Sponsored Content: Should it be part of your media kit?
Consumers are no longer discriminating between traditional news content and a company’s sponsored content, according to a recent survey. It’s playing an increasingly important role in building awareness with 85 percent of PR pros saying that it should be a part of a brand’s media mix.
Sponsored content is defined as an article, opinion piece, video or podcast clearly marked as paid for or brought to you by a brand. The small-text disclaimers of “sponsored” or “promoted” or “message from…” are clearly marked and are trusted and accepted. Marketing campaigns can target their desired demographic and measure the engagement. Consumers are clicking on engaging topics served up on their social media feeds and online news sites.
Only 14 percent of those surveyed in the study said they “would never find sponsored content from a brand valuable.” Almost three out of 10 (29 percent) said they would look at a piece of sponsored content if it were about “a product/service I am considering for personal use.” Other top draws were “when I want to learn more about a particular subject, issue or trend,” “if the material is entertaining” and “when it is supported with data/research” (all cited by 26 percent of respondents).
Source: v2 communications
Overall, video was the top medium (29 percent) that consumers were likely to engage with, followed by email (21 percent), articles (19 percent) and podcasts (10 percent). However, podcasts were preferred by 30 percent of those who wanted to learn about a specific product or service for professional use.
Source: v2 communications
AUDIENCES ACT ON SPONSORED CONTENT
Audiences act on sponsored content in several ways with over 40% wanting to find out more.
Source: v2 communications
Establishing a high-profile brand takes more than an earned media coverage alone. Sponsored content extends the life and reach of key storylines, putting brands in front of otherwise hard-to-reach audiences. Consumers are showing a widespread willingness to pay attention to – and act on – sponsored content. Add it to your media mix to create smart, engaging experiences for your brand.