10.03 – Winning With Sponsored Content
Instead of waiting for editors to decide whether to publish your press releases, feature stories, and other editorial content, consider using sponsored content. Sponsored content appears in the editorial sections of online magazines, e-newsletters, and similar platforms, often with a small “Sponsored” tag. Although it looks like a staff article, it is typically written by a marketing team.
The most common formats for sponsored content are editorial pages in online magazines, media sites, and e-newsletters sent to thousands of subscribers each month. Sponsored content is paid for like an advertisement, but it is written to be educational rather than promotional, providing valuable information that readers will want to know more about. According to HubSpot, sponsored content placements drive three times more leads than paid search advertising.
Creating Effective Sponsored Content
Informational content works best when it presents actionable steps for the target audience, such as “3 Steps for Losing Weight After 50” or “The Single Most Important Thing to Do to Succeed as a Freelancer.”
Tips for Various Formats
Editorial Page Placements
Sponsored content on editorial pages can take the form of an article, checklist, decision guide brief, or even a video. The publisher distributing your content will integrate it among their editorial pieces so it fits naturally.
E-Newsletter Placements
Placing editorial-type content in newsletters distributed by media organisations covering your industry or consumer newsletters about your product category is a strong way to gain exposure and credibility as a thought leader. Your article will be labelled as sponsored content. When readers click on the visual representing your article, they will be directed to a content page with your full piece. Depending on the publication, this content page could be on your website or theirs.
Avoid adding commercial messages or offers to your educational content, as it may appear gimmicky and erode trust. Keep your article purely educational. Often, the publisher will provide the email addresses of readers who clicked through to your paid article, allowing you to use this email list for future marketing and sales follow-up.
Sponsoring Third-Party Content
Another form of sponsored content is a paid mention in someone else’s content, such as podcasts and webinars. There are numerous opportunities to sponsor informational programs that focus on your industry. Media outlets may host webinars promoted to their followers and sell sponsorships to companies whose products or services are related to the webinar’s theme.
For example, an advertising media site may host a webinar on using CRM platforms to nurture customer relationships. Logical sponsors for this program would be CRM companies like HubSpot or Act-On. Sponsors often get their logo on all marketing and program materials and can post articles or participate in presentations during the podcast or webinar.
Evaluating Sponsorship Opportunities
Before investing in sponsorship, ensure you understand the following:
- Audience: Are they direct purchasers, influencers, or decision-makers?
- Reach: What is the anticipated audience size? Does the program usually attract 200 or 2,000 audience members per episode?
- Lead Generation: How many leads have past sponsors generated?
Calculate your estimated cost per lead (CPL) by dividing your sponsorship cost by the average anticipated number of leads. Compare your sponsorship CPL with other marketing programs to determine which channels and formats deliver the best value.
- Follow-Up Opportunities: Will you get a list of contacts who participated in the event so you can follow up with a program summary or offer? This significantly adds to the overall value and return of your sponsorship.
By leveraging sponsored content strategically, you can effectively reach and engage your target audience, driving better results for your marketing efforts.
