With the growth of online content playing the central role in attracting customers, the use of sponsored content as a marketing channel will undoubtedly continue to grow as well. It is a proven revenue producer for publishers who have previously struggled to make money on the web.
The traditional channels for online content discovery are thoroughly understood and their adoption rates are high.
These channels from SEO, PPC, email, and social media broadcasting deliver content to the right people at the right time.
Today the web is experiencing a deluge of content and many channels for content discovery are bursting at the seams. Some segments are experiencing a content surplus making it even more challenging for marketers to get their content seen. As a result, new methods are cropping up and being used by marketers to maximize the visibility of their content. There’s now an entire content promotion ecosystem.
Many businesses are sponsoring articles on blogs or other online publications with large audiences. Brands spent, on average, 6.7 percent of their content marketing budgets on sponsored content in 2013 and this is only trending upwards.
With content marketing adoption rates so high, many businesses are looking to native advertising to promote their content. Paid ads are so in line with the page content integrated into the design, and consistent with the platform behavior, that the reader feels that the content belongs.
Sponsored articles fall into the in-feed category, and so does promote content on Facebook, Instagram, LinkedIn, and Twitter.
Sponsored articles are advertising on media outlets in the form of editorial content that looks like it’s supposed to be there. Businesses value this because association with a publication and exposure to its audience can drive awareness, traffic, conversions, and leads.
Sponsored articles live at the top of the funnel. Their function is to be helpful, entertaining, or both. It doesn’t have to appear to be sales and brand-centric to the reader. The rise of content marketing has helped move advertorials up the funnel. This helps businesses become not just purveyors of goods and services, but a producer of ideas and distributors of knowledge. If this avenue of marketing interests you, then don’t hesitate to contact us today.