Sponsored Content plays a vital role in the growth of your investment by allowing a lot of people advertise their business products and services with people within their brand and customers in search or in need of what their company offers.
This method of advertisement helps your as the business owner to advertise your products and services directly to your target customers and audience thereby saving you from the stress of advertising your business with people who don’t need them or even understand its value.
Importance of Publishing a Sponsored Content
There are some basic benefits of using sponsored contents as a means of advertising your products and services which include but not limited to the following:
- Create awareness for your brand, product or service.
- Helps to educate your target audience: Sponsored Content is a great way to educate your target audience about aspects of your company, product or service as it will explain in details what the company offers and how the intended customers can benefit from their products and services.
- Delivers your brand, products and services directly to your major target audience.
- Helps you build positive sentiment towards your brand.
- It helps you generate more sales, leads, deals, customers thereby increasing your income and profit.
Read Also: How can Advertising Help your Business
Sponsored content is interesting, inspiring and/or educational content that is produced by professional writers, designers, videographers and so on (it takes a village, people). Brands often work closely with the publishers creating the content and may even be featured in it, but the creative stuff is usually handled by the experts.
Publishers know their audiences better than anyone, which means they will create videos, articles and infographics that are most likely to perform well and generate engagement for the sponsors. Another advantage of sponsored content for brands is that they get to check-off multiple content marketing boxes:
- Content creation – check.
- Content distribution – check.
- And, assuming the publishers are providing reports on the sponsored content’s performance, you can also say, content measurement – check.
Sponsored content works because it is created by experts who understand the nuisances of the given distribution channel. These people can write, design, and film with an advertiser’s target audience in mind. For readers, it sure beats a pop-up ad interrupting their experience, or even a good ol’ fashioned commerical disturbing their TV viewing.
Let’s take a closer look at why sponsored content is all the rage:
1. Customer expectations and behaviors have changed
Today’s consumers are used to engaging with content ads included when and where they choose. There are whole generations of folks who have never even had to sit through a television commercial. They grew up with DVR, cord-cutting, and digital video. These guys, and, increasingly so, older generations, don’t have tolerance for traditional, interruptive advertising experiences.
They don’t like it when a commercial message interrupts what they are reading or watching. They don’t like being held hostage until the unwanted message is finished, or until they manage to click out or change the channel – whatever comes first.
In fact, according to HubSpot, 72 percent of consumers say they would have a lower opinion of a brand that subjected them to a pop-up ad. Often, sponsored content is delivered in such a way that consumers can engage with it if and when they so choose.
2. Customers prefer it
There is a time and place for traditional advertising, and it is way more effective when it is targeted and relevant to the user. But one of the main reasons why brands and publishers are investing more resources in sponsored content is that their audiences prefer it. Seventy percent of people would prefer to learn about a company via content, as opposed to an ad.
3. Sponsored content allows for more in-depth storytelling
There is only so much a brand can say in a banner ad or 15-second video spot. If your brand wants to shed light on a complicated subject, sponsored content beats traditional advertising, hands down. An article, infographic, or video allows you to dive deeper into a subject matter and better showcase your expertise or perspective.
4. Sponsored content is more engaging
People spend an average of 37 seconds on an article. Often, Mediaplanet content generates even higher engagement times – 60 to 90 seconds! What do you get with a banner ad? A millisecond, if you are lucky?
Sponsored content is also becoming increasingly interactive and shareable, further improving key performance indicators. Content also improves brand recall, which makes sense – if someone spends 30-plus seconds reading or watching something, they are more likely to remember it than a banner ad they glimpsed in their peripheral.
Read Also: Main Goals of Advertising and Marketing
5. People don’t always trust ads
Trust is the foundation of effective advertising, and creating high-quality sponsored content can earn your audience’s trust. For better or worse, audience trust is harder to come by. According to a recent study, one in three people do not like online ads. This is what fuels the adoption of ad-blocking software.
When done right, sponsored content is:
- Well-written/produced – of high quality
- Relevant to the advertiser’s target audience
- Engaging and shareable
Sponsored content can involve an advertiser more directly without sacrificing quality or performance.
Do you need a good, quality and well constructed sponsored post for your brand today? If yes, then email us at [email protected] for more information.