Benefits Of Sponsored Content
Keeping up with all the digital marketing forms and opportunities available for your company as an advertiser, whether your goal is SEO or branding, can be difficult.
The obvious means of promotion include conventional advertising. Customers would prefer to see advertisements that are more relevant to the material they are actively choosing to engage with as they are growing weary of “distraction” commercials.
Here we have sponsored content. These are exactly what they sound like: stories that publishers are paid to post on their websites by advertisers. These pieces are meant to engage the publisher’s readership while subtly and unobtrusively promoting the advertiser’s good or service.
Sponsored articles are definitely worth taking into account if you’re planning your upcoming year’s advertising budget or are just looking for fresh marketing ideas for your company.
Sponsored articles may be preferable to other digital media for the following reasons, to name a few:
1. They Promote Sales
Sponsored articles can increase sales for your company if they are written well.
According to a research by Business Insider, one-third of millennials have made a purchase from a brand after reading a sponsored post. This was based on findings from a study conducted in 2017, when sponsored content was a much smaller phenomenon than it is now.
Although there are currently no studies particularly looking at sponsored articles, the effectiveness of sponsored material is clear.
2. They Have Greater Credibility
Customers who read about a product or service in a sponsored piece link the publisher’s name to the advertising brand.
If the reader respects the publisher, which is likely if they have visited the website to read content, then this portrays the brand favourably by alerting the reader that the publisher believes in the brand.
3. They Catch Customers’ Interest
A study conducted by IPG Media Lab found that publishing sponsored content can pique consumer interest and get potential buyers closer to making a purchase.
According to the survey, after viewing sponsored content, consumers are 14% more inclined to look up the advertiser for additional content. Because of the age of this survey, the number is probably considerably greater in the current era of peak media popularity.
4. They Do More Than Just Advertise
The fact that sponsored pieces are not the overt, in-your-face adverts that consumers are increasingly rejecting may be their most important advantage. A sponsored article is much more than just an advertisement for a good or service.
A sponsored piece may inform, amuse, or inspire the reader to engage fully with a subject that, at the very least, moderately interests them, depending on the type of content they anticipate from the publication itself. Never could a single native advertising provide that much detail.
5. They enjoy higher levels of engagement
Sponsored content will probably get far more initial interest than native advertising. Readers decide to click on a sponsored item due to an attractive headline or an intriguing byline rather than being diverted by something they may not want to view.
Customers who read the article are more likely to read it through to the end even after learning that it is sponsored since they are interested in what the publisher has to say. It is more likely that the reader will be interested in this context because it is more tailored to them.
6. They Give More Exposure
An audience member’s attention may be caught by a display ad for just a brief moment. The reading time for sponsored pieces that are meant to promote a brand, on the other hand, may exceed five minutes.
Instead of a brand they only briefly saw while browsing social media or engaging in other online activities, a potential consumer is much more likely to recall one they’ve read about for several minutes.
Summary
The main benefit of employing sponsored content for your advertising is that it is reliable. Two out of three Millennials, Gen Z, and Gen X consumers believed sponsored content to be more authentic than conventional commercial formats, according to a Time Inc. survey. Additionally, the fact that sponsored pieces demand a bigger commitment from the reader can only be helpful for your brand’s exposure.
Sponsored articles are a crucial strategy regardless of what stage of the sales funnel your customer is in. Sponsored articles can be used to increase engagement and ultimately revenue as long as you can demonstrate that your content is genuine.