A pioneering business leaves a lasting mark on the consumer’s consciousness. But as the years pass by, other driven entrepreneurs will pick up the trail and strive to become a worthy competitor. The competition can even be more intense if your business isn’t an industry pioneer.
You have to expect that you’re up against other companies offering the same services or products. Some of these competitors already have established names, and they’re the giants you’ll have to face. The best weapon you have that’s going to make or break your streak in the competition is no other than your brand. And one of the most used strategies to boost your brand is through sponsored content.
What is sponsored content?
Sponsored content is a form of content marketing wherein you pay a specific price for new content to be created or written by an external publisher to promote your brand. This external publisher can either be a blogger or an agency. Sponsored content also usually includes phrases like “brought to you by,” “presented by,” or “sponsored by.”
Since you’ll be entrusting the creation of content to an external content publisher, you’d want to make sure that you only associate with the best and most reliable in the industry. There are many agencies, such as
How it benefits your branding
Branding is the imprint or memory of your service or product that you leave in your customer’s mind. It’s your business’ identity. That’s why it’s vital to your business success. Your aim is to make more people know that your business exists and convert them into customers or, simply put, raise more brand awareness. With sponsored content, you have a higher chance of success in your brand awareness campaign due to the following benefits:
- You can leverage existing customers of websites featuring your sponsored content.
- It raises your brand’s relevance and ranking on search engines.
- You can be featured as an industry or niche expert.
- Your brand can be featured for as long as the content stays published, and that could mean forever.
Using sponsored content for
When you tie up with a blogger or an agency that has been in the content creation and marketing business for years, you’re guaranteed to have a boost in your business’ brand awareness. To raise your company’s brand awareness using sponsored content, your external publisher should consider the following:
Picking the type of content
There are many approaches to producing sponsored content. You have to decide on the best type of content that suits your brand or product. Sponsored content is usually used for reviews, backlinking, and showcasing products. The most common types of content you can sponsor are:
- Blogs or online articles
- Videos or live streaming
- Social media posts
- News publications
- TV program features
You can choose multiple types of content to use based on your product or service type, but you should always have in your belt those that are found on the internet. This is because sponsored content has a better reach when it comes to leads and customers online.
For example, if your brand is under the fashion category, you’d want to have content published by popular fashion influencers on their blogs, social media, and video streaming channels. If your product has something to do with things that can be used at home, TV programs and printed publications can reach homemakers who could use your product.
Identifying your target audience
Your target audience is the part of the consumer population that you want to direct your business efforts to. They’re the ones that have to root for your brand. That’s why you need to be very particular about who you’re addressing your brand awareness campaign to. The better you know your customers, the easier it is to produce sponsored content that will make an impact on them. You can identify your buyers’ or customers’ persona by gathering data on their demographics. This data should include:
- Educational Background
Staying within your specific niche
Niche pertains to the scope or the category of your business. This is closely related to your target audience as it dictates the concentration of the topics of your website’s content. The more specific you are with your niche, the easier it is for customers to remember your brand as well.
For instance, if you’re a manufacturer of organic beauty products, your content will focus on organic ingredients and their effectiveness in making customers look more beautiful. This differs from health products wherein the content focuses on health benefits or the diseases that it helps prevent or cure.
Always creating original content
Originality or uniqueness is at the core of branding and sponsored content creation. After all, it’s your business identity and sales that are at stake. No matter how many competitors there are that have similar offerings as you do, you have to stay recognizable. That means you have to stay within your brand identity. This should best be shown by making sure that your external publisher produces only original content on your behalf.
Maintaining the quality of your content
Aside from originality, maintaining the quality of your sponsored content at its best also adds a positive impact on your branding. If your sponsored content is always high in quality, this will give customers an impression that your service and product is also of high quality, and that you are indeed an expert voice in the industry. And customers love it when they’re handed the best finds and not something mediocre.
Constantly creating fresh content
It’s also important to keep customers rooting for more with regards to content that feature your brand. You have to make sure that fresh new content is published for your business every now and then. This is one reason why sponsored content can be quite costly. But by the end of the day, you’ll find that it’s worth the investment.
Outshining your competitors
Branding is what sets you apart from your competitors. But in order to take a step ahead of them, you’ll need first to know what you’re up against. Conducting competitor research will help identify which part of your service or product can be magnified and used as an advantage over your competitors.
When customers view your list of services or products, they’re going to want to spot the difference and which one is better. You can have your publisher create sponsored content that highlights these differences and, most importantly, your strengths.
Featuring your core values
Every business endeavo
You can have a blogger or your hired agency create content around your values and use it to build your brand. For example, if one of your core business values is Respect, your sponsored content should feature how you uphold respect in your organization as part of your culture and how you also apply it to grow your community of customers. It could come in the form of an interview or a featured article.
Always make your content shareable
Social media is all about sharing content. This can be a very powerful tool that can bolster your brand into much better visibility and customer awareness. The more your content is shared, the higher brand awareness is achieved. So, you have to make sure that your sponsored content is significant and it’s worth creating a buzz about. It’s also a factor who shares your content.
You can have your employees and key executives share your sponsored content and campaign ads to their friends and acquaintances, or you can have influencers and famous personalities within your niche to help spread the word. For instance, you can have a well-known online reviewer write blogs and post photos of some of your
Building an excellent brand can help your business grow and stay significant in the industry. But what must never be sacrificed for brand popularity are the credibility, integrity, and quality of your services and products. Your sponsored content can be very effective in raising brand awareness and making more people buy your products or pay for services.
But once they find out that you can’t keep what you promise or that an article about you is too good to be true, their reviews won’t just damage your external publisher but also your hard-earned brand awareness. Bad publicity may still be publicity, but it comes with a lot of cost in lost sales and trust. So, it’s best that you choose only the best creators of sponsored content. And most importantly, you need to stay honest and consistent with your branding.