Sponsored Posts, Press Releases, and Guest Posts are three different types of content that feature your company or products on other sites. That makes them invaluable for increasing your brand awareness. By using them, you create contacts with other related companies in your field. Or, you can generate many backlinks to increase your Domain Authority.
However, these three content types are not the same. Each one has pros and cons that separate it from the rest—knowing when to use which post will help you get an edge over competitors. And, you’ll see long-term benefits as your Google ranking increases.
In this article, we’ll cover the pros and cons of each content type. That way, you can make a dynamic marketing strategy for the best results. Keep reading to bolster your SEO.
What are Sponsored Posts?
In a nutshell, sponsored posts are when you pay a publisher to write an article about your product or service. The publisher will use a personal or promotional tone, essentially giving you their seal of approval. This provides a huge boost to your credibility. The more other publishers are singing praises about you, the more trustworthy you’ll come across in the readers’ eyes.
The ideal sponsored post should be educational, well-researched, and encourage strong emotions in the reader. This way, the post will inspire them to take action by visiting your site or purchasing your products. If the post can’t encourage emotion, it should at least pique the audience’s interest so they can be drawn to more of your content and converted down the line.
Sponsored Content Benefits
Sponsored content provides three key benefits for your business.
Overall, this is a good strategy to use if you want to increase your visibility while taking a more hands-off approach.
Sponsored Content Drawbacks
Sponsored content is an incredible tool for your business, but there are some cons when you use it.
Ultimately, knowing what users to target before a sponsored content campaign is a must to ensure you can convert people reading them.
What are Press Releases?
Now that we’ve covered sponsored content, let’s discuss the details of press releases. Press releases help you tailor the best news and announcements to generate publicity. In other words, they let you publicize any notable achievements or ambitions of your company.
Sending out press releases is a dependable and easily accessible method of spreading news and gaining backlinks in a relatively short period. If you want more people to be aware of what’s going on in your business or industry, press releases are the best way to go.
Press Release Pros
Press releases offer some major advantages for your content strategy, including:
In short, press releases are a powerful jumping-off point for connections with many other publications.
Press Release Cons
While press releases are great for spreading information about your business, it falters in a few areas.
So, while press releases get you a lot of exposure, oversaturation is a real issue.
What are Guest Posts?
Guest posts are similar to sponsored content in that you create a deal with another company for an article to be posted on their site. Where they differ, however, is that you write the guest post, rather than the partner brand. That gives you full control over the content that gets published.
More importantly, it requires the least amount of work from another brand. If you have your post ready to go, you can send it ready to be published. Other companies may have guidelines for content that can be submitted, but it takes the burden off of them. So, they will be more inclined to agree to the offer.
Guest Post Benefits
Guest Posting offers a number of benefits for your business:
Guest Post Drawbacks
While guest posts can be a useful tool for your business, there are still cons to them.
Easily Abused – since guest posts require no effort from the publisher, some companies have gamed the system by submitting as many guest posts as possible. As a result, you need to make sure your content is high-quality and relevant to matter.
All in all, guest blog posts are a valuable tool that need proper thought to be executed to full effectiveness.
When to Use Which?
We’ve covered the details of the different outside content types you can create. But how do you know when to use each one? There are some general guidelines you can follow to be sure.
A sponsored post is best used when you want your content to create traffic to your website from specific targeted keywords.
Press releases are optimal for getting news about your company to the public as quickly as possible.
Guest posts are most valuable for making connections with other publishers within the industry.
Ideally, you will want to use each of these editorial content types at some point. That way, you will have a well-rounded marketing presence and get the best results.
Reach out to LeadAdvisors to begin your content marketing strategy today. Or, explore our resources on link building, social media, and branded content and stay up to date on all things marketing.