Working with Partners on Baeldung

Table of Contents

1. Working with Partners

We have four channels for working with a Partner:
  • Native Product Integrations: our custom-built campaigns, driven by our targeting platform
  • Email:
    • the Java Weekly newsletter (every Friday)
    • A Full / Targeted Email
  • Ads: Ad placements on the site
  • Content: a dedicated partner article or series of articles

2. Details about Each Channel

2.1. On Native Product Integrations

A Native Product Integration (NPI) campaign is focused on displaying a targeted partner message on very specific pages on the site. 

You can learn more about this type of campaign on the dedicated page here

2.2. On Email
An email campaign is naturally focused on sending a series of emails to our audience. You can learn a lot more about this type of campaign on the dedicated page here.
2.3. On Content/Articles

A content campaign is focused on writing one or multiple technical articles, to be published and promoted on the site.  

The articles need to be purely technical, as marketing doesn’t really make sense for a deeply technical audience.  


We generally assign these to Level 15+ authors on the platform – meaning authors that are quite experienced and established. 

Most technical articles will be in the 1250-1500 range, so we’ll use that as our reference unless you’d like to go for longer writeups. 

Once published, these articles are naturally promoted through our standard channels, as well as internally on the site. 


Timelines for fully producing an article vary, but as a general interval, the entire process for the first article will be around the 6-weeks mark, and then, each article in the series will take about 4 weeks. 

2.4. On Ads
An Ads campaign is generally pretty standard and straightforward, with a clear focus on displaying ads on the site. We’re using a programmatic ads platform that’s backed by Google Ad Manager (GAM). You can learn a lot more about the details of an Ads campaign on the dedicated page here.

3. Budgets and Financial info

3.1. Native Integrations

 

The budget depends on a single factor – the traffic of the article where we’re adding the section. More concretely, the CPM varies from $1.1 to  $1.4.

 

So, for example, let’s say we need to run a 6-month campaign for a security testing product.

We’ll focus the campaign on the intersection of the Testing and Security audiences; because that targeting is quite highly targeted, it’s also relatively small. 

 

Within this example, we may use a CPM of ~$1.3 on the campaign and deliver about ~200 clicks/month, resulting in a budget of $1,500 for our 6-month campaign. 

3.2. Emails

The budget for an email send, within a campaign: 
  • Java Weekly – the budget of the Java Weekly send is $1500
  • Full/Dedicated Send – the budget of a full send is between $3000 and $4000, depending on the targeting we use


When the copy is fully created by us, the budget for the send is slightly higher. 


All our email-focused campaigns are structured around multiple sends – these always perform better with multiple exposures.


3.3. Content/Article​s

In terms of budgets, these are naturally based on the length/complexity of the article:

  • small writeup (~750 w) – 2.5K
  • medium writeup (~1000 w) – 2.9K
  • large writeup (1250+ w) – 3.2K
  • pillar content (1500+ w) – 3.5K

If the campaign is focused on a single article, there usually is a separate onboarding budget – we’re allocating that directly to the author to give them the space to learn the product/service before writing about it. 

 

3.4. Ads

To keep things simple, we’re using the typical CPM-based pricing model – with a 0.95$ CPM up to 1.15$ CPM with targeting – geographical or by content.

The budget for an initial campaign typically starts at 3K.

4. Examples

4.1. Native Integrations

Some examples of Native Integrations can be seen on the pages of different categories:

4.2. Email

Here are some quick email examples you can start from: 

4.3. Ads

You’ll find details about ad sizes and further ad examples over on the dedicated Ads Campaign page

4.4. Content/Articles

Here are some quick examples of what a series looks like – DatastaxActiviti, and Fauna

Reach Out

If you’re interested in advertising on Baeldung,