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How Publishers Can Differentiate Their Sponsored Content Initiatives

Digital Content Next
How Publishers Can Differentiate Their Sponsored Content Initiatives

Frequently Asked Questions

Why is sponsored content growing again?

According to the World Media Group study cited in the article, advertisers plan to increase or maintain budgets for content-led advertising with trusted digital media channels and pursue more sophisticated brand integration strategies.

What are the main areas publishers should focus on to differentiate sponsored content?

Publishers should focus on (1) driving audiences to the content, (2) tracking beyond pageviews to measure deeper engagement and outcomes, and (3) scaling efforts to turn content into direct sales revenue.

What does "tracking beyond the pageview" mean for publishers?

Tracking beyond the pageview means measuring downstream engagement and outcomes — such as conversions, time-in-content, scroll depth, CTA interactions, and attribution to business outcomes — rather than relying solely on pageviews as a performance metric.

How can publishers scale sponsored content initiatives?

Publishers can scale by building repeatable processes and offerings, packaging premium content formats, investing in distribution/audience-driving strategies, and implementing measurement and analytics that demonstrate business impact to advertisers.

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Original Article

How Publishers Can Differentiate Their Sponsored Content Initiatives

Digital Content Next | March 16, 2022 -

How Publishers Can Differentiate Their Sponsored Content

Sponsored content is making a comeback. In fact, according to a recent study conducted by the World Media Group, advertisers plan to increase or maintain their budgets in content-led advertising through trusted digital media channels. The study also revealed that brands are pursuing a "more sophisticated approach to brand integration in content."

Publishers are suited to capitalize on this significant change and take more control within the ecosystem resulting in more direct sales revenue.

Publishers must evolve and provide differentiation in these strategic areas:

  1. Driving audiences to the content
  2. Tracking beyond the pageview
  3. Scaling efforts

Read the full Article on Digital Content Next

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