If you’ve never heard of the term advertorial before, it’s (yes, you’ve guessed it) a cross between an advert and editorial.
The reason advertorials work so well is because it engages the reader more effectively. People love a good story and an advertorial allows you to develop it in depth compared to a straight advert. Getting your message across can be difficult at the best of times but an advertorial allows you to inform and educate your reader – and provide a call-to-action – all in one place.
People also spend a longer amount of time with advertorials, which means that they’ll spend more time with your brand. The other beauty of advertorials is that they can easily be converted into a web feature, which you can then showcase on your website and social media.
As a rough guide, advertorials tend to run anywhere between 500-600 words on a standard A4 page, including images and contact details.
You can find examples of advertorials that have appeared in print and subsequently converted to web copy here.
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