With the internet and loss of traditional barriers, brands that are operating in one part of the globe can easily reach others in a different part of the world. The ease of access, as well as the ease of marketing, has made reaching the ideal target audience significantly easier. However, with the ease of access that brands have, standing out from the crowd is not always easy. Brands have to try and apply unique marketing strategies simply to be able to reach the audiences that they need. This means that the kind of content that brands deliver should be fine-tuned to appeal to the target audience in the best manner possible.
The internet has made marketing significantly easier because of the availability of free sources to be able to advertise well. Brands simply need to make an account on a social media website and post content regularly to draw attention to their products or services. However, millions of people around the world are all trying to do the very same thing to be able to reach their ideal audiences, which makes the entire free advertising space incredibly saturated.
In these instances, one of the big ways to stand out from the crowd and have one’s content reach the right eyes is to go in for sponsored advertisements and marketing campaigns. If you are thinking of integrating sponsored ads into your campaign, here are some of the things that you should be familiar with.
What Are Sponsored Ads?
Let’s say you are browsing a certain page and looking at something that you would be interested in. You suddenly see a pop up on the side of the page of a product being sold that is similar to what you are looking at. These often feel like they are directly targeted to you and are based on the things that you search for. These kinds of advertisements are generally sponsored ads. However, this is not the only defining characteristic of this type of advertising and marketing content. Sponsored ads are usually denoted as any kind of content that is meant to promote a certain product or service, and which is paid for by the brand and shared by associated companies and advertising and marketing agencies. In these instances, the content that is released is also created by an independent agency.
Sponsored content can take on many forms. One form of sponsored content that has been growing in popularity is influencer advertisements. This is mainly because of the growth of social media and the reach that one can avail of in this kind of medium. Influencers are individuals who already have a strong follower count and people who look up to them and depend on them for information and expertise. Influencers generally showcase products of brands that have sponsored them and find ways to showcase these products. By doing so, the audiences get to see the influencer actually using the product and therefore understand what the product really is. This also makes advertising the product feel more organic, and is showcased to have a far better reach than traditional forms of advertising.
Sponsored Content Vs. Native Advertising
Sponsored content and native advertising are both effective forms of marketing that have proven to be incredibly beneficial for brands and companies all over the world. Both these strategies differ in terms of their approach, but usually, want to end up with the same result, which is to get their products to prospective audiences. Brands need to always understand the difference between the two concepts when trying to pick one to implement.
Native Advertising is a subdue form of advertising which isn’t always as blatantly obvious as other forms of marketing and advertising. This kind of advertising is used when a brand wants their prospective buyers to read up on different aspects of their products, or when they want their customers to have a look at some of the content that they have put out.
Let’s say an individual is looking at ways of treating chapped lips. They start to look online at the different solutions and end up stumbling upon a particular link that has a solution. The link leads to an article that talks about the solutions that one can implement when trying to treat this kind of problem. Somewhere in the article, there would be a mention of a product of a particular brand or company that can help the individual treat their chapped lips. This usually causes the reader to then look up the brand or the products that are offered, which is more often than not also mentioned in the piece of content.
Sponsored advertising, on the other hand, is a lot more apparent in all its forms. It doesn’t try to conceal the fact that they are advertising for a particular product and instead choose to showcase the different ways in which they can be used. Sponsored advertising is also more specific to certain target groups and tries to work with an incredibly concentrated group of buyers who would definitely be interested in what the brand has to offer.
How To Distinguish Sponsored Content
Understanding the intricacies of sponsored content is essential for anyone who wants to apply this, and being able to identify sponsored content is an important part of that process. Here are some key elements that you can look out for if you want to identify whether a piece of content is sponsored or not:
1. Mention of Sponsorship
One of the easiest ways to identify whether a particular piece of content is sponsored or not is to see if there is any mention that the piece of content is sponsored. Most influencers tend to mention whether or not they are sponsored when creating their content because of the general perception that is created. When influencers disclose the fact that a particular piece of content is sponsored, their audiences see them as more genuine and are therefore more likely to listen to what they have to offer. For this reason, influencers always try to mention if they are being sponsored or not.
An easy way to denote whether a piece of content is sponsored or not is to see who is the person who has authored or created the content. There is also a distinction between journalists and authors in this instance. While both may have publications on a certain medium, the kind of content that they put out can help you figure out whether it is a sponsored piece of content or not. Sponsored content will usually contain information about a particular product or service, while journalists are more interested in reporting just the facts of a particular topic.
One of the biggest indicators that a particular product is sponsored or not is when there is a presence of links in the content. When brands contact an influencer to put out sponsored content, they usually provide them with a link that interested buyers can go to to be able to avail of the products that they have to offer. Influencers will then put the link that has been provided to them somewhere along with the content that they are releasing. If these links lead to the product page of a particular product or if they lead to something relating to the brand that they are talking about, you can be assured that it is some form of sponsored content.
10 Tips For Creating Sponsored Content That Works
Sponsored content is without a doubt incredibly beneficial for anyone who wants to boost the effectiveness of their advertising campaigns and who want to reach the right customer bases. Here are a few tips for creating sponsored content that actually works:
1. Create Good Headers
Headers are the first thing that one notices when going through any kind of content, which is why your headers should always be incredibly engaging.
2. Know Your Audience
It is important to know what your audience is tuning in for and what they are actually interested in.
3. A Picture Is Worth A Thousand Words
Using pictures is always better than just giving your audience a wall of text, and is also brilliant for boosting brand recall.
4. Feature A CTA
A CTA or a Call To Action is a tool that lets your audiences know where they can go if they want to avail of the products or services that you are showcasing, and incorporating a good CTA in your content is always important.
5. Be Specific
It is important to be as specific as possible when trying to deliver sponsored content, especially because the audience is often interested in a more detailed explanation.
6. Stay Up to Date On Current Trends
Working with the current trends emerging on the internet is a good way to keep your content fresh and relevant, not to mention appealing to a wide range of audiences.
7. Repurpose Your Own Content
Once you have posted a piece of content, you can always repurpose it in innovative ways to further boost brand recall and to improve the reach that the content has. Things like throwbacks and reposts are a great way to showcase previous content that may have slipped out of the minds of the audience.
8. Use Multiple Forms Of Media
Using a mix of text, videos, pictures and just about any other form of media is always beneficial and is something that can help you engage a much wider audience and also ensures that your audiences don’t get bored with the same kind of content.
9. Engage With Your Audience
Knowing your audience is important, and finding ways to engage with them more is even more beneficial when trying to create good sponsored content. Hosting things like giveaways, AMAs and other forms of engagement can help further boost the sponsored content as well as the brand recall.
10. Always Keep Testing
Even while you are delivering content, it is always important to test out new approaches and forms of sponsored content. This helps you stay relevant and also ensures that audiences always have something new and fresh to tune into when browsing through social media and when they want to tune into their favorite influencers.
Thanks for reading "Guide To Successfully Using Sponsored Content To Market Your Business", by the Linchpin Team in Chicago, Raleigh, and Wake Forest.