The word "advertorial" has actually been around for a long time, long before online marketing became important. However, this primarily involved advertisements that were nicely packaged and ultimately looked like objective editorial articles. This was clearly visible in offline marketing, but since the advent of the internet, it has also been prevalent in online marketing. You can think of a blog post with – at first glance – very objective and interesting information, but which is actually used to promote products and services or convey a specific message. What exactly is an advertorial? And how can you recognize or create one yourself?
An advertorial has actually been around for a very long time. At least since 1946. Although it probably looked different then than it does now. After all, online marketing didn't exist back then. The word “advertorial” is actually a combination of the words “advertisement” and "editorial". Although the word is used for both offline and online marketing, there are still many differences. Moreover, how commercial the advertorial is presented also differs. Or not. With an advertorial, the intention is actually that the message or advertisement is processed into an informative and seemingly objective piece.
For example, an offline advertorial could be a newspaper article about boosting immunity during a pandemic. It might promote vitamin pills. Very subtly, but—if you're paying attention—still clearly. This can be done with text as well as images. However, this is not always equally clear to the reader. This also happens online. You see this, for example, with the use of social media to promote products. Influencers are asked to try out products and write a post about them. This is often incorporated into a post about their own lives or wishes.
Because it is an advertisement and therefore not a completely objective story, it is mandatory to indicate that it is an advertorial. This must also be clearly visible. This is often stated at the top of the advertorial.
There are many different options online for placing advertorials. This is often used when writing guest blogs. Although it is actually mandatory to indicate that it is an advertorial, this is often not done with blogs. Sometimes this is quickly clear to the reader because brand names are mentioned, but that is not always the case. Often, an editorial team can publish a message with anchor text that does not immediately stand out. This makes it more difficult to distinguish between editorial articles and advertisements.
The use of advertorials online is very important for improving both SEO and brand awareness. The more that is written about your products or services, the better. Especially when this is also accompanied by a quality link.
There are many different options online for placing advertorials. This is often used when writing guest blogs. Although it is actually mandatory to indicate that it is an advertorial, this is often not done with blogs. Sometimes this is quickly clear to the reader because brand names are mentioned, but that is not always the case. Often, an editorial team can publish a message with anchor text that does not immediately stand out. This makes it more difficult to distinguish between editorial articles and advertisements.
The use of advertorials online is very important for improving both SEO and brand awareness. The more that is written about your products or services, the better. Especially when this is also accompanied by a quality link.
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