Table of Contents
What is Partner Content?
Partner Content is any content on the Cricket Yorkshire website where I have been paid to write or create it. It is always identified clearly.
Commercial partnerships are integral to funding the cricket journalism we produce across each year.
Since Cricket Yorkshire started, I've covered everything from outdoors nets facilities to teamwear to insurance advice.
What is the approach to Partner Content?
The articles are a collaboration with each client but I have editorial freedom to write them in the way that fits the same style as the rest of Cricket Yorkshire.
The fact that the article has been paid for never detracts from the value a reader can get. Partners often generously give discounts, offers & prizes too. I've done competitions and run awards.
My role is to add research and balanced opinions to help (a club, cricketer or fan) make a buying decision (whatever that may be). The storytelling is a key element.
The tone, style and journalism integrity are identical for both editorial and Partner Content - but the latter is written to a brief and has client sign-off before it goes live.
Many of the commercial partnerships on Cricket Yorkshire have lasted for years. There is a trust there and I really enjoy writing about the people, products and services that relate to grassroots cricket.
The way I do Partner Content, along with our Paid Memberships, is a fundamentally different model compared to relentless, intrusive ads or some of the other tactics you might see online.
Partners receive a blend of in-depth articles, mentions on social media and inclusion in newsletters, as well as in the Cricket Equipment & Suppliers Guide.
I often discuss website partners, do case studies and share articles on LinkedIn where my following includes brands, cricket clubs and leagues, governing bodies, as well as national and regional journalists.
What don't you accept?
Companies and organisations interested in partnering need to fit my cricket audience in some way.
The first thought is: how I can best promote the brand and also what stories I can tell that readers on the website would be interested in?
I don't accept betting, nor do I take payment from link insertion companies.
How do I contact you about Partner Content?
If your company or organisation is interested in a commercial partnership with Cricket Yorkshire, you're very welcome to get in touch.
I'll explain my process, the prices and answer any questions you have. Since 2011, the website has a proven track record of getting results from generating brand awareness to enquiries and sales.
Here are my Partner Content articles if you'd like a look round.
Thanks for reading, John Fuller
