By Katie Ibberson, SEO Executive

Advertorials may be a term you have heard before in marketing circles, but you might be wondering, what are advertorials?

Advertorials are a form of paid marketing content designed to promote a brand, service, or company in the format of an editorial article. By blending advertising with engaging, editorial-style writing, advertorials are built to inform, build trust, and position your brand in front of the right audience.

Key characteristics include:

• Paid for by a business, but presented in a media-style format
• Informative and value-led, without feeling overly sales-focused
• Matches the tone and style of the platform it appears on
• Clearly labelled as ‘advertorial’, ‘sponsored’, or ‘paid content’

Editorial vs Advertorial: Key Differences Explained

If you have worked in or around marketing before, you are likely familiar with the term ‘editorial’. This typically refers to an article written to inform, educate, or share an opinion, commonly seen across blogs, magazines, and newspapers.

So where do advertorials sit?

Advertorials bridge the gap between traditional advertising and editorial content. They combine the credibility and storytelling of editorial with the strategic intent of advertising.

Where editorial content is usually independent and unbiased, advertorials are created to promote a product or service. The key difference is in how this promotion is delivered. Rather than pushing a hard sell, advertorials present information in a way that feels natural, useful, and relevant to the reader.

For businesses, this creates a valuable opportunity. You can promote your services in a format that feels familiar and trustworthy, helping you connect with your audience while blending seamlessly into the platform it is published on.

Types of Advertorials for Businesses

Advertorials are flexible and can be shaped to suit different audiences, platforms, and objectives. Common formats include:

• Journalism-style advertorials: Written in a news format, often focused on a business update, announcement, or industry insight
• Advocacy advertorials: Built around a wider issue or cause, aligning your brand with a particular message or movement
• Expert-backed advertorials: Featuring insights, commentary, or content from industry experts to build authority
  Personal story testimonials: Highlighting real customer experiences to provide social proof
• Comparison advertorials: Comparing products or services to highlight key benefits and differences

Advertorial Benefits for Businesses

Marketing moves quickly, and getting the balance right between content and promotion is not always easy.

If you are looking to use advertorials as part of your strategy, they offer several clear benefits:

• Build trust and credibility through editorial-style content
• Engage audiences without interruptive advertising
• Educate potential customers while promoting your services
  Position your business as an expert in your field
• Generate higher quality leads from informed readers

How to Write an Advertorial: 5 Guidelines That Work

Starting with a blank page is often the hardest part. When it comes to advertorials, having a clear structure makes all the difference.

Here are five simple steps to help you get started:

Step 1) Know your audience

One of the biggest advantages of advertorials is the ability to connect with your audience more naturally.

Think about:

• Who is reading this?
• Where are they reading it?
• When are they likely to engage with it?
• What problems are they trying to solve?

Your advertorial should feel like it is written for the reader, not at them. By the end of the article, it should be clear how your product or service fits into their world.

Step 2) Be creative, but stay relevant

This is where your brand can come through.

Match the tone of the platform you are publishing on, but focus on creating content that is clear, honest, and useful. Your goal is to show how your product or service adds value.

A few key things to include:

• USP: What makes you different
• Experience: Testimonials, quotes, or real examples
• Facts: Clear, useful information that helps the reader make a decision

Step 3) Use visuals to support your message

Images and video can help bring your advertorial to life. They break up the text, make the content easier to engage with, and reinforce your message. Use visuals that are relevant, clear, and aligned with your brand.

Step 4) Include a clear call to action.

Your advertorial should guide the reader towards the next step. Whether that is visiting your website, getting in touch, or making an enquiry, your call to action should feel like a natural continuation of the article.

Step 5) Advertorial guidelines and transparency

Transparency builds trust. Always make it clear when content is sponsored or paid for. Being upfront with your audience strengthens credibility and ensures your advertorial remains effective.

---

If you are looking for support with advertorials, Dialled In is your marketing team, ready to help you plan, write, and place content that delivers results.

Based in Sheffield, we support businesses with PR, copywriting, and marketing campaigns that cut through the noise.

Get in touch with our team to find out more!