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Managed Channels
Even though our work is focused on driving performance for our clients, there's a tremendous amount of brand value generated in the process. While we're not generally paying a partner to write content, they naturally have to explain and endorse a product to their audience. This content often exposes consumers to the brand for the first time. In these instances, the content publisher is contributing higher in the funnel than a deal or coupon site that is focused on last-click attribution. As a result, content partners create top of the funnel brand value despite being performance-driven as they are getting paid for conversions. For brands with offerings that are new to market and require educating consumers, content partners can be even more valuable as they normalize an offering.
Because we are frequently in touch with leading publishers, we are aware of inclusion opportunities where we can promote our clients to editors. Yet beyond free inclusions, because content partners often expose consumers to brands for the first time – despite being compensated on a last-click conversion basis – many leading publications work on a sponsorship or hybrid model. This means that getting included in a leading publication like Buzzfeed requires a flat payment plus whatever the typical commission for a program might be. In these instances, our team negotiates to get special reduced rates or terms by leveraging our relationships. With these rates, we model out expected performance and efficiency to help our clients make spend decisions.