How to Write a Good Sponsored Content Article

If you want your brand to stick in people's minds, sponsored content is like honey. Sponsored content articles can result in a very sweet 86% brand recall, according to a report by Nielsen.

So, not shockingly, more and more companies are using "spon con" as part of their marketing strategy. That means there's a lot more stuff to read out there — and competition. If you're considering spon con for your business, well-written content that stands out is more important than ever.

What makes a "good" sponsored content article, then? At Zoe Marketing & Communications, we write hundreds of these pieces each year. In this blog, we'll answer some top questions:

• How do I come up with good topics people will want to read?

• Why is picking a keyword important, and how do I do it?

• What makes a good introduction?

• What's a good writing style?

• Do I need to quote a source? Why does it matter/how do I do it?

• Are there any technical things I should keep in mind (i.e., stuff Google likes)?

• Do I need to use a professional writer?

Our goal is to give you the insights you need to make an educated decision about whether spon con is suitable for you. Let's dive in.

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How do I come up with good topics people will want to read?

People don't naturally want to read about you — especially if they don't know you. Instead, they want to read about something that directly affects their lives.

When brainstorming your topics, focus on these three elements:

1. Think about the overall message you want to send. 

2. Think about your goals for your campaign.

3. Think about what your prospects ask about, and try to create topics that answer their questions or solve their problems. What do you know that they need to know?

It sounds simple. But, as we know, it takes thought, and it takes recognizing that there's a "gap of knowledge" between what you know and what they know. Be prepared to put yourself in the shoes of the people you're trying to reach.

Here are two examples of topics — from a "company-centric" point of view (bad) and an "audience-centric" perspective (good).

Example #1: Education

Say your school has launched a new social-emotional learning curriculum. It sets you apart, and you want people to know.

• Company-centric topic (bad): Learn more about Smith Elementary School's Social-Emotional Learning Curriculum (What is this? What and where is this school?)

• Audience-centric topic (good): What to Do When Your Child Just Wants to Give Up at School. (Parents will relate! They’ll discover the social-emotional learning aspect once they dig further into the article).

Example #2: Health

You run a community hospital and want parents to choose your pediatric department for their child's needs. Again, here's a "bad" and better topic approach:

• Company-centric topic (bad): Why Community Hospital is Your Top Choice for Pediatrics (What is this hospital? Where is it? Why should I care?)

• Audience-centric topic (good): Five Things to Look for in a Children's Hospital (I need a children's hospital — tell me how I can make the right choice.)

Why is picking a keyword important, and how do I do it?

This gets a bit more technical. Ideally, if people are searching for something you offer, you want them to find you. So, your articles should include specific "keywords" — which tell Google what the article is about (and, therefore, help Google deliver it to folks searching for it).

Here are a few things to keep in mind for setting "keywords" for articles.

Think like a searcher

What are people Googling? You can use find out by making some educated guesses related to your topic or field (e.g., "social-emotional learning" or "children's hospital benefits").

1. Search yourself. Google the phrase you think your audience would search. See what's out there. Tip: Do this in an "incognito" window, which ignores your search history. This removes any bias towards your own website.

2. Use tools. Google's Keyword Planner (free) or tools like SEMRush (paid) can give you deeper insight into what audiences want. Note: Keep in mind that Keyword Planner removes anything related to kids or schools, for safety reasons.

Use your keyword wisely

We've all read sponsored articles that sound like a bot or AI wrote them. For example, an article about "the best noise-canceling headphones" might repeat this phrase a dozen times throughout the article. It's called "keyword stuffing," and Google does not like it.

Not to mention, it isn't pleasant to read, and you'll lose folks. Instead, be mindful of using your keyword in these strategic areas:

1. Headline (or, if the keyword doesn't fit neatly, fill in the SEO title, which you can set on the "back end" of the article)

2. Subheadline (this appears right below the headline)

3. Somewhere in the first paragraph/intro

4. In the "in-article" subheads (at least one; more if you can)

5. Meta description (the description you can also set on the "back end")

Sometimes it's easier than others. When in doubt, use your keyword or phrase organically. In other words, don't force it. If it's good content that answers questions, Google will find it.

What makes a good introduction?

How do you "hook" people? Here are a few guidelines/ideas that to start your spon con on the right foot:

Short and to the point

Consider the question your audience is asking and put it upfront. In other words, state the problem. Make it resonate. And then go on to answer the question clearly.

Tell a relatable story

Kicking things off with a relatable story can also be very engaging. We call this a "narrative lead" — in other words, starting with a story. A testimonial, such as a parent who's very happy with your school or clinic, can work well.

Avoid tiresome cliches

They're easy for a reason. But if you start with a yawn-worthy "These days" or "Nowadays" or even "Everybody knows" (do they, though?), you're going to lose them, fast.

Instead, be declarative and speak straight to their "pain point." It's your opportunity to build trust and say, "Hey, I know what you're going through. Can you relate?"

What's a good writing style?

Simple is best. Leave your ego at the door. Think more about your audience and less about yourself here. It's about showing rather than telling — so people can draw their own conclusions. A few tips:

• Be conversational and educational

• Use clear, direct language

• Keep sentences simple in structure; now's not the time to show off with too much fanciness — and avoid jargon

Plus, if there's already a lot of content by others in your field, read what's out there first. Odds are they already understand the audience. Get a sense of the tone they use. Use that as a jumping-off point, but strive to make your content your own.

Do I need to quote a source? Why does it matter/how do I do it?

Yes, sponsored content articles should have a source. Sometimes, that "expert" might write the piece (or have it "ghostwritten" for them). Other times, they're quoted in the article.

Keep these factors in mind when quoting in your content:

Select a 'thought leader'

Your expert source should be knowledgeable in your field. They're ideally with your business. What they share comes from experience and lends credibility to your article.

Tips on quoting your expert

• Save direct quotes for something you can't say any better yourself. Use quotes as "spice" vs. a transcript. This approach helps build trust.

• Quote your source indirectly more often directly. In other words, paraphrase. In these cases, you don't need the word "said" or "says." It's implied.

• Speaking of "said" or "says" — use these simple verbs. Avoid overly floral "exclaims," "asserts," "claims," etc. Also, skip "according to" (it's stiff, like a starched shirt).

A writer is a conduit

Remember, the content is from the perspective of your expert source. It just goes through the medium of the writer. Allow your source to "speak" freely, in their own voice.

Are there any technical things I should keep in mind (i.e., stuff Google likes)?

Definitely. Besides the keyword tips mentioned above, here are some key considerations:

Break things up

Most often, people read content on a mobile device (usually a smartphone). Use "H2" formatting for second-level headings throughout the article to make it more digestible on a small screen. And think about 300 words before a new "H2." That's a natural "breakpoint" for folks as they're scrolling along.

Apply the same logic to your paragraphs. Avoid making them too meaty.

Even one-sentence paragraphs work.

Use them to your advantage.

Authenticity and length

This means a good topic, honest voice and solid length. Google is looking for authentic content that's written by an actual person. And it values depth. We suggest 600-900 total words.

Bullets and numbered lists

Embrace both. They're visually appealing and give readers a sense they'll learn distinct things. This doesn't mean you're writing a listicle. Again, you're just breaking things into digestible bites (like we've been doing in this article).

They're also an excellent way to preview or recap critical points or tips.

Do I need to use a professional writer?

If you were a dentist, would you do your own dentistry? It's an imperfect analogy, since far more people can write (to some degree). But writing is also a craft. Even if you're great at it, you'll get rusty if you don't do it regularly.

Plus, if you're too close to the subject, writing about it clearly and objectively can be tricky — especially in a way that will connect with the people you want to reach.

A professional writer can help tell your story, get it right and do it in a way that resonates. They're a worthy investment, especially if your message is muddled in your mind.

Whether you're writing your own content or not, you should also explore:

An actual editor or proofreader

An editor will deliver honest feedback on your overall topic, tone and voice.

A proofer will dig deep into the typos/grammatical errors, catching critical mistakes.

Editing/proofreading software

The free Hemingway app, for instance, will let you know the grade level your article is written at — and give tips to improve it. Less is more; aim for grades 5-9.

Other paid programs, like Grammarly, give articles a thorough evaluation for errors, too-wordy sentences, repetition, and other details that polish your piece professionally.

What are my next steps for sponsored content articles?

Sponsored content articles are powerful, but writing a good one takes effort. In this piece, you learned key tips to make yours stand out.

It starts with coming up with good topics that answer your readers' questions — and Googling for good keywords, to know what people are actually looking for. You learned that simple and direct is best for your introduction and overall writing style. 

We also explained why quoting an expert source is essential (and how to do it organically). Be sure to do technical things Google likes, like an in-depth 600-900 word count in an authentic voice with some H2 header and bullets or numbered lists. And consider a professional writer to give your piece a polish and objectivity that set it apart.

If you feel ready to take that pro step, connect with Zoe Marketing & Communications. We can help tailor your sponsored articles to resonate with the audience you're trying to reach.

Or maybe you're not sure if spon con is right for you — or in your budget? These blogs can help:

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

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

Keep exploring to see whether sponsored content hits that "sweet spot" for your business.