How to Use Advertorials and Reach New Audiences
Updated: Oct 5, 2020
The term “advertorial” has been around since the days when printed media ruled the world of advertising - the term originating as a mix between an “advertisement” and an “editorial”. It's like a story in the beginning with an advert masked inside!
Advertorials are a powerful tool to increase brand awareness, generate leads, drive sales and improve your return on investment. Because advertorials will appear on the publisher’s website or publication, readers should believe the content has been written by the publisher themselves.
So, in this post we're going to cover 3 things:
different types of advertorial
benefits of using advertorials
how to write an advertorial
What Are The Different Types of Advertorial?
Depending on the publication and your target audience and the publication - there are various angles to approach your advertorials.
Anything you produce should be original, different and unique.
1. Human interest features
Do you have any outstanding testimonials or incredible achievements that could be told in a story?
2. Information Features
These types of advertorials are useful to let people know what you do, or for established businesses have re-branded.
3. Analysis Features
Is there an issue that can be looked at in-depth and then related to your product? For instance, finding ways to increase sustainable development is a popular trend among business groups.
4. Seasonal Features
Use an event or holiday to write a feature and promote your product or services.
What Are The Benefits of Using Advertorials
Let's take a closer look at 6 specific benefits of using advertorials in your marketing strategy:
1. Attract attention
Unlike normal ads, which are made for attracting people by over exaggerating their product or service, advertorials are different and do not give that image. They are catchier than the usual advert with an attention grabbing headline and contain compelling content to engage readers.
2. Increase Brand Awareness
As the content will appear as though written by the publisher themselves, there is a higher chance that it will be read. Not only this, but you may choose to include your advertorial in a publication that is outside the reach of your normal customer.
3. Provide Knowledge
Since advertorials are able to attract the attention of readers, they can be used to impart knowledge. A problem is highlighted, solutions offered and readers are then informed about certain advantages a product or service can provide to them. This is the purpose of advertorials, providing valuable content to consumers.
4. Generate Leads
Providing your content is valuable, well-written and engaging, advertorials are a successful lead generation tool. The advertorial should clearly identify your product as the solution and include a strong call-to-action.
5. Increase Sales
Following on from lead generation, advertorials are a great promotional tool to increase sales. After reading your well crafted, soft-selling piece, readers will feel that the product or service discussed will satisfy their needs. This can lead to a purchasing decision and increased profit for your business.
6. Change your Image
People may have a preconceived idea of what a product does and its quality. However, an advertorial can enhance the image of a product, elevating its features and changing the mind of readers, making them feel that it is a quality product.
For advertorials to be successful they must be well-written, engaging and focused on key points. This is where the skill of a good copywriter comes into play.
How to Write an Advertorial
Because advertorials are going to appear within the main publication, begin by considering these 3 things:
Look & Design: it’s vital to copy the exact layout and design of the publication you’re appearing in. Think about the use of images, the font used and size of the text.
Tone: is the language formal or informal, informative or intriguing, funny or serious?
Style: how are sentences structured, how long are they, is the vocabulary used simple or technical?
To give an illustration, consider the tone and style used in popular magazines "Vogue" and "Men's Health". An advertorial for a clothing brand in “Vogue” is going to look very different from an advertorial in “Men's Health” - even though it could be for the same product.
9 Tips on Writing an Advertorial
We have 9 specific qualities to look for in an outstanding advertorial:
1. Make the product stand out with a memorable story
Readers are more likely to remember your product if it’s encapsulated in an interesting story
2. Change readers perceptions of the product or service
As it’s not 100% pure advertising, the content can be a good way to change the image of your product or service.
3. Focus on a clear message and present your USP?
The job of the copywriter will be to craft a simple, concise and effective content to focus readers on your USP.
4. Be appropriate for the publication
No 2 advertorials should be the same. They are a great way to reach out to new audiences - so don’t waste the opportunity by using content which doesn’t match the publisher’s content. It may not even get printed!
5. Focus on the product’s benefits
As with all good copywriting, content should be mainly focused on the benefits. People want to know what your product can do for them. Check out our blog on “How to focus on benefits and not features”
6. Visualize the message
The visual aspects of the advertorial should align with that of the publication. The use of images, a good font, layout and design, and headings can engage the brain and attract readers.
7. Provide some useful content to readers
Test your content by removing your brand names and checking that it still contains useful information for readers. Offer tips, resources, freebies, special deals etc….
8. Use case studies and testimonials
It’s one thing for you to say how wonderful your product is. But, if a customer says it, it will carry more clout with readers. Always aim to include 1-2 solid testimonials in your piece.
9. Include a call-to-action
Don’t forget the all important call-to-action, whether it's signing up for an email, placing an order, calling a number or visiting a website. The CTA is crucial!
Hopefully, you are now starting to see how valuable advertorials can be!
An Advertorial Written by Us
We recently created an advertorial for a sports event company based in Bangkok.
The objective: to change the perception of what's involved to take part
in a triathlon and promote their event as a fantastic solution through engaging content.
Advertorials can be a great addition to your marketing strategy if written well.
Remember that advertorials should be 70% well-written, informative and engaging content, with 30% as direct advertising by highlighting the standout benefits of your product.
I hope you enjoyed reading this post and it's been useful for you :)
Need help utilizing the power of advertorials in your marketing?
James G Media is a copywriting and content marketing agency based in Bangkok, Thailand. It's our mission to support your business growth by turning your vision into the Words that Win through copywriting for sales and advertising, social media marketing, SEO content writing, and website design.