Sponsored content – is it a basis of positioning?

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Brands are always looking for new and creative methods to engage with their audiences in the ever-changing world of digital marketing. Sponsored content has become one of the most effective tactics among the variety of approaches available. In contrast to conventional ads, sponsored content blends in perfectly with editorial platforms and conveys messages in an interesting and genuine way.

What is sponsored content?

Sponsored content is a form of marketing where a brand creates promotional material that seamlessly blends with the surrounding editorial or creative content.

Positioning—a cornerstone of effective marketing—focuses on carving out a distinct and memorable place for a brand in the minds of its target audience. It’s the “why” behind consumer loyalty and preference. But how does sponsored content fit into this puzzle?

Can a well-executed piece of sponsored content not only grab attention but also shape perceptions, reinforce brand values, and establish a unique identity? In this blog, we explore with examples, whether sponsored content can serve as a solid basis for positioning or if it’s simply one piece of the broader branding puzzle.

 

Przykład

Imagine an online clothing store sponsoring a lifestyle blog that caters to young professionals. Instead of a direct ad, the store collaborates with the blog to create an engaging article titled: “How to Build a Capsule Wardrobe That Works for Every Occasion.”

The article offers actionable tips on creating a versatile wardrobe, focusing on timeless pieces that can transition from the office to casual outings. Within the narrative, it seamlessly integrates the online store’s offerings as part of the solution:

“Investing in high-quality staples like tailored blazers, classic white shirts, and versatile dresses can transform your wardrobe. Stores like Urban Trends, which specialize in curated, affordable fashion essentials, make it easy to find these must-have pieces without breaking the bank. For instance, their Everyday Essentials collection features items designed for both style and practicality.”

To make it even more engaging, the article could include links to specific product pages, style guides, or testimonials from satisfied customers. The blog post closes with a subtle call to action, encouraging readers to explore the store’s website and create their own capsule wardrobe.

This approach positions the online clothing store as a go-to destination for practical, stylish fashion, while building trust with the blog’s audience through valuable content.

How to create sponsored content?

Establishing specific objectives, like raising sales or brand exposure, is the first step in producing successful sponsored content. From there, select a partner or platform that guarantees authenticity and fits well with your target audience. The next step is to create valuable, interesting material that incorporates your brand message without using excessively promotional language. Any links that direct users to pertinent product sites or resources should have descriptive anchor language. Ensure that what you want to publish has good structure.

Consequently, sponsored content’s structure consists of:

  • The title: Should not exceed 75 characters in order for the search engine to display the content correctly. In addition to using keywords and key phrases, it should entice readers to read.
  • The introduction: In the majority of CMS systems, the text at the start can be extracted. The problem should be simply presented in the introduction.
  • The body: Between 2,000 and 10,000 characters, including spaces, make up the body. In addition to employing essential terms and providing readers with useful information, headings must be included in accordance with the particular hierarchy.

Naturally, a link to the landing page is an extra component of the sponsored content that increases website visibility.

How to use links in case of sponsored content?

When linking sponsored articles in a blog post, ensure the links are seamlessly integrated into the content without disrupting the flow. Use descriptive, engaging anchor text that highlights the value the reader will find by clicking, such as “discover more,” “shop now,” or “learn how.” Ensure the link points to relevant landing pages or product pages that align with the content. Additionally, track the performance of the links by adding UTM parameters to measure the impact of the sponsored content effectively.

In the example given above, When discussing essential wardrobe staples, you could link to a collection page:

“A great capsule wardrobe includes timeless items like tailored blazers, classic white shirts, and versatile dresses. You can find these must-have pieces at Urban Trends’  Everyday Essentials collection here.” (Linking to the product collection page)

Is sponsored content enough for positioning?

Creating credibility and increasing exposure can be accomplished with sponsored content. When done correctly, it enables brands to associate with reliable sources, improving their reputation and expanding their market. Sponsored content can help a brand connect with its target audience and strengthen its reputation as an authority or expert in its industry by delivering insightful information or a gripping tale. But frequently, this strategy falls short of what is required for long-term positioning.

Positioning is to establish an enduring identity in the eyes of customers, going beyond simple brand recognition. A brand must be supported by consistent messaging, high-quality products, and a positive customer experience even when sponsored material can reach a larger audience. The impact of sponsored content might not last long if it is not based on a strong foundation of value, service, and trust. A comprehensive strategy that incorporates social proof, content marketing, customer involvement, and continuous brand encounters is needed for positioning.

In the end, sponsored content is not sufficient on its own, but it can be a helpful element in a larger positioning plan. To create a powerful, identifiable brand that connects with customers more deeply, it should be used with other strategies including public relations, organic content production, and brand-building campaigns. Brands may secure their place in the market and guarantee long-term success by combining sponsored content with other components of an all-encompassing marketing plan.

Jennifer Njiru

Jennifer, a freelance writer and the COO of Content Writer Kenya, embodies ambition and innovation, dedicated to delivering high-value content to clients. A creative at heart, she implements organizational strategies to efficiently accomplish tasks, ensuring the provision of wholesome and distinctive content.

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