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The Key to Success with Sponsored Content

The use of sponsored content (also known as native advertising**) is on the rise, though not many brands understand exactly what it is, how it works, or who is currently using it. Sponsored content is content (e.g. blog posts, articles, Facebook posts, videos, tweets and Infographics) written (or co-written) by a brand (say SAP) and published on a publisher’s domain (say Forbes.com) for the purpose of acquiring new audiences. Sponsored content is interesting, engaging, quality content NOT a marketing message. It should add value to the user’s experience (i.e. entertain, educate, enhance communication etc.), and always, always line up with the reader’s expectations on the publisher’s site. It should also be labeled clearly as originating from the brand or sponsor and not the editorial team of the publisher. Here’s a great example … [Read more...]