The world is more digitally reliant than ever. With individuals and corporations alike utilizing online presence as a vital lifeline for contact, connection, and communication, it’s hard to remember a time when the world wasn’t tethered through a simple series of clicks.
A direct result of this heightened connectivity is the need for businesses to pivot their approach not just to remain relevant through changing trends, but also in fostering and maintaining relationships with customers and clientele.
With great network comes great responsibility, not to mention amplified competition, making it imperative for companies to get creative in how they set themselves apart.
Sponsored content is not a new concept. In fact, it’s been a crucial digital marketing and branding tool for a long time. However, what has changed in recent years is consumer behaviours, brand interpretations, and how businesses craft and execute their sponsored content.
Digital landscapes continue to evolve, as do the changing expectations of what current and potential customers look for from the businesses they buy from. And with ample options at the tips of their fingers, it’s never been more important for businesses to create compelling content that resonates with their target audiences while remaining relatable and relevant.
So, how can they do that? We’re so glad you asked!
Branching out from general brand awareness
You are an expert in your own business. So, it’s not surprising that you know the ins and outs of what makes it great. However, from an outsider’s perspective, reading a summarized ‘about us’ with a list of services doesn’t leave much room for creativity, nor does it leave much to the imagination of the consumer.
Readers are more likely to respond to and engage with content that improves or benefits them in some way while having real-world applications. In this realm, content that provides tips or guides to solving relatable issues or addresses commonly asked questions can be an excellent approach to integrating how and why your business is the ideal solution. This approach also aids in establishing your brand as a thought leader and reliable resource, thereby boosting its credibility.
For instance, instead of simply listing their suite of services, a plumbing company could supply a guide on ‘What to do when your toilet is clogged.’ Another example could be a fertility clinic where, instead of listing their various procedures, they could offer sponsored content surrounding how age impacts fertility, how to support your partner through infertility struggles, or exploring the various family-building options for the LGBTQIA+ community.
Expanding the scope of your sponsored content to address broader concerns or questions may seem counterproductive, but it actually serves a greater benefit by expanding your potential target audience while also boosting your SEO.
Preserve authenticity
In sponsored content, there is a delicate balance of crafting content that is relatable and accessible while also conveying key messaging and driving conversions.
Marketing as a whole can often come across as disingenuous and inauthentic, which is why it can be a worthwhile tactic to inject real-world stories and testimonials into your content from those who have purchased your product or experienced your service for themselves.
For example, many charities and non-profit organizations seek out sponsored content as a means of enhancing their fundraising efforts and initiatives. However, with so many pursuing this avenue – especially during certain times of the year, such as the holiday season – in an attempt to drive donations, it’s incredibly easy for yours to get buried and for readers to become overwhelmed and turned off by the inundation of donation requests.
Instead, it’s better to take a more humanized approach by profiling and incorporating individuals whose lives have been improved by the services the organization provides. This strategy helps establish crucial context while giving readers someone to connect with and relate to, providing a greater sense of authenticity by putting a name and face to the story.
Creativity is crucial in sponsored content
While it is comfortable and familiar for sponsored content to adhere to a simple ‘this is who we are and this is what we do’ format, this approach is no longer the most viable or strongest performing method to get the most out of your investment.
Instead, what most readers today are looking for is helpful, insightful and solution-driven content they can use and relate to driven by real-world people and stories. This dedication to communication and context helps foster a connection with and promote engagement from, your target audience that extends beyond general brand awareness and instead positions your business as a thought leader and reputable resource.
Not only does this enhance your credibility, but it also increases the likelihood of your content performing well, leading to increased conversions and a stronger likelihood for return clients.
If you are a business owner looking to expand your local reach, get in touch with us to learn more.