From advertorials
to thought leadership
Advertorials are a form of branded content and look similar to editorial articles, but they include the word “advertorial” or “advertisement” in small print somewhere at the top. An advertorial lets you showcase your expertise while informing and inspiring your target audience… as long as you do it right. In this blog, you’ll learn more about how to use advertorials to build thought leadership in your field, with three ideas to inspire you.
What is an advertorial, and why does it work?
An advertorial is an advertisement disguised as a substantive article. Precisely because it resembles an editorial piece, it has the power to captivate readers. But be careful: if you make the advertorial too sales-oriented, it will miss the mark. Your target audience is smart enough to tell the difference between a substantive piece and a sales pitch. A good advertorial informs, inspires, and offers added value to your target audience. So think carefully about what your target audience needs and tailor both your content and your tone of voice accordingly.
How can you use an advertorial effectively? 3 ideas to inspire you
Okay, let’s be clear: this isn’t a sales pitch. So what should you do instead? Advertorials often take an educational or informative approach. At Cross, we regularly help clients achieve their goals with powerful advertorials. I’ve put together three ideas to inspire you to use your advertorials effectively and build thought leadership:
1. Trends and developments in your field
In virtually every industry, change is the order of the day. It’s impossible for your target audience to keep up with everything. Yet they still want to stay up to date. So use your advertorial to inform your target audience about the most important trends or changes in your industry. Think, for example, of new legislation, technology, or market trends. Explain the key developments and/or offer practical advice on what they mean for readers.
Example: An IT company writes an advertorial about new cybersecurity regulations. They explain what companies need to do to remain compliant.
2. Let others have their say
Authenticity is crucial. So why not let someone else talk about your product or service? Send your product to a key opinion leader in your industry and have them write an honest review. Or interview customers and highlight their experiences.
The advantage of choosing a key opinion leader? You benefit from their authority. The reader immediately recognizes this person and believes what they say.
Don’t have the budget or resources to choose a key opinion leader? No problem—a genuine review written by someone else works just as well. An “ordinary” person who is just like your target audience actually creates a sense of relatability.
The most important thing is to ensure that the interview remains substantive and honest, and isn’t peppered with commercial jargon: your reader will see right through it if your story isn’t authentic. Once the reader realizes it’s of no use to them, there’s little chance they’ll continue reading.
Example: A medical device manufacturer has a leading hospital physician write a review of a new device. The advertorial discusses their experience, pros and cons, and results in a nuanced, informative way.
3. Your organization’s expertise
Your organization has plenty of expertise. Choose an expert (who could, of course, be you) and have them write an article on an important topic within your field. This could be an opinion piece or an interview. This will help you establish yourself as an authority. The piece should be valuable and informative—and ideally offer a surprising or unique perspective.
Example: A marketing agency has a new website. The marketing expert discusses all the challenges they encountered and what the reader really needs to pay attention to.
Hopefully, you now have enough inspiration to approach your next advertorial(s) effectively. Would you like to learn more about this topic? Then check out my article, “6 Tips for Successful Advertorials.”
Do you need help developing, writing, or distributing your advertorial? Plan hieronder een meeting met me in. Ik denk graag met je mee.
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Frequently Asked Questions
How does an advertorial contribute to thought leadership?
An advertorial is an ideal step toward establishing thought leadership because it allows you to share your expertise and vision on a credible platform. You position your brand not just as a provider, but as an authority in your field.
How many topics do you cover in an advertorial?
This depends on where you place the advertorial and how many words you can include.
A short, attention-grabbing sentence in an online newsletter is called an advertorial. This is, of course, completely different from a two-page advertorial in a magazine.
How do I align advertorials with my visual campaign materials?
We look beyond a single publication. We translate your message into a content strategy where advertorials become part of a larger narrative. This helps you build long-term visibility, brand preference, and expert status.
