A sponsored article allows a brand to speak out in a credible editorial framework, to an audience already attentive to the subject covered. Unlike a short advertising format, it leaves time to explain an expertise, present an offer and give the reader useful information.
Sponsored article and advertorial: what’s the difference?
THE sponsored posts are published on a site, blog or media at the request of an advertiser, as part of a purchase of space or partnership. The publisher receives the content, the management organizes the distribution and the editor constructs the text from the brief transmitted by the brand.
The advertorial, also called advertorial, belongs to the same family. It often uses press codes to present a company, an innovation, a service or know-how in depth.
There classic advertising relies mainly on a banner, a video or a visual. The sponsored article offers more space to tell, explain and convince. The press release transmits information to journalists, who remain free to repeat it or not.
Why publish a sponsored article?
This format supports several communication objectives:
- Fame : a recognized or premium media presents the brand to an audience already interested in its sector.
- Traffic: a link to an offer, a dedicated page or a white paper directs readers to specific content.
- Credibility: a well-written publication helps the company publicize its expertise and market knowledge.
- SEO : brand presence, associated searches and editorial visibility support its online reputation.
How to choose the right media?
The media must speak to the target audience and regularly cover subjects close to the advertiser’s activity. Its editorial line, its audience and its visibility in search engines provide initial benchmarks.
A Domain Rating greater than 30 can complete this analysis. It’s also useful to look at organic traffic, page indexing, posting frequency, reader activity, and the overall quality of content already online.
Before writing, the publisher and the advertiser together determine the main elements of the publication.
- An angle linked to the expectations of the target audience.
- A naturally integrated main keyword.
- A target page and an anchor chosen in advance.
- Visuals adapted to the media and subject.
- A clearly defined length, timetable and proofreading rights.
- A known duration of online posting and archiving conditions.
There consistency between brand and media reinforces the impact of the publication. For example, a company in the financial sector will benefit from choosing a medium followed by readers interested in economics, investment or management. Accurate selection gives content a more qualified audience and more sustainable reach.
What budget should you plan for and what results should you monitor?
The price of a sponsored article varies depending on the notoriety of the media, its audience, the editorial work and the duration of publication. He begins around 100 euros on specialized sites of modest size and can reach several thousand euros on highly visible media.
|
Objective |
Indicator to follow |
|---|---|
|
Hearing |
Impressions, readers, reading time |
|
Traffic |
UTM clicks and sessions from media |
|
Acquisition |
Conversion rates, inquiries and sales |
|
SEO |
Indexing, queries, backlinks and positions |
Tracking begins upon publication. A tagged URL, a precise analysis period and a quantified objective make the results easier to read. It then becomes simpler to measure visits, requests received, sales generated and progress of brand visibility.
L’sponsored article finds its place in a brand content strategy. It combines visibility, expertise and proximity to the reader. When it is based on relevant media, a well-chosen angle and careful writing, it becomes a lasting support for making the company known, attracting a qualified audience and strengthening its online presence.
