Why it Should be the Cornerstone of Your Paid Strategy

Sponsored content has become an indispensable tool for brands looking to forge genuine connections with their audiences. Long gone are the days when traditional ads alone can do all the heavy lifting and capture enough attention and drive sales on their own. Today’s savvy consumers demand content that feels both relevant and valuable. Sponsored content seamlessly integrates promotional messages within the content consumers already trust and enjoy, making it a powerful way to build engagement and brand loyalty.

But it can be a difficult balance to retain the independent perspective of the content and still incorporate vital brand messaging. The key to successful sponsored content lies in partnering with high-quality media outlets and influential creators who can authentically convey your brand’s story. Working closely with these partners ensures that your brand shines through without compromising the integrity of the content.

What is Sponsored Content Advertising?

Sponsored content, also known as sponsored editorial content, includes any promotional media paid for by an advertiser but created by a different brand, influencer, or publisher. This type of content is strategically shared with the audience of the content creator, thereby boosting brand recognition through trusted channels.

Growing up in the United States, I was surrounded by soap operas on television—a term that originated when Procter & Gamble and other brands began sponsoring radio serials in the 1920s. These serials were designed to promote their soap products, seamlessly integrating advertisements into engaging storylines. This innovative approach not only entertained audiences but also embedded the brand deeply into their daily lives. The success of these early soap operas laid the groundwork for today’s more sophisticated and diverse landscape of sponsored media.

Modern sponsored content has evolved far beyond these early examples, now encompassing a wide array of formats, including articles, videos, podcasts, and social media posts. Unlike traditional ads, sponsored content blends naturally with the regular content on a platform, providing value and relevance to the audience. This method not only captures attention more effectively but also builds a stronger connection between the brand and its target market.

Sponsored content offers several advantages over traditional advertising:
Enhanced Brand Recognition and Trust: Sponsored content can organically increase brand visibility and credibility. According to the Content Marketing Institute, 77% of marketers use sponsored content on social media, making it a key strategy for reaching audiences. For instance, Spotify’s sponsored listicle on BuzzFeed, “15 Bands That Probably Wouldn’t Exist Without Led Zeppelin,” effectively engaged music lovers while promoting Spotify’s playlists, driving significant traffic to the platform.

Audience Engagement through Valued Content: Consumers prefer content that provides value. BuzzFeed’s listicle sponsored by Cancer Research UK uses humor to promote sun safety, effectively engaging readers while delivering an important message. This approach ensures that the content is not only informative but also entertaining, increasing the likelihood of audience engagement and retention.

Organic Integration into Content Consumers Enjoy: Sponsored content fits naturally into the media consumers are already engaged with. Tastemade’s recipe videos sponsored by Michelob ULTRA beer are a prime example, seamlessly integrating product promotion into enjoyable content. Videos, in fact, generate 1200% more shares on social media than text and images combined, highlighting their effectiveness.

By aligning with content that audiences already value and trust, brands can achieve a more authentic and impactful connection with their target market. This strategy not only enhances brand visibility but also fosters a deeper, more meaningful relationship with consumers.

What are the top formats of Sponsored Content?
Sponsored content comes in various formats, each tailored to leverage specific media channels and audience preferences. Here are some effective tactics along with real-world examples:

1. Sponsored Articles
Sponsored articles are editorial pieces paid for by advertisers but created by publishers or influencers. These articles blend seamlessly with the surrounding editorial content, providing value and engaging readers without overtly pushing a sales message. This approach builds trust and encourages organic sharing.

BuzzFeed and Spotify: The “15 Bands That Probably Wouldn’t Exist Without Led Zeppelin” listicle engages music lovers by highlighting bands influenced by Led Zeppelin. Sponsored by Spotify, this article not only entertains readers with interesting trivia about their favorite bands but also promotes Spotify’s playlists. By including links to Spotify profiles, the article drives significant traffic to the platform and encourages users to explore more music, thereby increasing user engagement and subscription rates.

Mountain Dew on Vice Media: This long-form article features an exclusive interview with snowboarder Julia Marino, showcasing her journey and achievements. Sponsored by Mountain Dew, the piece aligns perfectly with Vice Media’s storytelling style, offering an in-depth look at Marino’s life and career. The article subtly integrates Mountain Dew’s brand messaging, emphasizing its connection to extreme sports and adventurous lifestyles. This type of content resonates deeply with Vice’s audience, who value authentic and engaging stories about real people.

BuzzFeed and Samsung: Samsung’s partnership with BuzzFeed resulted in a series of sponsored articles and videos showcasing the features of Samsung’s latest smartphones. The content was designed to be entertaining and informative, blending seamlessly with BuzzFeed’s usual style. According to BuzzFeed, this campaign led to a significant increase in brand awareness and product consideration among millennials, demonstrating the power of aligning with popular media platforms.

New York Times and Allbirds: Allbirds, a sustainable footwear brand, collaborated with the New York Times for a sponsored article that delved into the importance of sustainability in fashion. The article highlighted Allbirds’ commitment to eco-friendly practices and featured interviews with industry experts. This content not only educated readers about sustainability but also positioned Allbirds as a leader in the movement, driving increased brand recognition and consumer trust.

2. Sponsored Video Content

Sponsored videos are promotional videos paid for by advertisers but produced by creators or media outlets. These videos are often educational, entertaining, or informative, providing value to viewers while subtly incorporating the sponsor’s products or messages. According to Cisco, by 2022, online videos will make up more than 82% of all consumer internet traffic, highlighting its growing importance.

Tastemade and Michelob ULTRA: Recipe videos sponsored by Michelob ULTRA on Tastemade pair dishes with Michelob ULTRA beer, providing viewers with culinary inspiration and practical cooking tips. These videos not only offer delicious and healthy recipes but also integrate Michelob ULTRA as a refreshing pairing. This subtle product placement associates the beer with enjoyable and healthy living, aligning with Michelob ULTRA’s brand image. 

InterContinental Hotels and WSJ: A video featuring a business professional introducing the luxurious features of an InterContinental hotel appeals to business travelers. This high-quality, informative video showcases the hotel’s amenities and services, making it an attractive option for professionals seeking comfort and convenience during their travels. The video naturally integrates the hotel’s offerings within the narrative, enhancing brand perception among a targeted audience.

YouTube and Gillette: Gillette partnered with popular YouTube influencers to create a series of videos demonstrating the effectiveness of their razors. By leveraging the influencers’ large followings and engaging content styles, Gillette reached a broad audience and enhanced its brand image. According to Google, influencer marketing campaigns on YouTube can drive an 8.4x increase in purchase intent compared to traditional digital ad campaigns.

3. Sponsored Podcast Content
Sponsored podcasts involve brands paying to be mentioned or integrated into podcast episodes. This medium is increasingly effective due to the intimate and engaged nature of podcast audiences, making it a powerful tool for brand storytelling and product placement. Podcast advertising revenue is expected to surpass $1 billion by 2021, highlighting the growing impact of this medium. And Edison Research shows that 80% of podcast listeners can recall a brand mentioned during a podcast.

Gimlet Media’s “Chompers”: Sponsored by Oral B and Crest, “Chompers” is a podcast that encourages kids to brush their teeth through fun and engaging content. Each episode is designed to make brushing teeth an entertaining activity, with stories, riddles, and songs. With podcast listenership on the rise, especially among families, this sponsorship aligns perfectly with the target audience, making oral hygiene fun and memorable.

4. Sponsored Influencer Content
Sponsored influencer content leverages the large followings of social media influencers to promote products or services. Brands pay influencers to create content that highlights their products in a natural and engaging way, which can drive significant traffic and engagement. According to Influencer Marketing Hub, businesses earn $5.20 for every $1 spent on influencer marketing.

Selena Gomez for Coach: With over 200 million Instagram followers, Selena Gomez’s posts for Coach reach a vast audience with authentic content. Her endorsement of Coach products feels genuine to her followers, increasing the likelihood of engagement and positive brand perception. This type of influencer partnership leverages Gomez’s massive reach and influence to boost brand awareness and drive sales.

Hot Ones & TUMS: The spicy wing interview show sponsored by TUMS leverages the show’s theme for a relevant and humorous sponsorship. The show, hosted by Sean Evans, features celebrities being interviewed while eating progressively spicier chicken wings. Each guest is asked a series of questions while they struggle with the increasing heat of the hot sauces on the wings. The sponsorship is particularly effective because it aligns perfectly with the show’s content, making it feel natural and enhancing the viewer’s experience. This type of integration ensures that the brand message is both memorable and well-received, reinforcing TUMS as a trusted solution for heartburn relief.

Instagram and Daniel Wellington: Daniel Wellington, a watch brand, has famously utilized Instagram influencers to promote their products. By gifting influencers with watches and encouraging them to post photos featuring the products, Daniel Wellington has built a strong social media presence. This strategy has led to significant growth in brand recognition and sales, with the brand reportedly selling over one million watches within three years of launching this campaign.

5. Sponsored Infographics
Sponsored infographics are visual representations of information, data, or knowledge intended to present complex information quickly and clearly. Infographics are effective because they combine images, charts, and minimal text, making the content easy to understand and engaging. According to Xerox, colorful visuals increase people’s willingness to read a piece of content by 80%.

UPS’s Infographic by GOOD Worldwide Inc.: Visual content explaining UPS’s logistics process makes complex information easily digestible. This sponsored infographic not only provides valuable insights into UPS’s operations but also enhances brand recognition and trust. By presenting the information visually, the infographic engages viewers and increases the likelihood of them sharing the content, further boosting brand visibility.

Increasing Your Brand Recognition with Sponsored Content
To maximize the impact of sponsored content, partnering with the right content creators is essential. This strategy ensures that your brand message is delivered through trusted and influential channels, enhancing credibility and engagement.

One notable example is asset management company BlackRock’s video series on NowThis. This collaboration effectively reaches BlackRock’s target audience by aligning with content that resonates with viewers interested in financial well-being and investment strategies. The series covers various topics related to personal finance and investment, making complex financial information accessible and engaging. This partnership not only enhances BlackRock’s brand visibility but also positions the company as a thought leader in the financial industry.

Integrating sponsored content into a broader marketing strategy and continuously monitoring its performance is also crucial. According to the Content Marketing Institute, 48% of marketers expect their content marketing budget to increase in 2024. This statistic underscores the growing importance of content investment and the need for brands to allocate resources effectively. Regularly analyzing the performance of sponsored content helps in understanding what resonates with the audience and allows for adjustments to optimize results.

By partnering with the right content creators and integrating sponsored content into a comprehensive marketing strategy, brands can significantly enhance their visibility and credibility. Regularly monitoring and adjusting content strategies based on performance metrics ensures that the investment in sponsored content yields the best possible results.

Sponsored content is your ticket to turbocharging brand recognition and audience engagement. By teaming up with the right creators and choosing formats that hit the sweet spot with your audience, you can seamlessly weave sponsored content into your paid strategy. And, speaking of sponsors and content, if you need expert guidance to integrate this strategy into your marketing, give the sponsor of this story, Rose Creative Marketing, a call. We’re here to help you elevate your brand to the next level.

Sources:

• Brightcove
• Edison Research
• Influencer Marketing Hub
• Cisco
• Xerox