Remember when you’d pick up a magazine and you would read an editorial you love? Then, it turns out your favorite brand sponsored it. Those ads have now gone digital, and they’re bringing high returns. Here’s what you need to know.
What Is An Advertorial?
Simply put, an advertorial is a long-form editorial written by your brand. At first glance they appear like any editorial. However, they are sponsored content designed to educate potential clients, promote a product or service, and build brand credibility. There are awesome benefits to incorporating advertorials into your content marketing strategy, including:
Integrates natively into editorial content, unlike disruptive traditional ads
Educates while subtly promoting your brand
Address common pain points and overcome objections early in the funnel
Promotes industry thought leadership and brand awareness
Provides detailed context to the benefits of your products and services
Decreases the length of the marketing funnel
Offers a soft sell approach to reluctant buyers
Advertorials can also be customized for different platforms and can be geo-targeted or demographic-specific. The most common digital marketing channels for advertorial content includes:
Online news websites and magazines
Industry and brand-owned blogs
Social media platforms
Email newsletters
E-commerce websites
Affiliate marketing sites
Sponsored content networks and content discovery platforms
Advertorials can include other assets like infographics, images, and videos for maximum impact.
The Top Benefits Of Advertorials
There are a ton of benefits to advertorials, the biggest being they have a high conversion rate. As native content, they perform better than traditional advertisements. As a powerful form of storytelling, advertorials promote your product while providing tons of value to the reader—no hard sell, just helpful info. They build trust and feel less intrusive, making it more likely your target customers will engage. Essentially, they boost brand awareness without feeling like a straight-up ad.
What Should You Make An Advertorial About?
As advertorials are a type of long-form content that can integrate graphics, sounds, and videos, there are unending possibilities for what you can write. Here are some ideas to get you started:
How your product solves a common problem
A behind-the-scenes look at your business processes
A customer success story or case study
Industry trends and how your product aligns with them
A guide or how-to that features your products or services
New product launches or updates
The story behind your brand’s mission, vision, and values
Expert tips or advice related to your field
Comparing different solutions and why yours stands out
No matter what you write about, the most important thing is that your advertorials are packed full of valuable information. Our professional writers at Borrowed Pen can help. We’ll help you strategize ideas, optimize your content, and help you write memorable advertorials. Fill out this form, and we can get started.
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