Sponsored Articles and Custom Editorial Content: General and Specific

Advertorials and sponsored articles are often confused with each other, as both types of advertising tend to be nuanced and demonstrate greater effectiveness than classic promotions that are blatantly thrown in the reader’s face.

Currently, sponsored content and commissioned editorial content represent two of the most effective methods of digital marketing. Despite their strong similarities, they are unique in their nature.

In order to determine which method of promoting a site is most appropriate, it is essential to form a complete understanding of each format, assessing their advantages and distinct characteristics. This article is dedicated to exploring these questions.

Definition of Sponsored Content

Sponsored content is a specific type of content in which the advertiser entrusts all authority to create publications to the editorial staff of a web portal, where the placement of materials is planned. Accordingly, the publisher earns money not only for offering text to a broad audience but also for its factual representation.

This type of content engages readers in a way that it organically fits into the theme of the internet platform. A reader is unlikely to overlook an advertisement on their favorite site; moreover, it is quite normal for them to perceive it as a promotional offer. Users are inclined to engage with materials that align with their own interests, without feeling pressured by outside influence. Ultimately, the brand mentioned in the article expands its client audience, generates a positive image, and improves its positioning in ranking systems.

Defining Advertorials

An advertorial is a promotional message published on an internet platform under the name of the editorial group. The main distinction from sponsored content lies in the fact that the composition of the promotional message is directly crafted by the advertiser or brand representative, rather than being written by a collective of editors.

Historically, this type of advertisement was primarily found in printed publications; today, it has become a crucial component of campaigns aimed at promoting commercial brands through digital marketing channels.

Given that the writing of sponsored articles is typically handled not by the publisher’s media platform, but by an external contributor, the reader can notice stylistic differences between older publications and new additions. However, the chances of an “uncovering” are minimal.

Comparative Analysis of Advertorials and Sponsored Articles

As you might have already guessed, the main difference lies in who authors the articles. Advertorials are written by authorized brand representatives, which makes them somewhat stand out against the backdrop of other published materials. Accordingly, the audience’s reaction upon discovering the promotional message can manifest either in a neutral attitude towards the brand or in irritation, discussion, and a desire to explore the suggested topic further.

Sponsored articles, on the other hand, engage a more complex, accurate approach, as their creation involves a human author who understands how the internet platform operates, knows all the nuances of its audience, and knows where to place emphasis.

When is it Appropriate to Use Advertorials?

If the topic of your site is highly specific and you understand that a person visiting from the outside may not quickly grasp the content needed to create a truly quality promotional article, take the matter into your own hands, write the advertorial, and submit it to the publisher for publication.

It’s important to adapt your material to the thematic orientation of the platform where the publication is planned. This way, you can avoid redundant issues from the visitors of the internet portal. On the contrary, the audience positively perceives advertising, associating it favorably with the promoted product.

When is it Appropriate to Use Sponsored Articles?

If you want to maintain full authenticity in the thematic and stylistic design of the publications and achieve maximum audience engagement, allow the editor to take care of things from start to finish. Sponsored content tends to enhance brand loyalty among readers, whereas parameters such as clickability and conversion rates may rise on the promoted site, while the rejection rate decreases.

Conclusion

In making a final decision regarding which promotion method to choose—sponsored content or commissioned editorial articles—it’s essential to weigh a number of factors.

Firstly, the specificity of the material for publication. Creating advertorials may require more time since the client must study the content of the media resource before the writing of the article to align with the main editorial line.

Secondly, the desired audience engagement. If you aim to expand your client base while minimizing all risks associated with the matter, it is worth focusing on sponsored articles.