For publishers and lifestyle websites that target moms, sponsored content can be a powerful marketing tool. Its form can range from quick articles to total site takeovers, and it allows consumer brands to tap into the audience of well-known publishers. Sponsored content has a unique advantage over other types of partnerships. It can be useful to the publisher’s established audience, as well as appealing to the wider audience held by both the publisher and the consumer brand.
However, publishers may run into resistance among readers when they take on sponsored content partnerships. In recent findings, 54% of surveyed internet users say they don’t usually trust sponsored content. Most of the remainder only trusts sponsored content if they already trust the publication it runs on (19%) or they already trust the consumer brand (23%).
Even if the sponsored content is well-integrated into the publisher’s typical format, readers tend to consume it very differently than they do non-sponsored content. Chartbeat’s analytics suggest that two-thirds of readers spend 15 seconds or more with editorial content on average, while only one third of readers spend that much time on sponsored content articles.
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