Imagine this – you just launched your company.
30 days later, you’ve already got the biggest publishers in your industry writing articles about you (on their main website, not the category that nobody ever sees!)
Your brand keywords are ranking #1 on Google.
You’re getting hot organic buyer traffic to your website daily.
And you’re making more money than you can handle.
This is exactly what happened to me when I launched my first sponsored article, and today I’m going to be showing you exactly how I did it and how you can leverage sponsored articles in your business to increase brand awareness, establish instant credibility, blow up your SEO game and become wildly profitable in your business.
Let’s dive right in.
What Are Sponsored Articles?
We’re referring to written pieces that, while promoting a brand or product, provide readers with insightful information or entertainment published by a 3rd party for a price.
At their core, sponsored articles are a fusion of advertising and genuine content.
The crazy thing is that audiences typically engage with sponsored content for an average of 36 seconds, way more than the mere 1.6 seconds they allocate to banner ads.
That’s a massive difference.
You’re able to get 2,150% more engagement with sponsored content vs. traditional banner ads (please don’t waste your money there).
And unlike other sponsored formats like IG shoutouts (posts/stories), newsletter ads, and podcast features, sponsored articles give you a lot more room to convey your message, provide value and gain the trust of your readers.
The Birth of Sponsored Content
Have you ever wondered why soap operas are called ‘soap operas’?
I loved watching Friends, but every other day I’d ask my wife, “Why are they called soap operas again?” and she’d tell me something different every time.
Then one day, I started digging into the history of sponsored content.
That led me right back to the golden age of radio: the 1920s.
Picture families gathered together, their living rooms filled with the warm glow of the radio’s light, as they eagerly await the next episode of their favorite show.
These weren’t just any shows; they were the predecessors of today’s podcasts, and they had a secret weapon.
The world was rapidly evolving, and businesses were presented with this novel marketing avenue.
Recognizing the potential of this medium, Procter & Gamble, a company whose primary products catered to women, made a strategic move.
Instead of merely advertising, they sponsored entire radio cooking shows during the 1920s.
This ingenious blend of content and advertising laid the groundwork for what we recognize today as sponsored content.
Adapting to the Digital Age
A lot has changed since then, obviously.
Which has not necessarily been a bad thing.
Now we have advertising platforms, advanced tracking solutions, personalized content, influencers, blogs, social media, YouTube, and so much more.
Sponsorships went from radio to TV commercials.
From TV commercials to YouTube ads.
From leaflets to emails.
From newspapers to blog posts.
Not only did the mediums change, but so did the rules of engagement.
Attention spans are lower than ever before, thanks (but no thanks) to the constant barrage of information and the endless scroll of social media feeds.
This shift has forced brands to be more creative, more authentic, and more in tune with their audience’s needs and desires. No longer can they rely on a catchy jingle or a flashy commercial.
Instead, they need to provide value, tell compelling stories, and foster genuine connections.
The rise of influencers and content creators has further blurred the lines between advertising and genuine recommendation, making authenticity the currency of the internet.
In this fast-paced, ever-evolving world, adaptability, innovation, and a deep understanding of one’s audience are the keys to successful sponsorships.
Sponsored Content Today
Today, sponsored content has evolved into an art form.
It’s less about blatant promotion and more about crafting narratives that resonate.
It’s storytelling with a purpose. And the magic ingredient? Authenticity.
When brands prioritize genuine engagement over hard selling, they transform casual readers into brand advocates. A good example of this is one of my case studies I’ll be taking you through later in this guide – the publisher didn’t accept payment until they personally reviewed our service anonymously to ensure it’s a good fit for their audience.
These are the type of publishers you want to work with, and it’s their audiences where you’ll find the customers your business has been yearning for!
Article sponsorship tip #1: Dive deep into understanding your audience. What sparks their curiosity? What challenges do they face? What aspirations drive them? This is how you craft the ultimate offer and deliver the perfect message to attract the right customers.
Tailor your sponsored content to echo these sentiments, and you’ll not only capture their attention but also their loyalty.
Why You Need To Sponsor Articles
There is a wide range of reasons you should sponsor articles and a wide range of reasons you shouldn’t even have to think about implementing them in your business.
Let’s start with the most powerful benefit of sponsored content (and my personal favorite).
Drastically Improve SEO
Sponsored content isn’t just about immediate engagement. It’s a long-term play with tangible SEO perks.
For example, a well-executed sponsored article can become a magnet for backlinks.
Why does this matter?
Backlinks are one of Google’s top-ranking factors.
According to a study by Backlinko, there’s a robust correlation between backlinks and organic search engine rankings. But it doesn’t stop there.
Here are 6 more SEO benefits sponsored articles can bring you:
1. Increase Domain Authority
Sponsored content, when hosted on reputable sites, can drive high-quality backlinks to your website. These backlinks can boost your domain authority, signaling to search engines that your site is trustworthy and authoritative.
Take my ex-agency for example:
We published zero content over an 18-month period but still managed to increase our Domain Authority enough to stand a solid chance to rank for competitive keywords that’d drive us a lot of organic traffic (I sold the business before I got the chance to see this come into fruition).
Here’s a quick list of keywords I pulled up that Ahrefs believes we could rank Page 1 for thanks to our Domain Authority:
The first keyword “crowd content” is a competitor content agency that we could write a solid review about and compare against our service. The “fiverr freelance writer” keyword could become an article about “Why you shouldn’t use Fiverr to hire freelance writers and what you should do instead”.
“Work from home content writing jobs” keyword could be used to attract more talent into the company, and the rest of those are pretty self-explanatory.
It’s important to know that Google doesn’t recognize domain authority and has stated that they do not use it as a ranking factor – but the statistics don’t lie.
With a little research on Google and Ahrefs, you’ll quickly find absolutely terrible articles with no value outranking high-value posts published by low-authority domains.
2. Rank for Your Brand Keywords
By strategically embedding brand-specific keywords in sponsored content, you can improve your rankings for those terms. This not only boosts visibility but also reinforces brand recognition in search results.
Thanks to our sponsorship efforts, we very quickly took over the 1st page of Google for our brand name while being wildly profitable. As you can see, this is the first result on Google when you search for our agency:
And, if you keep scrolling down the page, here’s what you’ll see:
Each of these reviews were strategically placed. They were placed on websites with high domain authority, high engagement, and high trust.
They did not just cover the first page of Google for a brand that barely anyone was searching for.
They did quite the opposite.
They raised awareness of our brand, increased our conversion rate and moved a lot of people from the fence to our pockets, drove us more sales than we could handle, and still continue to send sales to the business.
3. Diversify Your Backlink Profile
Sponsored content allows you to gain backlinks from a variety of domains. A diverse backlink profile is seen as more organic and less manipulative, which search engines favor.
The brand has been able to retain 500+ backlinks, granted majority of them are spam, but 10-20 good quality ones are enough to accelerate your search engine performance.
It’s good to know that “Google does not take a negative approach to these types of articles when they inform users, educate another site’s audience, or raise awareness for your cause or company. However, situations where the primary goal is to create backlinks to the author’s site violate Google’s rules regarding link patterns.”
In simple words, the primary goal of a sponsorship should not be to create backlinks. It should be to provide maximum value to the reader.
Here’s a post I sponsored in 2022 with Search Engine Journal – you can see I went all out on giving value, and that’s why it was one of their best-performing sponsored posts.
4. Boosted Local SEO
Leveraging sponsorships can be a game-changer for local SEO.
When done right, it can position your brand prominently in local search results, driving organic, targeted traffic to your business. Here’s how to make it work:
- Local partnerships
- Sponsor local events
- Engage with local influencers
- Optimize sponsored content for local keywords
- Encourage Google reviews
- Get listed on local directories
- Geo-targeted promotions
In essence, the key to local SEO success through sponsorships is ensuring a strong local focus in every aspect of the partnership. It’s about being genuinely involved in the community, building local relationships, and ensuring your brand is consistently associated with local relevance.
5. Improved Content Reach
Sponsored content often gets shared across social media platforms.
This extended reach not only drives direct traffic but also increases the chances of gaining organic backlinks from other sites referencing your content.
Take my sponsored post with Search Engine Journal, for example:
397 shares across social media. That’s a whole bunch of free exposure and links that I didn’t pay for, as I was only relying on the website’s audience when planning this campaign.
6. Capture Long-Tail Keywords
Sponsored articles allow you to deeply cover niche topics, capturing long-tail keywords that might not be addressed on your primary website.
These keywords often have lower competition and can drive highly targeted traffic.
And thanks to already well-established sites, you’re able to siphon these keywords at the cost of sponsoring the article (much better than spending tens of thousands of dollars to achieve the same results on your own site).Let’s take a look at the next reason you need to start sponsoring content…
Depth of Content
While bite-sized content might capture fleeting attention, it’s the in-depth, comprehensive pieces that truly resonate and leave a lasting impact.
Sponsored articles provide an unparalleled opportunity to dive deep into subjects, offering readers insights that skim-the-surface articles or formats like IG shoutouts simply can’t.
Why is depth so crucial?
It Establishes Authority
When you dive into the intricacies of a topic, you’re showcasing expertise, which builds trust with your audience. Readers are more likely to return to a source that consistently offers them value.
In-Depth Content Is More Shareable
Readers are more inclined to share articles that have enlightened them or provided a fresh perspective on a familiar topic. Each share extends your content’s reach, potentially capturing a new audience segment and, at the very least, increasing your brand awareness.
Search Engines Love Depth
Comprehensive content tends to rank higher on search engines.
Google, for instance, favors ‘pillar’ content that offers exhaustive information on a topic. Such content can become a cornerstone of your site, drawing consistent traffic and acting as a gateway to other pieces of content on your platform.
In essence, depth isn’t just about word count; it’s about value.
It’s about offering readers a deep dive into topics they care about, answering questions they didn’t even know they had, and positioning your brand as a thought leader in the space.
In the world of sponsored content, depth is the anchor that keeps readers engaged, informed, and coming back for more.
Keep in mind that while Google doesn’t explicitly favor longer content, various studies have shown a correlation between content length and performance metrics.
Research from Hook Agency suggests that the optimal content length for SEO in 2023 lies between 1,760 and 2,400 words.
Similarly, Wordstream found that their best-performing blogs over the past three years averaged between 2,700 to 3,000 words.
This trend suggests that while content length isn’t a direct ranking factor, longer articles tend to garner more traffic, achieve higher rankings, engage readers for extended periods, and lead to better conversion rates.
In the ever-changing world of digital marketing, trends come and go at lightning speed. But amidst this whirlwind of fleeting content, there lies a timeless treasure – evergreen content.
Sponsored content with evergreen value stands tall, unaffected by the shifting sands of time, continuously drawing readers year after year.
So, what makes evergreen content so invaluable?
Unlike time-sensitive articles that peak and then wane in interest, evergreen content maintains its relevance. This means it continues to attract traffic long after its initial publication, offering a steady stream of visitors without the need for constant updates or promotion.
All of the articles I sponsored for my ex-agency are still the page 1 results on Google for our brand and continue generating traffic and new customers for the business till today!
The initial investment in creating a piece of evergreen sponsored content can yield returns for years. Its enduring nature means you get more value for every dollar spent, as the content doesn’t ‘expire’ or become outdated quickly.
When I launched my first sponsored article, I saw a return on the first day. In fact, I made my $4,000 investment back within 5 days. And over the following 18 months, that article ended up bringing in over $119,000 in revenue.
On the other hand, I was never able to get Facebook ads profitable for my agency, so for me, it wasn’t even a matter of ‘higher’ ROI. It was the only ROI I was getting from paid advertising.
Evergreen content positions your brand as a reliable and consistent source of information. Over time, as readers repeatedly come across your content when searching for information on a topic, they begin to see your brand as an authority in the field.
Keep in mind that most businesses running any form of marketing probably have a bunch of people sitting on the sideline.
And usually, all it takes is for one person they trust and follow to tell them about you, and they’ll be on your checkout page with their card out the next minute.
So sponsored articles don’t only bring you new business, but they also help you convert more of your existing audience into customers.
Search engines adore evergreen content.
Because it remains relevant and continues to draw traffic, it often ranks higher in search results.
Moreover, its lasting value means it accumulates backlinks organically over time, further boosting the SEO potential of your business.
It’s not that Google said, “We only want you to publish evergreen content”.
It’s simply the fact that an article that stands the test of time, stays relevant, stays attracting and engaging readers, and attracts new links every year is obviously going to perform well on the search engine without a shadow of a doubt.
While the core of evergreen content remains unchanged, it offers the flexibility to be updated with minor tweaks as and when needed. This ensures the content stays fresh and relevant no matter the year or climate.
In the world of online content, evergreen pieces are the mainstay.
They’re reliable and always relevant.
When it comes to sponsored content, having evergreen value means your brand’s message doesn’t just get noticed once but keeps making an impact over time.
It’s crucial to work with publishers that value their reputation and are not just after your money.
Authentic evergreen content is more likely to resonate with readers and achieve its intended SEO benefits.
Common Misconceptions About Sponsored Content
Sponsored content, despite its growing prevalence in the digital marketing world, remains covered in misconceptions. Let’s debunk some of these myths and set the record straight.
Misconception #1: Sponsored Content is Deceptive
Many believe that sponsored content is designed to trick readers. In reality, transparency is key.
Ethical brands and publishers always clearly label content as “sponsored” or will say something like “Brand A partnered with Brand B to bring you this post” to maintain trust with their audience.
Misconception #2: It’s Just Another Ad
While sponsored content promotes a brand or product, it’s not a traditional advertisement. The primary goal is to provide value—be it informational, educational, or entertainment.
Misconception #3: Quality Takes a Backseat
Some argue that sponsored content can’t match the quality of organic content. However, publishers are investing heavily in ensuring their sponsored articles are of top-notch quality, often collaborating with seasoned writers and industry experts.
Misconception #4: Why Not Just Run Native Advertising?
This is where things can get a tad confusing. While both forms of content marketing seamlessly fit within the platform they’re on, there are distinct differences, with the biggest ones being that one is a piece of content and one is an ad:
This is a collaboration between a brand and a publisher. The brand sponsors the piece, but the content is crafted to align with the publisher’s style and voice. It’s more about storytelling and less about direct promotion.
Sponsored article on SearchEngineJournal.com
A sponsorship deal can only be made directly with a publisher or through a sponsorship management company.
These are ads that match the look and feel of the platform they’re on but are clearly labeled as “promoted” or “sponsored.” They’re more direct in promoting a product or service, though they still aim to offer value.
Native ads on MSN.com
Article sponsorship tip #2: When considering sponsored content, focus on authenticity. Readers value genuine stories and insights over blatant sales pitches.
By prioritizing authenticity and value, brands can effectively engage their audience and build lasting relationships.
It should be very clear now why you need to start sponsoring content for your business. But before I take you through the steps of sponsoring your first post, it’s important you understand the different formats available to sponsor and why you’d pick one over the other.
Diverse Types of Sponsored Articles
By diversifying the types of content you publish, you ensure that your brand message resonates across different segments of your audience.
You should know that articles are not the only format of content you can sponsor. Here are 5 other formats of content you can sponsor:
- Podcasts & Webinars
But why is this guide exclusively about sponsored articles? It’s simple.
The first article I sponsored generated over $119,000 in new revenue for my content writing agency within 12 months (and an endless list of other benefits).
Now that you’re up to date with article sponsorships, the different types, and why you should be using them in your business, it’s about time I show you how!
Step-by-Step Guide To Article Sponsorships
You can complicate the life out of this, or follow these simple steps.
- Select content type and campaign objective(s)
- Identify publisher
- Arrange deal
- Craft content
- Launch the sponsored article
Let’s start by looking at the different types of articles you can and should sponsor.
Best Article Types For Sponsorships
They all serve different purposes and they’re all worth sponsoring (once you know why and how).
- Informative Article
- Deep Dive
- How-to Guides
- Product Review
- Opinion Pieces
- Event Preview
- Research Articles
- Open Letter
- Case Studies
- Industry Analysis
- Personal Stories or Brand Journeys
- Surveys or Poll-based Articles
As you can see, you can sponsor any type of content.
But should you? It all comes down to your goals.
Is it brand awareness? Is it more sales? Or maybe you just want to clear the search engine of bad reviews about your company – here are some things sponsored articles can help you achieve:
- Drive Traffic
- More Leads
- More Sales
- Better Conversion Rate
- Build Partnerships
- Brand Awareness
- Thought Leadership
- Search Engine Authority
- Reputation Management
- Community Building
- Crisis Communication
I’ve made a list of the best content types for the most recommended sponsorships goals with examples, check it out:
|Brand Awareness||Informative Article||Introduce the brand’s values, mission, and offerings without a hard sell.||“The Journey of [Brand]: Pioneering Sustainable Fashion Since 2005.”|
|Thought Leadership||Deep Dive||Showcase expertise and insights on industry trends or challenges.||“What [Brand[ Has To Say About The Future of Renewable Energy.”|
|Lead Generation||How-to Guides||Provide value, prompting readers to sign up for more detailed content or tools.||“Mastering Digital Marketing: A Comprehensive Guide by [Brand].”|
|Product Promotion||Product Review||Highlight the unique selling points of a product.||“Introducing [Brand]’s Newest Smartphone: A Game-Changer in Mobile Tech.”|
|Audience Engagement||Opinion Pieces||Spark discussions and interactions among readers.||“[Brand]’s Take on the Vegan Movement: A Dietary Revolution or Just a Trend?”|
|SEO Benefits||Listicles||Easily incorporate target keywords and gain backlinks.||“Top 10 Travel Destinations for 2023, Curated by [Brand].”|
|Event Promotion||Event Preview||Generate excitement and anticipation for the event.||“A Sneak Peek into [Brand]’s Annual Tech Expo.”|
|Educate The Market||Research Articles||Share in-depth knowledge or findings.||“[Brand]’s Research: The Impact of AI on Modern Healthcare.”|
|Reputation Management||Open Letter||Address issues directly and transparently.||“A Message from [Brand]’s CEO: Our Commitment to Data Privacy.”|
|Drive Traffic||Teasers||Intrigue readers to visit the main site or platform for the full content.||“Discover [Brand]’s Spring Collection: A Glimpse into This Season’s Must-Haves.”|
|Increases Sales||Case Studies||Showcase the effectiveness of a product or service.||“How [Product] by [Brand] Transformed Small Businesses: A Success Story.”|
|Build Partnerships||Industry Analysis||Attract potential collaborators by showcasing market insights.||“[Brand]’s Forecast: The Next Big Innovations in FinTech.”|
|Community Building||Personal Stories or Brand Journeys||Foster a sense of connection and loyalty among readers.||“The Heart and Soul of [Brand]: Stories from Our Founders.”|
|Feedback Collection||Surveys or Poll-based Articles||Engage readers in providing their opinions or feedback.||“[Brand] Wants to Hear From You: What’s Your Dream Travel Destination?”|
|Crisis Communication||Clarification Articles||Address concerns and provide clear information.||“[Brand]’s Response to Recent Concerns: Everything You Need to Know.”|
but in the case, you need to exclusively achieve one of the above-mentioned objectives, then you know where to start.
Once you’ve defined your campaign objective and the type of content you will use to achieve that, all that’s left to do is find the right publisher and prepare the content.
For the rest of this guide, I’m going to use one of my own case studies to walk you through what’s left of the process and show you how it all plays out if you do it right.
Case Study: Sponsored Review Generates Over $100,000 In Revenue For A Content Writing Agency
To start with, the content writing agency I speak of is my ex-company (it was acquired in August 2022).
It grew from 0 to 800+ customers in 18 months and over $450,000 in revenue without any pay-per-click ads, referrals, lead generation, or an existing audience.
Over $100,000 of this revenue came from one sponsored review.
Let me explain how.
$100,000 sponsored article case study
Step 1 – Found A Publisher To Sponsor
I was 4 months into running my business, and this sponsorship opportunity actually presented itself to me.
A publisher had seen one of our newsletter ads in another publisher’s newsletter, so they reached out to us and asked us if we’d like to sponsor their newsletter or website.
(It was no secret that they sell sponsorships, you could even go to their website and purchase advertising directly from them)
Now usually, when people cold reach you it’s probably something bad.
But in this case, it was clear that the publisher had a successful website, a highly engaged audience, and had established quite a reputation in the industry.
Step 2 – Define Campaign Objectives & Details
My only goal at the time was to generate sales.
We had a great customer retention rate and spending frequency, so our only goal was getting people through the door.
Plus, we had been running newsletter ads until that point directly to our sales page, and those were performing extremely well for us. So we figured, in any case, we’ll be sending traffic directly to our website.
But where from? Their newsletter? Their blog? Their podcast?
Or how about all of them?
That’s the offer they presented us with.
$4,000 for one sponsored article, two emails to their newsletter, two shoutouts to their Facebook group, and one podcast mention
They were willing to lower the rate if we were up for giving commissions (this was a huge green flag for me – it shows how confident they are in their audience).
Step 3 – Crafting The Sponsored Article
The best part about this sponsorship was the authenticity.
You don’t want to work with publishers that just want your money and are willing to publish anything – either they don’t value their reputation or don’t have a reputation to value.
You see, upon agreeing to run the sponsorship with them, they informed me that they would anonymously purchase content from us in the coming days to put together their review.
Without us realizing it, we had taken their order, delivered the service, and they had put together their review.
You can read the review here.
That’s when they sent us the invoice and let us know the campaign will be going live in the coming days – I still remember… April 5th, 2021.
Article sponsorship tip #3: The best publishers will only work with you if your product/service is a good fit for their audience, and they will write the content themselves or have an editorial team that will work with you to put together the article.
Step 4 – Let The Dollar Bills Rain
Sounds stupid… But that’s exactly what happened.
We generated $2,493 right out of the door
Not bad, right?
Look what happened the next day…
$4,213 in a single day!
And these kinds of numbers kept coming in for the next 2 months till we had to close the doors and stop accepting business for 45 days (lost a lot of money then, but growing pains, hey?)
Within 4-5 days of the sponsored review going live, we had already made our ad spend back in profit. We still had two newsletter ads and one FB group shoutout pending, which would go on to go make us extremely profitable.
The Long-Term Effect
It’s cool and all to generate revenue during the time of promotion.
But what about the rest of the year?
How does this success reflect on our profit/loss?
Well, thanks to promotions like these and our great retention rate we were able to achieve a lifetime value of $536 over the 18 months of running the business.
And we were able to attribute 223 new customers to this sponsorship.
So if we take 223 customers and multiply it by a lifetime value of $536 – we potentially gained $119,528 from this $4,000 sponsored article.
When was the last time you heard of such returns from Google ads or Facebook ads?
Maybe it happens, but we’re talking about anomalies.
In this case, I barely knew what I was doing. It was my first ever sponsored article. I didn’t retarget any of our traffic, nor did I collect their email addresses to follow up with them.
All traffic was sent directly to a sales page and would only enter our database if they bought something from us (terrible idea but it clearly worked!)
Even in doing everything the cowboy way, our results were tremendous.
Now you might be wondering, “all of this is great, but what if I have to or want to write the article myself?”
Not to worry, I’m going to give you a simple but proven-to-perform framework for crafting the perfect sponsored article.
Crafting the “Perfect” Sponsored Article
To start with, there’s no such thing as perfect. Especially when it comes to content.
The only thing that matters is value exchange, authenticity and relevance.
My favorite type of sponsored article is a sponsored review, and I have my reasons why:
- Establish instant credibility
- Short and long-term exposure
- Generate new sales and convert more of existing audience
- Trustworthy reviews appear when users search “[brand name] reviews” on Google
- And the fact that they’ve made me a lot of money!
To make your life easier, I’ve prepared the ultimate sponsored review post template, which you can download to your device and use as you require.
Click here to download the sponsored review post template for free.
3 Examples of Sponsored Articles
1. Sponsored Review For My Ex-Agency
An article I sponsored on SearchEngineJournal.com
Learn more about Search Engine Journal’s sponsorship solutions.
2. Sponsored Posts On Tech Crunch
Example of sponsored content on TechCrunch.com
Learn more about TechCrunch’s advertising solutions.
3. Another Sponsored Review For My Ex-Agency
Sponsored review on BloggersIdeas.com for my ex-agency
I had to contact this blogger through their contact form to secure this placement.
Measuring the Impact of Sponsored Articles
Gone are the days when marketers could rely solely on gut feelings or anecdotal evidence.
Today, with advanced tracking tools and analytics platforms, you can gauge the effectiveness of your content with precision.
Remember, it’s not just about traffic.
Engagement metrics, such as time spent on page and social shares, can offer insights into the quality and relevance of your content.
Moreover, with the rise of attribution modeling, brands can trace back conversions to specific articles, understanding both short-term and long-term impact.
Here’s a simple guide/checklist to measuring sponsored article performance:
Set up Google Analytics
- Sign up for a Google Analytics account if you don’t have one.
- Add your website to the account and get the tracking code.
- Install the tracking code on every page of your website, preferably in the header.
- In Google Analytics, set up Goals to track desired actions like form submissions, downloads, or specific page views.
- Use UTM parameters in your URLs to track the effectiveness of specific campaigns.
Collaborate with the Sponsored Blog
- Request regular data on page views, time spent on the page, and bounce rate for your sponsored content.
- If possible, ask if they’ll allow you to pixel their page. This will enable you to track user interactions with your content directly.
- If the blog agrees, use platforms like Facebook or Google Ads to create a tracking pixel.
- Share the pixel with the blog, and have them implement it on the page with your sponsored content. This is essential if you wish to retarget the audience or build lookalike audiences based on the traffic.
Monitor and Analyze
- Regularly check Google Analytics and any other tracking platforms you’re using.
- Analyze the data to understand user behavior and adjust your content or strategy as needed.
As long as you have Google Analytics and Conversion Tracking set up correctly, and you don’t forget to set up a UTM tracking link for the sponsored article, you’re going to be good to go!
Future Trends in Article Sponsorships
The internet has revolutionized the way brands connect with their audience. The last 5 years have seen unbelievable advancement in advertising technology at a pace that’s hard to comprehend.
Right now, there are several emerging trends that you can leverage with article sponsorships:
Personalization at Scale
With advancements in AI and machine learning, brands can now offer personalized content experiences to vast audiences. This means that sponsored articles will increasingly be tailored to individual user preferences, enhancing engagement and conversion rates.
The future of sponsored content is not just static text. Expect to see more interactive elements like quizzes, polls, and augmented reality experiences that engage readers in novel ways.
Voice and Visual Search
As smart speakers and visual search gain traction, sponsored content will need to adapt. Brands will sponsor voice-activated content or visual stories, capitalizing on these emerging search methods.
Sustainability and Social Responsibility
Modern consumers value brands that stand for a cause. Sponsored articles will increasingly focus on sustainability, diversity, and other social issues, aligning brand values with consumer expectations.
With the advancement of analytics tools, brands can measure the impact of their sponsored content more accurately. This will lead to more data-driven strategies, optimizing ROI and ensuring that content resonates with the target audience.
From its humble beginnings in radio shows to its sophisticated presence across various digital platforms, sponsored content has evolved, adapting to the changing tastes and preferences of audiences.
This guide has taken you through the intricacies of crafting compelling sponsored articles, the importance of tracking their impact, and the future trends that are set to shape this form of advertising.
But remember, while strategies and trends may shift, the core principle remains: authenticity.
In an age saturated with information, genuine, value-driven content stands out.
As you venture into sponsorships, keep your audience at the heart of your efforts, and never underestimate the power of a well-told story.
Here’s to crafting content that not only promotes but also resonates and leaves a lasting impact.