Sponsored content can captivate audiences, encourage social sharing, and drive results when crafted well. To craft compelling content, it’s critical to understand your audience and their pain points.
One way to achieve this is by using A/B testing. A/B testing involves creating two or more versions of the same content and analyzing each against predetermined metrics to identify what works.
Make it relevant to your audience
Whether articles, videos, or carousels, sponsored posts should be relevant to your audience. They should address a problem or pain point your audience cares about and provide a call to action that drives them toward conversion.
Sponsored ads should also be clearly labeled for audiences to know they’re advertisements. This ensures that viewers aren’t misled and that their trust is maintained.
Consider the editorial guidelines of your publication when creating a sponsored post. To know more, click here; this will help you create content that will be well-received by readers. Additionally, ensure your sponsored post is optimized for search engines to improve visibility. This can also increase the chance of appearing in search results, driving more traffic and leads for your business.
Include a call-to-action
Sponsored posts allow brands to get their content in front of the right people. The trick is ensuring the post is relevant, visually appealing, and includes a clear call to action.
The call-to-action can be anything from visiting a website to downloading an ebook or signing up for a newsletter. After reading the post, it is essential to know what your audience wants to do and include a call to action to drive them toward that desired action.
It is also important to disclose that the post is sponsored. The disclosure can be done in several ways, but it should always be visible. An excellent way to do this is by using a bold font, bright colors, or arrows. Another option is to include a sentence at the top of the post that reads: “This post is in partnership with XYZ Company. I may earn commission from purchases made through the links in this post.” Kelley Nan did this for her ‘Toilet Room Makeover Reveal’ blog post, which worked!
Make it visually appealing
Sponsored posts are a great way to promote your brand and reach new audiences. However, making them look natural is essential to avoid losing the audience’s attention.
A sponsored post looks like regular user-generated content and appears in the news feed of a social media platform. The goal is to blend in and avoid looking like an advertisement, mainly as more people use ad blockers on their devices.
Keep the same voice and tone when creating a sponsored post. This will help readers feel like the brand is a friend, not an ad. For example, a blogger might create a ‘Toilet Room Makeover Reveal’ blog post and state at the beginning of the post:
Thrive Market uses this strategy with their Instagram Stories, displaying products alongside inspiring quotes from satisfied customers. This makes the content look natural and entices viewers to click through.
Include a link
Whether you’re being paid actual money for the post or a free product in exchange, it is essential to disclose your relationship. A simple, straightforward disclosure at the beginning of the post is all that is needed. Something like “This post was written in partnership with Bed Bath & Beyond and may contain affiliate links. I was compensated for this post, but all opinions are my own.”
Often, sponsored posts include a call-to-action, whether a link to click, a coupon to download, or a social post to share. Don’t just slap it at the end of your post; weave it into the story and make it so compelling that they can’t help but click/download/share/visit! This will create engagement with your current audience and attract new readers. Ultimately, you’ll have effective, high-quality content that generates results for your advertiser. It’s a win for everyone!
