Image of a lady writing in a notebook on a table with a phone, blue coffee cup, and Apple laptop. Image is being used for a Newswire blog about sponsored content.

Sponsored Content: Is it Really Worth It?

Sponsored content refers to any form of promotional content that’s paid for by a sponsor (a brand) but created and distributed by another brand or publisher.

When done correctly, it can strengthen a brand’s authority and credibility and build a level of trust that’s necessary for long-term success in the market.

At Newswire, we believe there are ample opportunities for companies to build brand awareness and secure their piece of market share. 

Of course, press release distribution is at the top of our list, but beyond that powerful marketing vehicle, we‘re also fans of sponsored content. 

Though they’re two entirely different marketing initiatives, they can complement each other to help companies distribute the right message to the right audience at the right time. 

When developing content for both, the end goal remains – providing value to the end-user that traditional advertising simply can’t. 

For anyone who’s unfamiliar with its potential benefits, here’s a quick list to consider:

  • Lead generation – Sponsored content isn’t meant to feel like a sales pitch. Unlike traditional advertisements where the end goal is obvious, to sell, sponsored content is meant to inform, educate, and/or entertain. Consumers tend to have a more open attitude towards this content and will likely interact.
  • Encourage engagement – There’s no one-size-fits-all approach to crafting sponsored content. That’s because, in order for it to be successful, brands need to cater their content to fit within the context of the website it’ll be posted. Who makes up their audience? What are they interested in? How can the brand provide value? The answers to these questions can lead to more engagement with the content piece.
  • Build credibility – Depending on the audience and the publication, this type of content can do more than promote a brand and its product/service. It can provide depth that captures the attention of the reader and encourages them to think critically about a particular topic. Providing value in this sense can help brands build credibility and strengthen the consumers’ trust in them. 

If you think sponsored content is an avenue you want to explore, but aren’t quite sure yet, check out our Sponsored Content Smart Start guide for more information. 

Maria Marchewka is a Digital Marketing Strategist at Newswire. Maria is an experienced copywriter, social media marketer, content creator, strategist, and project manager. Her firm belief in being a practitioner and not a preacher of marketing concepts has put her in a position to help companies build brand awareness and connect with their target audiences online.

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