What are Sponsored Content Articles — and are They Right for Me?

Our digital attention spans may feel more fragmented than ever. But we still love a good story that helps us out. Proof: Sponsored content is 22 times more engaging than traditional display ads.

That makes it a tempting marketing vehicle for many businesses. Odds are good you've read some "spon con" yourself, and you've heard it packs a punch. What is it exactly, though? And is it right for your business?

Here at Zoe Marketing & Communications, we're qualified to help you get answers. Over the past decade, we've run thousands of these campaigns for small to mid-size businesses. And as a publisher with 35-plus years in the magazine industry, we know how to craft high-quality sponsored content

In this blog, we'll explore:

• What exactly are sponsored content articles?

• Why is sponsored content so powerful?

• How can I be sure people find my sponsored content?

• Are sponsored content articles right for me?

• What are my next steps if I'm considering sponsored content?

Let's unlock the potential of sponsored content — and discover if it's the right fit for you.

Ready to Reach More Customers?

Connect with your best prospects — and drive more conversions — with a custom mix of digital ads, content, email, streaming ads, SEO, creative services and more.

What exactly are sponsored content articles?

A sponsored content article — also called "branded" content — is a paid article that lets you tell your story vs. establishing that your brand exists. You have space to address a topic in a more profound, detailed way than in a traditional ad.

That "story" isn't about you and why you're great, though. The idea is to provide useful information to your potential audience. Doing so establishes you as a trusted expert and a top resource in your industry.

Two primary goals

Why is it important to be that "expert"? It's about two key connections you're building with people:

1. Awareness. By reading your article, prospects know you exist. That's the first stage of anyone doing business with you.

2. Positive association. You're building a reputation and goodwill by sharing your expertise in your article. This increases the potential people want to work with you.

An evolution from 'advertorial'

Ever read a paid article in a newspaper or magazine? Traditionally, these "advertorials" focused on something a business offers. Say, Happy Place Dentistry's state-of-the-art equipment. But today's sponsored content has shifted. Instead of touting your business, you're touting your experience based on topics people want to read.

You're doing it in a way that feels authentic. How? You've already shown you're knowledgeable and helpful instead of self-promoting. That helps to raise people's esteem for you.

Various methods and mediums

We tend to use "sponsored content" to describe articles written with an editorial feel. Spon-con includes that and more:

• Articles: Stories with at least one interviewed source (i.e., an expert from your company). These vary in length; at Zoe, our sweet spot is 600-800 words.

• Videos: Visual content that also includes expert sources. Depending on the platform, these range from 45 seconds to a bit over 4 minutes, recent research notes.

• Webinars: Sharing your expertise, whether in an independent event or by teaming up with an organization with a broader reach.

• Pillar pages: Webpages that meld assorted sponsored content pieces into one place. They're centered on a core topic and maximized for SEO.

Why is sponsored content so powerful?

Let's hone in on why sponsored content gets more eyeballs for longer.

People crave helpful information

A Nielson report notes that people spend 2.5 minutes reading sponsored content articles. That's on par with regular editorial stories. We now live in the era of the 8-second attention span. So those minutes are remarkable!

Why are people giving an invaluable amount of time to this content? They want answers. And when you're able to educate or help them, that's a powerful and poignant gateway to making them your customer.

It's personal, and it 'sticks'

Memorability is also a big difference between sponsored content and traditional marketing. For example, we recall a great commercial, but not always the brand behind it. Sponsored content creates a much more intimate connection, provided it resonates with people.

Your topic is compelling

The No. 1 rule of "good" sponsored content that works? People want to read it or watch it. It must be about something your potential clients care about. And the reality is, they don't care about you. At least not yet.

Figuring out what your potential clients want to learn about may take trial and error. But it's essential to crafting effective sponsored content.

How can I be sure people find my sponsored content?

Unfortunately, the "Field of Dreams" model doesn't apply here. In other words, you can build it — but they're not necessarily going to come. At least, not without some planning.

Use promotional platforms 

Prepare to invest in different avenues to "push out" your sponsored content. Such as:

• Social media campaigns: Try ads. Experiment with Instagram Reels and Facebook Stories. Even tap into TikTok or YouTube. Organic (i.e., free) posts are always worth exploring, but paid ads tend to move the needle more.

• Email campaigns: Send emails to targeted databases, whether it's yours, your marketing firm's or another partner's (someone with access to the audience you want).

• Native advertising: These little modules, peppered into articles, promote content outside that website. Paid platforms can help you get proper exposure.

Bake in targeted keyword phrases

Optimize your content by knowing what search terms you're after.

• SEO (search engine optimization): Research keywords that matter. Factor them into your headline, meta description and subheads to help you reach the top of searches.

• SEM (search engine marketing): Google Ads is a powerhouse tool to invest in. The idea is to deliver ads promoting your story to the very people searching for it.

• Pillar pages: Try a webpage that rounds up a lot of sponsored content on one topic. It's a powerful way to drive your SEO and traffic from search engines.

Are sponsored content articles right for me?

It all comes down to two critical factors. 

1. Are you committed to a 'long tail' marketing effort?

Let's be honest: If you're saying to yourself, "I want a result after a month," then no, you're not a candidate for sponsored content. 

Your goal with sponsored content is to build awareness, esteem and consideration. It's a longer-term investment because it's a more profound, substantive marketing vehicle. It requires a lot of planning and architecture.

In fact, you should commit to try a sponsored content campaign for four months — at bare minimum.

2. Are you a company with expertise that will answer questions?

You should have expertise in a topic. Your business should be one where people have questions and want answers. And you should be able to answer those questions "customer-first" and not make it about you.

"Transactional" companies, like retailers, tend not to be good candidates. The same goes for organizations promoting events. We've found strong fits include, but aren't limited to:

• Autism-related clinics

• Educational clients, including schools

• Healthcare industries

• Legal Fields

• Nonprofits

What are my next steps if I'm considering sponsored content?

At this point, you've got a pretty good idea of what sponsored content is. You learned that it's about educating and helping prospects and not touting yourself. You know it needs to be compelling and personal to make an impact. And you have a good sense of the effort you'll need to put in to promote and "SEO" it.

If you feel like it's a match — meaning, you have ongoing expertise to offer and you understand the commitment — these resources will help answer new questions:

• Discover which success metrics to track for your sponsored content. This helps build realistic expectations about your campaigns' pacing and results.

• Reach out and learn how to harness your market with Zoe Marketing & Communications. With over three decades of experience in regional magazine writing, we can help you hone your message in impactful articles.

Remember, start by answering the questions that matter most to your prospects. With time and consistency, you'll be on your way to gaining loyal customers.