Did you know that sponsored content builds rapport with customers because they're not invasive like a traditional ad? Customers who see ads in their standard format often lose interest or ignore them outright.
However, sponsored content (a form of native advertising) avoids this, making them more inviting and seen as a trustworthy promotion from their favorite sites, with most not even realizing it's an ad!
The benefits of sponsored content are practically endless. Still, the most important ones include those backed by research, as they:
Get started with our top tips for sponsored content campaigns.
Instead, keep the sponsor or influencer in your industry. If you're selling kitchen goods, try partnering with a TikTok cooking influencer. If you're a plumber (or any Home Services company), partner with a locally trusted media outlet to reach residents in your local market. Working with smaller sponsors or influencers also allows for a more even partnership since they will likely give your brand more attention than someone with innumerable sponsors they must promote.
The top three social media platforms for brand promotions by influencers are Instagram, YouTube, and TikTok. However, you should only use them if your audience is active on them. For instance, leading industry topics in popular platforms include:
With these in mind — and the knowledge that there are dozens of other websites to sponsor and platforms to leverage influencers on — create content for platforms your audience uses, such as social media or podcasts, to reach them where and how they want you to reach or engage with them.
You need to know where you want to be to ensure your sponsored content campaign will get you there. If you want to increase brand awareness, podcasts are a massive hit for reaching your specific audience by narrowing down industry-related podcasts. Social media also successfully generates quality leads demonstrating purchasing intent, and website sponsorships have a track record of driving web traffic and influencing sales.
Whatever the objective, prepare your campaign for 376% more success by applying the SMART technique —using specific, measurable, attainable, relevant, and timely plans — before creating your sponsorship strategies.
In sponsored content campaigns, the key is to plan multiple campaigns to run simultaneously or try a few different types of campaigns to gauge which has the best results. That allows you to avoid ad annoyance by delivering various campaigns while also ditching the ones that aren't up to your standards and building off the ones that are a hit.
After all, higher risks often mean higher rewards.
Don't embrace changing trends, campaign flexibility, goal developments, and sponsor & platform decisions on your own. Experts in our McClatchy teams are very knowledgeable and experienced in sponsored content marketing. McClatchy also has a massive reach and multiple means of reaching customers to leverage in your advertising. Contact us to learn more!