Advertorials
Advertorials can be an effective tool in a PR strategy when used selectively and as part of a broader PR initiative.
They are often useful for informing readers about a product or service, building relationships with customers and prospects, and promoting a brand. Companies appreciate the relative flexibility an advertorial brings. They have more control over an advertorial because they are paying for the space in the publication or on the outlet’s website. Advertorials provide an opportunity to showcase the value that a company can offer without it necessarily appearing like a traditional advertisement.
Advertorials can also reach large numbers of people quickly. Some trade publications will leverage advertorials across multiple outlets, feature it in an email newsletter, and post about it on their social media channels. When thinking about how and when to use advertorials, companies should consider their target audience and decide which platforms are best suited to reach them. Additionally, companies should ensure the content is relevant and valuable to the reader in order to maximize its effectiveness. With careful planning and execution, well-selected advertorials can be a useful part of the toolkit for a full-service PR campaign.
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FAQs for Advertorials
Q: What are the benefits of including advertorials in my PR campaign?
A. With the right mix of target publications, advertorials can offer brands third-party validation that, while sponsored, feel less like an advertisement and more like an organic placement. Advertorials offer brands more control over the content that appears in a publication. Advertorials are also a way to land quick momentum in target outlets and can be beneficial as materials to share at a trade show in front of an industry audience familiar with a trade publication in which the brand’s advertorial is featured in.
Q: How should I go about creating an effective and engaging story for an advertorial?
A. Creating an effective and engaging story for an advertorial is not that different from creating one for an earned media placement. With an advertorial, you still want to educate your audience and focus on trends and problems within an industry. With an advertorial, a brand can be more aggressive about how their product or service solves the problem at hand. Still, we recommend brands tread lightly and still look to primarily educate within an advertorial.
Q: How do I ensure that an advertorial aligns with my brand’s image and messaging?
A. To ensure that an advertorial aligns with a brand’s image and messaging, it’s important to first have the messaging established. Brands sometimes make the mistake of purchasing a package of advertorials, excited to get the word out about their company, only to find that there isn’t a clear messaging plan for the pieces and they fail to deliver a strong article.
Working with a PR firm, brands can outline their message and put that at the front and center of everything they do, which can include advertorials.
Q: Are there any techniques for leveraging digital channels to promote an advertorial to maximize its reach and awareness?
A. Advertorials can be shared across social media channels and email newsletters to help a brand promote itself to target audiences. Since advertorials look and feel similar to earned media, they can be useful tools when repurposed for social media or used as a link in an email newsletter campaign. The key is to write the advertorial so that it educates first and doesn’t simply read like a promotional vehicle for a company. Creating an advertorial that educates allows a brand to repurpose it across multiple channels as an informative piece of content for their various audiences.
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