Different phrases you might see to distinguish sponsored and non-sponsored content include:
- "Paid partnership"
- "Affiliated with"
This information must be clear, so you'll often see it at the top of a post or article.
In some cases, the advertiser isn't responsible for creating sponsored content. However, if you're the publisher working with a brand, you'll be responsible for producing and promoting sponsored content. Here are a few tips to help you create effective sponsored content:
You should always disclose if your content is sponsored or paid for by an advertiser. For instance, if you're an influencer working with a clothing brand and they want you to mention them in a post, you must reveal that you've received compensation in exchange for the post.
In the United States, for example, disclosing sponsored content is a Federal Trade Commission (FTC) requirement to ensure your followers know you've been paid to promote a product, service, or brand. Luckily, if you're an influencer, the only thing you have to do is write in the caption that a brand sponsored your post. If you're a YouTuber, you can include that information in the video description.
If you're not an influencer but monetize your blog by working with various advertisers, you must still disclose that the article is sponsored using some of the language we discussed earlier.
Make it natural
Your sponsored content should never sound promotional. While a brand can sponsor an article, the article shouldn't promote any particular product or service. Instead, it will provide insight into a topic that the publisher's audience would find interesting. Your sponsored content should always sound natural. For instance, if you're an influencer, your audience might want to see how you'd use the product in your everyday life instead of simply telling them about its features.
The best part about using videos or photos is that you don't need to know how to write sponsored content. Instead, you can use branded imagery that aligns with your overall business goals without seeming overly promotional.
Write quality content
If you're not working with an influencer and are instead partnering with a publisher, you may be responsible for writing your own content. Ultimately, whether you or they write it depends on the nature of the agreement.
If you're responsible for writing the sponsored article, you'll have to work within the publisher's guidelines and follow their tone of voice.
You should review examples of sponsored content to see how other advertisers approached a subject. If you already invest in content marketing, you probably have a good writer on your team who can help.
Sponsored content can help you reach your target audience to boost brand awareness and conversions. Once you've determined which type of sponsored content is right for you and have identified the best channels, you can use Mailchimp's suite of marketing tools to create engaging posts.
With Mailchimp, you can make stunning graphics, visual content, and social media ads that convert. Try Mailchimp today.