6 Benefits of Sponsored Content Articles in Marketing

How can articles, some longer than 800 words, be effective marketing tools? After all, aren't attention spans shrinking? Who's reading this stuff?

All fair questions. And yet, the results keep proving that people do read sponsored content articles. Branded content is 22 times more engaging than display ads, according to research by Pressboard Media. Spon con turns heads and sparks a connection.

At Zoe Marketing & Communications, we see this play out with hundreds of articles each year. Our two sister media companies, Metro Parent and Chicago Parent, publish and promote sponsored stories for aligned partner companies. And, after 15 years, interest is only growing.

In this blog, we'll highlight six key benefits we've found spon con delivers:

1. Sponsored content builds your brand

2. Sponsored content allows for personality and uniqueness

3. Sponsored content builds trust

4. Sponsored content creates engagement

5. Sponsored content grabs attention

6. Sponsored content keeps you in your prospects' line of vision

By the end, you'll feel more confident about how these articles can be a savvy long-term strategy.

1. Sponsored content builds your brand

Branded content can generate up to 86% brand recall, according to a Nielson report. That's mighty high. And a big reason is that you're helping people — not hyping your brand.

Consider yourself an ambassador for your brand or organization. Share your wisdom without pressure to buy.

It may sound counterintuitive. After all, businesses spend at least 80% of their sponsored articles answering a specific question — and maybe 20% talking about themselves.

But as people read your articles, with tips from your experts, you send a strong message. You're knowledgeable, and you're here to give insight.

Plus, if you team up with a publisher partner, you already have the eyes and hearts of their audience, too.

2. Sponsored content allows for personality and uniqueness

Spon con is an excellent platform for telling your story in a way that you can control. You get to share your voice as a company and a culture. This includes:

Being friendly

Think of each article as having a conversation with readers. What would you say in person? By being genuine, you give others a glimpse into the way you do business. And that's a good thing. 

Being authentic

Consider your brand's "true self." Give people an opportunity to know you better. Are there certain terms, turns of phrase or other bits of "color" that define you? Let them shine.

Being on their side

Above all else, let your prospects know that you care about their concerns. It's best to show — not "tell" — this with your expert quotes and the tone of your article.

3. Sponsored content builds trust

People are smart and can smell advertising before it walks into the room. People can also sniff out when you're not being authentic or genuine. Spon con lets you tackle these hurdles.

When published with a partner, these articles are always labeled in some way — "Sponsored," "Branded," etc. — that clearly shows they're paid. Then, it's up to the content to make the case.

People begin to trust you when you flip the script and recognize spon con as your opportunity to share wisdom without expecting a sale. And, the more you do it, the more they'll return to you again and again.

Especially since you're providing this valuable content for free. Remember, people don't just "grab it and go." They recognize who created what they're reading. As that trust builds, they become more likely to pay for your product or services down the road.

4. Sponsored content creates engagement

As you might recall from the intro, it creates up to 22 times more engagement than other ads. These factors feed into it:

Clarity is king

Good spon con answers people's questions clearly and directly. It compels people by stating the article's point early, remaining focused on it, and revisiting it at the end. They're more likely to read more, stay on the page longer and leave feeling satisfied.

Stories resonate

Stories about people are powerful in spon con — especially about how someone benefits from your services. Letting your customers or staff share their passion and successes creates a connection. Self-promotion, on the other hand, turns people off. Let readers draw their own conclusions.

5. Sponsored content grabs attention

This is the real magic: Spon con answers questions people want answers to. That means it captures people's interest naturally.

Finding out what these questions are can take a little legwork, but it boils down to this:

• Talk to your sales team; find out what people are asking them

• Survey your current customers; see what they're asking

• Make a giant list of all these questions

• Google these questions to see what people's "search intent" is — what they actually intend to look for

When you understand your customers' "pain points," they'll gravitate toward your content. This is true whether they find you organically on a search engine or through paid ads promoting it.

6. Sponsored content keeps you in your prospects' line of vision

Spon con works on a "steady drip" premise. The goal is to launch new content at least once a month, for a stretch of six months to a year. Four months is the minimum to see results.

When each article is thoughtfully written and well-promoted, it's powerful long-term exposure. It's essential to keep these things in mind:

Write for 'forever'

Ideally, you're writing content that will exist forever. Think evergreen and longevity. Remember, you can update your content regularly and re-date it, so it appears "fresher."

Be consistent

Content can be time-consuming to produce. For top results, set a schedule and stick to it. This also allows you to review clicks and engagement — and give readers more of what they want.

Think 'retirement savings plan'

With retirement plans, you put in small amounts consistently, and your interest builds with time. With spon con, your interest is long-term searchability and trust.

Your next steps in determining if spon con is right for you

Uncanny though it may seem, sponsored content articles — even "long" ones — capture people's attention. You discovered six distinct benefits of this popular marketing tool in this blog.

We explored how spon con builds your band and allows your company's personality to shine (without promoting yourself). By focusing on helping prospects vs. hyping your company, it builds trust. By being direct and sharing stories, it creates engagement.

It also grabs attention by answering people's questions. And, finally, its consistent nature keeps your message in your prospects' line of vision.

If you've been exploring spon con and these benefits resonate with you, talk to your advisor at Zoe Marketing & Communications. We have 15+ years of experience producing these articles, and we can guide you through whether it's a fit for you

Curiosity piqued? Keep exploring with our three top articles on making a spon con decision:

• What are sponsored content articles — and are they right for me?

• Are sponsored content articles a bad fit for me — and what's better?

• What do sponsored content articles cost with a publisher partner?