“How should we get the word out about a new product? I want brand awareness! Brand recognition!”
Now, one thing isn’t going to magically create branding but one important piece of the brand awareness puzzle is online sponsorship. I file these sponsorships in 5 categories:
- Content Sponsorships: Sponsor content about specific brand related topics on a high-traffic website. Mentions are featured via banner ads and links embedded into the content. Examples: SAP and Forbes and the American Express Open Forum.
- Webinar Sponsorships: Use a host or renowned speaker to host a webinar. Both parties will promote the content. Examples: VisualCV + Guest Hosts
- Video Sponsorships: Create a video content series where company spokespeople interview thought leaders on relevant topics. Typically content is branded by the financial sponsor and available to both parties for publication and driving traffic. Examples: Monster.com and SmartBrief.
- Blog Sponsorships: Your company becomes the sponsor of a blog (not a specific piece of content) that is already established in regards to traffic and voice. Examples: Houston Chronicle Newspaper sponsors Good Mom Bad Mom Blog.
- Tweetup Sponsorships: Hold a conversation online with your target audience about a hot topic. Use hashtags to insert your brand into every part of the conversation. Examples: RT @MomItForward GIVEAWAY! Enter 4 chance 2 win a $250 Amazon Gift Card http://bit.ly/ejilej #gno #Shop4Health
What types of sponsorships or participation have worked for you and your personal/corporate brand?
Kat Kibben [they/them] is a keynote speaker, writing expert, and LGBTQIA+ advocate who teaches hiring teams how to write inclusive job postings that will get the right person to apply faster.
Before founding Three Ears Media, Katrina was a CMO, Technical Copywriter, and Managing Editor for leading companies like Monster, Care.com, and Randstad Worldwide. With 15+ years of recruitment marketing and training experience, Katrina knows how to turn talented recruiting teams into talented writers who write for people, not about work.
Today, Katrina is frequently featured as an HR and recruiting expert in publications like The New York Times, Chicago Tribune, and Forbes. They’ve been named to numerous lists, including LinkedIn’s Top Voices in Job Search & Careers. When not speaking, writing, or training, you’ll find Katrina traveling the country in their van or spending some much needed downtime with the dogs that inspired the name Three Ears Media.