Introducing

How can sponsored content generate leads

Companies wanting to scale their customer base are continuously looking for ways to market and advertise. Becoming familiar with sponsored content can help you decide if utilizing this business strategy is right for your brand. Because in today’s digital world, consumers are growing tired of “distraction” ads and prefer to consume content they can choose to engage with.

Companies wanting to scale their customer base are continuously looking for ways to market and advertise. Becoming familiar with sponsored content can help you decide if utilizing this business strategy is right for your brand. Because in today’s digital world, consumers are growing tired of “distraction” ads and prefer to consume content they can choose to engage with.

In this article, we will look at:

  • What sponsored content is.
  • How it can generate leads.
  • Why it is important.
  • The benefits of sponsored content.

What is sponsored content?

Sponsored content is exactly how they sound: articles paid by an advertiser to feature on the publisher’s site. The content is aimed to appeal to the publisher’s audience while promoting the advertiser’s service or product. It is a premium content piece that a brand, or sponsor, pays a publisher to create (but not always) and distribute on their platform or site. The content is in alignment with the publisher’s brand and industry and has a similar audience – or at least has an audience that will be interested in that specific content. In essence, two brands form a sponsored partnership, where the advertiser pays for the content, and a publisher shares it. This partnership can become ongoing if relationships are built correctly and successfully.

How can it generate leads, and why is it important?

When sponsored articles have been done properly, they are a great lead generator. It works similarly to influencer marketing or even word-of-mouth. Because if a reputable brand sponsors and publishes content from a brand, the publisher’s audience is more likely to trust that sponsored brand and purchase from them or use its service. Meaning that it pushes the consumers’ interest down the sales funnel.

Furthermore, it is a more subtle way to advertise. Meaning that they are not in-your-face adverts, which many consumers nowadays are not a fan of anymore. Because rather than being distracted by an advert that they do not want to see, consumers can choose to click on a sponsored article and consume the content that they have chosen and find interesting. As a result, the sponsored article may do much more than just advertise a service or product. It may even entertain or inform the audience in a way that a typical advert could not. Oftentimes, the format is flexible across platforms. However, make sure that your content is clearly labeled “sponsored content” to build trust with your visitors.

In addition, a sponsored article captures the consumer’s attention and engagement for longer than a display ad can ever do. Because rather than just seeing a display ad and that it is, when a consumer sees an article they are interested in, it takes a few minutes for them to read the article from start to finish. With this in mind, a consumer is more likely to remember a brand and make a purchase when they have read an article from them, compared to when a consumer has simply seen a small ad and continued to scroll on social media or navigate around the internet.

Moreover, the best type of content focuses on what consumers want. This means talking about the things they want to talk about, rather than only your brand or service. Let’s say you’re a mortgage company; instead of talking about mortgages, you can talk about home decor, how to remodel, etc, because these are the things a mortgage company would dream about, not a mortgage. Thus, if you want to use content for lead generation, make sure it is useful for your target audience.

In summary,

One of the main reasons why you should consider sponsored content is trust and engagement. Consumers trust sponsored content from a reputable publishing company more than a small ad online. Furthermore, regardless of the stage of the funnel the consumer is in, sponsored content can be very successful as it is more authentic and engaging for your consumer.

Here are the different benefits of producing sponsored content:

  • Credibility: it builds trust.
  • Storytelling: it is more memorable than one-off ads.
  • Reach: companies can reach audiences they might not otherwise have reached.
  • Flexibility: the format is flexible across platforms.
  • Minimal cost to host: companies can pay a fee per content piece.
  • Relationship building: brand partnerships are often ongoing.

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If you are looking for a partnership and to publish your technology-focused content with us, contact us today to get your story in front of millions of readers.

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