Key points to include in an advertorial
Although the difference between an article and an advertorial is very small, they can have a big impact on your audience. When writing an advertorial, there are a few things that are crucial to ensure it still provides value for your audience without being too sales-focused.
#1 Always provide value
Always, always, always provide value to your readers in an advertorial. This is the most crucial point. Many people worry about sharing their knowledge and expertise, as this may mean that customers can do it themselves, but remember that knowledge doesn’t replace experience and skill.
If you can demonstrate that your business has the skills and the experience, and shares valuable content for the customer, this builds a lot of trust between you and your customer and is more likely to make them want to use your services than if you tried to sell to them directly.
#2 Consider a pain point for your customers and share a solution
Your advertorial should give your customers a solution to their problem, even if your services are a solution. With the gardening company example, people are much more likely to click on an article that says ‘How to Maintain Your Lawn in the Spring’ than ‘Spring Lawn Maintenance Services’.
The key point of an advertorial is to get your readers in and hook their attention, so whilst they are gripped, you can mention that you can provide the solution for them at a time that they’re most engaged and more likely interested to take action.
#3 Include a call-to-action
If your advertorial doesn’t include a call-to-action, then it’s essentially just an article. There are many ways of including a call-to-action in an advertorial, but the most important thing is that the call-to-action is relevant and helpful to your reader.
The purpose of an advertorial is to provide useful information and value to the reader, and your call-to-action should be a way to help the reader further on the topic. Whether it’s a link to a product, a service or to something else entirely, it should be a way to add further value to your readers.
“Your call-to-action should be a way of providing further value to your customers“
#4 Include pictures
Nobody wants to sit and read a “wall of text”, so make sure to include pictures to break up your content. It helps to break up your content and helps to keep your readers engaged with your content, whereas without the images they may find themselves distracted. This is a great point to use with any written content including articles, social media and more.
#5 Use emotion, stories and more to engage
Your customers are human, so if you can demonstrate a human element too, they’re more likely to remain interested. Share a useful story, like our gardening company example, show your passion about for you do and demonstrate your expertise. All of these things are proven to have a positive impact on the engagement of your readers.
What call-to-action should I include?
The type of call-to-action that you use in your advertorial entirely depends on your content. The most important thing is it needs to flow naturally. If your suddenly change from providing value to your audience to trying to sell to them, this will make lots of people turn their attention elsewhere.
For an effective advertorial, your call-to-action should flow naturally and should continue to provide value to your audience. For the gardening company example, talking about how to maintain your lawn and providing value is great, and this flows naturally into the lawn maintenance service that the gardening company offers. This is on the same topic and can provide more value to the reader in terms of providing valuable information, so it’s more likely to keep the reader engaged.
Was this an article or an advertorial?
We’ve alluded to it a few times throughout, but yes, this is an advertorial. We at Sentry Collective have many years of experience in creating advertorials for our clients, helping them to share value and build trust with their audience.
We know that writing an article or an advertorial isn’t a quick task, but the benefits can be exceptional and can last long into the future. That’s why our Blog Management Service is designed to deliver regular articles and advertorials, giving our clients the benefits of utilising their blog effectively without costing any time.
If you have a company blog and would like to start using advertorials, or you’re new to blogging and need a team of professionals to help, contact us today for more information on how we can help you.