Sponsored Content is an attractive option for advertisers looking to communicate their industry expertise in greater detail than a traditional print or digital advertisement. By telling your brand’s story in the form of an article, you will stand out from traditional advertising with these benefits:
What Makes for Effective Sponsored Content?
Quality sponsored content starts with the audience in mind first, not your sales pitch. Effective sponsored content educates and informs the reader while only subtly (if at all) referencing your brand. Some companies decide to hire freelance journalists to write sponsored content, ensuring the article is of sound journalistic quality. Ask yourself:
What Makes for Ineffective Sponsored Content?
Poor sponsored content ignores the reader and focuses solely on your brand. It will read like a sales pitch or press release rather than an informative article. Consider this dating analogy: “Content marketing is like a first date. If all you do is talk about yourself, there won’t be a second.” Like a bad first date, ineffective sponsored content is only about you. It turns readers off and won’t have the effect you’re seeking.
Additional Tip: Running a Traditional Ad Next to Your Sponsored Content
Advertising partners frequently inquire about including a print ad next to their sponsored content piece. While that decision is entirely yours to make, the practice is discouraged by Athletic Business.
The purpose of sponsored content is to “look and feel” like the strong editorial content our audience is accustomed to seeing in Athletic Business, not a traditional advertisement. Placing an ad directly next to your sponsored content can lead the reader to believe the entire piece is simply an extended sales pitch, rather than an informative, beneficial article.
The choice is yours, but our recommendation is to place your traditional advertisement elsewhere in the magazine, allowing your sponsored content to make an impact on its own.
Printed Sponsored Content Example:
Digital Sponsored Content Example: