Sponsored content is growing in popularity. eMarketer studies project…
- Facebook Advertising revenues will increase another 31.5% in 2016, following a 41.8% increase in 2015
- Twitter Advertising revenues will increase 45% in 2016
- LinkedIn Advertising revenues will increase 20.5% in 2016
- Instagram Advertising revenue will increase 149% in 2016, reaching $1.48 billion globally
For companies and causes alike, the decision whether to invest in sponsored content rests on the answer to one key question: What is the ROI of sponsored content?
Why is sponsored content growing in popularity?
- Declining reach of organic content on platforms such as Facebook
- As more companies invest resources in content marketing programs, there is increased competition to get eyes on your content in general and especially to drive consumption among the right audience(s)
- Narrow targeting capabilities make sponsoring content on platforms such as Facebook an economic and highly effective way to reach your target audience(s)
When is sponsored content the right approach?
- On Facebook, it can help grow your page audience and drive traffic to your website/landing pages
- On Twitter, it can help generate downloads for your content marketing offers
- On Facebook, Twitter, and LinkedIn, it’s a great way to get more eyeballs on your most important news
- On online news/content sites, when it can give you industry exclusivity (for example, a sponsored expert column in a key online real estate publication)
- When you have news or thought leadership to share that is on the brink of clearing the editorial wall
- When you are trying to generate inbound links for your website
- In some instances, you can link to your blog articles, landing pages and premium content (whitepapers, e-books, toolkits, etc.) that are part of your inbound/content marketing program.
While sponsored content cam help to grow online audiences and reach/drive action among target audiences, it is not a standalone marketing program. Sponsored content can be leveraged to enhance your social media marketing efforts, to support an inbound marketing or content marketing program and complement your overall media relations strategy. Here are a few examples of what that may look like:
- A sponsored story on Facebook promoting a new consumer product. The story drives to a dedicated product landing page where visitors have the opportunity to not only learn more but make a purchase.
- Sponsored content on LinkedIn to drive registrations for an upcoming conference. You spotlight one or two speakers and drive to a media-rich landing page where visitors can watch videos of the guest speakers and buy tickets.
- A sponsored feature column in a newspaper or magazine or on a content site that is promoted through the publication’s channels. Sponsored content guidelines may allow you to link back to thought leadership assets on your website. You increase overall site traffic, expand your audience, enhance expert positioning and bolster your organic SEO.
Sponsored content can play an important role in an integrated marketing program. If you’re interested in developing a sponsored content strategy for your business, contact us today.