Advertorials transform advertising into natural editorial content within a media outlet.
Unlike traditional advertising, it blends into the editorial context by adopting the style and graphic charter of the medium used. This marketing technique adapts to all media: from premium paper magazines to specialized blogs, including video content and online press.
Its objective? To effectively promote a product or service while playing the legal transparency card with a clear mention of its advertising nature.
Why use advertorials in your marketing strategy?
Advertorials are a valuable asset to any marketing strategy. By telling a story or providing relevant information, they captivate the audience and build credibility for the company. One of the main benefits is their ability to build trust with the audience through useful and relevant content.
These contents generate sustainable traffic and strengthen the visibility of brands in search results. They also enable multi-channel distribution, reaching the public through various media, whether paper or digital.
They are often more affordable than other forms of advertising, making them accessible even to businesses with a limited marketing budget.
How to design an effective advertorial?
To design your effective advertorial, follow these 6 key steps:
- Start by clearly defining the message you want to convey.
- Focus on a specific goal and avoid overloading the text with multiple messages.
- Prioritize the readability of the text to facilitate understanding. This clarity will allow you to more effectively encourage the reader to take action, whether to buy a product or contact a service.
- Proofread your text carefully to ensure the clarity and accuracy of the message.
- Capture your readers’ attention with engaging storytelling that grabs the attention from the start.
- Complement your storytelling with customer testimonials or case studies that reinforce the authenticity and credibility of the content, while helping to establish an emotional connection with the reader.
What are the differences between an advertorial and a sponsored article?
Advertorial or sponsored article? These two advertising formats are distinguished above all by their approach and their integration. An advertorial is advertising content that uses the codes of journalism to offer a realistic description, but remains sales-oriented.
Conversely, a sponsored article is more of an editorial content. Although it also serves advertising purposes, it respects the editorial line of the site. Thus, this type of article blends into the environment of the medium, so much so that only the mention ‘sponsored’ allows it to be identified as such.
This integration makes it possible to bypass the instinctive rejection of advertisements by Internet users, by focusing on the authenticity and quality of the content.
In practice, to successfully integrate and maximize its impact, the sponsored article can take multiple forms, ranging from a blog post to an infographic, and is often written according to precise specifications to ensure its consistency with the host site.
What are the benefits of advertorials for SEO?
Advertorials offer several advantages for SEO. They open the door to quality backlinks, real pillars of positioning on search engines. These links share their authority with your website, naturally improving your visibility.
Another advantage is the total control over the message delivered. This mastery of the message allows for precise and effective SEO optimization.
These articles thus become real levers to improve your positioning, while effectively contributing to consolidating your online presence.
How to measure the success of an advertorial campaign?
Discover the key performance indicators (KPIs) that will allow you to measure the success of your advertorial.
Accurately measuring your performance allows you to optimize your advertorial campaigns and maximize your return on investment. Here are the main KPIs to monitor closely;
- ROI ( return on investment) is the main indicator. It directly measures your earnings in relation to your expenses.
- Monitor your conversion rate, which shows how many visitors become customers.
- Cost per lead (CPL) and cost per acquisition (CPA) that give you a clear view of the profitability of each new prospect or customer.
- Traffic source analysis reveals where your audience is coming from, whether it’s from organic search, social media, or other referrals. Each channel helps enrich your understanding of the user journey.
- Click-through rate ( CTR) and cost per click (CPC) complete your analysis by accurately measuring your readers’ engagement.
- Always start by setting specific goals for each campaign.
