The different technological developments of the past decade have considerably redesigned the way in which companies communicate. The appearance of new communication methods, despite the old ones, is the result of an increasingly marked digitalization …

Since then, the border between communication and advertising has become an abstract concept. The relationship with the press is evolving completely, indeed, we can see the strong growth of an advertising format, Content Marketing.

But how can you get started with this advertising format used by an ever-changing number of brands?

1. Clearly define your strategy


Brands and influential sites are forced to reflect on the interest of their readership. There is no question of offering purely advertising content while neglecting its relevance and therefore its quality.

First of all, it is advisable to clearly define the axis to be approached while trying to project yourself in the place of your readers. The result is a collaboration in which all the parties find their account.

2. Define your goals

Beyond thinking about the audience you want to target, it is essential to set goals to achieve and know how to measure them.

Setting goals is imperative insofar as they allow us to assess the performance of the advertising campaign, to see what has worked and what has not and to be able to act better in the next campaign.

This makes it possible to carry out visibility actions that are always more effective and relevant by getting as close as possible to reality. You have to keep in mind that in influencer marketing, you are constantly learning. No (or few say) possible errors, just adjustments!

3. Mention the sponsored character

Surely one of the most important aspects of Content Marketing. It’s not just “good practice”, it is the law. It is imperative to clearly mention the sponsored nature of the content, at the beginning or at the end, by citing the name of the brand or by incorporating its logo for example.

The goal is to remain transparent with its readership, to inform them about the nature of the content, so that they can easily differentiate editorial content from advertising content.

According to a survey conducted by Zine, 15% of Generation Y assume that they are fully influenced by sponsored content if it is of high quality. They also prefer transparency to “trickery”: they will not hesitate to sulk a brand if the latter has not played fair with them!

4. Avoid overly commercial speeches

This is definitely the best way to devalue a sponsored article. The goal is to respond to the problems of its audience, to identify its questions and to respond with a concrete and adapted response; it’s expertise she’s looking for by reading your article.

Feeding its content with a commercial discourse can generate a progressive abandonment of its audience, which is quite the opposite of the desired goal. Responding to recurring issues is much more engaging.

5. Always tell the truth

There’s no doubt that the destination audience has an interest in your content. If you don’t tell them the truth, if you don’t provide them with relevant information, they will know sooner or later.

At that point, all the capital sympathy they have developed for your brand will collapse and it will not be easy to rebuild it.

This is why the main advice to apply is to keep a true, honest and transparent speech about the field of Content Marketing, you will have everything to gain.

6. Don’t forget the S.E.O

Certainly one of the most overlooked aspects, but certainly one of the most important. Having a SEO-oriented thinking is one of the prerogatives of Content Marketing.

No one is unaware that natural referencing is an everyday and time-consuming struggle. Requiring hard work, it is recommended to use sites of a certain level of quality in order, in turn, to benefit from their credibility.

A good natural referencing is not built by procuring that links, on the contrary, from Google’s point of view, is one of the worst actions to take. Worked and qualitative content should be produced.

7. Trust the publisher

To solicit an editor is to be ready to trust him completely. It is true to say, the latter has a certain level of knowledge of its audience, of its areas of expertise. But above all it is credible and legitimate!

A set of factors, giving it the opportunity to provide you with the highest quality content possible. At no point in the production process should you put pressure on the editor to match your point of view.

Except in exceptional cases, give the publisher carte blanche.

8. See beyond the price

Many collaborations are not born due to prices sometimes considered excessive. In the field of Content Marketing, it is necessary to look much further than this factor considered to be off-putting.

Indeed, it is much more recommended to have a vision much more focused ROI (return on investment) than immediate blow. And you never guess, Content Marketing has the advantage of being one of the strongest R.O.I.

For example, according to a study conducted by the institute bloglovin’, we’d estimate an ROI of around 6.5 (650%) on average. This means that each euro spent would generally yield € 6.5. This is still only an average, which means that there is room for improvement.

9. Accept the publisher’s deadlines

Asking everything right away is a phenomenon that you find most often among people who are not familiar with Content Marketing.

As you gain experience in this area, you realize that quality cannot be improvised and that it takes time to produce it. Far too much advertising content neglecting the qualitative aspect in favor of production time is offered today.

Who can know better in terms of production time than an editor? In the end, accepting the deadlines imposed by them can only ensure you a better return on investment!

10. Understand the common interest shared by advertisers and publishers

It is time that publishers and advertisers understand this, we must hoist the white flag! Their destinies are closely linked.

  • Cannot be 100% paid, the media have a strong need to generate additional income. How better to get them than by collaborating with brands?
  • Side advertisers, the need is defined by the know-how and the qualified audience that publishers have

We no longer communicate today as we did 5 years ago; the digital boom has overturned all the beliefs and habits of brands as well as consumers. It is now essential to understand the expectations of readers and above all to learn to adapt constantly.

How many brands are still focusing on display ? According to an eMarketer study, the number of users ofad blockers in England rose from 14.1 million in 2017 to 15.4 million in 2018. In 2019, the estimate is 16.3 million, or 28.7% of Internet users.

It is therefore urgent to familiarize yourself with Content Marketing and more particularly with sponsored articles. In order to get started, platforms such as getfluence simplify the canvassing phases and accompany you throughout your discovery. You then access a catalog of premium sites, in more than 50 categories. So there is something for all budgets and all markets!

Article written in collaboration with getfluence.com