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<\/p>\nThey say that we are addicted to mobile devices. Actually, we are addicted to content. Our smart devices are simply the most efficient means with which we access this content \u2013 for now. So how can\u00a0marketers get into the content game?<\/p>\n
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Brands want\u00a0to get their content in front of the right\u00a0audiences. Partnering with existing publishers can effectively reach prospective consumers and accelerate your brand exposure in the market.\u00a0As the relationship between publishers and social platforms grows closer \u2014 and as more straightforward forms of advertising are being challenged\u00a0by ad-blocking \u2013 the role of Sponsored Content<\/strong> is increasingly gaining in popularity as marketers adapt their strategies to recognize the interests of discerning audiences.<\/p>\n What is Sponsored Content?<\/b><\/p>\n Sponsored Content is editorial content that is published on platforms not owned or controlled by the brand but is paid for by the brand, hence the \u2018sponsored\u2019 label.\u00a0Sponsored Content takes the same form and qualities of a publisher\u2019s original content and aims to position the brand as a topical expert by delivering interesting content that is relevant to a publisher\u2019s audience.<\/p>\n It also goes by other names, such as ‘Native Advertising,’ ‘Advertorials’<\/em>\u00a0or ‘Content Marketing’.<\/em>\u00a0They are essentially the same in that they are paid content. Some will further delineate each of their definitions, but despite the interchangeable and sometimes confusing industry jargon, marketers and publishers alike must remember the end goal.<\/p>\n The goal is to refine a piece of content to the point that it is something readers would really want<\/em>.<\/p>\n<\/blockquote>\n On top of the affiliation with a credible content source, skillfully executed Sponsored Content augments a sponsor brand’s credibility with prospective consumers. The positive effects generated from this type of partnership is the next best thing after earned media (i.e: reviews, editor’s picks, features) because readers expect all content\u00a0to be scrutinized and curated by a publisher\u2019s unique editorial standards. Meeting the readers\u2019 expectations here means they\u2019ll be more willing to engage with the content, which opens up the possibility for your content to go viral – the holy grail of marketing outcomes. Yet while earned media opportunities can be\u00a0elusive, Sponsored Content solutions are more readily available to serve and nurture a similar advantage for building brand value and awareness.<\/p>\n Doesn\u2019t Sponsored Content look and feel like an ad?<\/b><\/p>\n Well, it shouldn\u2019t feel like an ad, and that\u2019s the point.<\/p>\n A distinctly un-salesy topic is key\u00a0to good content creation if you want readers to care or give you their attention. Serving useful or entertaining information is a great way to favourably influence the perception of the sponsor brand.<\/p>\n While a brand may help shape the content, publishers know what makes the most sense for their audience and can provide the best content strategies which comply with ethical editorial standards.<\/p>\n<\/blockquote>\n After all, it\u2019s their original content that drives the views which\u00a0marketers covet in the first place. They have built their audiences and understand how they behave.\u00a0From a viewer\u2019s perspective, it\u2019s just another form of content. They don\u2019t differentiate content by paid or non-paid. They simply care if the content is useful or helpful to them.<\/span><\/p>\n The Benefits of Sponsored Content<\/b><\/p>\n Still not sure if Sponsored Content is a fit for your marketing mix?<\/p>\n Let’s break it down to the key value propositions:<\/p>\n Oh yes, we are\u00a0breaking down the\u00a0strategic values, too:<\/p>\n As a former in-house marketing producer\u00a0for a couple of national\u00a0retail brands, I have witnessed\u00a0the impacts of\u00a0content marketing first-hand. When targeting the right audience with the right publishing\u00a0partners, it really works. I have seen\u00a0spikes in sales and momentary brand buzz as a result of getting my brands placed into media content streams.<\/p>\n In fact, I still remember the first time I saw real, tangible results: orders were coming in\u00a0and the customer service department suddenly got a lot of action. My team\u00a0experienced a mixture of delight and awe, thinking \u201cOmg\u2026it actually works!\u201d There is no greater joy to a marketer than to see results. After the buzz had passed and things settled back to our old, normal pace of business, we were left wondering if we could make it happen again. We. Were. Hooked.<\/p>\n","protected":false},"excerpt":{"rendered":" They say that we are addicted to mobile devices. Actually, we are addicted to content. Smart devices are simply the most efficient means for accessing this content \u2013 for now.<\/p>\n","protected":false},"author":13,"featured_media":55587,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[67,63],"tags":[66,90,91,92,93],"class_list":["post-55585","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","category-strategy","tag-strategy","tag-sponsored-content","tag-marketing","tag-media","tag-content"],"yoast_head":"\n\n
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