Content marketing and sponsored content are among the most exciting digital opportunities for marketers globally, all in the hope of cutting through banner blindness. We’ve identified content marketing opportunities and the benefits of doing them in a previous article. In another article, we listed 10 creative ways that you can run branded content and influencer marketing campaigns.
Through our network of content creators and sponsored content partners, we run thousands of campaigns for brands and therefore see firsthand the value of producing high-quality content and working with publishers and influencers. Here is a rundown of the all the reasons why you should do content marketing and sponsored content campaigns now:
As opposed to a typical paid media campaign, which will at best create only 4-5 message variations, large content marketing and sponsored content campaigns often involve the creation of 50+ individual pieces of unique content, therefore making it easier for you to target a myriad of consumer types.
By giving you flexibility in terms of content types, topics, and even channels, content marketing and sponsored content allow you to target audiences at different stages of the marketing funnel. This means your campaigns can appeal to potential consumers who have not heard of your brand before, build relationships with existing audiences and ultimately handhold consumers toward buying.
Brands that run large content marketing campaigns see 6 to 7 times better media efficiency than pain media over time as the publication of new content refreshes the discoverability of existing ones, and the more articles you publish, the better you perform in search rankings.
Sponsored content, in particular, is a good way to boost brand credibility. Research suggests that recommendations from people we know are the most highly trusted ad formats, with editorial content and online consumer reviews not far behind. Therefore, content about your brand from influencers or publishers are more likely to have greater impact than ads you put out yourself.
New research from ComScore shows that native articles or sponsored publisher content result in up to 6 times better unaided awareness, ad recall and purchase intent compared to baseline ads. This reinforces the need for marketers to veer away from the traditional display ad toward ads that don’t do hard-sell.
Content marketing and sponsored content performance can easily be measured provided that metrics match campaign objectives. Depending on what you want to achieve, you can closely track views, engagement and conversions, making it easy for you to see efforts that work and those that don’t and to continuously optimize performance across your initiatives.
As a result of improved brand reputation and consumer education about product benefits, content marketing and sponsored content generate higher quality leads and bigger revenue. Data from e-commerce and technology companies who have run large sponsored content campaigns see basket sizes and user engagement up to 2.5 times higher than display ads.
Besides lending itself to optimization, content marketing also helps you get more bang for the buck from your paid media by allowing you to retarget. This means that rather than putting out ads at random, through content marketing you help make sure that you reach those interested in your brand or product category.
You can do this by inserting tracking pixels into every piece of content you or your content partners create, something that clients say give them 10 times better cost effectiveness in their paid ad efforts.
These are just some of the reasons that more and more marketers are investing in content marketing. At GetCraft, we found that some six in every 10 marketers in Indonesia, the Philippines and Malaysia are looking to boost their content marketing campaigns but face numerous challenges, including their self-professed lack of skills and tools to run campaigns effectively.
We make content marketing and sponsored content easy for you at GetCraft by connecting you with more than 5,000 content producers across Southeast Asia who have been individually vetted to ensure high quality. This allows you to discover the right content creators for your campaigns in a matter of minutes instead of weeks!