit around waiting for overdue payments.• Most important, because companies redo budgets

every year, you could lose good work without warning.

Can be hard to use as clips• Most corporate writing is non-bylined, which

means it can be difficult to incorporate these materials into your portfolio.

• Some corporate work—especially if you’re writing internal documents—might fall under NDA, in which case you may not be permitted to include the materials in your portfolio.

Ethical issues• As you grow your business, you want to

avoid writing for competitors or for companies that might compete in the same marketplace or industry.

• Writing on both sides of the corporate divide (in other words, FOR companies and ABOUT them on your blog or in traditional journalism outlets) could put you in a tenuous position.

Ethical issues (cont.)• Bloggers should operate under the philosophy

of FULL DISCLOSURE and disclose corporate relationships on respective blogs (when contextually pertinent).

• Also, be aware: Many media outlets require writers sign “ethics” policies that forbid them from taking certain kinds of corporate work.

Other ethical best practices– If you align with one company, do not pitch or

accept work from competitors.– On journalism side, always disclose to editors

your relationship with pertinent corporate clients if you think it might be an issue.

– In the realm of sponsored content (i.e. if a company pays you to Tweet on its behalf), publish disclaimers that indicate the degree of sponsorship, and the fact that the content could be construed as an ad.

Managing FTC regs• FTC came out with new regulations in 2013

that pertain to bloggers and online endorsers.• According to FTC, brand is responsible for

managing these disclosures, not you.• Still, if you are trumpeting your work for a

corporation, you want to be honest about relationships.

Managing FTC regs (cont.)• One solution to eliminate ethical questions is to

state particular company is a client.– “Expedia, a client, is the best OTA on Earth.”

• Another option: Take ownership for non-bylined content work.– “Love the new Expedia infographic (which I wrote)!”

• Again, FTC burden is on brands to disclose. But if you are honest and open, you are bulletproof.

Perception issues• Face it: Once you start writing for

companies, other bloggers (and traditional journalists) likely are going to consider you a “sell-out.”

• Haters will see you as a mouthpiece, a shill.

• As Taylor Swift sings, “Shake it off.”

Perception issues (cont.)• Certain (vocal) bloggers and other

members of traditional media have been skeptical of “content creators” as market for sponsored content has expanded.

• So long as you stay true to yourself, so long as you are open with clients about potential ethical conflicts, WHO CARES?

Other issues to consider• Also worth noting: Especially if you sign up

to produce sponsored content, you want to make sure said content aligns with your personal brand.

• Last thing you want is a tweet or client relationship alienating your followers/audience.

Remember YOUR brand

• Decisions aren’t just about you; they’re about your audience.– How much deviation from the “norm” of your

brand will your audience accept?

• Feed your credibility; your audience will stay loyal and grow.

Payoffs of Corporate Writing

Top-level payoffs• Corporate writing SIMPLY PAYS MORE than

blogging, freelance writing for traditional outlets.• Often times, you spend LESS time working on

corporate stuff than you did/would working on blog and other types of content creation.

• Still earn more because hourly and daily numbers (when amortized) are still higher for corporate writing than they would be for other projects.

Good work = more work• Corporate world doesn’t have time to recruit new

contractors every month.• Keeping clients happy almost always guarantees more

work.• In this sense, you’re performing for ongoing job

security.– Be professional– Be accurate– Take extra time to make your content shine– Don’t be an entitled a-hole

Building strong biz• Great money + More work = Profitable

business over time.• If you want to be serious about your content

creation efforts, you must look at your operation as a small businesses.

• Blogging is one product line; corporate writing is another.

Conclusion

• Blogging and writing are crafts, freelancing as a content creator is a business.

• You want money! You want to do this for the long haul!

• Embracing corporate writing and sponsored content is GOOD BUSINESS.

Conclusion (cont.)• Always a time and place for sharpening the

craft.• Remember: You can’t build a BUSINESS

around rainbows and unicorns.• Best way to make money, best way to find

that cash cow, is to diversify into corporate writing and sponsored content.

POWER

Whalehead.com

Other places to check me out

• Wanderingpod.com

• Expedia Viewfinder, http://viewfinder.expedia.com

• Twitter: @mattvillano

• Facebook, Instagram, G+