Are Sponsored Content Articles a Bad Fit for Me — and What’s Better?

Picture this. You're a business reaching out to a marketing firm. "We have an event in three weeks, and we need as many registrations as possible," you say. "We want a sponsored content article to share our story and attract many attendees."

You might have your own version of this scenario. After all, sponsored content is a powerful tool. Here at Zoe Marketing & Communications, we execute hundreds of sponsored content campaigns each year. And we often hear variations of this request.

The good news is that there are marketing solutions that can help. The bad news is: Sponsored content may not be the right approach — at least not by itself.

In this blog, we'll cover a few challenges where "spon con" can be a bad fit (and what works better):

• Can sponsored content help me promote my events?

• Will one sponsored article help me tell my story and get the word out?

• I need my article live fast; can sponsored content get the job done?

• I'm focused on conversions and leads. Can sponsored content deliver?

• When else might sponsored content articles not be the right choice for me?

Ready to find out if spon con is for you? Let's take a closer look.

Can sponsored content help me promote my events?

Yes, but other tactics work much better.

Here's the deal. With sponsored content articles, you're aiming to position yourself as an expert in your field. You want to focus on sustainable topics you can write about over time.

Most events are "one-off" in nature. The marketing goal is to rack up registrations fast. By contrast, content marketing is about helping people and amping up their awareness of you. Why? So when they're ready to choose an expert in your field, they think of you.

With events, you typically don't have the luxury of time to wait for that "esteem" to build up.

Better solutions for events

Spread the word about your event more quickly and effectively with:

• Earned media: Get in touch with local magazines, publishers, bloggers, etc. that might be willing to cover your event. Articles are powerful. And established media have a quicker connection to the audiences you want to reach.

• Retarget earned media: Those earned articles often include a link to your event page. Set up a retargeting pixel on that page. That way, if people visit it but don't buy a ticket, you can serve up "reminder" ads to them as they browse the web.

• Targeted display ads + enewsletters: Tailor ads and emails to the demographics most likely to register for your event. Use a bold, simple image and direct message.

Save your spon-con money here and reallocate it to more effective marketing tools.

Will one sponsored article help me tell my story and get the word out?

This answer is an easy "no."

We don't find it effective because "just one" articles are usually self-promotional. By contrast, well-done sponsored content is educational. And it's not designed for people making fast decisions.

So let's say you do "just one" story about your brand — maybe a medical clinic. You may write about your cutting-edge tech or top-notch bedside manner. Now, think about how an average Jill or Joe processes this article. They might read it and say, "Oh! I didn't know about that. Sounds cool."

But then, they go about their life. They get busy. And they forget about you.

When you do "just one," you're just getting started — then stopping cold. You've wasted your money.

Better solutions if you're considering one article

• Targeted display ads + enewsletters: Boil your story down to a series of short messages and images. Deliver it to demographics who might seek your services.

• Reconsider spon con: If you have strong expertise and could address many topics, don't rule out articles yet! A series of stories does deliver results. The goal is to make readers feel that you're smart, capable and you care. Show that by writing content that resonates with them on questions they're already thinking about.

I need my article live fast; can sponsored content get the job done?

Unfortunately, no — not if it's done well.

Sponsored content articles take a series of weeks to execute. To get a better flavor of why that is, here are the steps involved in the typical spon-con creation process:

1. Exploratory conversation: We have a discussion to get to the heart of who you are and what you offer. What's your expertise? What do your clients tend to ask? What are their pain points? How are you different from others that provide this service?

2. Audience research: We find out what your ideal clients are looking for online, including keyword searches and general interests.

3. Generate topics: We hone in on topics that address clients' top concerns and interests.

4. Identify sources: We arrange interviews with a knowledgeable source from your organization.

5. Choose art for the article: We collaborate on imagery that fits the message.

6. Write the article: Finally! This step takes about 2-3 business days. But then, there's more ...

7. Edit the article: Expert copy editors review the story and art.

8. Final review and approval of the article: You tweak the messaging and quotes to ensure they're correct.

9. Publish the article: It's live, at last, online. And finally, that means it's time to ...

10. Promote the article: This last step is crucial to ensure people see and consume the message over about a month. Use social media, targeted enewsletters and more.

... Phew. All these steps add up. Quality sponsored content articles require more than a month to execute.

Better solutions if you need speed

• Targeted display ads + enewsletters: This combo is great for speed and reach. Hone in on the audience you want to harness and use short, impactful messages and imagery.

• Retargeting: This tactic serves paid digital ads to people who visited your website but didn't take action. Your ads "follow" them, keeping you top of mind.

I'm focused on conversions and leads. Can sponsored content deliver?

Yes, it can — but not very fast.

If you're looking to collect many email addresses in short order, sponsored content is not for you. Spon con isn't spontaneous or "urgent." It's something you have to commit to as part of a strategy. And the good news is, in the long run, it nets qualified leads. But it takes time for those leads to percolate. And that doesn't happen quickly or overnight.

It's also worth noting that effective sponsored content is something that you should do in conjunction with other marketing.

Better solutions for conversions and leads

For faster turnaround-type marketing products, try:

• Targeted display ads + enewsletters: Yet again, clear calls to action, simple messages and direct imagery make this a dynamic duo.

• Pair your spon con with other tactics: If you do opt for sponsored content, pair it with other marketing tactics that boost your odds of quality leads. This includes retargeting, a Google keyword campaign and a targeted enewsletter campaign. 

When else might sponsored content articles not be the right choice for me?

We can't overstate this: Spon con is a big-time commitment and requires a level of reflection on your part. Ideal candidates must create sacred time to address those 10 steps above — brainstorming, interviewing, reviewing, etc. There's a lot of back-and-forth and collaboration.

If you feel too busy to field this process, it's not the right choice for you. Or if you won't carve out that space for someone on your team, then no, it's not a good fit.

What are my next steps in making a sponsored content choice?

Sponsored content articles are a big commitment and aren't right for every scenario. If you want to boost event registration or you're angling for a fast campaign, it's a "bad" fit. It also can't happen in "just one" article. And when it comes to conversions, it helps, but not quickly. Spon con takes time.

By now, perhaps you're feeling like sponsored content is where you're heading — or not. Either way, Zoe Marketing & Communications is here to help. Connect with us to tap into our many years of sponsored content expertise. Or keep learning with these articles:

• The 101 on sponsored content (plus more insight on if it's right for you)

• A closer look at different marketing tactics to use at different stages of marketing

• A deeper dive into sponsored content metrics (to know what to expect)

Every type of marketing has benefits, but it's not always a good fit depending on your goals. While sponsored content is powerful, it isn't a quick job — and it isn't for every situation.