Have you ever wanted to buy something but hesitated because you weren't familiar with it? So, you turn to the internet for research before making a decision. I mean, who wants to spend their hard-earned money impulsively, right?
You fire up your computer (or your phone) and start digging. Eventually, you stumble upon an article that covers everything you need to know about the product you're eyeing. Not only that, there's a helpful video embedded in the article demonstrating how the product works.
Now armed with all the information you were looking for, you feel confident enough to go ahead and make the purchase. That, my friend, is the power of sponsored content.
In this article, I'll break down all the benefits of sponsored content and help you decide if it's something you should consider adding to your marketing strategy.
Let’s get started, shall we?
First Of All, What Is Sponsored Content?
Sponsored content is a form of paid advertising where a sponsor compensates a partner, such as an influencer or website, to post a promotional piece on their behalf.
Sometimes, sponsors create the content and provide it to their partners for publication. However, they often pay their partners to produce the content, ensuring it aligns with the partner’s usual tone and style to make it feel more authentic to their audience.
Sponsored content can take various forms, including infographics, blog articles, videos, and social media posts.
Common objectives of sponsored content include:
Enhancing brand awareness
Promoting a new product or service
Increasing sales
Why Should Brands Use Sponsored Content?
Brands should use sponsored content to get their message in front of more people naturally and engagingly. Here are a few reasons why:
Build Trust
When you team up with the right influencer or creator who already connects with the audience you want to reach, you can build a relationship with that audience more quickly because they already have a connection with the person you're partnering with.
Reach a Wider Audience
Sponsored content allows brands to tap into the audience of their partners, meaning reaching people who might have yet to discover the brand on their own.
After all, more visibility equals more sales, right?
Seamless Integration
Because the content matches the style and tone of the partner's usual posts, it feels less like an ad and more like regular content.
I don't know about you, but I hate ads that seem forced and scripted. I prefer something conversational, relatable, and genuinely helpful, and that's exactly what sponsored content offers.
People don't want to feel like they're being sold to; they want solutions to their problems, and sponsored content is great for that. It allows brands to connect with their audience in a way that doesn't feel pushy or intrusive, making it more likely that people will engage with and trust the message being shared.
Driving More Traffic to Your Website
Sponsored content usually includes links to your site, which can increase the number of visitors you get. With more visitors, you can achieve other goals, like getting more leads or making more sales.
Plus, more site traffic leads to better SEO ranking so it’s a win-win!
Multiple Formats
Brands can choose from various formats like articles, videos, and social media posts. With this flexibility, they can present their message in the most effective way possible.
Here are some examples:
Articles: Ideal for in-depth explanations, thought leadership, and detailed product reviews. For instance, if a tech company wants to explain the features of new software, an article can provide a thorough explanation and cover all the important points.
Videos: Videos are great for demonstrating products because they can provide a 360-degree view that images often can't capture.
For example, a beauty brand could use videos to showcase makeup application techniques, allowing customers to see the product from various angles. Similarly, a fashion brand could use videos to display a new clothing line, giving viewers a more comprehensive look at the design and fit.
Social Media Posts: Perfect for quick updates, engaging with followers, and promoting time-sensitive offers.
A restaurant could use Instagram or Facebook posts to share daily specials or new menu items, while a fitness brand might post-workout tips and motivational quotes to keep their audience motivated.
Using these different formats lets brands shape their message to fit each medium's strengths, making sure they really connect with their audience.
Boost Sales and Awareness
Sponsored content helps brands introduce new products and generate more buzz about their brand, catching people's attention and making them curious.
This increased awareness often translates into more sales because more people would be more interested in trying out what the brand is selling.
FOMO (Fear Of Missing Out) is a real phenomenon, and tapping into it can significantly increase your sales! Plus, with social media being so big these days, everyone wants to be part of what's new and exciting. Trust us on this one.
Building Credibility
Being featured in popular industry magazines or getting a shout-out from influencers in your field can make a big difference in your reputation.
For example, think about a small skincare brand getting a glowing review from a well-known beauty vlogger with lots of followers. An endorsement like this doesn't just introduce the brand to more people—it also makes them trust it more. When the vlogger recommends the skincare products, their fans are more likely to be interested.
This kind of recognition helps show that the brand really knows its stuff and can be trusted, which can lead to more sales.
In short, sponsored content helps brands connect with people more genuinely and effectively than traditional ads.
So, Is Sponsored Content Right for Your Marketing Strategy?
Ahh, the question you’ve been waiting for!
So, should brands use sponsored content in their marketing strategy? Well, it really comes down to what they want to achieve and who they're trying to reach. If a brand wants to introduce new products or connect with a specific group of people who trust certain influencers or websites, sponsored content is a great strategy.
We love sponsored content because it allows brands to get their message across that feels more like a recommendation from someone people already like and trust. It can help them get more people interested in their products, sell more items, and build up their reputation by teaming up with influencers or sites that are respected.
However, it's important to pick the right partners and ways to create your sponsored content. When done correctly, sponsored content can really help a brand boost sales and reach new customers in today's world.
SO, WHERE DO YOU FIND THIS PARTNER?
Well, aren’t we glad you asked! We at DigiCom are obsessive data-driven marketers pulling from multi-disciplinary strategies to unlock scale. We buy media across all platforms and placements and provide creative solutions alongside content creation, and conversion rate optimizations. We pride ourselves on your successes and will stop at nothing to help you grow.