Capturing
your
audience
Sponsored content has become a popular marketing strategy for businesses of all sizes.
However, creating effective sponsored content can be a challenge, and there are several key considerations to keep in mind when planning an engaging content-led campaign.
In this article, we'll explore 7 things to consider about sponsored content, including why it doesn't work well as advertorial or product-pushing.
1. Define your goals
Before you start creating sponsored content, it's important to define your goals for the campaign.
What are you hoping to achieve through this content? Are you looking to increase brand awareness, generate leads, or drive sales?
Knowing your goals will help you create content that is tailored to your target audience and that is more likely to achieve the desired outcomes.
By setting clear goals, you can ensure that your sponsored content is aligned with your broader marketing strategy.
2. Know your audience
To create effective sponsored content, you need to understand your audience. Who are they, what do they care about, and what kind of content do they respond to?
This information can be gathered through market research, customer surveys, and social media analytics. By understanding your audience, you can create content that is more likely to resonate with them and encourage engagement.
In addition, it's important to consider the context in which your sponsored content will be consumed. Will it be displayed on social media or on a website? What is the tone of the platform or publication?
Understanding the context in which your content will be consumed will help you create content that is appropriate for that environment and more likely to be well-received.
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Once briefed, Stuff's Content Studio will work with you on targeting the best audience, in the right tone, through our digital insights, diverse print options and extensive multi-platform content experience. |
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3. Be transparent
Transparency is crucial when it comes to sponsored content. It's important to be clear about the fact that the content is sponsored, and to be upfront about any potential biases or conflicts of interest.
Consumers value authenticity and transparency, and failure to be transparent can damage your brand's reputation and erode trust with your audience.
It's essential to ensure that sponsored content is clearly labeled as such and that any relevant disclosures are included.
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As the most trusted media organisation in New Zealand, Stuff follows strict editorial guidelines. Our commercially-funded content is created to the same standards as editorial, and it is clearly labeled as 'sponsored.' |
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4. Focus on storytelling
Sponsored content that focuses solely on product promotion or advertorial content often falls flat with audiences. Instead, focus on storytelling and creating content that is interesting and engaging for your target audience.
This can include educational content, thought-leadership pieces, and behind-the-scenes glimpses into your brand or products.
Effective storytelling can help build a deeper emotional connection with your audience, making your brand more memorable and creating a sense of loyalty.
Through your content, aim to tell stories that are relevant to your audience, that capture their attention and that inspire them to take action.
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Stuff works with industry-leading journalists and content creators, to provide best-in-class experiences which marry brand messaging with our audience. Storytelling is what Stuff is well-known for, and is at the heart of everything we do. |
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5. Leverage influencer partnerships
Partnering with influencers can be an effective way to reach a new audience and build trust with consumers. However, it's important to choose influencers that align with your brand values and that have a genuine connection with their followers.
Authenticity is key when it comes to influencer partnerships, and consumers can quickly sniff out inauthentic or forced collaborations.
When partnering with influencers, it's important to give them creative control over the content, so that it feels authentic and aligns with their personal brand.
Additionally, ensure that the partnership is disclosed and that the influencer clearly identifies that the content is sponsored.
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Influencers are often at the heart of brand storytelling. Stuff can work with any influencer to help bring the story to a wider omni-channel audience. |
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6. Measure and analyze results
Measuring and analysing the results of your sponsored content campaign is essential to understanding its impact and identifying areas for improvement.
Key metrics to track include engagement rates, click-through rates, and conversion rates. This data can be used to refine your content and improve the effectiveness of your sponsored content campaigns over time.
Additionally, it's important to track the performance of your sponsored content across different channels.
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Stuff's Content Studio optimises content against benchmarks, and provides details post-campaign reporting for best learnings, for future series. |
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7. Avoid overtly pushing products
Finally, it's important to avoid overtly pushing products in sponsored content.
Consumers are increasingly wary of branded content that feels salesy or inauthentic.
Instead, focus on creating content that provides value to your target audience and that positions your brand as a thought leader or helpful resource in your industry.
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Stuff sponsored content stands out from the crowd by creating a seamless native reader experience. Though labelled 'sponsored' our work proudly stands on its own merits as valuable content. For more product-related content we are obliged to label instead as 'advertisement, in accordance with our editorial policy. |
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Sponsored content can be an effective way to reach a new audience and build trust with consumers.
However, it's important to approach it with transparency, authenticity, and a focus on storytelling rather than product promotion.
By keeping these considerations in mind, you can create sponsored content that resonates with your target audience and drives meaningful results for your business.
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