An advertorial is an article that reads like editorial or magazine content but is written to sell. It is essentially a long-form advertisement.
Depending on the publication hosting the advertorial–whether in print or online–the style can vary.
Some advertorials are subtle, like an article on outdoor lighting that includes a couple of quotes from a vendor of lighting systems. Others are more overt, like a profile of a local business or a feature on the shops and restaurants in a business or heritage district.
Whether delivered with a light touch or more directly promotional, an advertorial has to deliver value to the reader. It could be something as simple as the story of a business–how it was founded, challenges the owners faced, how it has grown and changed since opening. Or it could be an article by a pet supply store owner about canine nutrition or a piece about colour trends by an interior designer.
The key? Engaging writing that raises awareness of a brand or product without sounding like a sales brochure.
An advertorial should have the hallmarks of a magazine article, that is, a narrative that flows and shares information without overtly saying “shop here” or “buy this.”
Advertorials vs. Sponsored Content
It is not always easy to distinguish between advertorials and sponsored content, and there can be overlap.
Whether online or in print, sponsored content generally emerges from a partnership between the publisher and the brand. A brand will “sponsor” an article that aligns with their purpose or products, but the publisher will write it to ensure it fits with their overall editorial style. Sponsored content is identified as such, with the sponsor being clearly named.
An advertorial is written by a brand or business and placed in a magazine or on a website. While it offers value to the reader, as noted above, it is more overtly promotional than sponsored content.
My Approach to Advertorial Writing
I begin every advertorial assignment with research of your business. I look not only at your website but also social media and any news articles or other media about your company. I also confirm the word limit and the general direction you would like the article to take.
Next, I will prepare questions so we can do an interview to get more details, fill in any gaps in my research, and get some quotes from you for use in the article. Interviews can be done by email or phone.
I will then write a draft article for you to review and will make any changes you suggest before handing it off to you to send to the publication where you are placing the article.
To learn more about advertorial writing, please contact me for a free initial chat. To view samples of my work, visit My Work.
Photo of vintage ad by Annie Spratt on Unsplash.